Success can only come by investing time in a relationship where you trust competent people with projects and advice. Make sure the agency you select is trustworthy and competent. Check references by talking with other clients and vendors to verify their credibility, and do this before you sign a contract. Once you make your choice, trust them and allow their gifts to work for you.
Any agency needs complete information in order to provide good, informed advice and execution. Decisions must be based upon facts and statistics, not guesses and opinions. To get the best service, you must provide the best information.
Synergy between organizations is critical. Slow response to projects, answers to questions, or approval of proposals or presentation of work (editorial, artwork, media avails, etc.) negatively affects the synergy in a dramatic way. It also de-motivates your agency. So respond to your agency the same way you expect them to respond to you—quickly and correctly.
When you don’t bring your agency to the strategy session or planning table, it hinders everyone’s efforts. The goal is usually to build a broader reach and organization for your message and ministry. A good agency has extensive experience in creating results and wants to share that knowledge with you. Bring them in at every opportunity.
Allow your agency to analyze all of the available data. Nothing is insignificant. Often success is in the details of what your audience is saying, whether in their words, actions, or lack of response. Even if the facts are ugly, don’t ignore or bury the data. Wisdom from the Proverbs teaches us that any enterprise succeeds with wise planning, prospers through common sense, and flourishes by keeping abreast of the facts. With your agency as your partner you can implement all these powerful principles.
In the secular advertising world, a smart business never creates or releases a product or service without first obtaining good research. Those that forsake good research usually fail. Likewise, ministries should take advantage of the knowledge and wisdom that is available before making important decisions.
Many times, employees or principals of a ministry get so involved in their activities that they “can’t see the forest for the trees.” An agency can give valuable input from an outside, objective view. There is great value in wise counsel, so seek a different perspective from the agency you trust.
In today’s technological age, there is never a good reason to not gather good response data. You probably are not aware of all of the methods available for measuring response, but your agency should know how to tell whether your efforts are having the impact you expect them to have.
Key staff can sometimes feel threatened by the expertise of an agency. This never needs to happen since we’re all serving a cause greater than ourselves. A good agency endeavors to make key employees heroes and will always give them credit for good results.
“The workman is worth their hire.” Agencies work on a small margin and media outlets, suppliers and other vendors often work on a cash-only basis, so cash flow is vital to the agency. Slow payment creates unnecessary tension and interrupts the efforts to serve your ministry at the highest level.