Nehlsen Notebook

Choosing a Marketing/PR Firm

By Nancy Nehlsen, Owner  8.26.09

Marketing firms are not created equal, and neither are the customers who use them. It’s as important for us to have clients that are right for us as it is for them to have a marketing firm who can actually achieve their goals. How do you know which firm is right for you?

As the customer it’s important that you have a very solid idea of what you want to achieve through your marketing efforts. Is your goal to create, develop or maintain a brand? Do you want to promote a particular product to a very specific audience? Are you interested in maintaining “top of mind awareness” over a long period of time, or do you need to acquire new business quickly?

Since marketing firms often specialize in different marketing theories it’s important to know what you want your marketing or PR effort to accomplish , be able to communicate that clearly to your marketing firm, and evaluate the marketing firm’s capabilities to meet your specific needs. Next you will need to do a little research on the marketing firms in your area to find the one that makes the best fit.

Look at their past work and whether it has been successful. A portfolio of great design or a history of multi-national media buys doesn’t necessarily mean the marketing plan accomplished anything. Talk to their existing or past clients to see if they were satisfied with the service, the quality of work and, most important, the results of that work. Never work with an agency that handles a competitor’s account. Loyalty to you is essential.

Make sure your budget is in line with their average client’s budget. If your budget is significantly less than most of their clients you may not get the attention you’re expecting. If your budget is significantly higher than they are used to working with they may not be able to comfortably handle your account.

There are marketing and PR firms of every size and description – small boutique agencies, larger B2B firms and firms that work with strictly B2C customers. Make sure it’s a good fit and your marketing/PR firm can be your best business ally and help you grow beyond your expectations.

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