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In adapting to market changes, smaller clients are again desirable as alternative marcom providers find ways to profitably service them and produce a desirable return in
capital invested in marcom. Embracing free agent economy, senior marcom practitioners living in suburbs (better schools and affordable housing) are starting to "just say no" to adding two hours of daily commute time -- departing downtown agencies (or being let go in favor of cheaper, junior staff) to work for their own clients and smaller agencies closer to home. This is creating more affordable, project-based PR/marcom options for many tech companies with refined, controlled budgets.
For many clients, outsourced and project-based marketing communications has an economic rationale that works even in a strong economy, leading VCs to rethink their original big agency bias. It makes sense to find a marcom outsource that will work on a project basis, or adapt to a flexible, needs-based budget that allows clients to pay for resources and counsel on an "as-used" basis. It allows companies to do more short-term activities without a large commitment. If a project proves successful, they certainly can lead to longer-term relationships. Projects are a great "test drive" for both agency and client - a way to see if they enjoy working together. Advice for companies looking to outsource marketing communications:
* Location, location, location - NOT! A prestigious address does not make an agency do better work or increase chances of media coverage. Are you paying for view from your agency's conference room instead of results?
* Agencies love to drop names of contacts, but these may not be right reporters, editors, and analysts for your company. Experienced pros develop new relationships as needed.
* Look at their clip book, but don't be too impressed, especially by clips for big name clients. See what they've accomplished for clients that are about your size and budget. The people showing you past results should be same people who will do actual work on your account.
* Your needs and budget may vary from month to month. Your agency should be able to work with a flexible budget. Many agencies now require prepayment of fees. All time spent ramping up for a project is considered billable time.
* Make sure that your agency has a conceptual understanding of your company, technology, and your marketplace. Have them visit your Web site on their own time before first meeting.
* You can find a marcom alternatives through networking, referrals, online searches (use key words such as PR, tech PR, outsourced PR, marcom, etc.), or look at press releases from similar-sized tech companies in industries related to yours. Agencies that advertise or attend trade association meetings will recoup those costs in their fees.
* Pay attention to "structure" of first meeting. Does agency listen to you, or are they in "sell" mode? If they don't listen, can they really understand and meet your needs?
* Outsourced providers are a limited resource, often working simultaneously for several clients. Make sure they have bandwidth to take on additional work for your account and can meet your deadlines.
* Chemistry counts - you'll have regular contact with your agency. Nobody will ever provide a bad reference, so trust your gut instinct. Marketing communications is an investment. Selecting a source that matches your company's culture/personality is likely to give you best return.
With 15 years of experience, Jon Boroshok is a veteran of high-tech and Internet marketing communications. He is the founder of TechMarcom, Inc. of Westford, MA (www.TechMarcom.com), an agency/outsource specializing in value-based marketing communications for technology companies. An accomplished strategist and writer, he has written articles and columns that have appeared in The Boston Globe, ZDNet, CMP Publications, eCommerce Times, Mass High Tech, PRWeek, and more.
