Sales… Hype…Pressure… Retainers…Even more pressure. These are all par for the course when choosing an outside marketing firm to help you get your message across – but it doesn’t have to be and you can be sure it doesn’t. This is Beth, from The Winn Group and I want to set you up to win when choosing an outside marketing firm.
I’ve heard this saying my whole life: “It’s better to be alone than in the wrong company.”
When choosing an outside marketing firm to promote your nonprofit, I encourage you to think of your organization as a person with a personality – and then choose your friends wisely. Here’s what I mean:
1) When you choose a friend, you find one whose values align with yours. You choose a marketing firm the same way.
2) A great friend is excited to help you reach your goals, not because they have to, but because they want to. So should the company you choose to work with.
3 ) How many of you hang out with people that you really don’t enjoy being around? Yea, neither do I. The marketing firm you work with should be one that you ENJOY working with. It shouldn’t be a chore to market your organization – and it shouldn’t feel like a chore when allowing someone else to help you do it.
4) If you’re looking for advice on marriage and kids, you don’t go to someone who has been divorced 12 times and whose kids are all in prison. No, you reach out to a friend whose advice you value – that you trust. When choosing a marketing firm, if there is anything about them that causes you not to trust their advice – run away!
Make sure to answer these questions before you make your final decision:
– Does this agency have a diverse & quality portfolio? (If you can’t tell by their website, then ask to see more work.)
– Does the agency have a good website? (If they can’t market themselves, how can they market your group?)
– Are you clear of the fees, duration, and the plan? (Is everything transparent? Is anything hidden? Make sure you know.)
– Did you get references? (If possible, try and get feedback from their clients to know how effective the agency is.)
If you hold the marketing firm you work with to the same standard as you hold your friends, you’ll always win, you’ll never feel pressured, and you’ll always feel valued. Just make sure not to keep the CDs you borrow. Friends and marketing firms usually appreciate that. 🙂