 |
 |
Making an agency work for you
You've got a promotion or communication materials to arrange and you're looking for a marketing and design agency to deliver the goods. You have some good ideas but need help in putting it all together. How do you find the right team and make sure you get the results you need?
These pointers will put you on the right track to developing a productive relationship with a creative agency.
These pointers will put you on the right track to developing a productive relationship with a creative agency.
Do you need a full marketing agency or a design agency?
A full marketing agency will help you identify target groups, develop marketing strategies with relevant, effective messages, and recommend a mix of materials and activities. These agencies will also provide design, copywriting, print and online services.
Graphic design agencies concentrate on the design, web and print side of the marketing equation.
Using a design agency is the best way to go if you are clear on your marketing objectives and are able to give a strong brief for the materials you need. However, if you're looking for more input in developing messages and identifying the best strategy, a marketing agency is the best bet.
Do's and don'ts in choosing an agency
Giving your agency a comprehensive brief is vital. The more information you give your agency team, the better they can deliver. A good brief can save time, money and aggravation. Include background information on your company, project, messages and objectives. Also make sure all parties are clear on deadlines and budgets. Check out the briefing form template that can be downloaded to help develop your brief.
Agree a budget
It is important to discuss your budget in advance as it helps tailor the appropriate marketing and design solution. Be honest with your agency - tell them how much you have to spend and what you want to achieve. Giving an unrealistically low budget will often result in a stripped down solution that may not deliver results. Don't forget to discuss all aspects of the project so there aren't hidden extras like copywriting and image content. It is also important to check how many stages of amend are included in the price before additional costs are incurred.
Talking with your agency
The more you communicate with your agency, the better the results will be. Tell them what you like and don't like and, more importantly, why you feel that way. Agencies can only get it right when you are honest. Avoid just saying "I don't like it." Be more constructive and identify what elements you would change and why. This will help build up a relationship of trust which will deliver exactly what you need for you promotional and marketing materials.
A full marketing agency will help you identify target groups, develop marketing strategies with relevant, effective messages, and recommend a mix of materials and activities. These agencies will also provide design, copywriting, print and online services.
Graphic design agencies concentrate on the design, web and print side of the marketing equation.
Using a design agency is the best way to go if you are clear on your marketing objectives and are able to give a strong brief for the materials you need. However, if you're looking for more input in developing messages and identifying the best strategy, a marketing agency is the best bet.
Do's and don'ts in choosing an agency
- Don't select solely on price
- Ask to see a portfolio
- Ask if they have worked in your industry before
- Make sure you feel comfortable with them
Giving your agency a comprehensive brief is vital. The more information you give your agency team, the better they can deliver. A good brief can save time, money and aggravation. Include background information on your company, project, messages and objectives. Also make sure all parties are clear on deadlines and budgets. Check out the briefing form template that can be downloaded to help develop your brief.
Agree a budget
It is important to discuss your budget in advance as it helps tailor the appropriate marketing and design solution. Be honest with your agency - tell them how much you have to spend and what you want to achieve. Giving an unrealistically low budget will often result in a stripped down solution that may not deliver results. Don't forget to discuss all aspects of the project so there aren't hidden extras like copywriting and image content. It is also important to check how many stages of amend are included in the price before additional costs are incurred.
Talking with your agency
The more you communicate with your agency, the better the results will be. Tell them what you like and don't like and, more importantly, why you feel that way. Agencies can only get it right when you are honest. Avoid just saying "I don't like it." Be more constructive and identify what elements you would change and why. This will help build up a relationship of trust which will deliver exactly what you need for you promotional and marketing materials.
