Page 138 - Duct Tape Marketing

122 Part II: Sharpening Your Marketing Focus

1. Decide how many agencies you want to interview.

If your project is fairly simple or your budget is pretty tight, start with a
list of only one. You have a better chance of getting the agency’s atten-
tion by telling the agency that it’s your top choice and by eliminating the
need to “compete” for a budget in which there is likely very little profit.
If your budget is larger, you have more clout, so start with a list of no
more than four agencies.

2. Get the names of agencies that match your needs.

Ask for agency recommendations from trusted business colleagues.
Or contact owners or marketing managers at companies that resemble
yours in size and that have particularly strong advertising to ask who
produces their work. Advertising managers at your local newspaper or
radio or television stations are another good resource, as are the sales
representatives of major print shops in your area. They know which
agencies consistently submit professional work on time.

3. Finalize your short list.

Answer the following questions before putting a prospective agency on
your list:

• Do they handle and care about accounts our size?

• Do we have confidence in their expertise and experience?

• Will their creative style fit our brand and company culture?

• Do they have the talent we need? Sometimes small businesses hire
very small agencies with the belief that smaller firms have lower
overhead and therefore lower costs. But if your agency has to sub-
contract to get your job done, you may end up paying marked-up
costs for services that it buys on your behalf.

Requesting proposals

Contact the CEO of each agency on your short list to convey the following:

ߜ Invite the CEO’s agency to present its capabilities and to discuss its
interest in working with your firm.

ߜ Describe your marketing objectives, your target market, and whether
you’re seeking help on a finite project or an ongoing relationship.

ߜ Ask that any or all of the following information be submitted in advance
of the interview: samples of agency work, biographical sketches of key
staff, a client list, a list of clients gained and lost in the past two years,
relevant case studies of agency work, a description of expertise in your
industry or market area, and billing procedures including hourly rates
and commission or markup policies.