Tips on Hiring an Ad Agency for Your Small Business

Advertising is an essential component of your small business plan, and finding out what level of marketing, media relations, and advertising activity you small business needs to be involved with may require the help of a professional. Launching an ad campaign can be overwhelming, and you want to make sure you're making use of all available resources. Working with an ad agency helps you define marketing objectives, run through a simulation ad campaign, and really pull your brand together. The agency may also be helpful in locating other resources for your small business, such as lawyers, business mentors, and other professionals in your industry. Gaining visibility and exposure for your business are the two key goals for getting started with an ad agency; here are just a few tips on selecting the right one that suits you best:

1. Interview local ad agencies first, but don't eliminate national options. While local ad agencies may align themselves with your market easily, don't be intimidated by the scope and size of national ad agencies. Many large ad agencies offer small business-specific ad packages and even rates; it's a good idea to review at least 4-5 different types of companies before making any final decisions.

2. Ask for a portfolio and testimonials in the first conversation. You need to be efficient with your interview and review process, and asking for samples and feedback from previous clients is a great way to learn first hand what the ad agency can offer.

3. Don't believe everything about sample work for your project. Samples are most valuable when they're already working in the market. ‘Spec campaigns' can easily show off much more than a company is really capable of; at best, you'll get a glimpse of their creativity but this does not necessarily translate to getting the work done properly, on time, or having positive customer service throughout the process.

4. Make a bullet point list. Outline at least ten different goals and objectives for implementing your ad campaign or marketing strategy; this can include items such as ‘need to create x amount of media materials for y campaign this quarter', or ‘need to develop target market analysis'. Presenting this to your prospective ad agency will give you both a much stronger sense of what is achievable--or identify what work may need to be outsourced elsewhere.

5. Don't be shy about pointing out what you like. After reviewing the portfolio or samples, make sure you highlight what you like, and perhaps don't like, about a particular campaign. Collect clips from magazines or printouts from websites to really define what you want. This can help you select the agency that is most capable of putting your project together exactly as you need it.

Many small companies outsource their marketing and advertising endeavors, turning to professional ad agencies to get them started. An ad agency can help you assess your brand, define a simple marketing strategy, and put together a preliminary ad campaign. Find the right fit with these suggestions and tips, and you'll get a head start for your small business.