First things first

Before you consider talking to an external agency, it's important to establish why you want to market your business and what you want to achieve.  You need to:

• establish marketing objectives
• think about what you want to say
• know who you want to target
• have an idea of the budget you have available.

• Ask around your customers/suppliers.  A recommendation from someone you know and trust and their experience of working with a particular agency can prove extremely valuable. 
• Try Google to find agencies in your area, or try good old Yellow Pages.
• Ask the relevant editor at your local or regional newspaper, or a well regarded trade magazine in your industry who they would recommend. 

Creating a shortlist

• Once you’ve identified several agencies, do some research.  Most agencies will have a web site, from which you can find out more about them, the type of clients they work with, their ethos and style.
• When deciding which agencies to meet and brief, look at an agency’s client portfolio to ascertain whether they have experience of working with organisations of a similar size to yours. 
• Look too at the market sectors in which they operate.  A consultancy may have experience of working for organisations in your industry.  Although not essential, this experience can be valuable, as it is likely that the agency has press contacts and knowledge that could prove beneficial in the running of your campaign.
• However, do take care when selecting on this basis.  It would not be wise to work with an agency that was already working on behalf of your main competitors.  Reputable agencies will not ordinarily take on a new account if it represents a conflict of interests with an existing client – it is worth checking.
• Look at the size of the agency in terms of turnover and staff. This will give an indication of whether they have the resources to handle your account.
• Select consultancies that broadly share your company’s philosophy. It’s important that you will be able to work with them both at a business and a personal level as a successful marketing communications programme will require input from you to ensure that it operates to its full potential.  If your first impression of the agency is negative, then it may be wise to look elsewhere.

Briefing your chosen agencies

• Invite your shortlisted agencies (three is usually about right) to meet and brief.  For more information about developing a brief, have a look at the Public Relations Consultants Association guidelines.
• The next stage is generally to request a detailed proposal or presentation from your short listed agencies.  Be aware that developing a proposal involves a considerable amount of work, so agree a reasonable deadline with all of the agencies.  You also need to address any cost implications which may be incurred for the time and creative input it takes to develop the proposal.

What to look for in a proposal

• Does the consultancy understand the brief? 
• Is the proposal document professional and well presented?
• Has it given ideas that will help achieve your objectives?
• Does it fit within your budget?
• Does it stick to your timescales?
• Has the agency stated how success will be measured?

At this stage, you may decide to invite your preferred agency back to present their proposal to you or to talk it through in more detail before confirming their appointment.  This gives you an opportunity to meet other members of the team and ask any questions you may have.

If you're looking for an agency that will deliver real results for your business contact us.

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