There are many agencies in Nigeria, ranging from
small, large to multinational agencies etc.
Advertising agency will lay down the best strategic tactics to convey
your messages and achieve the campaign objectives. They will recommend the
advertising concepts for your business and include every necessary strategy.
Selecting an advertising agency can
yield a positive experience, and
with the right agency you will grow and develop your business.
However, like hiring the right
employee, selecting an agency partner can be a challenge that is why is
important you also make the necessary research.
Consider these questions to help
guide your search for an advertising partner who will serve as a brand steward
for you and your business;
What kind of
agency am I really looking for? Are
your needs more focused in digital, print or direct response? Or are you
seeking a fully integrated approach? Regardless of your current needs, it's key
to focus on the big picture and to find a partner who can work with you now and
into the future as your business changes and evolves. What's more, your winning agency should be one who fully
understands your mission, core values and business goals. I believe that it's
the agency's job to ask what keeps you up at night and to be a partner in
facing and overcoming these challenges. To do this, it's critical that your
partner agency knows who they are, what they offer and how they can work with
you to achieve the set goals.
How do
they value their clients? If an
agency has a number of long-term clients, this can only mean one thing; the
agency is making money for these clients. In most cases, this level of ongoing
and consistent success will translate to you and your business. Sure, clients
shift with time, but there is a big difference between serial one-off campaigns
and a healthy mix of new projects and long-term growth. Twenty projects with
twenty different companies don't show a strong track record. When interviewing your agency, inquire
about the length and scope of their work with individual businesses and ask
about clients who have taken the agency with them, when moving on to new roles.
These are always my favorite case studies to share because they allow us to
demonstrate both our work and our ability to build and maintain excellent
client relationships.
Does all of their creative look the same? People are important, but the next step is to turn a critical eye to the end product. If you're looking at an agency's portfolio and see the same themes and styles each time, think about what you'll be getting. Chances are, you'll be on the receiving end of those same ideas recycled for your brand. Instead, look for the agency's work to echo their client's individual brand promise, style and messaging. If the agency's "stamp" is too obvious, it may be more about their brand than yours. Remember, the creative should work for the client, not the other way around.
Can I see
myself working with these people every day? Simply put, the best relationship with an agency is one that will
last for years and grow into a true partnership. When meeting with your agency
as part of the pitch process, make sure that the A-team who presents won't be
walking away from your account the moment you've signed a contract. Then think
about the chemistry factor: if you can't see yourself working day-to-day with
the people on your account team, chances are that the relationship won't last
for the long haul. These
should be people you can see yourself collaborating with, who make it about
you, the customer. On the flip side, I know that having an engaged and
enthusiastic team that gets along well with the client will mean better work
product, less account turnover and happier employees. Good chemistry is a
win/win for both parties.
How will
this agency expand my network? Whenever
you are hiring a new partner, especially an advertising agency that will be
charged with increasing your brand's overall awareness, there is the potential
to expand your businesses network.
A
good agency should be led by people who are resourceful and resilient and who
can connect you and your brand to other people and organizations. They should
always be on the lookout for ways to help grow your business and be a true
brand ambassador.
At Poisemedia we are always looking to
expand our client's networks. We are always thinking about how these
relationships can benefit our clients, because our business is only successful
if our clients are successful.
If you are thinking
of advertising in Nigeria, please contact PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog. We can help you
identify your market and reach them. We apply both BTL and ATL strategies to
project our clients’ brands to the right audience. We can do same for you at
very affordable price.
Business Development Officer
PoiseMedia Communications Ltd
