Choosing an advertising agency can be the best move your company ever makes or a costly mistake. There are a few basic things to consider when choosing someone to take charge of promoting your business or product. You may want a company that specializes in a particular media such as direct marketing or print advertising or concentrates more on making your brand or logo visible to the public.
More companies than ever are deciding to use broadcast production to promote their product or services. Ads on television and radio reach more people that any other method, providing you choose the correct time slots for your target audience. An advertising agency will know where to place your ads in order to reach the consumers that are likely to need your business. While you may think prime time television is the ideal spot for your ad, an agency that makes it their business to study viewing and listening habits may know that your product would do better in another slot or may even in another media. Placing your logo in a Sunday newspaper, for instance, might be a better idea than a radio spot. Ad agencies make it their business to know how and where to reach the largest segment of people who will respond to your advertising. They may even advise you to take your campaign online, an increasingly popular and effective advertising tool.
You may want to consider an agency that specializes in commercial production rather than one that spreads itself over all media. These agencies know where to get the best producers, the most creative directors and the best prices for your ads. Perhaps you are looking for one that concentrates on video production so you can effectively advertise within your industry or distribute focused CDs to a select demographic.
If you see an ad that grabs your attention, find out who created it and contact them. Read some trade publications and find out which agencies have received awards; there is a direct correlation between award-winning ads and sales of the product they were advertising.
Bigger isn't always better when it comes to advertising agencies. Sometimes a smaller agency, as well as being less expensive, can focus on your job much better than a large and busy shop. Smaller firms also tend to attract very creative designers that are just beginning their careers and have fresh, unique perspectives.
Choosing the right advertising agency may take a little time but the results will be well worth it.
