agency Archives - d.trio marketing group

Management Perspective: Choosing A Dance Partner

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One seemingly complex issue often facing marketers is how to go about picking the right agency with which to work.  True to my obsessive drive to simplify, I’ve attempted to break the process down to something easy – ergo, the “Three C’s.”

Cost, Capability and Chemistry are my “Three C’s”.  Each should be factored into any decision involving agency choice.  I would submit that Chemistry is the most important.

Cost is typically straightforward, essentially boiling down to low, medium and high (it’s really value one should focus on here).   Capability?  Well, if quality agencies are invited to the party they are all going to be solidly capable.  That leaves Chemistry, which is a far more difficult attribute to demonstrate and assess – especially in a managed, objective RFP process.

To ensure the best outcome, you should get at the true essence of your potential agency partner.  What are the people you’ll work with like?  What defines the agency’s culture and values?  What are they most proud of and passionate about?  How do references describe the agency’s personality?  Are they collaborative or directive?

Good chemistry is the core of any successful team or lasting relationship.  I believe it’s a big reason why d.trio has maintained many client relationships three to five times the industry average.

Above the objective nuts and bolts of cost and capability, your gut feelings regarding the answers to the above chemistry questions will likely be the best determinant as to who should be your date for the dance. (Just make sure you get them home by midnight).


5 Simple Communication Tips

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Simple communication advice I can share with you – these tips have helped me become a better communicator around the office, to my co-workers and my clients:

  1. Open your ears. So you have a great idea? Everyone else does too. Share your idea and open your ears. Your “great idea” could evolve and come to life. Someone could help make your next great idea become phenomenal.
  2. Just stop. Using the word “just,” that is. The word minimizes the amount of work involved with your request. Instead of asking my designer to “just change the color to something brighter,” I now skip the “just” and ask her to “change the color to something brighter.” She can decide how easy or difficult it is, and let me know.
  3. No more buts about it. Any sentence becomes more positive by replacing the word “but” with the word “and.” For example: “I like your idea, but…“ sounds like I’m about to slam the brakes on an idea. Instead, I say “I like your idea, and…” because it sounds like I am enhancing the idea. It’s a great way of disagreeing without being disagreeable!
  4. Compliment-a-day rule. A “great shirt” or “did you get a haircut?” can go a long way. It shows that you notice the little things, and in our business, little things can make a big impact. I’ve never heard a complaint about someone that is too complimentary.
  5. Clear as a bell. Whether I’m face-to-face, email, voicemail or text, I try to say what I mean, clearly…and quickly. Ever find yourself explaining a problem before you ask for something? Switch that around – I’ve found it’s best to ask for what I want first, then get into the details.