live beatles
Advertising in today’s competitive business landscape is an essential ingredient for success. Companies and brands can live or die by the creative and strategic swords of their campaigns. In 1987, Nike’s television spot featuring The Beatles’ “Revolution” gave the brand a boost to international infamy. MacIntosh’s “1984″ commercial launched their personal computer brand, Apple, which has done nothing but catalyze the next stage of interpersonal communications. Nike and Apple’s success was given a significant boost by having the right agency to help strategically communicate their brand.
One of the most difficult steps for any business beginning their advertising process is finding the right advertising agency. These days, there are more ad agencies out there than you can throw a pirate at, and nearly all of them are not going to be the right fit. The best approach to feeling out potential advertising agencies and narrowing down your search is to write an effective RFP. Be careful, because what you put in your RFP will affect what you get back from it, inevitably determining the length and depth of your search. It is crucial that you understand how to write an effective RFP before searching for an advertising agency.
Most advertising agency relationships need to be begin with a combination of creativity, enthusiasm, and experience. But that doesn’t mean that you leave out the tail that wags the dog in every business: the price. But instead of asking what an agency will charge for all the marketing activities you’ve stormed up, why not begin by laying out your marketing problem and a budget range, even if it is hypothetical. This allows agencies to show what they can do for your budget by flexing their minds while demonstrating their magnificent financial wizardry. Nobody can really give you a good idea of what they can do for you, if they don’t know what you are willing to spend.
Always request creative samples. Ask them to show you something they are proud of, regardless of what category it falls under. This will give you taste of their creative juices and find out if you are both on the same creative page. That is important to have up front, for both parties. Also, get an example or two of how they work beyond the big ideas, with strategy and timelines. What do their proposals and invoices look like? Ask about the different elements of their relationships with other successful clients.
In this age, information is king. The best way to get the answers you are looking for is to ask the right questions. The fastest way to get to a cricket concert is allowing your legal department to write the RFP. If you have anyone in the company with advertising experience, this is the perfect project to bring them in on. Ask simple, direct questions and you will get simple, direct answers. When you are ready to send the RFP, determine a list of agencies who will receive it. Google is a great place to start the list.
Once you have your RFP responses, narrow the field down to four agencies. Do a site visit for every agency. Meet the owners and check out the ‘chemistry’ in person. Narrow down to three and give the remaining agencies a project and deadline to pitch their response in person. The project will allow you to see their process, strategy and creative. Everyone can make an informed decision on the new agency based on the results of their pitch.
Finding the right agency for your business can be one of the most difficult steps in the whole advertising process. Knowing how to write an effective RFP can save you time, money, and help avoid any bad relationships. Effective RFPs will ask simple and direct questions that gains insight into an agency’s creative and relationship building processes. If you provide them with your marketing scope and budget range, their answers will give you the information you are looking for. Only then will you be able to find the right advertising agency for your business.
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