There’s an old story (and several variations of it) about a major newspaper whose printing presses malfunctioned on the Saturday before Christmas, jeopardizing all the revenue for the Sunday paper’s advertising. After several technicians failed to fix the issue, they called a retired printer who had worked with these presses for over 40 years. He arrived, walked around and after a few minutes, turned a screw a quarter turn. The presses worked perfectly. He submitted a bill for $10,000. When asked to itemize his charges, he replied, “$1 for turning the screw. $9,999 for knowing which screw to turn.”
Working with a marketing agency can be a lot like that. They make it look simple by knowing exactly what needs to be done. But what you aren’t seeing is the years of work that has gone on beforehand to prepare the agency for your request.
Whether it be reading trade papers, attending meetings and tradeshows or the multiple years spent helping various clients, agencies bring a wealth of knowledge to the table. While we might not know your industry as well as you do, you can be assured we understand the concepts of marketing and advertising your product or service. We have the contacts to make amazing things happen.
This is what we mean by expertise.
And with that expertise comes a cost. But is it truly a high cost to pay?
Take, for example, an article that needs to be written. A junior writer, who you think is a bargain at $25 an hour, might have to do a lot of research to even begin the work. They might use 10 hours for research and another four hours to write. In contrast, an expert — the agency person — might charge four times that, but the research is already done, and they are writing efficiently and effectively. They know their stuff, so there will be little back-and-forth with you, saving you time and headaches.
Good briefs, years of knowledge and industry experience all contribute to the quality and speed of the work.
All of this to say, when working with an agency, consider:
- Do they know my industry? They might not have expertise at your level but should possess some knowledge.
- Know their range of services. Ensure the agency offers the services you need, whether it's social media management, SEO, content creation, branding or traditional advertising.
- Don’t ask for the agency’s hourly rate. This is not a true reflection of their value, nor a good measure of their worth. Consider the value they bring in terms of expertise, creativity and results.
- Check their reputation. Read reviews and testimonials from past clients to gauge their satisfaction and the agency’s reliability. Find out what the agency’s culture is like, what their values are and consider how their work style would complement your company’s.
- Don’t just think about the next campaign, but consider a long-term partnership. Consider if the agency can grow with your business in a long-term partnership with you.
By carefully evaluating these factors, you can find a marketing agency that not only meets your immediate needs, but also supports your long-term business goals. Look for a partner — someone who works with you to grow your company.
Considering what a partnership like this would mean for your company? Drop us a line; we would love to chat.
