Finding the Right Outdoor Advertising Agency

One of the best ways to grow a company is by launching an advertising campaign.  Of course this is best left to the experts.  And if a business wants to incorporate out of home advertising in a marketing campaign it is best to hire an advertising agency that is familiar with this form of advertising. There are a few steps the business owner can take to ensure they are using a good outdoor advertising agency.

The Business
An advertising company should be familiar with the company and the market the business is in.  The advertising executives should be able to talk about this particular market with intelligence and a sense of understanding as to how best position a business for the most effective returns on the advertising campaign. 

The Mediums
A company that claims knowledge of out of home advertising should be able to explain which types of outdoor advertising will work best for the business and why.  In addition the agency should have different billboard companies and mobile outdoor advertising companies that it works with to create and implement the campaign.  Ask for the names of the billboard companies or other advertising manufacturers that are used as well as examples of their work. 

The Experts
Try to meet with all the individuals that will be involved in developing the outdoor ad campaign.  It is important to get to know everyone from the art director to the ad executive.  It is important to feel comfortable with their respective personalities and styles.

The Proof
Ask the ad agency to provide examples of former campaigns.  Try to determine if these ad campaigns were effective.  Ask for references of former or current clients and contact them.  Find out if they are satisfied or dissatisfied and why.   

Focus On Me
Try and choose an agency that will put forth extreme effort and focus on the advertising campaign.  A very large ad agency will probably devote all their time and energy to the top few clients that are spending the most money on the add campaign.  Being a little fish in this big pond can cause great harm and result in a poor ad campaign. 

The Pitch
When the ad agency gives the final presentation and provides the examples of the ads and medium they are using such as mobile outdoor advertising do a little digging.  Find out how they arrived at this ad campaign.  What is the story behind the visual ads?  Ask how these ads fit into your vision and why they will bring more customers in.  If the backstory does not make sense then chances are potential customers will not be interested either.  Do not be afraid to reject a campaign and request the ad agency try again.

Try Again
Do not be afraid to leave an ad agency if their ad campaign does not seem suitable.  Or, ask a few agencies to provide ad campaigns and choose the agency that best suits the companies needs.  Just beware of any fees that may be charged for the initial presentation.