I’m currently working on my next blog post and was wondering if anyone had advice to offer up. So many manufacturers utilize agencies and I’d like to develop a “best practices for manufacturers when working with agencies”. In your experience, do you have any advice you’d like to provide? Specifically, how would you answer the following questions?
- How do you educate agencies about both your objective, as well as your products, channel process, and target audience?
- Do you develop data benchmarks and performance expectations upfront? If so, how do you determine those metrics?
- A common concern when working with an agency is that project duration and cost can exceed what was estimated. How do you control project time and cost, without forsaking project quality?
- Agencies I’ve spoken with promise to maximize a company’s return on investment. How do you calculate your ROI? Revenue? Leads? … this would probably tie back into the benchmarking and performance metrics.
- Manufacturers desire a collaborative experience when work with agencies. How do you ensure that your voice is heard and incorporated into the final product?
I have agency feedback. I'd really appreciate customer feedback.