When " how " to select an ad agency

Picture this ... you're the owner of a furniture store specializing in modular furnishings guaranteed to maximize the space in your office or home.

The furnishings are popular with the people who have managed to find your store.

The problem is the 25 people that do come in every week aren't enough to drive sales or sustain your business.

Sound familiar? Unless you own Krispy Kreme or PF Chang's where the consumer is anxiously awaiting your arrival in the marketplace, as a business owner you will eventually be faced with the question, "When do I need an advertising agency?" The thought of advertising can be daunting, especially when you have no idea how to begin the process of determining if an advertising agency is right for you.

The first step in deciding if you need an advertising agency is if you want to increase sales or awareness of your business, product or service; and if your sales or awareness goals don't exceed what you or your company can do on your own or have accomplished so far.

Be prepared to allocate a marketing budget as you would any business expense.

Many business owners may decide they can market their companies on their own, but often find they either don't have the time or technical expertise to be successful.

Advertising agencies offer:

* Objectivity to provide solutions for your business goals.

* Collective experience of highly skilled writers, designers and

producers.

As business owners, you know how quickly business changes, and advertising is no different.

An advertising agency can help you keep up with the most current media and advertising trends and ideas, so your business doesn't fall behind the competition.

Agencies also have more media buying power than your business alone will have.

A common misperception business owners have is "if I buy my own media, whether it's a television or radio spot or an ad in the newspaper, I'll save money." Not true! Most media will charge a nonagency media buyer the same amount an agency will charge you.

So for the same price, a business will get an experienced media expert who will plan and buy your media and ensure your advertising is reaching the most people possible for the least amount of money.

The added bonus agencies can bring is more negotiation power with the media because agencies buy for many clients, so not only do you benefit but also it's no hassle for you! Once you've decided you need an advertising agency, the following checklist will help you in choosing an agency that's right for you: One that understands your business.

An agency that not only understands your business or industry, but also has relevant experience with a similar client, can get up to speed faster providing you with valuable expertise.

Keep an open mind if the firm hasn't worked with a client selling the same widgets as you, but can demonstrate experience with a similar marketing situation, giving you a solid base from which to work.

Full-service agency.

Most marketers eventually need more than ads.

Today, ads are really only one solution or one marketing option.

Be sure your agency offers Web services, public relations, brochures, direct mail, just to name a few, in the event you want to expand your marketing in the future.

The last thing you want is to have so much success with a single-service agency that you outgrow them and have to "break-in" a new agency that offers more services right when business is taking off for your company.

Great creative work.

Review the agency's work for other clients.

Do they appear to have an "agency" look instead of a customized look for each client? You want your agency to craft an image that is yours alone, not a generic off-the-shelf look.

Partner approach.

The agency wants to grow with you as your needs and budget grow.

Strategic.

Any agency worth its salt will help you determine specific advertising strategies and what they will accomplish (e.g..

increased awareness, get the phone to ring).

The more specific the goals from the agency, the more certain you can be that the agency will deliver what you agree to.

Advertising cannot make the sale, as you or your sales team does this, but an agency can warm up the prospect, solicit inquiries and create buzz.

Innovation and creativity.

Does the agency give you unexpected, but proven solutions or recommendations? You pay an agency for its ideas, innovation and creativity - make sure you're getting what you pay for.

Compatibility.

As with all business or personal relationships, look for compatibility in style and personalities.

Best advertising advice: Stick to what you do best.

If it's not advertising, such as the furniture store - hire an expert and an advertising agency could be the ticket.

Valerie Glenn is president and chief executive officer of the Rose/Glenn Group in Reno.