Marketing your business might seem easy: just post on social media, send some emails, and maybe make a video or two. But it’s more complex than that.
Imagine Maria, a talented young chef, who started a fleet of food trucks called “The Mariana Monster Truck,” offering Italian cuisine inspired by her grandmother’s recipes.
Maria decides to run a social media campaign to attract new customers using paid ads. Every day, she posts updates, replies to customers, and takes photos of her dishes. Meanwhile, she manages all aspects of her business, from cooking to cleaning.
Sometimes, when she’s too busy to create her own content, she uses stock photos instead of showcasing her own food. This might seem harmless, but it could actually hurt her marketing efforts and lead to poor results. It might be time for Maria to consider working with a creative agency.
What Does a Creative Agency Do?
Agencies can help brands like “The Mariana Monster Truck” develop and run their advertising campaigns. However, not all agencies are the same.
- Media Buying Agencies: They negotiate deals to place content on TV or online.
- PR (Public Relations) Agencies: They focus on publicity and media coverage.
- Promotional Agencies: They create sweepstakes, coupons, and other promotional materials.
- Creative Agencies: They develop concepts and strategies to help brands stand out with commercials, print ads, events, online engagement, and more.
How to Work with a Creative Agency
Does a creative agency seem like the right fit for you? Before you dive in, consider the following:
- Think Long-Term: If Maria only needs a one-time project, like a holiday e-card, she might hire a freelancer. For ongoing campaigns, a creative agency is a better investment.
- Know Your Brand: Maria should understand what makes her business unique and what needs it fulfills for her audience.
- Set Clear Goals: Maria should focus on specific goals, like improving sales, reaching new demographics, or growing her social presence.
- Budget Wisely: Maria should find an agency that can maximize her budget, rather than planning an impractical national campaign.
- Choose the Right Agency: Maria needs a mobile-friendly website for her business, so she should find an agency that specializes in that rather than something unrelated, like 3D projection.
Finding the Right Agency
Once you’ve identified your goals, send out a Request for Information (RFI) to potential agencies. An RFI helps you gather information about the agency’s background, capabilities, and proposed solutions.
Writing an Effective RFI
An RFI should include:
- Background about your brand
- The problems you’re looking to solve
- A tentative timeline
- Key performance indicators (KPIs) for success
Evaluating RFI Responses
Look for:
- Experience: The agency should have a track record of relevant work.
- Capabilities: Ensure the agency can meet your objectives.
- Culture: The agency’s culture should align with yours.
If you have a larger budget, consider submitting a Request for Proposal (RFP). An RFP asks for more detailed solutions, including spec work, which might involve compensating the agency.
Understanding Agency Roles
Get to know the roles within the agency:
- Account Managers: Manage the client/agency relationship and ensure smooth communication.
- Project Managers: Plan timelines, ensure work is on time and budget, and resolve challenges.
- Strategists: Research the market, track trends, and create strategy briefs.
- Creatives: Writers, artists, designers, and technologists who bring ideas to life.
Establishing a Working Relationship
Before starting collaboration:
- Have the agency sign a nondisclosure agreement (NDA).
- Create a statement of work (SOW).
- Address any conflicts of interest.
- Write a creative brief.
The agency will present its ideas. Be open to stepping out of your comfort zone. Once the campaign is launched, assess its success using the KPIs you set.
Examples of KPIs
- Reach and Engagement: Number of people reached and their interactions.
- Visits and Traffic: Number of visitors to your site.
- Conversions: Number of users completing a call-to-action (CTA).
Evaluating Success and Moving Forward
If your campaign isn’t as successful as hoped, don’t panic. Work with the agency’s strategy and analytics teams to identify what worked and what didn’t. Be bold and open to change.
If you’re not seeing the desired success over time, it’s okay to consider a new agency. If you’re happy, keep pushing for new ideas and challenge both the agency and yourself.
