Know-How Exchange : Advertising/PR

I would look to see what results the potenial agencies have had in the media you desire. I am not sure that they time someone has been around should be the driving force. What have they done for other clients and how sucessful was it, that is what I would go by.

Mike

I have a few ad agencies as clients. One of my ad agency clients considers themselves as 'in touch' with social media and on top of the game, but from my perspective they can't find their @ss with both hands. I'm of that opinion because this agency creates a decent ad, and they create decent copy, but they have ZERO proof that a goal is being accomplished. I believe if you can't measure performance, then you really can't take credit that the marketing effort is working.

On the other hand, I have another very small client with very little experience on the larger playing field of the advertising world. Yet this client is soooooo connected to today's social media that I can barely follow the conversation. Every time I talk with this client, I usually leave wit my head swimming with new ideas and new opportunities. This small client can justify incoming and outgoing clients, and given the right opportunity, could very likely account for every dime of expense and calculate their ROI performance.

If I were you, I'd weigh who gets the contract by who can perform and achieve the objective. I suspect that you already have a gut feeling which firm can perform for you. Why not create two small projects and give each form one. Retain the firm that delivers the results you want. Nothing wrong with asking a firm to prove they can handle the job, after all, its only bragging if you can't do it.

Darcy Moen
Customer Loyalty Network

I've drawn a "spectrum of capabilities" in this regard.

+--------------------------------------------------+
Traditional]-----------------------------[System
Agency ]----------------------------[Integrator

On one end I've placed the Traditional Advertising Agency. They are brilliant at "creating". They have capabilities to turn those into great visuals and copy - TV ads, newspapers ads, bill-boards, and radio spots.

On the other end, I've placed a classic System Integrator. These guys are flawless at writing requirements and cranking out a tool.

Somewhere in the middle, you run into Competent Digital Marketing Agencies. These folks are a blend of the Ad Agency and the System Integrator. They can create the BIG idea. Plus, they can deliver on it.

How do you find them? Write yourself a good RFP which includes elements you'd toss at a Creative Ad Agency and a System Integrator. Also, check their references with a fine tooth comb. Ask tough questions about the results of the campaign (e.g. what was the proven ROI?), and the results of the project (e.g. did they have a project plan, did they stick to it, how did they test the technology, how many problems did they have in production, what was their turn-around time on fixes?).

I hope that helps.

I am a big believer that agencies can provide advice and training, but in the world of social media, you need to do your own dirty work. Social media is about relationships, and people want relationships with the actual company, not thier agency (who does not share the passion, knowledge and enthusiasm for the product/service).

In the old world of outbound marketing, you would buy advertising and a media company would publish it after you paid them. This worked well to have an agency involved, because the agency did not directly interact with your customers or prospects. they made some creative and coordinated the media purchase.

In today's world of inbound marketing, you directly interact online with your customers and prospects. You basically shake thier hand and say "how can I help you" and you have a back and forth conversation. They don't want to have a conversation with an agency rep who works for 7 different accounts, they want to talk to you. How does it sound when you tell a prospect that "I don't have time for you, please talk to my PR or ad agency". Why would they buy your product? if you don't have time to talk to talk to them directly before the sale, why would you have time after the sale to support them and make them successful?

I would hire the smaller firm to provide advice and train your staff. Then I would do the "campaign" myself.

For more info, you can watch this free Social Media 101 webinar.

Thanks for the range of answers.

As I said in the orig. posted question, this is for an article I'm writing. All of your input is valued.

Thanks again.

Kevin