As a small business, finding the budget to create successful marketing campaigns can be difficult. That’s why when you set funds aside and choose an ad agency to work with, you want to get the most out of that collaboration.
The good news is that you can be proactive in that partnership, and take steps to get the best value for money. Following these five handy ad agency tips isn’t just suitable for your budget. It will also ensure your campaign is the best possible fir for your business and has the outcome you envisioned.
Let’s dive in!
- Choose the Right Ad Agency Partner
The most crucial step to ensuring a good working relationship with an ad agency is that you pick the right partner for you. Ad agencies have their own styles and values, and each takes a slightly different approach to marketing and branding. As a small business, your brand and authenticity are essential. So make sure you recognise your values in the ad agency of your choosing.
Observe their website and area of speciality, see whether their previous work aligns with your vision.
Feel free to ask many questions:
- Which resources does the agency have to support you?
- How much and for which services will you be charged?
- What timeframe do they envision for the project?
- How do they view your brand and its core values?
Asking questions early on has the added benefit of figuring out whether the ad agency is easy to communicate with. If you already notice a mismatched tone in the chain of enquiry emails, you might want to move on to a different agency.
- Set the Right Expectations as Soon as Possible
To get the best result for your budget, set expectations early. Let the ad agency know what you are trying to accomplish, and what success looks like. This is also a great chance to introduce your brand in as much detail as possible. Be concise, but make sure the agency understands what your brand is all about, and what elements are vital to include in the campaign.
You should also set expectations for communications. Some agencies work with a hands-off approach and don’t expect the client to have much input. Establish how much contact you should expect, and at which stages you will receive updates. When and how will you provide feedback?
- Listen to The Experts
You hired your chosen ad agency because you trust their expertise and like their work. This means that you should trust your agency to act as your advisor whilst you might have your own creative ideas for the campaign and feedback to share. They will provide you with their expert opinions on the campaign’s direction to allow you to make better decisions. If your experts disagree with a decision you’re trying to push, take some time to consider their stance earnestly.
- Get to Know the Team You’ll Be Working With
Whilst most agencies will provide you with a designated contact to work with, it can help get to know more team members. Not every agency will welcome this, but encourage meeting and talking to the team members to understand how the organisation operates. This is also a great way to improve the relationship with the ad agency as a whole. Your agency is your partner when it comes to your marketing needs, and every member of a collaboration likes to work harder when they have a personal connection to the other party.
- Focus on The Big Picture
Don’t get bogged down on minute details and tactics, or low-level decisions. This is where it’s best to sit back and let the experts continue with their work. Focus on the bottom line and keep the outcomes of the campaign as your number one priority. This also helps save on budget – fewer bells and whistles, more honest, concise and effective communication.
Find The Right Ad Agency for Small Businesses
Working with an ad agency is an exciting process for your small business, and by following these steps, you can be proactive and do your part. Remember, the first and most crucial step is to find the right ad agency for you.
ZAK is a creative ad agency that works with small businesses to create impactful campaigns. Reach out today to chat about your project.