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Be a
wise buyer of advertising and marketing services
OK.
You are ready to buy marketing or advertising
support, either for the first
time or to replace your less than stellar existing supplier.
This is not your strength. After all, you have probably
not
done it more than once or twice. But not to worry. Here are
simple, fool-proof tips on how to be a wise buyer of ad
services.
- Reject any candidate
who talks products first and prospects second. That’s
backwards. You start with your prospects, then you talk
about how to reach those prospects. If your agency does
not understand this, you are doomed to failure.
- Reject any candidate
who doesn’t focus on your best prospects for additional
sales – your existing customers. Do not accept the
suggestion (either from your prospective agency or your
staff ) that your existing customers already know you and
are aware of everything you can do. This is almost always
not true. Repeat: this is almost always not true.
- Reject any candidate
who doesn’t start with the lowest cost methods to reach
your best prospects.
- Reject any candidate
who emphasizes marketing and advertising theories, not
practical experience.
- Reject any candidate
who projects a know-it-all attitude. If they really knew
everything, they would be lounging on a beach, enjoying
the millions of dollars they earned by being know-it-alls.
- Reject any candidate
who appears to have an equal number of handlers and producers,
because you have to pay for both.
- Reject any candidate
who is not genuinely interested in your business.
By this point you should have a very short
list of well-qualified candidates. Then again, you may have
wiped out the entire field and will need to try someone else
– like us!
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