How to Choose an Advertising Agency

One of the keys to having a profitable company is successfully advertising the company’s products or services. Choosing the right advertising agency to represent your business is one of the factors in building your brand with effective marketing. It is important to choose an agency that is familiar with brand marketing and can use it effectively to present your products or services to potential customers.

Selecting the best advertising agency to carry out a successful campaign for the brand marketing of your product is very important. It is advisable to consider several agencies before selecting one. A beginning step in picking an agency should be deciding exactly what you will require the agency to do for you. Having a budget and some ideas for possible advertising campaigns will help you select an agency that fits your criteria. The next step is finding an agency that you believe can do exactly what you want.

Any agency that you are considering hiring should be able to provide you with examples of their past successful campaigns. They should be able to clearly explain their concepts and ideas for promoting your product. It will be advantageous if they have conducted advertising campaigns for products similar to yours.

Initial contact with different agencies should give you some idea of whether or not you will be able to work with them. Staff from the advertising agency you choose to promote your product should be easy for you to work with. The people working on your campaign should be responsive to your requests and suggestions. They should be available when you need to get in touch with them. Staff from the agency you select should be dependable and timely. Items for the campaign should be ready when you require them. Agency staff should be on time for all meetings.

Taking time to choose the best advertising agency to promote your product can help your company’s growth.

How to Use Pay by Performance with A Marketing-Advertising Agency?

Friends from the Creative industry generally lamented about being under paid and under appreciated while clients were genuinely concerned if they can recoup their investments in creative and production costs. After I published “How to Pay your Advertising Agency?” at my blog and EzineArticles, I was specifically asked if I can provide an example of “Pay by Performance” with a marketing agency or advertising agency.

Assuming the client has a decent agency brief and the marketing/advertising/creative agency understood it perfectly, then they actually conceptualized an equally decent campaign; theoretically there should be good returns. However, the marketplace is a strange place where big changes can speedily shoot a hot product down into the bottom of a valley. Though rare, it has happened before. It is such uncertainties of the marketplace, doubts and fears of clients and the difficulty of quantifying the value of “creative” people that the quotation is grounds for heated debates.

I believed a fair price is one where the client and the marketing agency agreed upon. The price can be agreed upon but “unfairness” somehow would still cropped up. The client might not be able to attribute his success to the press advertisement as there was no tracking device established. The designer might start to believe he has been paid peanuts when the sales results hit the roof. Even nothing was said and expressed; dissatisfaction can quietly seep in and adversely affect an otherwise cohesive working relationship.

So instead of offering or accepting a fixed price, both parties can consider the “pay by performance” option. To “pay on results” or “pay by performance” is not as simple as it might appear. Marketing, advertising and communications is largely a skill based, creative industry; where the “products” are ideas and action taken. Just as a beautiful fireworks display is over when it’s over, ideas exposed can never be taken back to reuse and recycle in their original forms. I am sure you can see the challenges of a “pay by results” program. The real costs that were tough to measure are the creative cost though it is not impossible. To effectively deploy “pay by performance”, you would need to overcome various challenges, and those had been discussed at another of my article, “Does Pay by Performance works with an Advertising Agency?”.

After considering those factors and you still think “pay by performance” is for you, you may like to consider this working model.

1. Established what constitutes sunk cost, which could easily mean time (for research, analysis, brainstorming, conceptualization, copywriting, visualizing, story-boarding, desktop execution), material (such as photography with photographer, models, studio, props or purchased photo images or database for direct mail), traveling expenses.

2. Establish the quantum of such cost. Where cost cannot be quantified, you can check with your Association of Accredited Ad Agencies for recommended rates.

3. Client needs to agree to the quotation and to paying the sunk costs

4. Both parties need to agree on the performance measure. This includes fixing the deliverables and determining the expected results for each of these deliverables. One of the most obvious, and accurate, deliverable would be response to the campaign. This is usually measured by including some kind of direct response within the campaign. It could be a call-in number, an email or a web site.

5. Payment of the performance level should have a clear end date. Companies should not be afraid to pay. Alternatively, they can put a cap on the quantum, assuming that they are expecting a runaway success for the campaign. Again, this cap needs to be agreed. For example, both parties can agree to a $50,000 or a $5,000,000 cap to the performance bonus portion of the agency fees depending on the size of the project.

There are of course many ways to spin this. Above is simply one way to look at a complex arrangement. I am sure you can come up with a few creative ways to do this.

Don’t worry about what it costs you, only concern yourself with WHAT IT WILL MAKE YOU !

Internet Advertising Agencies Invest in Increasing Email Open Rates

Internet advertising agencies have one of the oldest services in the form of email marketing. One of the most important reasons due to which email marketing is still popular is that it is a completely non intrusive form of internet advertising. 77% of consumers say that emails are the ways in which they prefer to receive internet ads. However, for a promotional email to be successful in its venture, it has to be opened first. Getting the recipient to open the email is the most crucial step in the process of email marketing. Thus, internet advertising agencies all over the world constantly research to find the best methods to increase the open rates of emails.

This article discusses some of the ways that have been highlighted in the researches and used by the top internet advertising agencies to ensure high email open rates. The focus is of course on the content of subject lines since they play the most influential role in deciding whether an email is opened or discarded. However, there are a few other variables too that have come into active play in recent times.

Don’t Get Filtered Out

A lot of providers make the mistake of concentrating on terms signifying excitement in the subject line in order to attract the users. Thus terms like “Earn Profits”, “Free!!”, etc. seem to be the order of the day. However, there is a high probability that those emails will never make it to the inbox of the recipients. This is because such terms add to the spam points, and on reaching a certain number of points, the mails are automatically diverted to the spam box by the spam filters. An attractive subject line would then be of no use. So the first step is to completely stay away from such words if possible or to use them in a minimum number.

Optimum Length of the Subject Line

There are 2 lengths of subject lines that show better opening rates in a marked manner. Keep the length to 2 words or more than 14 words. Very short email subject lines score as they are objective while longer subject lines create an impression of being important in the minds of the readers. However, even the subject lines where the number of words is between 2-14 words can have a good opening rate if the other quotients discussed in this article are taken into consideration.

Time of Sending

You must have seen that even with social media platforms, uploading an image or updating your status at certain times of the day result in better responses than the others. The same is true for emails too. It has been seen that emails sent early in the day have a much higher open rate than the ones sent later. This would mean that mails sent to recipients of different countries should be scheduled according to their regional clocks. Experts suggest sending mails as early as 6 in the morning, so that they are the first things the users see before they get engaged with other tasks of the day.

Mobile Friendly

Considering the growing use of mobiles to stay connected through emails, creating emails that are mobile friendly may be the single most important requirement for internet advertising. On a worldwide basis, 47% users read emails on their mobile devices. This share is slated to keep on increasing. Since 63% users say that they immediately delete emails that are not mobile friendly, creating mobile friendly emails is a top priority for the internet advertising agencies.

Personalization

A personalized internet ad email, which has been customized according to the location and demography, has a much better opening rate. Users are usually more prone to open emails that seem to have been written exclusively for them.

Internet advertising agencies constantly keep updating their bag of techniques to get the emails opened. Rules dictating the functioning of spam filters, changes in the online behavior of the users, etc. Are some of the top criteria that are constantly under their monitoring.