Tip #21 ∞ Table of Contents for 20 Tips To Get The Most from Your Ad Agency

Following is a series of articles titled "How to Get the Most from Your Ad Agency."

Learn about:

1. Defining your target audience both, per project and overall.
2. Giving your agency a firm budget and timeframe for any project and the overall account.
3. Respect your agency's expertise and taste in order for the partnership to work well.
4. Messaging -or- What's in it for your customer if you want your communications to be successful at bringing in new customers.
5. More on Messaging -or- Show Don't Tell in order to quickly communicate to your audience.
6. The Approval Process: Give Your Agency One Point-of-Contact, unless you want your agency fees to balloon.
7. The Approval Process and how to keep your budget down.
8. Advertising Agency Lingo: Good to know so everyone on the project, (client and creative talent included), speak the same language and avoid confusion.
9. Learning about the various Roles of the People Working at the Agency so you will understand that creative work doesn't happen in a vacuum or in an instant.
10. The Creative Process - understanding this so that you understand what you're paying for
11. Media Mix - What the heck it is, and why it's important
12. Define and Enforce Your Logo Standards
13. Write a Clear Creative Brief (Or have your AE do it for you).
14. Scope Creep: what it is and why it needs to be discussed.
15. Trust Your Agency, Or Get a New One That You do Trust.
16. Be Honest with Your Agency About Your Business
17. Be Calm When Talking With Your AE
18. Build Measurability Into Each Project, Or Don't Complain if You Can't Gage Results
19. Let your agency manage their own vendors for best results. If you want to hire your own vendors (ie Printers), you may be on your own with the results.
20. Deciding How much to spend on marketing/advertising.
21. All the tips....Table of contents (You're reading it now).

Please feel free to leave comments or shoot me an email at: ginger@gwizmarketing.com