How to get the best from a creative agency
‘Don’t make a rod for your own back’
Getting the most for your marketing budget means getting the most from your marketing suppliers. So, if you are a small business owner who buys marketing services, you should know that all your creative team wants to do is to help you succeed and get results.
You feel good. They feel good.
In exchange for your fairness, appreciation (and of course remuneration), they will pull out all the stops and go the extra mile. But, have you any idea what could get you black listed?
Knowing what irritates suppliers, or what can cause unnecessary delays, duplications or ‘scope creep’, could make or break a project. Or worse ruin a relationship. And let’s face it, your suppliers are here to make a profit just like you, so the more efficiently a project can run, the better for everyone.
Take heed of these simple dos and don’ts and your suppliers will love you. But, more importantly, they’ll deliver great work on time, on brief, and on budget.
DON’T COME EMPTY HANDED
A good brief and an idea of budget from the outset will save time and money. Having the money conversation upfront will leave more time for the creativity and less time for the admin and re-quoting. Otherwise, don’t be surprised if your agency comes back with a gold star Rolls-Royce solution when all you can afford is a neat, but perfectly formed, 125cc moped. Having a tight brief means nothing is left for misinterpretation and they should hit the nail on the head first time. Include everything – even what you don’t want. They’re not mind readers you know. If briefing is your Achilles heel, take a look at my previous post on writing a marketing brief.
DON’T TRY TO DO THEIR JOB
Talking to some of our creative network, one of the top most irritating things a client can do is try to do the creative job themselves. We’ve even heard of clients turning up at meetings with drawings and scamps. Your agency team will appreciate guidance from you on things you like and don’t like, and things you’ve seen work in your industry, but they will struggle to do their best work if you’re trying to lead the creative process. If you think you can do it yourself – then save your cash. But, you’ll get better results if you wait for your opportunity to review creative work and give your input then. They are professionals you know.
DON’T IGNORE THEIR PAYMENT TERMS
It is your supplier’s responsibilities to ensure that you understand and agree to their payment terms. If they want 7 days and you disagree, then please let them know and re-negotiate rather than just waiting for 30 (and sometimes 60 or 90 days) before you pay them. If you’re being smart these days, you may well be using a freelance team. These people are often sole traders for whom late payment can cause real financial difficulties. Just think, they’re trying to make a profit too, and their mortgage company is not going to take kindly to missed payments. Be clear from the outset and treat them fairly and they’ll perform at their best.
DO BE DEMANDING
…but please be realistic. If you are asking for something tomorrow, then you’d better be prepared to pay the going rate for a time machine. If you are asking for something in a real hurry, please be mindful that any well-run agency or successful freelancer won’t be sitting around with nothing to do waiting for your call, and may have to throw extra resource at your request. Expect a rush charge, or reconsider your deadline. They’re only human you know.
DO BE CHALLENGING
A creative loves nothing more than a challenge. It’s exactly what gets their synapses firing. Don’t be afraid to speak your mind, but do be prepared to have your ideas debated in return. A good humoured, but passionate, debate can be just what’s needed to nail that winning concept. Be constructive with your feedback or opinion, and make sure you can substantiate or rationalise what you’re saying. ‘I don’t like it’ is really unhelpful, whereas ‘I think the concept is too complicated’ gives a steer on what’s not working for you. They’re not mind readers you know.
And finally and possible most important…
DO SAY THANK YOU
It only takes a moment and means the world. The frustration of little, or no acknowledgment, often has Creatives running for the staff room to play darts with your photo pinned to the bulls eye. But they are usually very nice people you know.
I hope I haven’t rubbed anyone up the wrong way here. My light-hearted tone may be considered flippant, but in a busy world we sometimes don’t even realise how irritating we are being… until someone is brave enough to tell us.
Why not tell us what irritates you about your suppliers, or clients – we can all live and learn you know?
By Cheryl Crichton | Associate Clear Thinker | Clear Thought Consulting Ltd |@cherylcrichton | www.clear-thought.co.uk
For more small business marketing tips, you may like these:
- Blog: 10 steps to the perfect marketing brief »
- Presentation: Squeeze every penny from every marketing pound »
- Video: How social media supports the sales process »
- Case study: Building an online community »
Clear Thought Consulting works with small businesses, equipping them with the marketing strategies, suppliers, skills and set-up that they need to become bigger businesses. We do this by planning and delivering 12-month marketing transformation programmes – supporting a small business through a step-by-step process to making marketing pay. We firmly believe that when you can’t out-spend your competition, you have to out-think them.
Published on 2 November 2011
