Look for the value in an agency partner – and not just its pricing!
We have a tendency in life to always look for bargains. Bargains when we’re grocery shopping, bargains when buying a car, bargains for local restaurants, and so forth. And, often times, bargain hunting is a good idea. However in business, it’s knowing when to put value over a bargain that makes you a smart decision maker.
Value: The regard that something is held to deserve; the importance, worth, or usefulness of something.
The value that a promotional staffing agency brings to your marketing campaign is not only the direct delivery of your brand message to your consumers, but also their experience and skills in booking, managing, and executing such a campaign.
There are two main points of value to keep in mind when thinking about working with a partner agency for your experiential campaign: Messaging and Management.
Live event marketing is a very dynamic way of getting your brand, product, or service directly into the hands of your target demographic. It leaves your consumers with a “feel good” emotion – a message that is felt rather than just heard or read. It allows you to directly target those consumers that are most likely to make a purchase. Through the use of product demonstrations, in–store samplings, street teams delivering coupons, flyers, and premiums, or even a friendly and energetic face at a trade show booth, you’re using a form of marketing whose reach far surpasses that of traditional print or broadcast media. The right agency partner recognizes how important this messaging opportunity is and will utilize their suite of tools to optimize the value of each program.
A good agency will bring you substantial value when it comes to the management of your event. They will plan, staff, and manage the execution of the event, as well as provide post-event reporting and analysis. This underestimated value frees up time and effort on your end. Hours upon hours go into staffing a live event – and that’s something that your in-house staff just doesn’t have time for on a daily basis. Hiring an agency to manage all of your staffing needs also gives you the benefit of their expertise with this type of marketing. The use of promotional live event marketing is new to some in-house marketing departments and brands. Get the most value from day one by working with a professional agency who can put their years of promo experience to work for you.
So now that you see the value that a promotional staffing agency can bring to your marketing efforts, why would you want to cheat yourself by choosing a bargain over a value?
If it seems too good to be true, it probably is.
The lowest price may not always be the best option. Why? Because lower prices in this industry may signify a number of things. Your agency may not be paying talent fairly. And if that’s the case, you are taking a HUGE risk that the talent may not be the best fit for your event, or, even worse, are inexperienced and not trained properly by the agency. We sincerely believe that you get what you pay for when it comes to placing promotional talent.
A significantly lower price quote from an agency may also mean that they do not have the technology that clients find useful and necessary such as social media planning, online reporting systems, photo upload capabilities, and talent selection tools. If this is the case, working with your agency can be very time consuming and a difficult process – which it shouldn’t be! Trust me – the lower price won’t be worth the hassle.
Keep in mind that if an agency’s rate is a bit outside your budget, there is significant value in their additional services beyond just staffing. You are getting years of experience, an extensive talent database selection, online booking and reporting tools, social media programming, talent trainers, and account managers that are on-call 24/7. Also, remember after all of the planning of your event or promotion, the people who are representing your brand play a critical consumer facing role. Do you really want to book the talent who are on “sale”, or would you rather book those who will do the best job and are the best fit?
So while everyone likes a discount, you may want to consider the value of what you’re getting before taking the bargain basement price!
Lisa Marino is an account manager with Adelante Live Inc. To learn more about Lisa, please read her full bio here. When she’s not scheduling promotional talent for ALI, she can be found singing REO Speedwagon songs in her dreams. (Seriously.)