The agency selection process is a huge task. It requires a lot of resources and can be expensive. There are many articles providing very useful information and tips for a successful agency selection process. Still, I see many companies struggle to find the right match, an agency that can fulfill their needs as expected. I believe that the agency selection starts with a detailed examination of your environment and unique needs. Here are some of the things for you to consider prior to engaging in your next agency selection process.
1. What are the reasons for searching for a new agency?
First of all, you want to identify and clarify the reasons why you need to look for a new agency. This will give you important selection criteria and the expectations for new agency. Once you know exactly why, it’ll be easy to narrow the list of candidates. Some of the reasons may be:
New area of service or new market. For example, you have a search agency but now need another agency to support your social media activities. Or your company is expanding into the Asian market and need an agency with local market expertise in Japan.
If this were the reasons, think about who would manage new agency. Do you already have a staff or a team responsible for the new business area? Will there be any communication challenges such as location, time zone differences, and languages and how will you manage these?
Different service package. You’re working with multiple agencies, one for each market or one for each business unit. Now that your company structure is shifting from silo to a more integrated model, you think having an all-in-one agency to support all markets and business units would be the way to go. Or you now have one agency covering everything and feel that you want multiple agencies with more market specific or industry specific expertise that can work closer with your business units.
If this was the reason, think about how you’ll align agencies with your business unit structure.
Replacement for current agency. The two main reasons for replacing your current agency are typically costs or they may be failing to meet your expectations with poor performance.
If cost was the only complaint you have, give them a chance to counter offer with new pricing. The cost savings of another new agency may be eliminated by the expense search process itself thereby not yielding any real savings. If poor performance were the reason for change, you’d want to specify that expectation in your new agency contract so that you don’t have the same problems with them.
2. What level of services and support do you need from an agency?
Each company has different levels of expectations and types of requirements for an agency. The size of a team and a corporate structure typically dictate how you engage with an agency. In order to find a right agency, think about what your needs are.
The length of support you need. Do you need a short-term support for a specific project such as website redesign or a new product campaign, or are you looking for an agency to work with you on an on-going basis?
Support for your in-house team or to outsource 100 percent. If you have an in-house team that manages the daily work and are looking for an agency to provide additional support by providing the specific expertise that your in-house team doesn’t have, or to pick up some work load, you’ll need to look for an agency with a completely different service model than when you need to outsource 100 percent of the work to an agency. Ensure you’re clear with the support you need to reduce the amount of upsell down the road.
3. Are you ready to cut ties with the current agency?
If you’re looking for a new agency to replace your current agency, there are several preparations you should take. The last thing you need is to lose your account history and data by switching agencies. Before you end the contract, try to obtain tool access and data. If possible, negotiate to transfer account ownership to you before you formally notify them. Unfortunately, many agencies don’t cooperate with these requests and want to hold your data hostage, but it won’t hurt to ask.
If you have an in-house team even if they work with an agency for additional support, you’re probably subscribing to tools yourself and own the campaign accounts. But if you’re not, this is a good time to consider taking the ownership of your data. By switching an agency, you’ll lose your campaign account under agency’s name anyway. If it’s yours, you’ll never have to worry about losing data or having to set up tools and campaigns all over again.
After examining your needs based on the above 3 points, you should have a comprehensive list of requirements and expectations for new agency selection. Don’t be afraid to be specific, and ask the hard questions. Only when the expectations of both parties are met will you find your match.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Since Motoko established AJPR in 1998, she has been providing the online marketing services targeting Japan and Asia to companies from around the world, helping them to enter the regional market using the Internet. Her search marketing consulting services with her extensive knowledge of Asia and Japanese market have been highly valued and made big impact on some of the world's popular multi-national brands' search marketing campaigns.
A number of her articles have been published on industry websites and printed media including Multilingual Computing and International Journal of Localization. She also writes about the Japanese online market on her blog and Multilingual-Search.com. She's a frequent speaker at search marketing conferences globally, and gives seminars and trainings about search marketing targeting Japan and Asia.
Prior to entering the online marketing industry in the mid 90's, she worked as a senior marketing manager at a traditional marketing and trading firm, marketing U.S. products to Japanese government and heavy industries.
She believes in giving back to the community and volunteers her time for industry organizations. She served as a member of Board of Directors of SEMPO (Search Engine Marketing Professional Organization), and is a Chairman of SEMPO Asia-Pacific Committee. In March 2009, she received the first SEMPO President Award for her support and dedication to the search industry and SEMPO organization.
March 19, 2014