Creative Agencies
Cover All the Bases When Making a Selection
By Melissa Crowe

The old adage says, “Image is everything,” and when you’re marketing a company there couldn’t be a truer statement. When considering launching a new car wash location, marketing campaign, or re-branding, the first step is choosing the correct agency to work with.

All agencies have the capability to create a logo, write promotional materials, and set campaigns in motion — the question is which one will work best for your business?

Selecting the right agency can be both a fun and intimidating experience; doing research and weighing all options is key. The following checklist will assist you in selecting an agency that best fits your needs.

Location, Location, Location
When working with an agency, there will be numerous face-to-face meetings at the agency offices. Traveling to these meetings can become costly if it is not located within your area. Long commutes to and from meetings can take time away from running a business. Try to find an agency located within 30 minutes of your business.

Good Things Come in Small Packages
Big agencies will sell themselves with countless success stories and a large employee pool to draw from. However, you need to be the center of attention with your agency. Small agencies take the time to get to know their clients and make even the smallest clients feel important. A larger agency can emulate this kind of service with a small team that is dedicated to your company.

What Can You Do for Me?
Ask potential agencies to see their portfolio. Ask whether they have run a successful campaign similar to yours in the past? How successful have they been? Take these two questions seriously; both are important during the selection process. You will also want to look at their successful case studies and see the results of their campaigns. If an agency has great results, but
has never done what you are looking for, it may be wise to shy away from them. Avoid being a company’s guinea pig in a new venture.

The Cost Factor
How much money are you looking to spend? Many of the services that agencies perform vary in price. Consider that an agency will bill hours as long as they are working on your campaign. So try to have a clear-cut plan when you are heading into selecting an agency. Study the rates and compare them to other companies that are on your radar screen in order to get the best bang for your buck. Consider the pay-for-performance option, and also ask to be notified if they go over budget at any time.

Ask for Referrals
Ask an agency about businesses in the car wash industry they have worked with. It is important to know what kind of problems they have solved that may be similar to yours; you can also contact their former clients to see what they thought of their experience. Asking for referrals will show a company that you are serious about working with them. They will be more than happy to give contact information of past clients with similar needs.

Plays Well with Others
Make sure that your voice is heard. You don’t want to get stuck with an agency that will create a campaign that they see as best, regardless of what you think. Lines of communication should always be open, allowing both sides to work together to create a successful project. If your company has a creative team, it is also a good idea to see if the agency is comfortable receiving feedback and input from its members. Defining the team, roles, and responsibilities up-front on both sides is helpful.

Diversified Success
The more avenues an agency is proficient in, the better. A successful company will have a firm grasp on multiple levels including branding, websites, direct mail, and online advertising. They will also be able to give you greater value for your dollar and won’t require you to tap other resources to cover what they are not capable of.

People Matter
When talking to the team that will be handling your account, make sure that they have your best interest in mind. For instance, if you have a set budget, will they help cut costs to stay under budget? Will they be willing to work aggressively to meet or finish ahead of deadline? You should also ask to see the resumes and credentials of the team members to gain knowledge of their background. They are working for you so you should know about them.

No matter the size of your budget, this checklist should serve as a useful tool as you select an agency to help your organization launch a
successful marketing campaign.

Melissa Crowe is the vice president of marketing services at VistaPrint, an online supplier of graphic design and printed products to small businesses and consumers. You can visit the company on the web at www.vistaprint.com.