Long Island Advertising
Agencies
Advertising agencies Long Island
Selecting Long Island Advertising Agencies
by Jay Conrad Levinson
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #1--
Be certain that the Long Island Advertising
Agencies realize that advertising is only a small portion of
marketing. The Long Island Advertising Agencies must demonstrate
that it knows there are many other marketing weapons and that
it is capable of using (or directing the use of) all the appropriate
ones in your potential marketing arsenal. Guerrilla businesses
deserve guerrilla advertising agencies. Don't settle for less.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #2 --
Ascertain that your account will be considered
special and deserving of the Long Island Advertising Agencies
top talent. Be sure that you meet and talk to the people who
will actually be doing your advertising - creative, media, research,
the whole works. See what else the creative people have created.
Ask about the results. Avoid agency figureheads and get to know
the troops who will be serving on your front line. Is the chemistry
right between you? Don't underestimate the immense power of good
chemistry.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #3 --
Be sure that your Long Island Advertising
Agencies understand your company's objectives and considers them
reasonable. This understanding will be reflected in the marketing
and advertising strategy that the agency creates for you. If
it's missing, look elsewhere.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #4 --
Check to see that the people who will
be working on your account have the right credentials, experience,
and attitude. See if they are good listeners. If they haven't
worked on a business just like yours, don't worry. Just make
sure that they understand the critical relationship between profitability
and creativity. If it doesn't help you earn profits, it's not
creative.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #5 --
Be positive that the people you will
work with have a knowledge of your business, an interest in your
business, and a knowledge of the competitive situation. If they've
done their homework by the time they present to you, they'll
have these things. If not, you're not interested.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #6 --
Look at the ads and other marketing materials
they have created: theme lines, logos, signs, telemarketing scripts,
brochures, videos, catalogs, newsletters, Web sites, direct mail
letters, postcards, posters, and even postcard mailers.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #7 --
The best Long Island Advertising Agencies
have grown from the growth of their clients and those clients'
ever-increasing marketing investments. That is a better benchmark
than growth coming from new clients. Such agencies are hard to
find. But the search will be worth your time.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #8 --
When selecting Long Island Advertising
Agencies ask people from the agency to make a presentation to
you, but don't ask them to spend a lot of money doing so. Listen
to their words, hoping they will talk more about you than about
themselves. Be aware of the emphasis they place on the importance
of a strategy, for that strategy is crucial to you. See if they
know how advertising fits into the overall marketing mix. Be
wary if they speak only of advertising and nothing about marketing.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #9 --
You must do everything in your power
to know the difference between clever advertising and effective
advertising. Be careful if the agency relies too much on the
use of humor, for humor is often the enemy of effective advertising.
Advertising gains power through repetition, but humor becomes
weaker with repetition. If you're marketing candy or chewing
gum, humor may help. But if you're marketing high-priced offerings,
humor rarely leads to beautiful profit-and-loss statements.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #10 --
Be sure that your Long Island Advertising
Agencies understands the crucial necessity for follow-up, that
they are abreast of the growth of online marketing, and that
they are up-to-date but not too far in advance of society.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #11 --
You can learn about agencies, not only
by their presentations, but also by walking around the agencies
themselves. Look at their work in progress for other clients,
and see for yourself their staff's passion and enthusiasm for
creating advertising that works.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #12 --
Be especially aware of Long Island Advertising
Agencies campaigns that have run for a long time. That's a sure
sign that it is successful. Be sure that the creative people
are willing to experiment and test, to create materials that
are timeless. Watch out if they create "vampire" advertising
- the kind where cleverness, jokes, and special effects draw
attention away from your offering.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #13 --
The key to great advertising is to forget
the advertising and be certain that the product or service is
the star. Great advertising agencies produce advertising that
creates a desire to buy. It is not supposed to make people say,
"What wonderful advertising!" Instead, it is supposed
to make people say, "I want that product."
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #14 --
Advertising creativity comes from knowledge.
The more knowledge the agency's people possess, the more creative
they can be. That means a powerful agency asks questions, listens
to answers, engages in tireless research, and never stops learning.
Long Island Advertising Agencies
Advertising agencies Long Island
Tip #15 --
Can your Long Island Advertising Agencies
help you engage in fusion marketing arrangements with others
- where you combine marketing efforts to reach more people, but
save money because you are sharing the cost? A top agency is
able to use technology to the utmost but not rely too much on
it. Its advertising begins with your offering and the reason
you are in business in the first place - not with a snappy jingle
or dazzling graphic approach.
Copyright © Jay Conrad Levinson 2000m |
