Hiring a Marketing Agency
Hiring a new marketing agency is an investment of time and resources. Fuse has developed the information below to help organizations plan for an efficient hiring process.
Why Hire a Marketing Agency?
Experienced marketing agencies offer a fresh perspective and can give clients insight into specific customers, products and business. Marketing agencies can remain focused on strategy, creative, etc., while not getting bogged down with business matters. They also provide expertise and support to in-house teams that are working at or above their capacity.
Specialty Maketing Agencies Add Value
In some cases, even when a company has one or more marketing agencies in its network, it may bring in a specialty firm that can help target a specific demographic, such as the Millennial or youth market. A specialty agency can successfully execute a certain type of program proficiently and develop relevant assets. The right agency working within its area of expertise should be able to execute fresh, exciting work with creativity and efficiency.
Marketing Agency Hiring Process
Once the decision to hire a marketing agency is made, the following are valuable steps in the agency hiring process:
Request For Proposal (RFP)
A good first step is for the company to identify and document its needs. Doing this gives a prospective agency insight into the company’s goals. It also can help stakeholders within the company’s organization align on key elements of the program and prevent unmet expectations later. The approach to documenting your needs can vary from listing a few key points written in an email to a detailed Request for Proposal.
A good RFP will outline the following:
- Business and brand background and positioning
- Summary of desired work and objectives (include any special expectations and considerations)
- Details on targeted consumers (and customers and/or distribution and retail systems if appropriate)
- Timelines for responding to the brief and for the program
Some clients prefer not to provide budget information, however a budget is necessary in guiding the agency to develop feasible solutions to the company’s marketing challenges. Agencies will spend a great deal of time and energy responding to an RFP, therefore potential clients should be clear with the agency about the following:
- If an agency may not be hired as a result of the process
- If funding has not been approved for the agency’s proposed projects
Researching Potential Agencies
As you conduct this interview, consider the following:
- Does the agency really do the things you’re looking for or are they just saying, “we can do everything”?
- Can the agency provide examples of past work (done in the last three years) that is relevant to your needs?
- Does the agency have other clients that you think can serve as a reference point for your own needs/goals?
- Is there chemistry and personality fit?
- Does the agency have a formal system to manage work and update clients on progress?
- How does the agency staff client accounts?
- How does the agency bill for services?