November 21, 2013 at 10:33 AM

Choosing Your Advertising Agency

Recon Thursday/Process

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.

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Once a Day Marketing™ featured video blog: Selecting Your Advertising Agency

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. It’s Recon Thursday and we are continuing our series looking at outsourcing marketing support for your company. Our focus today is on Advertising Agencies.

Advertising agencies will create your branding and marketing and may also act as your media buyer. Through branding they are positioning your brand and developing target audiences. Under the marketing umbrella the agency will develop your message, design ads and may even produce TV commercials and radio spots.

Once you have made the decision to hire an advertising agency there are numerous aspects to consider in selecting one that is a good fit for your company. Look at their experience; review their portfolio to ensure you like their work. Meet the individuals that are part of the organization. Find out how connected they are to the community and to the media outlets such as local papers, television stations and radio stations.

Other elements to review are the approach they will take to mount your advertising campaign and the associated costs. The agency should let you know the metrics they will provide to measure the success of the advertising campaign.

Ensure you discuss fees. Every agency will be different; they may be project based, hourly or retainer. Lastly, make sure agency you chose has media buying clout. If they are going to represent you to place your ads on television, in print or on the radio you want to know that they have the ability to obtain the most favorable pricing.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

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