This post was written by PR wizz Penny France.
Making that leap to engage an external agency can be a daunting one. The decision to create an extension of your marketing and PR function throws lots of questions into the mix. What do you need them to take carriage of? What budget should you allocate? How do you make sure you’re getting the results you set your sights on? And they’re just a few considerations for starters.
littleBIG have proudly worked with Melbourne’s Queen Victoria Market since 2011, working to profile their iconic day market plus the ever-popular series of seasonal night market events through year-round PR campaigns.
As a long-standing littleBIG partner, we thought we’d quiz them on what they look for when engaging an external agency (ahem, like ourselves…!). Meg Dalla Lana, Queen Victoria Market’s marketing manager and current key client contact, has many years’ experience managing a variety of advertising, creative, media buying and PR agencies on the client side. Here she shares her thoughts on what to look for when choosing an agency partner.
A great track record and collaborative approach
I look for experience. I would ask what other clients the agency has worked with, how do they work with them, and are they able to deliver positive results? It’s critical that the agency has experience working with similar clients and are specialists in your industry. Those relationships with relevant media and influencers are key and it also means the agency just gets it. Collaboration is also crucial – PR is so effective when the client and the agency work well together.
Responsiveness and efficiency
We’re always juggling a multitude of campaigns and activities at once so we need fast turnaround and a highly efficient Account Director.
Great mix of strategic and creative
A good PR agency takes the idea, seizes the opportunities and extracts maximum value. I think having a good mix of thinking, both strategic and creative, is incredibly important in being able to do this well.
Find out more about how we work with Queen Victoria Market.
Keen to chat to us about how we could support your business? Drop us a line.