Over the past three-plus decades our marketing agency in Phoenix has had numerous opportunities to work with firms, usually younger companies or startups, that have not previously worked with a marketing agency, advertising agency or public relations agency in Phoenix or anywhere else.
Sometimes their approach to our initial meetings takes on the tone, “be gentle, it’s our first time,” or at least it feels a little like that.
Certainly, a cautious approach makes sense at the outset of any kind of new relationship, business or otherwise, and the fact that there are lots of stories of some rather aggressive marketing, advertising and public relations firms out there makes such
a wary attitude somewhat understandable.
That said, though there have been abuses, even cases of runaway budgeting, some even without taking the client’s circumstances or comprehension into account, a client/agency relationship has the best chance for success if it is built upon trust, openness from both sides and mutual respect. And, if the client has done their homework properly and thoroughly when going through the agency selection process, a feeling of comfort, satisfaction, even with a generous dash of optimistic anticipation would be more appropriate than anything even remotely approaching trepidation.
Frankly, sometimes this overly cautious attitude has been borne out of a unwillingness on the part of the new client to have sought the kind of professional marketing help it needed until the step was finally taken more out of desperation than anything else. But, fortunately, such cases are not the norm.
Here, then, are some guideposts for such relationships that we hope will be helpful in fostering healthy relationships between clients and their marketing agencies. Let’s call them . . .
A dozen tips for working with a marketing firm:
1. Treat them as insiders; share pertinent information liberally.
2. Always keep them “in the loop” on seemingly trivial as well as important decisions that may have an effect on sales and your marketing success.
3. Acquaint them with your corporate culture and key management staff.
4. When practical, introduce them to other key outsource vendors, such as their HR or CFO counterparts.
5. Have your staff members and other outsource vendors submit to them for review all internal and external communications that could have a possible impact on your corporate image and sales.
6. Meet or communicate with them regularly, not merely in last minute or emergency situations.
7. Neither discard, nor accept their advice, suggestions, copy-writing points or strategic advice without first understanding the rationale involved.
8. Respect their marketing expertise and heed the advice that results from it when doing so seems inherently warranted.
9. Read every communication they create carefully before approving it.
10. Never approve suggestions with which you are not comfortable.
11. Maintain what amounts to a “partner relationship” conducive to the development of mutual trust, constructive dialog, creative and strategic two-way input, and a level of synergy that promotes effectiveness.
12. Have an overall strategic plan, and amend it as may be required.
