As an entrepreneur, you will face that "meltdown moment" when you realize
that you've simply taken on too much. Since many small business owners
start their foray into independence and career satisfaction with about $25, it's
only natural that this breed tries to do it all. The brilliant mind that
dreams up new ways to deliver a service or product is attached to the
tired body that pays the bills, negotiates with vendors and shuttles trash to
the curb.
If you've reached the "I-have-got-to-delegate-some-of-this-work" phase,
you may be considering outsourcing your marketing or advertising function. If
you have little experience in the marketing field, it can be a daunting process to find an agency or marketing consultant who best fits your needs, budget and business goals. When you set out to get some marketing relief,
be fearless and keep the following in mind:
Know what you want. Do you need help with public relations, overall
marketing strategy, putting together print ads? Will the agency/consultant
be handling all your marketing, or just certain initiatives? Be clear
about your goals and expectations from the get-go to minimize troubles down the
line.
How much can you spend? Be realistic-if you've got an extra $200 per
month to spend, it's probably not time to start agency/consultant
shopping. Know that some agencies/consultants will have minimum monthly charges and
will not take on ad hoc project work. If you have a modest budget,
freelancers may be your best bet-a designer, a copywriter, a PR pro.
Freelancers may have more flexibility than agencies about the size and
scope of work they accept.
Know where to look. Ask other business owners about who they use for
their marketing. Check with local trade groups like the chamber,
advertising club or public relations council. Narrow down your options to two or three
providers. Interview at least two and preferably three consultants or
agencies.
Interview the consultant/agency. This can be done over the phone if
you're hiring out of state, but strive for face-to-face. If you're meeting
with a large agency, ask to meet with the person who will be handling your
account as well as an agency principal. Ask about work they've done in the
past that is similar to your own needs. Ask for references, and always
call the references. Caveat: Right now, hiring an agency, especially a public
relations agency, may prove difficult-the agency may be interviewing you
as well. There are some hot agencies-many in high tech-that are requesting
and getting huge retainers, and turning away business in droves.
Assess your comfort level. Never, ever hire a consultant or agency you
don't feel comfortable with. The agency may be fabulously creative and
brimming with awards, but if the fit isn't there, don't force it. What
starts as manageable discomfort may become a difficult relationship once the
honeymoon phase is over.
Get a contract and a list of deliverables. This is for the benefit of
both agency/consultant and small business owner. Everyone knowing what's
expected will assist in making the marketing path a smooth one. Don't be
afraid to ask for clarification on any contract points. Understand how you
are billed-hourly, project basis, or commission. Know that you will be
billed for expenses from phone calls to overnight delivery services, and
that some agencies mark up expenses.
Be prepared to listen to the advice you are given. You've done the hard
work of finding an agency, now it's time to leave the work to the experts.
You'll be involved in the decision-making process, but go into the
relationship with an open mind and the belief that you're paying for the
expertise of an agency/consultant-so use it.
Kimberly McCall is the president of McCallMedia & Marketing, Inc., a
marketing, public relations and business communications company in Freeport,
Maine. She is the monthly marketing columnist for Entrepreneur's
Start-ups magazine, and an inc.com contributor. You may reach her at:
Kimberly@MarketingAngel.com. Web site: www.MarketingAngel.com.
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