As your business grows, there will be times when you need outside support to grow, improve, evolve and sustain. Picking the right marketing agency takes some homework, but it’s a worthwhile investment - this external team will be performing mission-critical tasks alongside your internal team. They should be just as excited, knowledgeable and devoted; and they need to be a good fit with the right personalities, culture and skill set to help reach your goals.
There are thousands of marketing agencies and marketing consultants out there, and so many of them are more than willing to help you; but how do you know which ones will be worth the investment?
Here are seven red flags you should be aware of as you search for the right pet product marketing agency to work with:
In order to tell you how they can help you, they must first understand what you need. It sounds like common sense, but you would be shocked at the amount of times we hear it’s not the case! Any marketing agency or consultant worth your time, money and trust will be invested in an extended getting-to-know-you period where they will find out things like:
Marketing and branding is all about forming a bond and ongoing relationship with your target consumer. If there isn’t a complete understanding of your consumers’ lifestyle, age, interests and so on, it’s going to be a much bigger challenge to create messaging that resonates with the person you’re aiming to reach.
Likewise, if your marketing agency doesn’t understand the landscape in which you compete, isn’t familiar with your competitors, and doesn’t understand the industry’s history, they can’t help advise you in a deeper, more strategic manner. There is incredible value in finding an agency that specializes in the pet industry.
Strong communication is of utmost importance when working with an outside agency. Even if the agency has been around for a long time, if they can’t focus on you long enough to be thoughtful, responsive and value-driven when they’re trying to woo you, you can bet future communications will be even more difficult. Look for agencies that provide you with consistent communication that supports you through the proposal process.
While there are some common terms used when you are submerged in the world of marketing daily, be on the lookout for agencies and consultants who overuse the buzzwords. Too many of these are a crutch and signal they may not have a complete understanding of what they’re talking about, or they don’t do what you need them to. They should be able to walk you through their plans in language you can understand so you’re both on the same page.
It is important to understand who is behind the agency and why they’re a credible source to trust with your business (and money), however it’s also important that they show signs of humility as well. How do they present their success on the website and how do they talk about their clients? If there is no sign of gratitude toward the clients and companies they work with, that could mean their intentions aren’t the most genuine.
Whether they claim to have a secret formula for success, promise specific results or say they can do everything under the sun…if it sounds too good to be true, it probably is. There’s no magic bullet and it doesn’t happen overnight; marketing is hard work that requires an agency to test strategies and tactics to find out what works for each specific client. Make sure the marketing agency you choose has the bandwidth to handle your business, can explain their process and has a record of success. But if they’re promising you the world, we recommend walking away.
We all have those moments where the little voice in our head is saying, “I’m not sure what it is, but something doesn’t seem right!” Even if you’re not sure what it is or why you feel that way, it’s always important to follow that gut instinct and learn more. Any agency you work with should act as an extension of your brand and company. Even if it’s a short project you need help with, it’s important to work with an agency you have no reservations about and feel absolutely confident in their work, ability AND integrity to come through for you and the work you’re hiring them to complete. Don’t hesitate to explore to learn more about their business and how they have worked with past clients. If they don’t provide you with references, that is the red flag of all red flags!
Wanting more? Read about some of the main reasons companies work with agencies at all: 4 Reasons Pet Businesses Hire Marketing Agencies.
