Wednesday, January 5, 2011

When To Fire Your Marketing/Advertising Agency Part I

Let's start with the old axiom, "Quality, Price, Time. Pick two."

The first step is to pick all three.

Second define these areas:
    •    Quality - What service are they providing? My primary reason is creative. I tell my agencies, "I buy creative. As long as they are creative, I keep buying." Feel free to replace creative with any term.
    •    Price - Are their rates competitive in your" marketplace. Rates vary by location, size of agency and level of team assigned to your account. Also, rates are only part of the equation. Are they billing reasonable number of hours per project? Rate x Hours = Cost. Rate and hours are directly related.
    •    Time - Is there a schedule at project start? Is it followed? What percent is on-time delivery? Is it their or your fault? You share responsibility in this area. Be honest.

Third, rate these areas. Be analytical. Rate each area on a scale of one to ten and take an average. If you feel one area is more important to you, use a weighted average (if you don't know how to do this, call me).

10 Tell them what a great job their doing!
8-9 Discuss concerns with agency
6-7 Put agency on review
4-5 Start agency shopping
2-3 Fire your agency
0-1 What are you thinking?

This is a simple process, but you can add areas beyond these three. The key is to communicate with your agency and they should be communicating with you. This will be the subject of "When to Fire Your Marketing/Advertising Agency, Part II.

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