Thursday, January 6, 2011

When To Fire Your Marketing/Advertsing Agency Part II

How often do you meet with your Account Representative? Who meets with them? Do you have a feedback loop in place?

In theory, there should be some contact everyday. In practice, there should be some contact everyday. Yes, I repeated myself. Go back and read it again.

Okay, there can be some factors that preclude daily contact:
    •    It a project based relationship
    •    The project schedule has specified touch points
    •    You're very smart and already have scheduled periodic meetings
    •    Scope of relationship, including investment ($)

A standard agency practice is to provide "Call Reports". Each time someone in your company speaks with the agency, an email, or some other documentation is provided by the agency. Usually, this occurs within 24-48 hours of the contact. This report identifies the parties involved, the discussion points and action, if required.

Action is further detailed with deadline and who's responsible.

Finally, the most critical factor in good communication, I call it "Key Contact." Having a list of contacts  and responsibilities is great, but there should be a catch-all person, affectionately called the "Key Contact." Nothing is more frustrating than not being able to get someone, when you need them. Key Contacts are on both sides of the communication chain.

Oddly, our industry is communication and we seem to be just as guilty as most industries about it.

Part III will cover, "When to fire your client."

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