Does Your Advertising Agency "Get" Your Business?

One of the most difficult things for a business to do is create and the consistently present a brand image. In order for an advertising agency to properly hit the mark with their work, then they need a solid understanding of who you are, your ideal customer, and who you want to become. With those three things as a platform, they can develop a spot-on campaign for your business.

During the interview stage and the first few meetings with an advertising agency, it is important to share your branding guidelines, business vision, and general expectations. Don’t worry about hurting feelings, because without this information, they will never be able to properly represent you with their creative content. Once they have a solid understanding of your company, they can begin the work you need. It is also a good idea to schedule regular monthly meetings, to be sure that all work is on target and to provide a forum for discussing ideas and feedback. If at any time you believe that something is not quite right, it is important to speak up immediately.

A level of tension or disagreement can be expected for any relationship. Often, the best advertising campaigns ask their clients to step out of their comfort zone a bit, so that a truly original ad can get you the attention you deserve. Your potential customers are constantly bombarded with traditional advertisements. They might look pretty and be what you expected, but they won’t garner the attention that your sales team craves.

However, even the zany and off-the-wall ads should still be in line with your brand guidelines and general business feel. A professional services agency probably shouldn't have their name printed on clown shoes, no matter what kind of positive reaction it gets from the public. While your agency may ask you to take a risk, the format of the ad should still represent you fully and speak to your ideal customer.

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5 Ideas to Help You Craft a Guerilla Marketing Strategy

Some companies, especially smaller ones, don’t have the multi-million dollar marketing strategy budgets. That doesn’t mean they can’t use another resource to get noticed, namely their creativity. Guerilla marketing is any unorthodox, unusual, and memorable marketing tactic that gets lots of attention, for little money

1. Get creative

The only thing you need to design and orchestrate a guerilla campaign around your business or products is a great imagination. Start by thinking of your best customer, what they like, and where they go. Then, let your imagination go wild. Think of a cleaver action or installation that not only promotes the brand, but also speaks to the customer.

2. Traditional marketing doesn’t count

When it comes to true guerilla marketing, traditional marketing efforts don’t count. Television advertisements, print media, and billboards aren’t what this type of marketing strategy is about. You want some kind of action, like a sweater manufacturer covering lampposts in yarn, or an unexpected stunt at a public gathering.

3. Push the envelope

The idea for an alternative marketing strategy is to push the envelope. You want to shock people, take them a little out of their comfort zone, or make them laugh out of an unexpected confusion. A successful guerrilla campaign requires a company to have a thorough understanding of their customer and their market.

4. Don’t make anyone angry

While the point may be shock and awe, you don’t want to offend. This can be a fine line, so do plenty of research on the message you want to send and the impression you want to leave. When you have a thorough plan, run it by a marketing professional to make sure it doesn't’ cross the line.

5. Go for newsworthy

The point of the marketing strategy is to come up with something that is newsworthy. That gets local, and sometimes national attention for very little money upfront. You want to make a bold statement that gets noticed instantly. This method might not be fitting for a professional services type firm, but almost any small business can find some type of guerilla marketing to suit their needs.

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