How to select a PR + advertising partner
By Mike Quonce
Fresh fruit is an integral part of a well-rounded diet. It’s delicious. It’s nutritious.
But selecting the right ones can be cumbersome. Ever bite into a bad peach? Or opened an avocado that was brown on the inside? Ever question the firmness of an orange? Choosing the wrong fruit can be expensive and frustrating. Similarly, choosing the wrong public relations and advertising partner can leave a bad taste in your mouth.
But once you've had a taste of the perfect fruit, you can understand why seeking it out is worth the extra effort. The same, of course, can be said for picking the right agency. Whether for a single project, a campaign or as your marketing department, the perfect partner can elevate your business and sales from ordinary to outstanding. From no name to the name. From number two to number one.
So keep the following three things in mind below to ensure you find a right partner:
1. Pretty ads don’t always work. While the ad might look attractive, remember that every ad must have a strategy behind it. Make sure the strategic message will incite action and help accomplish your marketing goals.
2. Chemistry is critical. You could work with the most talented creative team or PR expert ever, but what if you don’t get along and what if they don’t listen to your needs? When searching for a partner, make sure it’s also someone who not only will do a great job, but who would enjoy having a conversation over a cup of coffee, too.
3. Size doesn’t matter. Bigger is not always better. Great ideas come from anywhere. It’s all about the people and their strategic process -- see tips 1 and 2.
And a word to the wise:
Much like cherries, watermelons, grapes and pineapples, agencies don’t ripen once you buy them. Choose wisely.
Fresh fruit is an integral part of a well-rounded diet. It’s delicious. It’s nutritious.
But selecting the right ones can be cumbersome. Ever bite into a bad peach? Or opened an avocado that was brown on the inside? Ever question the firmness of an orange? Choosing the wrong fruit can be expensive and frustrating. Similarly, choosing the wrong public relations and advertising partner can leave a bad taste in your mouth.
But once you've had a taste of the perfect fruit, you can understand why seeking it out is worth the extra effort. The same, of course, can be said for picking the right agency. Whether for a single project, a campaign or as your marketing department, the perfect partner can elevate your business and sales from ordinary to outstanding. From no name to the name. From number two to number one.
So keep the following three things in mind below to ensure you find a right partner:
1. Pretty ads don’t always work. While the ad might look attractive, remember that every ad must have a strategy behind it. Make sure the strategic message will incite action and help accomplish your marketing goals.
2. Chemistry is critical. You could work with the most talented creative team or PR expert ever, but what if you don’t get along and what if they don’t listen to your needs? When searching for a partner, make sure it’s also someone who not only will do a great job, but who would enjoy having a conversation over a cup of coffee, too.
3. Size doesn’t matter. Bigger is not always better. Great ideas come from anywhere. It’s all about the people and their strategic process -- see tips 1 and 2.
And a word to the wise:
Much like cherries, watermelons, grapes and pineapples, agencies don’t ripen once you buy them. Choose wisely.
posted by tba PR + Advertising at
8:18 AM
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