Should you hire a marketing agency for your small business? by DEREK CHAMPAGNE.

Should you hire a marketing agency for your small business?
As small business owners, we all wish we could afford to hire the largest full service marketing agency in the world. Why? Well, because they represent the largest companies that are turning even larger profits. Naturally we want the highest return on our marketing investment if we are going to invest our already limited resources. However, many small business owners quickly realize that hiring an agency that is focused on larger clients is quite simply, unaffordable. Even more disappointing, many of those businesses who do invest their savings in these agencies find their budget drained quickly with little or no results.

Some larger agencies are accustomed to working with larger companies with unlimited resources and have difficulties thinking outside the box when they are forced to work with a small business that has a limited budget. What seems like a hefty investment for your company can disappear in one meeting at your agency when two or three executives are discussing your project at several hundred dollars per hour each. In previous experiences, I have seen the small businesses’ entire retainer disappear into the paperwork that was required as part of the process at the agency. Unfortunately, there was no time left to work on the campaign itself and there were no results for the small business. I have seen this type of agency aggressively pursue the small business owner, only to drop them from their client list several months and several thousand dollars later. Many times working with a smaller business is simply not worth their time and energy. You should know that there is also the possibility that those brilliant minds may not even be involved in your projects as much as you had hoped for. Rather, much of the work may be done by an account executive, or even an intern.

The alternative to these agencies is to hire the services of a firm that focuses on small businesses, an independent consultant, or to manage your own campaign. If you plan on doing the work for yourself there are several resources available. However, be prepared to put in the immense amount of time, research, commitment, dedication, and consistency that it takes to develop, execute, and manage a successful marketing campaign. You may consider hiring a consultant who can help your business develop a corporate identity and strategic marketing plan, and then you can then manage the campaign for yourself.

For those who are currently working with an agency, I hope that your business is getting the most out of agency marketing. If you have any doubts from the previous sentence, you may ask yourself the following questions: • Is your agency really working for you? • Do you feel you are getting a return on your investment? Are your retainer dollars being spent wisely? Don’t forget that it is YOUR money. • Are you holding your agency accountable for producing measurable results? If not, how will you measure success? Hold your agency accountable for producing measurable results! • Has your agency presented you with a clear, concise plan for how you are going to meet your objectives? • Is your agency working with you against a customized calendar of strategic methods for promoting your product/service? They probably should be. • Is your agency excelling in communication and customer service with you? If not, how will they succeed in communicating with your target audience? • Do you feel valued as their client?

If you take anything away from this article I would hope that it is the realization that you are in control of your business and ultimately the only one who truly cares about its success or failure. Be empowered! If you are currently working with, or plan on working with an agency or consultant, hold them accountable to produce meaningful results for your business.

Derek Champagne is the President of The Artist Evolution LLC, a company that was established to help businesses meet their marketing objectives in a more cost-effective way, with more time focused on their needs. For more information visit Derek at theartistevolution.com
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