An advertising agency promotes your business, brings in clients, increases revenue and builds a positive brand image.  Of course, that is what they are best known for but how does it all come together so you know exactly what you are paying for?


Every decent agency – whether digital or traditional – understands the importance of research.  Without it, you simply can not build a successful marketing campaign.  The research can be quite complex such as determining the target consumer and their habits, market possibilities, trends, distribution methods, the features and quality of the product or service being offered and the advantages and limitations of the product or service.  While not a complete list, this gives you a pretty good idea of what your ad agency is doing when they alert you that they are in the research phase for your marketing plan.


Once research is complete, every piece of data is analyzed by a team of experts to determine the best course of action.  Your ad agency has key members that are responsible for finding the most effective marketing strategies for your business and how to maximize the results.  Once this plan is built, it is broken down for you.  At this point, you will decide if changes need to be made or if the campaign is ready to be implemented.


Once the official green light is given, the marketing company begins creating the content that will make up the campaign.  This is a vast area that can include activities such as copywriting, drawing, photography, videography, layouts, etc.  Artists, copy writers, designers, managers – everyone uses their unique skill sets to create the most effective campaign possible.  Fresh ideas are implemented to bring your campaign to life and draw the attention of prospective customers.


Once everything is created and ready to launch, it’s time to select the right channels for it to appear in or on.  Determining what will work best comes down to analyzing marketing goals, budget, reach, etc.  On the digital landscape, this comes down to finding the best avenues to focus on.  For example, your target consumers might be more of an Instagram group than a Snapchat group so you would focus heavy efforts on what is implemented and how on Insta.  From this point, it is about maintaining the advertising – preparing for changes and new opportunities.


A primary function of your ad agency is to find the best tools for your promotion without blowing your budget.  Wasteful or useless enterprises are ditched in order to find what will bring you more quality for a reasonable cost.  Your marketing agency will work with you to plan out the appropriate budget for your endeavors.


The agency then manages the overall campaign.  This includes keeping everything operational, addressing and correcting issues when they arise, overcoming challenges, maintaining relationships with media outlets and distributors running campaigns, introducing and promoting sales into your current campaigns and so much more.  It can be a very detailed juggling act but your agency is proficient at handling all of the details.


PR work is essentially what the public thinks of your company.  You want this to be a positive feeling or image so your ad agency works hard to highlight the strengths of your company and extend goodwill towards the world at large.  Your business may not be large enough to warrant PR or need to do it but your agency does handle such areas.


There are many other facets in which your advertising agency can help.  It’s important to begin any marketing plan with strong foundations so you can build and grow efficiently.  These foundations might be: fixing product prices, determining discounts or designing products, packages, labels, etc.  By having them involved in early stages, they can set forth a stronger advertising plan and eliminate any duds in early development.

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