Ad Agency Selection Assistance

Ad agency selection is an exacting process.

You must stay focused and realistic regarding your specific needs and requirements.

Whether you already have an agency and have decided to make a change or this is your first foray into the market; it is of primary importance for you to define your goals and what you expect from the advertising agency you ultimately decide to select.

It’s important for someone on your team to understand how agencies work and what agency characteristics are best suited to your goals.

Enter the AvizaGroup, an advertising and marketing consultancy that can bring these experiences and insights to your side of the table.

Most businesses follow a similar selection process; they first identify three advertising agencies, sometimes more. How they arrive at these three advertising agency names can be interesting.

One may have been sending them direct mail pieces for months or even years. Another may have been telemarketing randomly and today is their lucky day. A boss’ daughter works in sales at an advertising agency so they get on the short list.

This may seem amusing, but these are actually true situations.

Having chosen three potential agencies, they are called in for an initial meeting followed by a request for a proposal.

In addition to the boilerplate info, the proposal may contain a brief history of the agency, bio’s, agency clients, perhaps a case study.

The real original content might also include some “spec” creative work, a media plan, strategic thinking about what the agency feels is the best way to market your business.

Then a decision is made based upon a superficial impression. Initial meeting 60-90 minutes, presentation of cool creative work and charming, smiling, beautiful salespeople.

This is, of course, not the most effective way in which to select an advertising agency that is right for you and your business.

When it comes to selecting an agency you need to ask the right questions. Most business usually ask the wrong questions. How long have you been in business? How many employees do you have? How much is your billing?

The important questions you should seek answers to are:

How much do you know about us? (Give big points for truth and honesty)
Can you tell me about a success story for one of your clients in five minutes or less?
Who would handle our business?
How do you charge?
What are your fees?

Then the big question for you, the client; ‘Is there good chemistry, do you like these people?’

If you require insight-full, experience based opinion to help select the ‘right’ ad agency for your business, AvizaGroup can help.

We know the right questions to ask and how to assess the answers.

We specialize in advertising and marketing consulting.

Contact: John.h@Avizagroup.com or call (908) 303-4440.

We’ll help you select the right agency.

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