subject: Why Your Business Needs An Advertsing Agency [print this page] This article is in response to a tweet on "Why clients need agencies."
With a client, ad agency relationship in place, it's no longer just about increasing sales, raising awareness, or changing perceptions. This is true whether business managers/owners have an Agency of Record or not. These are all valid points, but having been on the client side, the media side and the agency side; My perspective is different than most; and for that, misunderstood at times.
Here are three of the main reasons clients need agencies:
Clients are inundated with many media salespeople each and every day. Each salesperson is telling the client they have "The Best" product ever. Although they're all "Tops" at something, is this really true for the client? No. Clients need agencies to alleviate the time wasted listening to pitches and decipher the good from the bad. Most advertising sales representatives throw dollar signs at clients in a non-plan way, hoping something may stick. Why? Because they have sales goals to meet. Not because it's in the best interest of the client. There's no question to why they are called sales people.
Another reason for a client to have an agency is the creative. Local media has always been known for being local. The problem, it's not necessarily true anymore. Media companies in the United States - print, tv, radio, outdoor, and even internet companies - are making the news with cutbacks. In other words, most (not all, but most media companies) do not have the resources (i.e. people and time) to create solid creative for clients. According to an article from the 4As, people are bombarded with anywhere between 600-3000 advertising exposures daily. An agency will step up to the plate and deliver something that's unique to the client and help them stand out from the pack on a daily basis. If they do this, the initial three marketing points will come true.
Lastly, clients need a marketing plan. As the saying goes, "Fail to plan. Plan to fail.When there's a strategic marketing plan, the agency representatives will know what media packages may fit the overall plan. They also will be able to sniff out a salesperson trying to get a quick sale. Planning allows the client to have a brand and stick with it through an agency. Working with an agency also gives clients one consistent voice of reason to work with. This also gets them back to selling their widgets and making money, which is one of the reasons they got into business in the first place.
by: Faith Megna
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