I've done some research on the subject of agency-client relationships. I've noticed that most of it is geared toward how agencies can improve their client service, listening skills and value for the dollar.
All that advice is golden, don't get me wrong. Agencies have to constantly recalibrate expectations and service levels to meet their clients' needs.
That being said...I've compiled a list of ways for clients to be better masters of their own destiny.
- Have a yearly plan and use it as your guide. Get it out and prioritize tactics and put together a timeline with your agency.
- Determine your marketing and PR budget to the best of your ability at the beginning of the year and get the money authorized and agreed to up front. This will save your agency a lot of time in the long run. Stopping and starting projects leads to frustration on both ends and will ultimately cost you more money.
- Meet with your internal peeps before you call your agency. Nothing derails a meeting faster than the client not being on the same page with their own people.
- Let your agency lead the creative process. If your business goals and objectives have been clearly communicated, it will turn out ok. The agency should check in with you each step of the way, but give them a chance to explain the rationale behind the concepts. Let them represent your consumer's needs.
- Don't allow a marketing committee to derail your entire strategy. Group decisions usually result in watered down creative concepts. The decision maker should be one or two people at most.
- Don't get into the "I need it right now" cycle with your agency. When you TRULY need it right away, I guarantee your agency will bust their butts to get it done. When you cry wolf all the time, you will cause unnecessary stress and resentment.
- Streamline your internal processes. Whoever is responsible for getting information back to the agency, do it as quickly as possible so that the agency can get your project done.
- Be willing to talk about your business to the media. Release sales figures, new product information and number of employees. These facts and figures are very important to business reporters.
- Step out of your comfort zone. Being an innovator and a thought leader is not for the timid.
- If they deserve it, thank the people who work on your business. They will work harder if they feel they're appreciated and a part of your team.
I'll continue my list if I get some feedback.
