The objective of most full-service advertising agencies is to establish ongoing partnerships with long-term clients. A noticeable new business trend is to offer partial marketing services, like graphic design or videography. Even though as this becomes more common, full-service advertising agencies will continue to thrive because of reputation and referrals. Only a full-service advertising agency can assist with Product, Price, Promotion and Placement.
A full-service advertising agency is made up of a team of EXPERTS that focus on the marketing needs of any business. These areas of expertise include graphic design, copywriters, videographers, social media, online marketing, SEO, web development, media management and, occasionally, event planning. Often, a retainer is in place to cover the costs of campaign management, ad development and client meetings. Small businesses, in particular, may not have their own marketing department, and may lack the depth of skills and experience that an agency can provide. Smaller agencies may focus on specific areas of expertise, like graphic design and web development, so it is important that you research your options before approaching an advertising agency in your area.
Although it may appear that hiring a full-service advertising agency will be expensive, you need to consider that an agency can SAVE you a fair amount of money by negotiating advertising rates. Most agencies are offered discounts for their clients. The standard agency discount on traditional media is 15 percent. Agencies also will further negotiate advertising rates for their clients. Often, they can acquire greater discounted rates than most businesses that deal directly with the media. This may include print, online marketing, radio and television. Agencies can also redesign ads to be more effective, saving your business more money through applied messaging that captures the consumer’s attention. An agency can be viewed as your personal marketing team minus the responsibility of benefits, taxes or other employee compensations.
Even for experienced businesses, developing a BRAND can be a complex undertaking. Full-service advertising agencies can help the branding process by developing logos and cohesive campaigns that will create brand awareness. They can also offer you research that will allow you to target a specific demographic. Agencies will help design your ads for individual media so that you can get the most out of your advertising across all markets.
Using an advertising agency can save a business valuable TIME. Hiring an agency means that you and your staff do not need to spend another moment developing advertising campaigns. Most small businesses do not have excess manpower to offer an education in the latest marketing practices. Employing an agency will free your time and your employees’ time to focus on what they do best…selling your service or product. Most small business owners are busy running their operations and have little time to orchestrate the creation and successful execution of a company’s advertising campaign.
Most business owners are aware that their marketing dollars are crossing over into areas beyond traditional media. Online marketing is a new avenue they must embrace in 2014 and very few business owners have the time to keep up to speed with these marketing advancements. Social media and SEO represent two areas where agencies can create tremendous value for their clients. There is more of a need now for advertising agencies than ever before. Advertising agencies can save you time and money while building your brand by utilizing their team of experts. QCBN
Donna Werking has been a Client Manager at Helken & Horn Advertising Agency since 2009. Donna is well recognized for her work in the community and her proficiency has made her an asset to all businesses under her guidance. Learn more about online marketing and social media by contacting Donna at Dwconsulting1@gmail.com or call Helken & Horn Advertising Agency at 928-776-0234.
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