More customers…sales…profit © Aardvark Marketing Consultants Ltd July 2015 BizSmart Lunch & Learn Webinar Getting the most out of creative agencies Speaker: Gill Hutchinson, Aardvark Marketing Consultants Date: Tuesday 4 th August 2015 Time: 12.30pm Today's webinar will focus on the process of getting the best out of using a graphic designer, website company, promotion agency or other outside supplier of creative work.

More customers…sales…profit © Aardvark Marketing Consultants Ltd July 2015 Managing creative agencies The process of hiring, briefing and getting the best out of external creative talent, including PR agencies, website and SEO agencies, promotional agencies and graphic designers

More customers…sales…profit © Aardvark Marketing Consultants Ltd July 2015 What’s your war story? Did the agency really “get it”?

More customers…sales…profit © Aardvark Marketing Consultants Ltd July 2015 What’s your war story? “ I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative’. I want you to find it so interesting that you buy the product “ David Ogilvy in ‘Ogilvy on advertising’

More customers…sales…profit What do you want your marketing to achieve? 1.Increase sales 2.Increase profit 3.Increase your share of the market © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit © Aardvark Marketing Consultants Ltd July 2015 Why use third parties? Pro’sCons

More customers…sales…profit © Aardvark Marketing Consultants Ltd July 2015 Why use third parties? Pro’s Expertise in a particular area Experience Technical know-how Faster creative process Relieves pressure of time Objectivity Always hire people who are better than you are! Cons Not necessarily an expert for your particular business, or market Investment Time deadlines Confidentiality Importance of your business to the marketing agency

More customers…sales…profit Selecting an agency © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit Selecting an agency – factors to consider Size of the agency Specialist skills In house marketing expertise Range of services to be used What do your competitors do? ‘Track record’ Geographical location Rapport / relationship © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit Briefing your agency Do you have a process? What steps can we take to ensure that there is no misunderstanding between you and the agency? Written or verbal? Begin with the end result in mind © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit Briefing process A brief is taken, not given, so best to meet face to face and give your brief verbally © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit What should you include? Overall Objectives Guidelines that must be met e.g. specific brand colours, fonts, taglines Key competitors Likes and dislikes The response required from the agency © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit Tell them precisely what you need Response required from the agency Budget (if known) Evaluation criteria © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit Don’t rush the process Let the agency take notes and then feedback to you their understanding of the brief Check that they ‘get it’ Allow plenty of time in the meeting for any other questions © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit Managing feedback Is your response rational or emotional? How can we get a more measured form of feedback?

More customers…sales…profit Managing feedback Rational or emotional? o Have objective criteria that can be scored o First drafts will all have pro’s and cons, it is unlikely to hit the spot exactly first time Feedback should give reasons for likes and dislikes Structure of the meeting © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit Payment and completion Why do we frequently go wrong here? What steps can we take to get things right more frequently?

More customers…sales…profit Payment and completion – areas to agree at the outset Copyright formats required Domain name Case studies/testimonials Long term relationships © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit Competitive selection process or ‘pitch’ Selection tips © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit Thanks for listening! Any questions? © Aardvark Marketing Consultants Ltd July 2015

More customers…sales…profit Marketing Strategy & Plan Development Customers Profile Needs Customers Profile Needs Proposition Customer benefit Proposition Customer benefit Competitive Advantage Meeting needs better Competitive Advantage Meeting needs better Objectives Beliefs Behaviours Objectives Beliefs Behaviours Investment ROI Affordability Investment ROI Affordability Strategies Promotion, Pricing Communication, Product Strategies Promotion, Pricing Communication, Product Planning and implementation Effective, on time, on budget, measurable Planning and implementation Effective, on time, on budget, measurable Business Plan Business Plan KPI Measurement KPI Measurement © Aardvark Marketing Consultants Ltd July 2015

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