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AGENCY IS BETTER THAN IN HOUSE A COMMON SENSE APPROACH TO BETTER RESULTS AND LOWER COSTS Organizations hire an agency for a number of different reasons. Most utilize an agency because they lack the focus or expertise in house and need an expert with the right tools, contacts and experience to deliver – much like hiring an accountant or an attorney. Rarely are those functions contained entirely in house – the expense is simply too high for most small to mid sized organizations. Additionally, you don’t necessarily “need” them all the time. For larger organizations, they typically hire a firm because they may not have the expertise in house to implement a certain program or more likely, they simply don’t have the time, the tools or the focus. While we agree that there are some amazing folks in house, no one knows everything – so having a firm offers opportunities for new ideas, fresh insights and keys to creativity. If you’re considering hiring a firm, but are on the fence, here are some items to consider:
1. EXPENSE In general, hiring a firm is far less expensive than hiring in house. Think of it intuitively. If you are a small to midsized business, chances are you don’t need to hire someone who’s average annual salary in this area is $60,000 – even entry level is $25K, plus you have to consider computers, software, training, taxes and other overhead. And remember, one person or even two in house won’t be able to handle nor will they have the comparable tools nor the expertise of a good agency. Annual salary overhead of $85,000 will get you significant time AND work product with a good firm. $85,000 in salary gets you exactly that – salary – you’ll still need to purchase “the marketing stuff.”
2. OBJECTIVITY Folks in house often revert back to “company speak” and a fear of speaking out on a variety of leadership issues. Entry level folks, of course, are typically the most challenged by this. Marketing your business and good marketing communications is not an area for ‘yes’ men or women. You need someone who can comfortably and confidently walk you through programs, realistic budgets and concepts designed to increase X. A good agency is there to objectively counsel you on best avenues, based on budgets, to achieve a given objective. There aren’t (at least there shouldn’t be) any politics or ulterior motives. In addition. agency can save you from the barrage of media representatives calling you to advertise in any manner of media for any matter of opportunities. If things are a bit stagnant or stale, it may be a good sign that you could use some objective expertise and creativity.
3. FOCUS Perhaps the best reason to choose an agency is the focus they would have on your organization. A good firm would have a team dedicated solely to your business success, and will take the time and focus necessary to achieve stated goals. Many businesses, particularly when they get busy, lose focus on important and core activities – such as getting fresh articles out, setting up events and promotions, and other activities that drive leads. What happens, unfortunately, is that the business
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