by Kelley Briggs

As companies grow and mature, they begin to understand that marketing successes don’t happen overnight, but that they are built methodically through proper planning, budgeting and scheduling. Young, inexperienced companies often look for a quick fix that can turn around a bad decision. But savvy companies understand that they need to consider the long-term affects of marketing, and that establishing a long-term relationship with an integrated firm you can trust is key. 

Commitment
Hiring a marketing and creative firm is a huge commitment, not just in terms of money, but your time and energy, as well. While other major expenditures, like capital improvements or executive hires, are known risks, investing in a marketing relationship often involves fear of the unknown. What will it cost? What will you get for your money? What if you spend thousands of dollars and have nothing to show for it? Or will you reap the rewards that come from working with the right firm, long-term?

Collaboration
We often talk about a “good fit” when seeking new client relationships for Hudson Fusion — where there is mutual respect, shared values and a true admiration for each other’s respective companies and business philosophy. Compatibility in these areas is essential, and lack of it often leads to frustration and disappointment for BOTH the client and the marketing firm. How do you know if you’re a good fit with your current firm, or the firm that is courting your business? And how long should you commit to work with your firm before a review is in order? Only you can comfortably answer these questions, but the points below should help.

Marketing and Creative Firm Selection
Selecting an agency to work with on a long-term basis involves many variables. The first step is to do your homework. Consider their size, location, reputation and service offering. Look at their client roster and how long they’ve been in business. View their portfolio and successful campaigns for other clients. When you meet them, pay close attention to the chemistry between the firm and those in your business who will be maintaining the day-to-day contact. Establish a rapport early on by asking tough questions and demanding detailed answers. A respectable marketing and creative firm will share this kind of information and expect you to share, too. Many firms provide similar services, so choosing the best one for your business will ultimately depend on your comfort level with them.

Why long-term?
When you set business strategies and objectives, the firm you’ve selected needs time to develop the proper marketing strategy and then implement that plan. A typical marketing plan takes a 3-12 weeks to develop, but can take anywhere from 6-36 months to execute. Results can come within the first quarter, but typically take 2-3 quarters and sometimes even a year to finally see results. We’d all like to see results overnight, but realistically that rarely happens! Typically, the multiple channels of most marketing plans all need to work in concert, consistently, and over time, to establish brand credibility and trust with current and prospective customers. Work together with your agency to set realistic goals and timeframes to achieve them. Consistent communication to your customers and prospects is best delivered over the long term by a single agency that understands your business. This partnership allows you to focus on your core business without having to spend time managing a continual process of agency bids, reviews and presentations.

Consistency
If you change marketing and creative firms often, or work with several agencies for different elements of your marketing plan, it’s more difficult to ensure that your brand’s image and message is maintained in a consistent manner. Inconsistency in your advertising and marketing efforts leads to confusion in customers’ minds, which can result in lost sales and an inefficient promotion of your brand. In a worst case scenario, some firms wanting to “make their mark” (or get a creative award) may create an ad that dazzles the executives but doesn’t fit with your business strategy—where people remember the ad, but NOT your product or company. Consider this money wasted. If you must have more than one agency working on your business, make your business AND marketing strategy available to all parties, as well as providing branding and visual identity guidelines. And don't be afraid to enforce them!

Emergencies
Having an established relationship with a marketing and creative firm also makes “emergencies” less stressful and costly—such as quickly developing a response for a product that has received bad press, or creating last-minute collateral for a sales meeting. Since your firm already has a bond with you, and is intimately involved with your business and its success, you’re more likely going to get better solutions and a faster turnaround at uninflated prices.

Hudson Fusion is an integrated marketing firm that takes a synergistic approach to its clients’ sales, marketing and business growth goals. They offer a full spectrum of marketing services including strategic planning, brand and corporate identity, website design, print collateral, search engine optimization, direct marketing and advertising. Hudson Fusion is located at 30 State Street in Ossining. For more information contact Cindy Penchina, Executive E-Services Director at cindy@hudsonfusion.com or Kelley Briggs, Executive Creative Director  at Kelley@hudsonfusion.com or call 914.762.0900.