ForumsHome

Iwrite, Happy 2008. On of the first posts for the new year. You ask an intriguing question.
" In operating your business, what is it that has kept you from hiring an agency '?
Turning your question around and asking why you hired an agency.
The answer is the same as why one picks an Accountant, Lawyer and maybe even your significant other.
Sometimes it is luck, sometimes being in the right place at the right time or sometimes presentation.
Having worked for a advertising agency should help you start. Take a step back, think outside the box and
start a company and build those relationships that will help you succeed.
A good Business and Marketing Plan will also help.
Good luck in 08, LUCKIEST

Luckiest,

Thank you. I do need to step back and approach this differently. I asked the question for that very reason - a lot of times people assume they know what clients or customers are looking for without asking them. I thought I would do something different and ask. You are so right about the plan, I have a good one but I need to stick to it. I know it will work, I just need to give it time.

I am really wrestling with my question, I keep seeing great businesses with excellent products or service struggle becasue they haven't thought about marketing/advertising. I can't figure out why they don't market their business better. What hinders them from investing in this portion of the business? When I get a clearer understnading of that, I think I can better position my agency.

Thanks. Really, thanks!

DomainDiva,

Thanks for your answer. You hit one of the nails on the head - I want to go it on my own not because I am the smartest or the most creative but because I think advertising has forgotten how to serve the client. I recently worked on a website for a Fortune 500 company and the agency I worked with left a typo up on their website for almost a week because the client didn't notice. No one wanted to eat the cost of making the change. It really wasn't that big a deal. After arguing with them for three days, I realized that this isn't the way I want to do business, this isn't how it should be. They finally came around but too much time and energy was wasted on something everyone knew should have happened.

You have a right to want someone to work with you. I was very fortunate to have a GREAT boss when I first got into advertising who framed the relationship between client and agency like this:

"The client is the patient and the agency, we are the doctor. The client comes to us coughing blood, and says, "I'm sick, but I don't want any shots, pills, serums, x-rays, and no surgery. Make me better. We make them better but we educate them along the way, we explain that sometimes what we do is going to hurt or be uncomfortable, but it is because we are trying to make their business better."

It took me years to realize how smart he was and by then I was no longer at the agency and he was retired. Advertising has forgotten things like this. Agency/client relationships no longer last decades, the average is about 3-4 years. That's a short period of time for any relationship. We are all trying to get the most out of the relationship before it ends. That's wrong. I don't want clients that I don't like or believe in or that I think will change agencies in a couple of years. A good marketing plan requires years and sometimes the real benefit will not be recognized until much further down the road. You cannot build a brand in a year, you just can't. Trust between a company and it's clients takes time.

You guys have got me thinking and challenging myself. Thank you. I think I might be starting this year off right!! Thank you both so much!!!

Iwrite, How right you are. Marketing efforts should include support for sales.
A Business and Marketing plan should include all the tools needed to get the message out
and still make money for you. Did I mention SCORE??
LUCKIEST

2008 What am I missing?? Did we skip act one. I am sure you are trying to make a point here.
Can you please explain for simple me.
Thanks, LUCKIEST

Did I miss something or are the last couple of responses directed at another post?

Iwrite, Silly me, I almost always mention SCORE. I am also a SCORE Counselor.
Up to a point "
I think it can only help to ask potential customers/clients what they think"
Yes, but it is your decision right or wrong, good or bad.
Or the BUCK STOPS somewhere.
LUCKIEST