Advertising media agencies, the movers & shakers behind the scenes of the most successful business, wish you knew a few things about your own business. This is quite a loaded admission, but it is an important item to disclose, and one that most advertising media agencies wish they could regularly share with clients.
All too often, business owners are doing a lot of moving and shaking on their own, trying their best to stay on top & drive the competition away. While businesses can often have success, they also hit stagnant periods of little production, and it’s in these more difficult times that most businesses either succeed or fail.
Some might argue that the purpose of these agencies is to simply come in, pitch the right strategies to a business owner, and, once they get clearance, move forward & make magic. Herein, though, lies the problem. Advertising media agencies are not magicians, and they do not operate in the fantastic. This is perhaps the first place most business can learn something about the advertising game – there is no ‘magic’ that just happens.
All too often, businesses assume that once they begin a relationship with an ad agency, their part of the partnership is at an end. That is definitely not the case. In order for any advertising and marketing campaigns to be successful, there always needs to be a fully collaborative relationship had between the agency running said campaigns & the business. Communication at all points is vital to any type of success. Unanswered emails, text messages, and phone calls just aren’t acceptable. Moreover, the agency in question has to be aware of changes that take place with the business so that they can advise the business about any changes that may take place with the strategies in place.
Aside from transparency in communication, advertising ad agencies also wish more businesses would be able to define success as it pertains to them in both the short-term and long-term. Success is a concept and certainly one that is fairly subjective to each business. Unfortunately, not being able to define success as it pertains to one’s business is perhaps the biggest pet-peeve for ad agencies. As they see it, if a business cannot, or even will not, define their own vision of success, there is no way the ad agency will be able to do their job. They can’t strategize in any way. Defining a target audience becomes more difficult. Being able to analyze results from a campaign would be a moot point.
Finally, businesses have to understand one thing about advertising – it takes time. Too many businesses have unrealistic ideas of what it means to have results on advertising campaigns. Moreover, they take these unrealistic ideas of success and place them along an unrealistic timeline. Advertising doesn’t work overnight. This goes back to the idea of ‘magic’ and how it doesn’t apply to this area of business. It takes a concerted effort between a business & their ad agency to make a campaign come to fruition.