by Brad Smith
“I’m not happy with my marketing communications agency, but I don’t have the time and energy to select and hire a new one – and then spend months training them.”
How often have I heard that? Seriously, too often.
So what does experience count for? From an agency perspective, and with the benefit of 30 or so years of 20-20 hindsight, I put the value percentages like this:
65% of a B2B agency’s experience can be put to use by just about any B2B client.
15% is new experience – learning specifically about the client’s company, products and services. This is something the best agencies approach with an energetic gusto, so the learning curve should be short.
20% of our experience is relative to a client’s specific market(s) or industry(s). That’s really valuable, because this is where clients experience the most painful learning curve. Or teaching curve, if you will.
So if you’re tasked with hiring a marketing communications agency, be aware that great marketing strategy, and great creative, starts with a great understanding of your audience.
Let me know if you see the numbers adding up this way.
How often have I heard that? Seriously, too often.
So what does experience count for? From an agency perspective, and with the benefit of 30 or so years of 20-20 hindsight, I put the value percentages like this:
65% of a B2B agency’s experience can be put to use by just about any B2B client.
15% is new experience – learning specifically about the client’s company, products and services. This is something the best agencies approach with an energetic gusto, so the learning curve should be short.
20% of our experience is relative to a client’s specific market(s) or industry(s). That’s really valuable, because this is where clients experience the most painful learning curve. Or teaching curve, if you will.
So if you’re tasked with hiring a marketing communications agency, be aware that great marketing strategy, and great creative, starts with a great understanding of your audience.
Let me know if you see the numbers adding up this way.
Flickr Photo Credit: (cwPhotography) http://www.flickr.com/photos/lipsss/
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