5 tips for picking a West Palm Beach advertising agency

Years ago the top minds here at RWA decided to take a page out of our own book and formulate a marketing plan for ourselves. Part of that plan required analyzing our competition. Sure we knew the handful of West Palm Beach advertising agencies we bumped into on a regular basis (some harder than others). So we expected to see them on the list of advertising agencies registered in Palm Beach County. What we didn’t expect to see was a list of 331 registered advertising agencies in the County.

331? Geez. How’s a business supposed to decide who to pick from that many choices?

If you’re considering hiring an advertising agency to help your South Florida business, here are five handy tips for picking the right agency.

1) Question the retainer. Most agencies charge a monthly retainer as part of your contract. While this is standard in the industry, the services covered by a retainer are not. Ask your potential agency what services are included in your monthly retainer fee. If the answer is not clear, look for another agency.

2) Don’t choose solely based on industry. Clients often look for advertising agencies that have experience in their specific industry. While experience can be very helpful, it can come with a downside. Agencies who handle a lot of clients in one specific industry can often provide a cookie-cutter approach, recycling ideas from one client to the next. An agency that has less experience in your industry can often offer a fresh approach that will differentiate you from your competition.

3) Look at impressive results not impressive credentials. A lot of South Florida agencies boast resumes packed with high powered positions in larger advertising markets. Let’s face it, Madison Avenue gets less enticing in the winter so a fair number of ad professionals head south to join the ad game in Florida. Just because the ad guy you’re interviewing produced a spot for a multi-million dollar client doesn’t mean he can get you the results you need on a less-than-million-dollar budget. Ask for examples of clients the agency has handled that are similar in size and budget. What results was the agency able to produce for them?

4) Take a tour of the agency. Different agencies have different personalities. Make sure your agency’s personality fits with your business’ personality. Choosing an agency is sort of like choosing a spouse. You will have to spend a fair amount of time together. You better like each other or you'll be headed for divorce.

5) Remember that size doesn’t matter. Good ideas can come from anyone. A big staff does not always mean big ideas, nor does it mean a better level of service. Take the time to interview smaller and larger agencies. Then make the decision as to which one works best for your company’s needs.

You have a lot of advertising agencies to choose from in West Palm Beach. Take your time and find the right fit for you. Happy hunting!