Marketing firms and advertising agencies are often associated with large big budget companies that want to launch expensive ad campaigns. This is definitely not the case. While agencies do work on behalf of these companies, they also play an invaluable role for smaller ones.
Oftentimes a small company or organization will have limited resources for marketing and will be just trying to fill the gaps. Promoting your company may seem necessary, yet completely overwhelming. Using the expertise and experience of a firm can alleviate this stress and save your company valuable time and actually help to make you money. Agencies bring a combination of skills to your company that can kick start a project or enhance existing initiatives.
Bloom Learning Centre, a Saskatchewan based start-up company, saw the value of using an agency from the very beginning. They had seen firsthand the struggle other businesses had had trying to do their own marketing and branding and decided to take a different approach.
Instead of investing resources in a marketing department, Bloom Learning Centre contacted William Joseph to be their marketing department. They were keen to capitalize on William Joseph’s skills and expertise while not having to invest in the cost of staffing, hardware, software, and other expenses associated with a marketing department.
William Joseph worked with Bloom Learning Centre (www.bloomlearning.ca) to:
- Utilize a strategic approach to determine budgets and starting points,
- Develop a brand that looked like a national chain establishing credibility and reliability, and
- Develop a growth plan on how to build on the foundation over the next few years optimizing their efforts and dollars.
Agencies like William Joseph can support companies to launch campaigns and to design ads, but can also work on retainer to provide day to day support and resources. In addition to their expertise they also provide third party objectivity and insight. Business owners often can’t see the forest for the trees. Basing your marketing on internal assumptions is dangerous and can lead to less than desirable results.
So when you are trying to determine whether to invest your marketing dollars in building a marketing department or hiring an agency consider the following questions.
- What marketing tasks do I need done?
- Will one person be able to do them all competently?
- What is the cost benefit trade off of a person internally vs an external agency?
- Who will manage the new hire?
In addition to their ability to develop strategies and manage marketing initiatives agencies also have several other unique assets.
They have invaluable experience. It is likely that they have worked with similar companies and have learned what does and does not work in your industry. Working with someone that has this knowledge is smarter than learning through trial and error, and as a result, wasting time and money.
Using an agency can save a business valuable time. Hiring an advertising agency means that you and your staff do not need to spend time developing your marketing plan, advertising campaign or website. This is especially important if you do not have staff that is dedicated to marketing.
Hiring an agency will free your staff to do what they have been trained for. Most small business owners are busy enough running their business. Hiring an agency to develop ad campaigns and marketing strategies enables you to spend more time running your actual business.
Although it may seem as though hiring an agency will be expensive, you need to consider that an agency can save you a lot of money by helping you strategically invest EFFECTIVE tools and tactics to achieve maximum return on investment for your marketing dollars and reduce costs associated with running a department.
It doesn’t cost anything to meet with an agency to find out what they have to offer. A good agency will meet with you to answer your questions and to establish a plan and budget that works for you. Regardless of the approach you take and the size of your company, a strong brand and marketing is essential for a successful business venture. Working with an agency is a smart and effective way to achieve this.