Helpful Resources
In the Market for Marketing?
Finding the right firm for your business
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 the result of a collaboration among professionals with proven expertise in the digital media arena. Through this sound leadership, we provide the means and methods for marketing at the threshold of new technologies. 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 call 914.762.0900.
