Owning, operating and/or running a business is hard work. Weather you’re an owner or a GM, your job is to get your business noticed by as many of the right people as possible in order to turn a profit.
But how do you do that?
Do you take meetings with every radio station, TV station, newspaper, trade publication, web SEO Company and blog that comes your way? How do you know what’s best? The real answer is: you shouldn’t. Your time should be spent running your business and doing what you do best. Leave all of those meetings (and knowing what meetings to take vs. what isn’t worth the time) to those that do that everyday.
Here’s where a Marketing/Ad Agency come into play. So, what do just about all agencies do for clients? Here’s a list of what all of the good ones will do:
Take all of the meetings and phone calls from marketing companies (you can and should come along on the ones that you want)
Negotiate rates on your behalf
Work to create effective copy for all mediums (If an agency doesn’t have a creative department in-house to produce video, audio and graphics they should absolutely make these services available to you)
Track all inventory to make sure that all of your spots are getting run according to contract.
Find new and creative ways to market your business that are proactive, not simply reactive to why calls to sell you marketing. (i.e., don’t just buy what’s being sold, but buy what is best for the business.)
Now to the really important question that: How does all of this get paid for?
With nearly every media that can be purchased (radio, tv, print, etc.) each station will kick back 15% of a total spend to an agency for placing the marketing with them. i.e., you don’t pay any more as a business owner or manager! Being that agencies work with so many other companies, the media is happy to offer us this percentage to keep bringing them work. Some agencies will require a monthly retainer and/or charge for production services in addition to that 15% from the media companies.
The moral of the story is, if an agency is only asking for the 15% from media entities, you don’t pay anything directly to have an agency! Imagine having a expert (or a team of experts) at your disposal all for the same money that you currently spend on marketing already.