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Often times, companies and brands struggle with ensuring they are receiving the different levels of service involved in strategic marketing & advertising. Here are 4 questions we recommend you ask your current or prospective agency partner to ensure you are continually positioned for success.
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1. How does your team evaluate and make safe brand decisions?
The advertising and marketing industry has experienced a lot of backlash from the lack of brand safety and negligence when buying digital media. As a result, some of the top names and family brands, have landed negative headlines destroying partnerships, and ultimately millions of dollars and resources have been wasted. The days of using algorithms alone for placements recommendations should be long gone.
Today manual and critical evaluation must be used on all media purchasing decisions. Here at Cool Nerds Marketing, brand safety goes beyond the basic level of media evaluation. Our digital team digs deeper to ensure full alignment of the overall topics, messaging, tone, and other supported content so that it does not conflict with our clients brand & values.
2. How does your team approach audience identification & targeting?
We’ve all heard the phrase, timing is everything. That is especially important when there are thousands/millions of dollars behind campaigns that you’ve personally signed off on. If your audiences are not identified and targeted appropriately, you simply have meaningless numbers anyone can achieve. Your agency should work with you to further discover, reinforcing and constantly optimize the variables related to your audience & targeting. Several of these can include but should not be limited to; geographical region, age range, preferred device, active time, online behaviors and their personal preferences.
The real magic happens when your audience is targeted so specifically that their preferred device, interests, and time of day all align as to when they receive your brand’s communication.
We have seen it all, breakfast ads running after lunch, ads promoting brick & mortar locations on another coast, in the end, both the brand and consumers suffer. By utilizing specific audience targeting & schedules, our agency is more effective, organized and thorough in planning and conceptualization. In addition, this level of organization and segmentation gives clear expectations to our clients on timelines for benchmarks and expected results.
3. In what ways do you feel that your agency practices transparency?
The term “transparency” is thrown around a lot these days. Most agencies will imply that they’re transparent because of the simple fact that they’ll provide you with reports. What matters most is what you can expect to obtain from the report. We’ve seen plenty of one-page screenshot “reports”, delivered reactively after request. In reality, those “reports” don’t show the whole picture and are difficult to draw conclusions and make decisions from as a result.
At Cool Nerds, we create custom reports based on our client’s unique goals and the objectives that have been agreed upon. We use key performance indicators (KPI’s) to measure and track progress, as it directly relates to our client’s campaigns and the information that they value as most important. Many of our clients find value in biweekly reports accompanied by discussions to review any strategic decisions or changes as a result of the data..
4. How does your agency identify and measure success?
As you are working with an agency to execute marketing and advertising needs, you will also need a way to measure their work in relation to the goals and objectives set. If you only have one end goal or number, you will not be able to confirm you are on track for success until it is potentially too late.
There are many ways to proactively measure you are on track, but commonly teams can identify key performance indicators per the industry or platform, and position them alongside campaign benchmarks to ensure the campaigns and teams are hitting each important mark in relation to the end goals.
If your current or potential team does not offer a similar, intricate level of brand safety, audience targeting & schedule, report transparency, and most important measurement of success you should keep shopping or give our nerds a call.