Guidelines on briefing an agency
Prepare a brief outlining your objectives and expectations that is achievable within your budget.
How do companies report their information? Do they have experience with media monitoring or do they provide alternative forms of market research? Can the consultancy provide any strategic support, advice and deliver media evaluation?
Inspect how research design is monitored and how the media is projected. Check the formats used as charts, reports and data are often downloadable from web sites.
Check whether you can access data, ask for presentations and consider the use of electronic delivery. A simple presentation or management summary will gauge how effectively they work and provide suggestions.
Suppliers quote varied prices and levels of service. Is it over and above expectation? What is included in the price? Examine and measure against other consultancies as some quote a rate for the marginal cost of adding additional items to the analysis.
Will report deadlines be met so businesses have time to react to its findings? Timing is critical and if reports are delivered too long after the report period it will serve as historical information and lose the impetus.
Enquire about client references and case testimonials and gauge how responsive they sound. Many agencies trade on their reputation alone and charge accordingly so ensure you are receiving maximum service.
Meet your supplier and potential account handler to familiarize you with the level of service offered. Find out what projects they have worked on before as this will shed light on their level of experience.
Check the impact of a potential suppliers previous projects and whether it resulted in maximum exposure for its clients. Take advantage of free advice at each company proposal stage and ensure all strategic elements and permutations are covered.
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