Why you should build a good working relationship with your agency.
"We love working with Rochelle and her team. Rochelle has a really infectious personality, and the whole team know their stuff. We love what you have proposed for us to do moving forward. We’re so excited to work on 3 major campaigns this year…”
Oh, how we love meeting, talking and building relationships with new people and brands, it’s such an important part of what we do and how we work.
If you don't know us or had the pleasure of interacting with us across socials or in-person in someway shape or form, it’s now time.
We love to talk and laugh (with some inappropriate humour thrown in). But, that is what makes us as a business that bit special and unique. We work hard, but we’re all human and that’s how we operate. Professional, friendly and real #facts. However, not everyone is like us (blessing really… we’re the industries best kept secret 🤫).
So, when it comes to working with an agency it can be a scary & an uneasy feeling, even worse if you’re used to a team (we get it, not everyone likes change).
You might have things running through your mind like;
Are they going to do a good job?
Are they worth the money?
Are they going to deliver on what they have proposed?
Is an experienced Account Director going to look after my account or will it be handed a junior?
What are we actually paying for?
We could go on...
But, let’s set the scene, it's kinda like dating apps...
Navigating the initial stages of the client/agency relationship starts from the first point of contact. Yep, I mean from that cold email, cheeky DM slide, phone call or meeting at a networking event.
It is all a bit like online dating (think 🔥Tinder & 🐝Bumble).
You’re basically just messaging random people to effectively get to know them and ask them out on a date.
In the first few months it is all fun and games, a bit confusing, you’re trying to work each other out, understand likes and dislikes and figuring out your communication style. Basically, you're both trying to understand what you want out of the relationship.
It's the same when looking for an agency.
The first few months of the client/agency relationships can follow a very similar pattern - obvs less romantic ♥️ (maybe).
So, we wanted to share some tips for how you can successfully build a good strong working relationship or partnership with your agency in the initial phases.
What you saying?
Communication is a key thing for any person or business, as it’s the foundation to any successful relationship 👈🏽 #FACTS!
Making sure you regularly speak to your agency (and vice versa) - Is essential throughout your relationship. It’s important as this keeps everyone up to date on what the focus is, what's being worked on, any new ideas (even random ones) and what is happening either on the account, their industry news, trends and topics.
Having an onboarding sessions is the most important part of the initial relationship. This should be a session where both client and agency have an in-depth session in an open conversation format and where questions can be asked an answered.
Side note: use this sessions to get to know more about the agency, get to know the people who will be working on your account and who you will be working with. Same goes for the agency, they need to know you, the people behind the brand, the brand story and understand what you are looking to do and achieve.
The thing about communication - you have to actively listen 👂🏽.
Real talk = real expectations.
Keep it real and keep it honest! I am a big fan of real talk!
When working with an agency they should not only take the time to listen to you but explain the process and what is to be expected while working together. Let’s be clear here, don't expect the world in the first few months of working with an agency.
If the agency is good they should have set your expectations in the onboarding meeting and also the initial stages. They should of also explained the deliverables that they will be working towards and why it’s important that certain things are prioritised.
Now, let me just make somethings clear here, results won't happen quickly – if you think that you will get results from the agency's activity within 6 months and that it will start paying off within that time frame, it is not always the case.
However, it might be possible, so keep that in mind.It takes time to have an effect.
Remember: this is a new relationship and you will be finding your rhythm and feet. The agency should of given you (the client) an idea of what you can expect to see while working together, especially within the first few months.
It's all about being consistent and reliable.
Your agency should show consistency and reliability when working together.
They shouldn't be focused, all involved, impressive during the pitch stage, follow up, signing up and the first week or two working with them. Just because you're a new shining client to them they shouldn't just do that and then lose focus on you - remember this is a relationship.
Consistency is key throughout the time working together - FACTS!
Make sure that the communication is consistent and in line with what you have agreed with them. If you have both agreed to have weekly updates on what's been going on and you have agreed this to happen every Monday, than that should be upheld unless otherwise agreed. If you have added new product lines, won an award, thought of a new PR angel, have a new story, have new or additional samples... etc, you need to make sure that your agency is fully aware of that.
If your agency needs you to respond to approvals or even press requests within an agreed time frame, make sure that you do this and respond to the request properly. This helps to build trust with everyone involved.
When working with an agency everything that they do should be of high quality. If it is not, you have a right to tell them, remember this is a working relationship which should have open, honest communication and trust.
So, So... Spontaneous!
Oooh we love a bit of spontaneousness!
Yes, it is important that your agency is consistent and reliable but who doesn't like a little curve ball. We’re not talking about them being extra AF or even doing massive extravagant gestures. But, for them to just do more shit that adds some value and goes above what you might have expected.
If we take this back to the dating senario, this could be like going out for coffee or dinner without them asking you 'what do you drink babes?' (they would know what you drunk if they LISTENED to you).
Sometimes, the little unexpected gestures (nothing to crazy) can show you that they have been thinking about you and that they care.
Even things like keeping an eye on industry news, sharing anything that you (as a client) might find interesting can make a difference. The agency should start the relationship as they mean to go on, little things like this help clients know that their not going to just take your money and not say what they are going to do.
Hello, Hello, Hello... we’re just checking in.
As we mentioned at the start of this blog... we love to talk!
It’s so important for us to keep in touch with our clients and find out how they are, what they are doing, how is life and business etc. Sometimes, our chats aren't even about work - but that’s because of the level of relationship we have developed.
Now, we’re not saying that this will happen with all agencies, but just keep in mind that they should be checking in with you. They should be making sure that they are doing everything that has been agreed and that you are happy.
If you’re not happy - you have to tell them!
Remember; Open, honest and clear communication.
Don't just pull the plug, stop payments and not speak up. You should express your unhappiness and give the agency a chance to fix it. Ask questions, understand where it could of gone wrong or where the misunderstanding is or was. It doesn’t need to be anything really formal, just check in with them. If they don't deliver or change, then check your contract and exit on good terms...ALWAYS.
To have a successful client/agency relationship, it is all about building Trust, Being Honest, Clear Communication and building a Partnership.
Don't think for a second that because you’re working with an agency that you’re going to see massive growth, shit loads of results and sales within a few months, as it also depends what you’re working on with them and what the agreed deliverables.
Remember: expectations should of be explained at the start of the process with realistic outcomes. Take the time and work together to create a harmonious partnership.
