editorial
Feathered Hair and 4 More Reasons
Small Businesses Fear Agencies
by Pat Belding
We've all seen them. The homemade brochure with the pixelated clip art logo. The late night local-cable spot with the unbalanced sound track and shiny foreheads. And the tagline so punny it virtually struts off the page like an angry Frenchman and slaps you in the face in insult.
Unfortunately, these felonious assaults on the unsuspecting public and innocent retinas are all too common. And more often than not, the Don Corleones pulling the strings are small businesses.
But why? Why would businesses that work so hard to develop their product or service not trust experts to promote them? The answer: Fear.
See, most people's perceptions of advertising agencies are derived from sources like Melrose Place, Bosom Buddies and Mr. Mom. Strange Hollywood interpretations of our industry where big budgets, big egos and big conference room tables equal big ratings. So when it comes time for small businesses to take their product to market, the last thing they want is the drama, feathered hair and supply closet trysts they expect to find.
Beyond that, there are a few more practical reasons small businesses avoid agencies like jury duty.
1. Don't touch my baby. Understandably, businesses that put their heart and soul into their product aren't too crazy about turning everything over to some tragically hip creative types.
Like any new relationship, it's important to take it slow at first to make sure expectations and boundaries are set. It's the agency's job to challenge its clients with new thoughts and ideas, and the client's job to be open-minded. But remember, client is always king.
2. I need that money for toner. Let's face it, all those Aeron chairs, foosball tables and plasma TVs endemic to agencies cost a lot of money. And everyone knows it's not the agencies themselves picking up the tab.
Small business professionals in particular are sensitive to costs. So a quote that might seem like chump change to an agency, might be more than a small business spent on rent last year. It's important small businesses understand the value agencies provide and that "badvertising" costs a lot more than professional communications over the long haul. It's the agency's job to prove it.
3. Oh, man, I overslept. Too often, small businesses are scared to change their approach to advertising anytime after a product launch. After all, they've been doing it this way for years. It's too late to change now, right?
It's important to understand that the time to polish or reinvent a less-than-perfect brand is now. Good agencies will formulate a bridge strategy that spans from where clients are to where they should be. This will ensure that the small business' current clients aren't confused or left behind like grandma at the BART station. And that their future prospects are assured the business has a proven history.
4. My nephew just got a sweet computer. It's great to try to save a few bucks when possible, but small businesses need to understand that professional work comes from professional places.
There are a lot of agencies out there with a lot of specialties. The important thing is for small businesses to find the one that best fits their needs, budget and personalities. And they shouldn't be afraid to interview a bunch of agencies until they meet their match.
Well, there you have it. Hopefully this clears the air a bit. And if this article encourages just one small business and one agency to come together in holy matrimony, it has served its purpose.
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Pat Belding is the owner of Belding Associates, a full-service marketing agency that specializes in corporate communications, relationship marketing and brand extension in a variety of electronic and print media.
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Website Recommendation
With the mission of "bridging the gap between geekdom and advertising since 2004," the MIT Advertising Lab blog is an ongoing catalog of emerging advertising technologies. Ran by 27 year old MIT student Ilya Vedrashko, the MIT Advertising Lab runs stories ranging from "Advertising for the Color-Blind" to "Advertising on Google Maps." A fascinating and unique take on the industry, the MIT Advertising Lab profiles an essential, yet often forgotten, part of the advertising business - the technology behind it all.
For more information, please click here
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