The Complete Guide to Finding a Marketing Agency
Did you know that the average agency-client tenure is less than three years?
For clients on the brand side, finding a marketing firm and making the wrong selection is an expensive business mistake - yet most agency-client relationships end in failure and frustration. There's a reason for that.
In the United States alone, there are over 120,000 marketing agencies. Whether they're classified as a digital marketing agency, full-service marketing agency, or public relations firm, each of these agencies has their own set of capabilities, industry expertise/focus, cultures, experience, etc. A client looking to find the right marketing agency for their brand can feel a lot like finding a needle in a haystack.
Many clients do find an agency that checks all of the boxes of their requirements on paper... that still doesn't guarantee an ideal long-term business relationship. That's because finding the ideal marketing agency partner is 50% capability and 50% chemistry.
How can clients avoid the pitfalls of starting and ending agency relationships, while getting the most value for their business in the long run?
What’s inside this guide & interactive workbook…
Part I | Planning for a Marketing Agency
In Part I, you will learn:
Why brands look to marketing agencies
Whether or not a marketing agency makes sense for you
Why brands fire marketing agencies
How to budget for a new marketing agency relationship
The different cost structures of an agency relationship
Part II | Navigating the Agency Selection Process
In Part II, you will learn:
How to build and narrow your list of potential agency partners
The pros and cons of each agency search method
The difference between specialist marketing agencies and generalist marketing agencies
What you need to know about Requests for Proposals (RFPs)
Alternatives to the traditional RFP process
Part III | Onboarding a Marketing Agency
In Part III, you will learn:
Statistics about the agency-client relationship
The roles and functions within the agency-client relationship
How to address the common problems in the agency-client relationship
How to establish effective communication with your new marketing agency
How to onboard a new marketing agency