There are many factors to consider when evaluating your incumbent marketing agency. If you’ve read Part I: Reconsider your Incumbent Agency—Inaugurate New Opportunity, than you are already aware of three attentive services that every marketing agency should provide. If your current marketing agency is not supplying the following solutions, it may be time to make a change.
Marketing agencies should provide diverse strategies. When it pertains to marketing, there’s never a one-size-fits-all solution. Strategies differ depending on goals, audience, and budget. The agency that’s worth their salt, are the professionals that weigh cost against opportunity, and long-term goals against immediacy. There’s nothing wrong with targeting low-hanging fruit and nurturing relationships that build long-term trust for later harvest.
Everyone has them but not everyone meets them. Surprisingly, not every agency challenges their clients to set expectations. Deadlines are the easy target to set. But, what about setting client expectations relating to performance, communications, costs, market awareness, branding, or budget considerations. Is your agency an extension of your brand—integrated with your philosophy—demonstrating responsibility toward protecting your image? Or, is your incumbent a vendor that only reacts when you call them?
Why is creativity so paramount—an important valuable commodity—in a predominantly vanilla marketplace? Market awareness is a daily challenge because, other than daily essentials, being at the right place at the right time just isn’t good enough anymore. Providing creative opportunity sets into motion opportunity to be harvested at a later date. Successful marketing—just prior to your brand engagement—should eventually beg the question, “What was that ‘thing’ I saw about that company? Oh, yeah – I remember!” Good creativity is consistently creating the knee-jerk reactions that initiate recognition of a brand that results in conversions; more traffic to a website, more customers to a store, more revenue in your pocket (yes, feel free to laugh all the way to the bank). “Who was that creative agency I’ve been hearing about? Oh, yea – Liquified Creative!”
It’s been stated incessantly that the definition of insanity is doing the same thing over and over again and expecting different results. Recognize that a strategic change will stop your insanity. Don’t allow the success of your company to be hindered by sameness. If you’re not running at least as fast as the competition, they’re passing you by—along with your potential customers. Embrace change to maximize your marketing success. Reconsider your Incumbent Marketing Agency—Inaugurate New Opportunity. Dive Deeper with Liquified Creative.