Selecting the right marketing agency to connect a business to its market is critical to meeting the goals and objectives of any business. Too often the importance of evaluating and measuring the fitness of an agency to the specific business takes a back seat to the pop and wow of an agency’s public persona. Overlooked are the factors that are often most essential to building a working and mutually beneficial relationship between a marketer and their chosen agency.
Building a relationship with a marketing agency is as important as forming a relationship with a vested business partner. Trust, transparency, confidence and a demonstrated understanding of your business is critical. The chosen agency should share your passion and be overtly committed to achieving your marketing objectives. “Many agencies make a pitch based on the ‘big idea.’ Although the ‘wow’ factor is important, seamless execution is critical to the success or failure of any client relationship,” says Julie Gareleck, CEO & Managing Partner of Junction Creative Solution (Junction). “At Junction we are as passionate about process as we are about the creative. Our clients not only expect it but appreciate our diligence.”
A good agency should be able to relate to the goals and objectives of its clients and have the capability to scale any project to meet the expectations and the client’s budget. Flexibility is important to be able to adjust to the dynamics of any market, and experience counts. Does the agency have a proven track record in your industry or a comprehensive understanding of how to adapt successful efforts across a wide spectrum of industries?
The successful candidate will enthusiastically provide client references. Is the agency’s own website and marketing collateral consistent with their proposals? Do they walk the talk? In digital marketing, understanding and demonstrating a high degree of competency for technical aspects of digital communication is a must for any proposed marketing strategy. In this fast-paced competitive environment, it’s critical to remain ahead of trends, to demonstrate significant capabilities and to provide award-winning performance for your projects whether a brand logo or a comprehensive set of solutions to support sales and marketing.
“With the rise of solopreneurs and marketing consultants, it’s difficult to discern the good from the bad. With more than 20 years of experience in the marketing space, we’ve experienced the dot com era, the introduction of mobile, social, and all things digital,” comments Gareleck. “The experience and learnings from the last 2 decades give us a unique experience when assisting our clients. The medium may have shifted but the principles of performance based marketing are the same. We focus on delivering against the goals and objectives of our clients.”
The successful candidate should not only have demonstrated expertise, but should also be someone who can relate to your vision and have the ability to evoke confidence and work with you in meeting projected expectations. Be wary of those who over-promise and over-simplify. Successful marketing strategy takes time and constant tweaking. Choose your marketing team wisely. Choose one who’s experienced in coordinating a total marketing journey from the design and development to engagement and beyond. To find out more about how Junction can partner successfully with your business, call (678) 686-1125.