Dear Ms Marketing:
Am wondering what's the best source for researching ad agencies. I'm a small business ... I have a small budget, so that means every dollar has to be well-spent. I don't have time or money to waste on an agency that doesn't deliver good results. Thanks.
I recommend you do a few things. I would spend some time, money and energy with a figuring out your company's marketing identity, strategy and message as directed by your familiarity with your customer. A marketing consultant would be good to start this process. Remember that the agency needs direction from you. Don't leave it up to them to give you direction. They are only responsible for translating your direction into effective and creative marketing tactics. If an agency has to help you figure your strategic direction out, that will blow your budget. And if you commit to tactics before your strategy is figured out, this will lead to ineffective marketing.Next try to find someone that caters to your size business. You may find that your consultant and his/her network of contacts (maybe freelance people who once worked at an agency) are all you need to maximize the use of your small budget.
The problem with agencies is they have a budget threshold that businesses must meet before they even consider them for business (One agency that I know of has a $25,000 threshold). And, most small businesses don't meet the threshold.Once you are clear of your strategic direction, if you are still considering the agency route, I would put agencies through the same RFP (Request for Proposal) process that big businesses do to make sure that you are going to get what you want from them.
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