Hi, my name is Mark McDowell.
I'm the Managing Director here at Primal.
In the last episode we talked about
why you should hire an agency,
versus not hiring an agency,
or potentially utilising an agency
with a mix of in-house staff.
So in this week's episode we're gonna be talking about,
when you definitely don't need an agency.
There's a lot of incidences where engagements happen,
and perhaps they really shouldn't,
based on a few different scenarios.
One scenario is that, your brand, and you've got
in-house teams with a large back-log of work,
and there's no additional bandwidth
for your internal team to be working with an agency.
And the reason why that's a situation
where you don't need an agency,
is because you do need bandwidth to work with agencies.
You need to be able to have the time to,
potentially have meetings, communicate with them,
approve and strategize together,
as if you would with an in-house team.
The other scenario is when you're head of marketing,
or you're a marketing manager,
and you're the only point of contact
who has channel expertise within a particular area,
in which you're hiring the agency for,
and that there's no one else like you
who has that expertise.
The reason why that could be problematic is because,
if you're head of marketing or a manager,
you're gonna have to utilise your expertise
to work with the agency, and therefore,
you'd be splitting your time between making that particular
digital channel work for the brand and the business,
and splitting it with your time in management.
As we know, when you're splitting
time between two different roles,
both roles probably don't end up being fulfilled.
So it's really good to have an understanding of it,
and also have another person in-house
who understands that particular channel,
or whichever digital channels you're targeting,
and have your job focus on the management side,
whereas they can focus on making
the channel work for the brand.
The other scenario we'd be looking at
is when you've got a small budget or when you want
to run test projects, which I'll get into.
When we look at small budgets,
the reason why you shouldn't be working with an agency,
is because we care about the long term.
As an agency we want long term relationships,
we want the brand to do extremely well,
because that means the relationship lasts longer,
and we wanna be making impact very, very fast,
and making the channel that you hired
the agency for to work very, very fast.
When we're looking at test projects,
and you've got a decent budget,
you wanna run a test project with an agency.
What this typically looks like is,
the conversation may go, "Hey, we have the money,
"but we wanna test you guys out for one month,
"and if you do well in that one month,
"we'll invest more money and we'll
"continue the campaigns together."
Now, for us being an agency we know that the client is,
or the client side is not convinced that us as an agency
will actually deliver on the results promised.
Most likely because the brand hasn't tested
the channel before, or they're not convinced
that we will actually as an agency,
deliver results in that particular channel for them.
So this is obviously not good,
and it's extremely important for us as an agency
to then establish clarity on the client side,
so that they feel very comfortable to commit to a long term,
or fully commit the entire budget to whichever
digital project or programme that they wanna get started.
Now, the logic behind that is because,
the client won't believe it will work.
It's a reason why you don't wanna hire an agency,
because if you're not willing to commit
for the long term and invest enough money,
but run a very short term test project,
you're looking at potentially wasting time and money,
because one month is not enough time to really
be driving an impact, anyone in marketing knows this.
It's about what happens over time, and how improvements
can be made through larger investments, as well as
a full commitment to whatever programmes that you do.
With that, you'll be able to collect more data,
they'll be much more learnings to be had,
and you'll see things improve over the long term.
Because it's one month it does not lead
to a high enough impact, and therefore,
a lot of the times will most likely fail.
Therefore you've wasted time, you've wasted a month.
You probably need to find a new agency,
because you're not convinced that
they can deliver results within a month,
and essentially you've wasted money as well.
In our opinion test projects can be very problematic,
and it's best to actually develop clarity
with the agency that you work for.
Understand their strategy and approach,
and help deep enough to get all of your questions answered,
so that you feel comfortable as well as confident
in the engagement with the agency that you hire.
So what do you do then if you've got a small budget?
Not all businesses will have huge budgets.
What we would recommend with a small budget,
is actually maybe to engage an agency for an audit,
or to provide a strategy, so maybe with the audit
you could identify opportunities and gaps,
within the digital channels,
and then define a strategy in order to approach it.
Then with that strategy and approach,
you could potentially build a business case
to convince the owner or whoever is making the decisions
around the money for the brand,
to then invest in those channels,
and you'd get a full programme running.
I hope that's helped to answer
when you definitely don't need an agency,
because in our experience things like small investments
for commitments to full digital programmes,
as well as test projects,
typically don't work in the short term.
And the reason why is because,
we care about the long term,
and there should be enough clarity on both sides
so that both parties feel confident enough to engage
with each other for the full investment, or a longer term.
In the next episode we'll be talking about
how to find a good agency, and what you can do brand side
to really identify what a good agency looks like.
So that you can feel confident,
and engage the right agencies for your brand.
Thank you very much.
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