The client-agency relationship. A vital partnership during critical times.

Our economy has experienced some turmoil the past few years with frequent “ebbs” and periodic “flows”, and a consequence of this is that some marketing plans and/or budgets have been highly scrutinized, scaled back, or even decimated. Marketing departments are asked to maintain sales levels and market shares, if not increase them, sometimes with less resources. If there’s ever a time to look at your current marketing resource or ad agency and ask “What are we really getting from these people?” it’s now.

Your agency should be actively providing ideas on getting more aggressive while optimizing your resources. It’s their job. Too many agencies view creativity as catchy phrases or images; how about clever ways to effectively reach more customers within your allocated budget? These are dynamic times and your agency should be actively creating strategies that build your brand, show you ROI, and sell your products as effectively, efficiently and creatively as possible.

Is your agency a strategic marketing partner?
Did your agency’s interest in your business drop right along with your budget? Or did they work on refined strategies that allowed you to continue your marketing efforts while sticking to a reduced budget? Depending on your sales strategy and competitive situation, were there alternatives available for getting your message out… select target marketing at tradeshows, specific online messaging, or customized literature for your sales channels? Whatever the answer, your agency should have come to you with the right solutions - before you even asked them to do so.

Does your agency understand B2B marketing and/or your market?
Creativity is great as long as it’s solidly based on sound market knowledge, research and strategic planning, and a true understanding of your customers. Advertising is not a one-size-fits-all, cookie-cutter proposition. If your agency does not have experience in your target markets and its buying influences, then it’s unlikely they will develop a very effective marketing communications program on your behalf.

Are you paying your agency and then doing their work?
How often have you had to rewrite copy because the writer or AE couldn’t express the right message? Or it was full of product features without any detailed customer benefits? Or the design didn’t complement your brand identity at all? An agency’s job is to develop strong sales tools that are useful. If you frequently have to redo the copy or make layout changes, then why do you pay them? They’re wasted dollars that you can’t afford to throw away.

Take a closer look at the entire relationship you’ve had with your ad agency, marketing firm, or in-house department. It is possible to have an aggressive marketing posture, even with an allocated budget that may not be exactly what you would prefer. But it requires a committed partnership with an agency that understands your objectives, your products and your industry.