Viva’s Blog: Ignore your friends

Let’s face it, we all look to our friends for tips on restaurants, hotels, clothes, and cars.

92% of people trust recommendations from friends and family above all other forms of advertising when making a purchase decision.
Nielsen’s April 2012 Global Trust in Advertising Report

It’s one thing to rely on a friend’s recommendation when it comes to picking a vacation spot or a doctor. However, it’s entirely different when you’re looking for an expert to help with your business.

Save money. Ignore your friend’s input.
We’ve seen it so often that we felt a need to devote an entire blog to the subject…
A business executive asks his colleague if he knows of a great ad agency. His buddy says “sure, call [insert ad agency name], they did great work for us.” The company hires the ad agency without conducting their own research and months later they find themselves staring at print ads or a new web site that just didn’t work for their company.

Relying on your friend’s input when it comes to picking an ad agency is risky business.
A B2B client sought our help only after investing a lot of time and money in a new web site that wasn’t visually engaging and didn’t generate business. Programmers who are experts when it comes to designing e-commerce sites built the web site. The reason they were unsuccessful? Our client is not an e-commerce site and had needs that didn’t match the agency’s strengths.

The upside is unlimited when you find the right partner.
You’re looking for a firm with strengths that match your needs, a breadth of services appropriate for your business today and in the future, and personalities that tie with your culture.

The stakes are high. The right ad agency can make your Brand sing. They can take your Brand strategy, your unique selling proposition, and your relevant point of difference and bring them to life through words and images. The upside is unlimited – unless you jump into a relationship that’s not the right fit.

Successful matchmaking takes commitment.
Be patient. Don’t do what two of our clients did. They got referrals from business associates, called the ad agencies, and hired them on the spot. A few months later, both clients came knocking on our door asking if we could help them salvage unusable ad campaigns and make up for the months they lost ineffectively promoting their businesses.

What should you do? Start by developing a list of criteria for the ideal ad agency partner before you begin researching your options. The list should include required capabilities as well as geography. Do you want an agency that’s local and can easily meet in person, or are you looking for the best in the country? How about size? Is being the big fish in a little pond important to you? Make a list of the top three capabilities you need. Think logo design, web site development, print ads, etc.

Date first.
Chemistry and cultural compatibility really matter. So, date first. Invite a handful of agencies to your office. Listen as they present their capabilities. Then, cut the list down and visit their offices. How does it feel? How do their people interact? Is their culture similar to yours? Do you like the staff who will actually work on your buisness?

Ask the tough questions before you tie the knot.
How does the ad agency approach project work versus retainer business? Can they manage additional business? What are they really good at? Don’t rely on their responses. Talk to their existing and past clients.

Save money. Ignore your friend’s input.
Want to catapult your Brand and exceed your goals? Do the right homework to find the optimal ad agency.

Read more Viva’s Blogs at www.vivalabrand.com

Editor’s note: Laura Sheridan, President of Viva La Brand, was recently selected to be the Brand Blogger for Crain’s Cleveland Business.