What a day it is that I’m writing about the topic of Advertising Agencies and The Small Business Dilemma.
So if you own an ad agency, even if it’s you inc. or you employ an agency that works for your small business – here’s my take after 26 years of day in day out experience in the trenches, with two stints at small agencies and running an in-house agency for six years.
I believe many small business owners make it tougher on themselves than it really has to be when it comes to advertising. Why is this?
There are many different reasons but the one that sticks his head out above the rest is S&W.
In my previous post Strengths and Weaknesses, I mentioned that working in ones area of strengths can lead to a more productive working environment and have many positive side effects. Weaknesses on the other hand need to be delegated and left to those that excel and enjoy working in the specific area or areas.
When it comes to advertising and marketing:
If one is working on and in advertising and this individual should really be focusing on a different area of the business, this can put a huge kink in the works and cost the business owner money.
This leads me to the other side of the dilemma where we have the small business owner who goes back and forth between in-house agency to outside agency.
Many small businesses I’ve worked with over the years have gone back and forth between outside advertising agencies and inside advertising agencies. They work with an agency for months to years and then for any number of reasons (or excuses) decide to go ‘in house’ and either hire a do it all person or split up the workload amongst existing staff and contractors.
Either way works but having an outside ad agency that understands today’s online and offline advertising arena is a huge benefit and feather in the client’s cap.
In my opinion it also comes down to ROI plus the owner’s knowledge and grasp of advertising, marketing and sales and how they interact with each other.
Let me further expand on this last sentence and say that it’s really deeper than that. It’s the owner’s understanding or lack of understanding of ‘Current advertising and marketing channels’ and how they impact and affect his or her particular business.
Let’s wrap it up…
Ad agencies in many cases are small businesses and sometimes even one person shops that also have overhead to meet. They need clients and sales just like their clients do. But what they forget (and I have seen this time and time again) is that ROI is really the key.
Yes, return on investment for the small business owner is very important and in this day and age even more so due to the tightening of the economy. If the small business is seeing ROI and it’s directly related to advertising, then all parties should be happy campers.
So for the small biz ad agency hunting for new clients I say -” Show your prospects how you can deliver ROI.” And once you do this, share the testimonial with all who will read, listen and view.
This is where SmallBiz Mechanix comes into play for the solo-preneur and small business owner who needs guidance and direction when it comes to driving new business, increasing sales and navigating the web. Whether you’re a one-person show or team of twenty, The SmallBiz Mechanic may be able to help you drive more business and increase sales.
But you’ll never know until you take the first step and make contact.