Recently I was taken aback This morning I was punched in the face by a piece I read on client/agency relationships. Here you go Hank, here is the link you probably wanted lnkd.in/mp8Crs .
Hank, sir, if what I have read is true, bottom line, you do not trust clients.
I am on the client side. I do the marketing for a medium size manufacturer/distributor. I have a budget. I work with 3 (yes 3) local agencies. I market B2B. I chose these agencies based on quality, service, trust, and of course, cost. I believe that I use each agency for what I know they do GREAT. They understand my business. If one of them brings me a “free” idea, there is either a yes, or a no. There is no theft involved.
These relationships did not start with RFP’s, fake budgets, free ideas or agency reviews. They started with friendships, referrals and TRUST. If I work with an agency (or any other partner for that matter), I trust them, and I want them to trust me. I want them to do the right thing and I will do the right thing.
Hank, there are more clients like me, than like the ones you describe.
My advice to agencies:
- build relationships
- engage your clients, personally, professionally and consistently, on Twitter, on Facebook, on Instagram, on LinkedIn and face-to-face. Find a soft spot. Do they like the banter on Twitter? Do they go to an association meeting the second Wednesday of the month?
- Your friends and family typically do not rip you off, if you treat your clients as such, they will not either
My advice to clients:
- agencies are partners, it is a two way street
- if you work appropriately with agencies, they can be a beautiful addition to your marketing department
- working with an agency is not a transaction, be nice
I will step down now. #OffSoapBox