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This is something of a loaded question for an agency because they do not know what exactly you are looking for in regards to their services. Some agencies have a very hierarchical process structure that requires a single point of contact between the client and the agency itself. I wish I was kidding, but that “two word change” you sent in via email just turned into a process that causes no less than seven different staffers to bill time to your account.
Because it’s easier to track, many agency staffers will group small tasks throughout the day into a single billable entry on their time sheet. Large full-service ad agencies are notorious for not being able to hold a meeting without costing the client $500+. Chances are the Production Artist will not be billed at the same rate as the Creative Director. This one is pretty self-explanatory, but one of the the main things you want to take away is the cancellation policy. An outstanding title can increase tweets, Facebook Likes, and visitor traffic by 50% or more. Generate great titles for your articles and blog posts with the Tweak Your Biz Title Generator.
Todd is a Creative Marketing Consultant with Rocketship Marketing, a small business marketing agency near Appleton, WI. Tweak Your Biz is a business community - a place where business professionals like you can stand out.
When you need design, copywriting, digital or PR support, it’s essential that these services deliver the right outcome, on budget. It takes a strategic eye, creativity and a determined focus on results to reach out to consumers and business customers and get their attention. Marketing Zone’s experience enables you to very quickly identify the highlights of your offering that will attract customers and unlock your path to success. So when it comes to your next marketing initiative – whether you need an agency to handle all of your communications or just refresh your website and design a leaflet – you can be sure to generate, interest, sales and advocates. Testimonial'I wanted to thank you and the whole Marketing Zone team for the most amazing work that you have done for us over the past 6 years.
The subject of marketing on a small budget is in the forefront of the majority of SMEs and is becoming increasingly important to larger counterparts as the UK recession continues to bite hard into marketing budgets. In order to tackle this issue head-on, we should consider what exactly a small budget is and, how to approach the thought-process of marketing on a small or smaller budget. Let’s start by trying to define the difference between marketing and advertising, marketing and sales and marketing and design or web design.
This list is not comprehensive and there are examples of agencies that provide services which may be different to the example table above.


Now just get your list of wants and think about what kind of agency that you want to help you. You should take note that this article is aimed solely at companies or individuals with small budgets, not larger clients who have a good grasp of the marketing discipline.
What I’m going to write about today are simple questions you can ask while interviewing a prospective advertising agency. Nobody knows your specific business situation better than you, so it’s not uncommon to want a more vendor-like relationship with an advertising agency. Nothing gets done without it going to the Account Executive who then sends it to the Traffic Manger who sends it to the Creative Director who sends it to the Art Director who sends it to the Production Artist who passes it on to the Copywriter who then sends it to the Proofreader who sends it back to the Traffic Manager and who finally sends it back to the Account Executive.
You can use this to your advantage by selectively bypassing the higher-tiered employees if one with a lower billing rate can answer your question or address your problem just as efficiently.
Read the specialists, share your opinions and sign up to become recognized for sharing your expertise by writing on this site! Small can be anything from zero (absolutely no marketing budget) to £500,000, depending on what your aims and objectives are. It’s really quite easy to differentiate between them and the table below should help you identify the differences between each of the disciplines. You should always ensure that your work is undertaken by a marketing professional – if in doubt, ask to see their qualifications. This is because sales, telesales, advertising sales and telemarketing are completely separate entities and provided by specialist companies who offer cold-calling telephone or appointment-setting services. Now prioritise your lists into an order of absolute priority and try to allocate some kind of financial resource to each of them. Also, part of the skill of giving smaller companies or low-budget marketers advice is in separating the theory from the reality of the situation. I have also spent plenty of time on the other side of the table working with agencies as a client. These are the type of questions that address your day-to-day relationship with the agency, rather than inquiries about high-level strategic thinking or questions about how the agency can fulfill company objectives. You call the shots and the agency gives its input and ultimately makes it happen. However, if you are looking for a true long-term agency partnership, you may shy away from agencies that describe themselves as vendors, service providers, or project shops. From the client perspective, you would ideally have direct access (phone, email, meeting, etc.) to all individuals working on your account. If the agency bills in 10 minute increments, that’s 90 minutes of billing (the AE and the TM touched it twice) for something that would take the Production Artist quite literally 10 minutes to fix and send back over to you for approval. If left to their own devices, agencies (at least the ones I have worked for) have a tendency to invite everybody except the janitor to meetings.


Now, I wouldn’t be asking a Production Artist about overall marketing strategy, but nor would I bother having the Director of Account Services spend time scrounging up a high-resolution logo. Many will outsource tasks such as video production, photography, social media management, SEO, SMS marketing, content production, media buying, etc. I had a recent conversation recently with an agency who told their client is that it would not carry out the clients wishes as they would only end hurting the client and the project. Often the classification doesn’t reflect the true nature of the service provision in-house. If you’re on a small budget and considering the telesales route, be especially careful to the partner you select and many operatives within this market are unlikely to provide you a service on a pay-on-results basis or share any of the risk with you directly.
After all, there are many examples of marketing success stories based on companies which started out with zero or little marketing budget. This includes everybody from the Production Artist up to the person ultimately responsible for your business (usually an Account Executive or agency principal). Ideally, the agency will have a short minimum billable time and some will have real-time billing systems in place so there is no minimum. These services are usually passed through the agency with a markup (but not always), so you will want to know this before hiring the agency. I have to admit, I really admired their integrity and would definitely consider working with them. Compare this to a small UK organisation trying to market a product such as a new self-sharpening knife to professional chefs the northwest England – in which case a marketing budget of £15,000 would be classified as considerably large! Depending on your situation, this may be all you need to do and if you can achieve your aims by doing this then there’s likely to be little risk to getting your marketing off the ground. On the other, you will be paying for people to sit and listen to topics that may have no relevance to their actual role on the account.
For example, if you’re primarily looking toward an agency for text message marketing, you probably don’t want to choose one that outsources that task. The others who beat around the bush and you’re sensing it, are the ones you want to avoid.



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