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In the
Market for Marketing?
Finding the right firm for your business
by Kelley Briggs
For companies looking to hire a team of professionals
to help grow their business or launch a product or service,
there are many kinds of firms to choose from — advertising
agencies, design firms, marketing firms, public relations
firms, Web development companies and freelancers, to name
a few. Each provides different services, but there
is overlap among them. So how do you determine what is
best for your company? First, you have to understand the
differences in service so you can match your needs with
the proper capabilities.
Advertising Agencies
Ad agencies are often large organizations
that offer a full range of advertising services including
print, broadcast and electronic advertising, direct marketing,
graphic design, photography and post production. Their
client roster generally includes many well-known household
names like Chevrolet, IBM and American Express, with a
few less well-known (but hopefully up-and-coming) companies.
Those with a hefty advertising budget would benefit from
hiring an ad agency, since meeting with reps and going
over rates and numbers can be very time consuming. In
addition, ad agencies can guide you to the best print publications
to reach your target audience.
Design Firms
Design firms focus on a few key competencies such as corporate
identity or annual reports and execute them brilliantly.
As a general rule, design firms seek projects that build
a brand’s identity, while advertising agencies generally
seek clients with a specific product or service to sell.
Most firms choose a discipline – either print or
interactive, with few executing both successfully. Because
of their narrow focus, design firms are great for companies
with one project and short-term goals.
Marketing Firms
Integrated marketing firms take a
step back and strategize on how to grow a business from
a marketing perspective by asking “What does
the customer want, and how do I get it to them in a way
that will make them buy and KEEP BUYING?” These
types of firms market your product or service in multiple “channels” — advertising
and branding included — so that your company’s
message will be seen and remembered in many different contexts.
Services often include website design, public relations,
email campaigns, printed brochures, sales kits, etc. For
businesses that may not have a clear strategy in mind,
marketing firms offer diverse services that can help narrow
define the focus.
Public Relations Firms
Public relations firms use publicity to gain public understanding
or acceptance when dealing with an issue, or helping launch
a product or service. Public relations offers a legitimacy
that advertising does not, since it is not paid for. It
relies on the art of relationship building skills to deploy
your message to one of the ultimate message deliverers:
the media! Some public relations firms also do creative
work, as it pertains to the issue, product or service they
are promoting. PR firms can be beneficial for businesses
who want to publicize a particular event as well as for
more long-term promotional campaigns.
Web Development Companies
Most Web development companies offer design, programming,
production, search engine optimization, consulting and
even multi-media integration — but only as it applies
to your website. If you are looking to align your website
with your other materials and message, it may be more beneficial
for you to look into an integrated marketing campaign.
Many web development companies approach web site development
from a technical angle. If you are building a stand-alone
web application, a web development company may be a good
choice for you.
Freelancers
The last major category is for the mavericks
who strike out on their own! Often they are talented individuals
from one of the above organizations who want to “do
their own thing.” Because they generally are home-based
and have no other staff, freelancers are often a cost-effective
solution for companies who need projects done overnight,
or for smaller or specific budgets.
Summary
Once you have determined what type of firm to hire, you can
then begin to do your homework to evaluate similar firms
and compare “apples to apples.” Research all
the companies in your desired area who do these specific
things. Do they have a website? How long have they been in
business? What is their philosophy? Do they have a development
process that you can understand? Who are THEIR customers?
It is important to thoroughly research all your options,
and not just base your decision on price. A "pricey" firm
may end up saving you money in the long run when the one
you paid bargain price for doesn't deliver what you need.
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.
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