I heard a quote recently that I love:
As a small company, the question of whether or not to use an agency for marketing and advertising is one that is not considered often enough. I believe there is a misconception that agencies are expensive and that no one knows how to market your company better than you (the owner) does. When you weigh the costs of bringing the marketing ‘in-house’ it may at first look like a cost-savings move. But in fact, the majority of the time the media spend becomes less efficient and less effective, and some companies never fully recover.
With the advent of social media, there has been an increase in companies taking their marketing in-house. Now that this ‘free’ medium is out there which makes it easy to market, many are of the mindset that money can be saved, and real ROI can be increased. We’re all for that, and it’s a big part of our ‘tradigital’ strategy, but often the savings of in-house marketing is lost in wasted efforts that deliver poor results, as many find out that social media is not so easy, and generating results is not ‘free’.
In addition, many owners and employees fall victim to the old adage, ‘you’re too close to the forest to see the trees’. By this we mean that many owners often do the advertising or marketing that they like the best, not necessarily the one that their audience likes the best. We always start with the target market (demo) and the available budget and work it backwards to insure that we’re buying the most cost-effective media that delivers the largest share of your audience, combined with the best strategy (why buy) with tactics (why buy now).
Many times as an agency we find that the owners and those who are responsible for marketing really do have the right ideas, but it’s a matter of pulling out the best ones, and then executing on the back-end. Ultimately a collaborative process yields the best results, combining the best ideas, with proven copy writing and creative production that delivers results. Add that to the buying power of any good agency, and you can also significantly save on the cost of the media.
An article written years ago by Tony Benjamin still has just as much merit today as it does when it was written. It’s entitled 10 Reasons to Think Small, as in a ‘small agency’. Here are the 10 points:
1. You get better creative
2. Small agencies are less expensive
3. Substance over surface
4. Clients are more important to small shops
5. At small agencies people aren’t afraid to get their hands dirty
6. Small agencies are apolitical
7. Small agencies are faster
8. Small agencies are friendlier
9. Small agencies make a client’s budget go further
10. Small agencies need every client
Future posts will elaborate on each one of these points, but if you own a company or are tasked with the marketing and advertising success of that company, pick up the phone and give your local small ad agency a call (our number is 561-683-0404…shameless plug!). Most often an initial consultation is free, and you can determine if they are the right fit is for you.
We consider our agency to be an extension of your company. When you work with us, it’s like partnering with another company that is focused on one task – increasing business through the message you convey. The goal is to allow us to do our job, and in turn let you focus on your job of running the company, and growing your company.
Don’t think you’re too small for an agency, the money you think you’re saving could be costing you a great deal. To schedule a free consultation with b digital, please visit us online at bdigitalagency.com (A division of Baldrica Advertising and Marketing) or call 561-683-0404