A question for you. Why do some company’s brilliant marketing campaigns have spectacular success, whereas others spend lots of money and have zero success?
When hiring any expert you need to be prepared; preparation is everything.
Imagine hiring a builder; telling him you want an extension. That’s it, nothing else; no dimensions, no details about windows, doors, the roof or what it should be built from.
I can guarantee you’ll be disappointed when it’s finished.
You might think, it’s the builders job to ask questions not just build what he thinks and, of course, you’re right. So you should be prepared to answer his questions, if you’re going to what you want.
Business owners know that marketing is fickle. My finance director was fond of asking me to explain which half of my marketing budget was going to reap rewards and which half was going to be wasted! In those days you could only measure success with coupon and promo codes! But his question made me think. I didn't want to waste money; I needed every penny of my budget and that's when I learnt how crucial a good marketing brief is.
I've worked with many agencies: web, PR, design, events and online over the years. Each time I make sure that I have a written brief to give them. It doesn’t take much time to write it down. It saves you lots of time because there's no confusion about what the agency has to deliver.
If I’m using several agencies to deliver a complex campaign, each agency sees the entire project brief. Best of all, one person from every agency gets in a room together so when we plan the campaign everyone knows who is doing what, when and why.
My top tip; be open and honest with your agency. If you only have a small budget, tell them just that at the beginning. Don’t let them develop a fabulous campaign and then have to cut most of it to fit your budget!
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