Making News

(Apr. 05, 2007)

IS IT TIME TO CALL IT QUITS WITH YOUR MARKETING FIRM?

By Steve Kleber

The opposite of love is not hate. The opposite of love is indifference . . . the neglected phone call, the wandering eye . . . surrendering confrontation . . .  

The honeymoon period is over and now it is time to take stock of your agency’s effectiveness and promised ROI. Reviewing your brand development strategy and consolidating your resources will result in the right match and save time and money in the long run. 

Here are some tell-tale signs that the relationship is no long working. Sure, breaking up is hard to do, but it might just be time to hire another agency.   

You Both Said Yes, but the Commitment Lags The pitch for that brilliant ad campaign was great but months later you are still waiting for those ideas to be executed. Many agencies are notorious for selling unrealistic programs. Having a creative approach and defined goals for execution and success are symbols of a quality agency. 

Lack of passion When the Account Executive assigned to your account doesn't regularly share new ideas about your brand or "light bulb" moments, the thrill may be gone. Everyone involved on your account must be brand advocates for your company. What does your current agency’s passion meter say about your brand? 

He/She Just Doesn’t Understand Me . . .Frustrated that your agency team doesn’t understand your product or company’s competitive landscape? Hiring an agency that knows your industry, has category experience, and understands your brand promise is the first stop toward creating an effective integrated marketing program. 

The GOOD NEWS: breaking up is easier than you think!

At Kleber & Associates, we provide the research, have the passion and creativity, and understand the home and building channel – it’s ALL WE DO.


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