What makes an agency/client relationship successful? It’s a question I’m asked quite a bit. The answer is communication. While communication is a two-way street, we often experience roadblocks that impede our success. The agency blames the client “we can’t read their minds,” and the client blames the agency, “they should have known.” Who’s at fault? Both parties.
Here are a few strategies that will improve communication regardless of which side of the street you are on.
- Start with an Understanding. While the client needs to establish their goals and objectives, the agency needs to manage expectations. Instead of nodding and agreeing when the client voices a request to appear in a national publication, the agency needs to explain why that may not happen. Far too often, agencies are afraid they will disappoint. It’s important tell the truth, even when the message you are delivering is not the message hoped for. You may not gain popularity, but you will maintain credibility.
- Establish a Partnership. The best agency/client relationships are those in which the agency acts as a partner as opposed to a vendor. To be a partner, the agency needs to be kept abreast of new products and services, changes in operating procedures, and analyses that indicate whether a strategy is working, or when it is time to pull the plug. I’m not talking about confidential information or financials. I’m talking about sales figures, customer counts, etc. that indicate the success or failure of a marketing endeavor.
- Establish a Regular Meeting Time. We live in a world where changes occur in the blink of an eye and opportunities surface almost as quickly. Determine a convenient time for a regularly-scheduled conference call or face-to-face meeting. Manage these meetings efficiently with agendas and action items that have defined responsibilities and deadlines. Both parties will benefit.
- Ask Questions. Don’t be afraid to ask for clarification or to have something repeated.
- Empower Your Team. Agencies and organizations don’t operate in a vacuum. Both parties need to establish a communications team that can answer questions and keep projects moving when the agency principal or president is unavailable. Clients should be encouraged to relay upcoming events to their employees. Share details of a new ad campaign before it starts. Keep staff abreast of promotions and special events. Information is power.
- Collaborate. Today, we can operate in real time through tools like Google Docs, Dropbox, and project management software. Collaborate to keep projects moving.
- Evaluate. Agency/client relationships, just like communication strategies, need to be evaluated. If your relationship isn’t working, move on. Making sure everyone is on the same page and aware of the same issues requires organization and commitment from both the agency and the client. Good communication is a two-way street.
Marketing Strategies, Inc. has been helping clients build their brands through effective Public Relations and Marketing campaigns since 1997. Learn more at MarketingStrategiesInc.com.