3 GOOD QUESTIONS TO ASK YOUR MEDIA AGENCY
Selecting a media agency can be a daunting task. So can sticking with an agency that doesn’t seem to fit. Here are three questions you may find helpful.
Do You Work With My Competitors?
Many agencies specialize in sectors. This means they become experts to a niche of business (ie., automotive, banking, nonprofit, etc.) and build their practice based on clients who fit that mold. There certainly is value in that model, but buyer beware … the same advice they’re giving you they’re likely also giving your competitor. Know up front whether the agency is exclusively representing your business in a given industry or market, or if you’re one of many. If it were my money on the line I’d seek representation by agencies who offer exclusivity to the relationship along with defined ‘non-compete’ terms for when the relationship ends.
Do You Get Special Pricing From Media Vendors?
Sounds like a good deal, right? But here’s the flip side … media outlets only give pre-set preferential rates to those agencies who commit to a volume of business. Sometimes these things are published, sometimes they’re a handshake deal behind the scenes. So a good question to ask your agency is how and why they get those rates, because their obligation to that media outlet may preclude them from seeking exposure on other avenues that are a better fit for you. The other consideration to keep in mind is that media outlets rarely set deep discount rates on their prime inventory. Which means you may get a deal, but your campaign stands a good chance of being loaded into off-peak exposure. So good rates for crappy inventory. My advice instead is to select an agency that leverage every dollar of your budget based on your specific business needs. They should couple their knowledge for how, when and where to negotiate with a custom fit program based on research and defined goals, rather than a cheap package that looks good on paper.
Is Everything In-House?
Wouldn’t it be great if you worked with one agency and their people had everything you needed under one roof? Those places exist and they go by the names of Saatchi & Saatchi, Omnicom Group and Publicis, to name a few. Here’s the catch … they cater to the budgets of the Fortune 100. If you’re not a Fortune 100 then you might consider a lean agency model where core in-house skills are complemented by subcontracting to top freelancers/specialty agencies. This means less overhead and more efficient costs for you, plus dedicated experts on every facet of your campaign. And when it comes to media planning, buying and placement, its critical you work with a shop that specializes in this.
This is the model of Inside Track Marketing & Media, Inc. … where we specialize in media planning, buying and execution and also provide a single point of contact for clients to tap into an arsenal of experts outside our roof.
Looking for an agency with a strong history delivering practical and proven solutions?
Give Inside Track a visit.
Read Full Post | Make a Comment ( None so far )
