5 Arguments To Convince Your Boss To Use Agency Services

Are you a marketer of a large company and dream of making a strong brand out of it? But your director does not share the enthusiasm and does not see the need to work with the agency? His key arguments: "We can handle it ourselves!" and "Why am I paying you your salary?" If so, then this material is for you.

Let's start with why make a brand out of a company at all. It's simple: Brands don't have to go out of their way to sell their product. Essentially, they are not in the business of selling. These companies show you how your life will change when you start using their products. They inspire, not crush. This approach is part of the big machine called branding. 

No matter how big your business is, you need to think of it not as a single transaction, but as a long-term relationship with your customers. Branding helps build these relationships - a person becomes a loyalist of the brand and recommends it to friends and colleagues. And if you constantly work on the image of the company, your name will be heard for decades, if not centuries. This is the principle that perfume and car brands, as well as popular drinks, live and flourish.

Can the marketing department of a company conduct market and competitor research and develop a positioning strategy on its own? Yes. Faster and cheaper than an agency? Yes. Will this work be objective and unbiased? No.

The main rule for solving all problems sounds like this: problems are not solved at the level at which they were created. And the consequence of this rule: in order to describe the system, you need to go beyond it. This is one of the main advantages of the agency - work outside the client's company, which means objectivity.

The brand manager of the company understands his product, competitors, and the situation on the market better than any agency, this is a fact. But this is not enough - you need to penetrate into the subconscious of consumers (there is no shamanism, pure statistics, and psychology). Agency analysts, strategists, and marketers look at the brand through the eyes of consumers, not through the eyes of the brand. This is precisely the synergy from cooperation with the agency. Do you understand this, but do not know how to convey your message to the leadership?

1. View from the consumer side. 

The agency provides an objective view and assessment of the state of affairs of the company and the market through the eyes of the client.

2. Conscious creativity. 

The agency's team consists of a well-functioning marketing-copywriter-designer team, which allows you to create not just beautiful pictures and unrestrained creativity, but to approach the solution of the problem in a holistic and conscious manner.

3. Competence in many areas. 

The agency has an understanding of many other brands and competitors - this is an opportunity to get a multifaceted view of the problem.

4. Benchmarking. 

The agency works with many industries, which allows you to transfer successful solutions from one area to another and get new interesting results.

5. Independence. 

The agency does not depend on pressure from the authorities, therefore, it offers bolder solutions and can confidently defend its point of view.

Naturally, delegating all work to an agency is not a panacea. The key to success lies in close cooperation with your company, from the earliest stages of the project, and mutual trust. Result: a well-functioning system that you can use without agency involvement for many years.