How to Select an Ag-focused Agency

Selecting an ag-focused agency can be a challenging process that takes time, energy, and internal resources. If you have made the decision to select a new marketing partner, it most likely came after careful consideration. It’s not an easy decision and is often coupled with feelings of dissatisfaction and a desire for a partner that will offer your team a better experience than you are having today. With that in mind, it’s important to approach your search with the same style of critical thinking. Here are three tips to consider as part of your next search:

One

First, write a strategic brief that clearly outlines the ‘why’ behind your desire for change and identifies your expectations from a new agency. A strategic brief that clearly articulates your needs will keep your search focused on a common goal. Throughout the search process, you can go back to your brief and ensure potential new partners are checking off critical criteria. Elements of the strategic brief can then easily be woven into your official RFP and will provide a roadmap for potential partners.

Two

Second, consider a ‘less is more’ approach. As you start your search, you may be tempted to inundate the RFP process with many agencies. Limiting your selection to a concise list (less than 5) will allow for more meaningful engagement with each contender. With a shorter list, you will have more time to understand prospects and ultimately make a more informed decision.

Three

Finally, when selecting prospect agencies, it can be beneficial to invite a wildcard. This could be an agency that varies from your usual considerations but has intriguing potential and a unique approach. The wildcard might surprise you with fresh perspectives and innovative solutions. Whether you select them or not, access to new ideas and different thinking could help clarify the decision you need to make.

Final Thoughts

Navigating the search process for a new agency is undeniably challenging, which is why it's not a task you will often undertake. However, by taking the time to articulate the reasons behind your decision to change, as well as identifying your genuine needs, you are laying the foundation for a strong partnership with a new agency. With everyone on the same page, it increases the likelihood of finding a partner who aligns with your objectives and vision.