If I were at a company looking for the perfect marketing or advertising agency, I would find an agency that has the following characteristics:
- The perfect agency understands how to leverage and measure each medium.
- The perfect agency tracks all the latest technologies.
- The perfect agency has videographers, vocal talent, print designers, graphic designers, search engine optimization experts, mobile marketing experts, brand management professionals, project managers, e-commerce and conversion experts, public relations experts, usability experts, pay-per-click experts, blogging experts, social media experts, analytics experts, and developers for every platform.
That perfect agency doesn’t exist. Stop looking for them!
If your company truly wants a partner in stepping up its marketing efforts, your perfect agency should have the following characteristics:
- Your perfect agency understands you, your products and services, strategies, internal business structure, and the skills you have internally.
- Your perfect agency knows the niche that they are great at – and they concentrate on that instead of trying to be everything to everyone.
- Your perfect agency is well-connected in the industry, knowing where to find and consult with industry experts. They know where to find videographers, vocal talent, print designers, graphic designers, search engine optimization experts, mobile marketing experts, brand management professionals, project managers, e-commerce and conversion experts, public relations experts, usability experts, pay-per-click experts, blogging experts, social media experts, analytics experts, and developers for every platform.
- Your perfect agency knows how to manage projects utilizing external resources so that you don’t have to worry about it. Your perfect agency probably even bills you once and takes care of paying all the other resources.
Yesterday, I was at a prospective client and the coordinator assembled no less than 5 companies to come in and consult with his client. He recognized that their challenges were much larger than the expertise his firm had internally – so he went out and identified a well-rounded collection of local experts to assist the company. I was humbled to be one of those firms.
Whether or not I get to work with the prospect remains to be seen… but no doubt that the client has already found his perfect marketing agency with us.
Some folks in town believe that they are competing with my firm or others. It’s a terribly narrow view of the industry. Instead, co-opetition should be our rallying cry. If we all work together to get the best results for our clients, our clients grow, our region grows, and we grow.
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