Selecting a new agency is a big investment. Not only does the agency’s work cost money, but the true cost also includes how much time you need to spend to educate, guide and support the new agency. Here comes my take on how you should think, based on being chosen (or sometimes not…) for new partnerships during 30 years.
A: Basic demand – the right skill set
You need an agency with a competence profile matching your business. If you are in the B2B field, then the agency must understand and have a B2B focus. If you are an export company, the agency must have international experience and should have native English copywriters. If you plan to create a new web presence, the agency needs to have experience from your market and customers journeys, and competence in the technical platforms matching your needs. Etc, etc. These are hygiene factors that quite easily can be evaluated online, eg through https://byrapartners.se/ in Sweden.
Next step: Pick out 3-5 agencies that looks interesting and you believe will match your needs. Add agencies you know other companies have a good experience from. Visit the agencies websites to review customers and cases in order to see if the agency has solved challenges similar to the one you are facing.
B: The right match
The next step is an about chemistry and this can not be evaluated online. Ask to visit (good to get a feeling of the full agency) the 3-5 agencies you think is most interesting for an introduction and discussion. Demand to meet the team that will work with you if you decide to go forward together, ie don’t accept to meet the salesman or pitch team. During the meeting, present a brief of a typical challenge and see how it’s received by the agency. Do they understand the technology involved, the market and potential customers, and principle decision process? Do they ask relevant questions, challenging your brief in a constructive way? This is important to be able to have a good dialogue in future projects.
But most important of all: Do the team look and feel enthusiastic for your product and challenges during the meeting? The relation between a client and agency is like any other relation. If you don’t feel burning passion in the start – it will only get worse over time. I normally say that customers should feel like they are sitting in the front of a train, asking the agency to slow down somewhat. You never want to be the part dragging the agency ahead. If a person from the agency calls you Saturday afternoon, be happy. Then the agency is thinking about your challenges even when they don’t formally get paid to do so.
And returning that enthusiasm is probably the most profitable thing you can do. Only one company can become the agency’s biggest client. But all have the opportunity to become the agency’s best client. Biggest or best means that you will get extra attention, time from the leading team/s and prioritization when the planning is full.
Good luck!
If you want a second opinion on your agency selection, just reach out to ulf@sfinxconsulting.se
