Many factors affects the success of a company’s advertising program, but one the most important is the relationship between the advertisers and the advertising agency. The three most successful ways to develop new business are having clients who strongly champion the agency, having superior presentation skills, and cultivating a personal relationship with a network of executives and by doing so you are learning the relationship between advertisers and advertising agency you need to know
The relationship between advertisers and advertising agency you need to know
A good advertising agency gets clients from existing clients, friends, reviews, and even other agencies. The head of a company may ask another who is handling her own advert and the next week the agency may receive a call. If a prospective client presents a conflict of interest with an existing client, the agency may decline the business and refer the prospect to another agency.
Sales representatives for media and suppliers frequently refer local advertisers to an agency they know. So it is important for agencies to maintain cordial relationship with the media, suppliers, other agencies, and their existing clients.
During presentation, an advertiser may ask an agency to make a presentation that is anything from a simple discussion of the agency’s philosophy, experience, personnel, and track record to a full-blown audiovisual presentation of a proposed campaign. Successful agencies need excellent presentation skills.
Some advertisers ask for a speculative presentation meaning that they want to see what the agency will do before they sign on. But most agencies prefer to build their presentations around the work they have already done, to demonstrate their capabilities without giving away ideas for a new campaign, that’s the relationship between advertisers and advertising agency you need to know let’s switch to how networking and community relates.
How networking and community relates
Agencies are aware that the best source of new business is to relate with people, their employees and the community. Some agencies work for free, for charities or nonprofit organization such as the Red Cross.
Agencies may help local politicians or contribute to the artys, education, religion or the community. Some others sponsor seminars; others assist to advertise club or other professional organizations. These help an agency to gain visibility and respect in its community.
How to solicit with Agency and advertiser for new business
Unknown advertising agencies are advised to take a more aggressive approach to soliciting new business by advertising, writing letters, making calls or following up leads in the business. An agency usually solicits for new business, but staffers help to prepare presentations. Today more agencies are advertising themselves as they submit their best adverts to competitions around the world to win awards to gain publicity and professional respect for their creative excellence.
Different stages in the relationship between advertisers and the agencies
As people and products have life cycles so do relationships. In the advertising business, the life cycle of the agency relationship passes through four distinct stages: pre-relationship, development, maintenance and termination.
This occurs before an agency and client start doing business. They may know each other by reputation, by previous adverts, or through social contact. Initial perceptions usually determine whether an agency is invited to pitch the account. Through the presentation process the agency tries to give the best impression it can because it is selling and the client is buying
Here, the agency and its client are at the peak of their optimism and eager to develop a mutually profitable relationship. Expectations are at their highest and both sides are most forgiving. During development the rules of the relationship are established. The respective roles get set quickly, the true personalities of all the players come out, and the agency creates its first work. At this point, the agency’s output is eagerly awaited and then judged very thoroughly. The agency also discovers how receptive the client is to new ideas, how easy the clients staff Is to work with, and how well the client pass its bill. The first problem in their relationship can occur in this stage.
This is the relationship that goes on between the agency and its clients as days and years continues to come and go. When days and years continues to come and go. When the relationship is successful it may go on for many years.
At this stage, an irreconcilable difference may occur and the relationship reaches the termination stage. This might be that the agency has acquired a competing account, or that the agency’s creative work does not seem to be working. or one party or the other simply decides it is time to move on. The way a termination is handled will affect both sides for a long time and is an important factor in whether the two ever get back together.
Factors that can influence the client/agency relationship
- The most critical factor is the personal chemistry between the clients and the agency’s staff. Agency are very conscious of this factor when dealing with clients in the hope of improving the relationship between advertisers and advertising agency you need to know
- Poor communication is a problem that is often cited by both agencies and advertisers which can lead to misunderstanding about objectives, strategies, roles and expectations and poor advertising. Constant open communication and an explicit agreement on mutual contribution for mutual gain are the key to good relationship.
- Dissatisfaction with the agency conduct or performance is the most commonly cited reason for agency switches in every country. The services they gave few years ago may not be valued by the client within the period in question or the agency does not understand the clients marketing problems.
- Changes occur in every relationship and some of them damage the agency/ client partnership. The client’s market position or policies may change or new management may arrive. Agencies may lose key staff people and clients conflict may rise if one agency buys another that handles competing accounts. Legally, an advertising agency cannot represent a client’s competition without the client’s consent.