Minneapolis Advertising
Agencies
Advertising agencies Minneapolis
Selecting Minneapolis Advertising Agencies
by Jay Conrad Levinson
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #1--
Be certain that the Minneapolis
Advertising Agencies realize that advertising is only a small
portion of marketing. The Minneapolis Advertising Agencies must
demonstrate that it knows there are many other marketing weapons
and that it is capable of using (or directing the use of) all
the appropriate ones in your potential marketing arsenal. Guerrilla
businesses deserve guerrilla advertising agencies. Don't settle
for less.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #2 --
Ascertain that your account
will be considered special and deserving of the Minneapolis Advertising
Agencies top talent. Be sure that you meet and talk to the people
who will actually be doing your advertising - creative, media,
research, the whole works. See what else the creative people
have created. Ask about the results. Avoid agency figureheads
and get to know the troops who will be serving on your front
line. Is the chemistry right between you? Don't underestimate
the immense power of good chemistry.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #3 --
Be sure that your Minneapolis
Advertising Agencies understand your company's objectives and
considers them reasonable. This understanding will be reflected
in the marketing and advertising strategy that the agency creates
for you. If it's missing, look elsewhere.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #4 --
Check to see that the people
who will be working on your account have the right credentials,
experience, and attitude. See if they are good listeners. If
they haven't worked on a business just like yours, don't worry.
Just make sure that they understand the critical relationship
between profitability and creativity. If it doesn't help you
earn profits, it's not creative.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #5 --
Be positive that the people
you will work with have a knowledge of your business, an interest
in your business, and a knowledge of the competitive situation.
If they've done their homework by the time they present to you,
they'll have these things. If not, you're not interested.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #6 --
Look at the ads and other
marketing materials they have created: theme lines, logos, signs,
telemarketing scripts, brochures, videos, catalogs, newsletters,
Web sites, direct mail letters, postcards, posters, and even
postcard mailers.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #7 --
The best Minneapolis Advertising
Agencies have grown from the growth of their clients and those
clients' ever-increasing marketing investments. That is a better
benchmark than growth coming from new clients. Such agencies
are hard to find. But the search will be worth your time.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #8 --
When selecting Minneapolis
Advertising Agencies ask people from the agency to make a presentation
to you, but don't ask them to spend a lot of money doing so.
Listen to their words, hoping they will talk more about you than
about themselves. Be aware of the emphasis they place on the
importance of a strategy, for that strategy is crucial to you.
See if they know how advertising fits into the overall marketing
mix. Be wary if they speak only of advertising and nothing about
marketing.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #9 --
You must do everything in
your power to know the difference between clever advertising
and effective advertising. Be careful if the agency relies too
much on the use of humor, for humor is often the enemy of effective
advertising. Advertising gains power through repetition, but
humor becomes weaker with repetition. If you're marketing candy
or chewing gum, humor may help. But if you're marketing high-priced
offerings, humor rarely leads to beautiful profit-and-loss statements.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #10 --
Be sure that your Minneapolis
Advertising Agencies understands the crucial necessity for follow-up,
that they are abreast of the growth of online marketing, and
that they are up-to-date but not too far in advance of society.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #11 --
You can learn about agencies,
not only by their presentations, but also by walking around the
agencies themselves. Look at their work in progress for other
clients, and see for yourself their staff's passion and enthusiasm
for creating advertising that works.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #12 --
Be especially aware of Minneapolis
Advertising Agencies campaigns that have run for a long time.
That's a sure sign that it is successful. Be sure that the creative
people are willing to experiment and test, to create materials
that are timeless. Watch out if they create "vampire"
advertising - the kind where cleverness, jokes, and special effects
draw attention away from your offering.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #13 --
The key to great advertising
is to forget the advertising and be certain that the product
or service is the star. Great advertising agencies produce advertising
that creates a desire to buy. It is not supposed to make people
say, "What wonderful advertising!" Instead, it is supposed
to make people say, "I want that product."
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #14 --
Advertising creativity comes
from knowledge. The more knowledge the agency's people possess,
the more creative they can be. That means a powerful agency asks
questions, listens to answers, engages in tireless research,
and never stops learning.
Minneapolis Advertising Agencies
Advertising agencies Minneapolis
Tip #15 --
Can your Minneapolis Advertising
Agencies help you engage in fusion marketing arrangements with
others - where you combine marketing efforts to reach more people,
but save money because you are sharing the cost? A top agency
is able to use technology to the utmost but not rely too much
on it. Its advertising begins with your offering and the reason
you are in business in the first place - not with a snappy jingle
or dazzling graphic approach.
Copyright © Jay Conrad Levinson 2000m
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