How to Hire Experts – Advertising Agency (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today we are sharing the third installment in a series of discussions all focused on practical advice you can use when you consider hiring experts to assist you with branding and marketing.

Advertising agencies may create your brand identity and marketing collateral, such as brochures, and can also act as your media buyer.  They will align products/services with your brand positioning and develop target audiences.  Under the marketing umbrella an agency will create your message, design ads and even produce TV commercials and radio spots.

Once you have made the decision to hire an advertising agency there are numerous aspects to consider when selecting the one that is the best fit for your business.  Assess the agency’s experience; review their portfolio to ensure you like their work and that the style fits with your expectations.  Meet the individuals that are part of the organization.  Find out how connected they are in the community and to the media outlets such as local papers, television stations and radio stations.

Other elements to review include the approach they will take to conduct your advertising campaign and the associated costs.  Also, confirm the metrics they will provide to measure the success of the advertising campaign.  This is a vital element in determining the impact of any advertising.

Ensure you discuss fees.  Every agency will be different; they may be project based, hourly or retainer.  Lastly, make sure the agency you select has media buying clout.  If they are going to represent you to place your ads on television, in print or on the radio you want to know that they have the ability to obtain the most favorable pricing.

Once a Day Marketing™ inspires clients to brand bold.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

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