When it comes to hiring a marketing agency, there are many considerations to weigh. Some agencies specialize in particular industries, such as technology, or in particular media, such as online ads or television ads. But for most businesses looking for a broad spectrum marketing campaign, it really comes down to two choices: big or small.
Obviously a BIG agency carries with it prestige and allure that can woo a young business or a company looking to make a splash with a new campaign. And indeed BIG agencies offer experience, strong track records, impressive clientele, a large staff and, often, versatile skills and more resources than a small agency.
However, all of this comes with a BIG price tag, as well.
And when it comes down to it, none of these items guarantees a successful campaign or even satisfactory service. Often a larger agency will treat new, small accounts according to their size and status; meaning that even if you decide to go BIG, the small size of your account may not merit the attention and resources that the agency gives to its larger accounts.
The dilemma is similar to one I faced my first year on my High School water polo team: I could either move up to the BIG varsity team, and get all of the attendant recognition, but be a little out of my league; OR I could stay in the “small” pool with the Junior Varsity team, where, though I would forfeit some clout and bragging rights, I would also benefit from being a star player and leader, getting more playing time, and honing my skills before facing tougher competition. The latter would develop me as an athlete; the former would build up my ego.
Similarly, a smaller agency can often offer more to building a brand, since it is sure to give new clients the time and attention they deserve. For a small agency, each account is crucial, so your business would never be relegated to lower-level service. A small agency can also react more quickly to urgent needs; cater their services to the client; and provide the personal, attentive service that makes businesses feel they are being taken care of.
In the end, JV may not sound as glitzy, but, to mix metaphors a bit, being the smallest fish in the big pond may not be the brightest move for your brand, either.
To learn more about the benefits of being a big fish in a smaller, personalized marketing agency, check out AR & Co. PR & Marketing.
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