“Advertising is expensive; no advertising is even more expensive.” What the Italian jewellery designer Paolo Bulgari kept in mind throughout his business career still holds true today. Do without professional marketing and, in the long run, you will lose customers and revenue. Investing in the expertise of an experienced agency, on the other hand, pays for itself quickly. With the right help you win the attention of prospects and skilled professionals, and set your business up for the years ahead. Which is why it pays to know how to choose a marketing agency.
Already planning to work with the specialists, but unsure how to pick the right marketing agency for your goals? No wonder. Your research throws up countless firms, presenting themselves either as all-rounders or as specialists in selected areas of marketing. At first glance, though, the descriptions tell you nothing about the real competence and reliability of the people behind them. We shed some light on the crowded Swiss agency landscape, and explain why, with us, you may already have found the right one.
How to choose a marketing agency: every selection process is different
However similar many profiles sound at first, Swiss marketing agencies differ widely in their services, ways of working and qualifications. They vary in the range they offer, their approach, their capabilities and their experience. Broadly, you will come across two types:
- Full-service agencies promote their ability to handle every area of marketing for you. They offer everything under one roof, without a particular specialism.
- Specialist agencies, by contrast, have in-depth know-how in the areas they promote. For anything beyond that, they usually bring in third parties.
If your requirement is limited to one specific area, defining your marketing goals up front will narrow the field. More likely, though, you will need your marketing agency for a range of different jobs over time. Perhaps you are looking for skilled staff and want to push your employer branding. You are already planning a big event for your 25th company anniversary next year. And at some point in between, you would like to modernise your website … So yes, choosing the right agency depends on your needs. Above all, though, the agency should prove itself through action, not just talk. And the chemistry has to be right.
So look for a local agency in Zurich or Zug and arrange a meeting. That first face-to-face conversation can shape your decision in many ways. It shows you how well the agency understands and cares about your industry, whether it can communicate clearly and transparently, and whether you are on the same wavelength. Make sure the initial consultation is free of charge, and ask everything that comes to mind.
- What solutions do the experts have for your brief?
- Are their explanations clear and tailored to you?
- Are their suggestions genuinely creative?
- Can they point to experience on similar projects?
- Do they have references that speak to their reliability?
- Will they commit to your timeline and budget?
- Are the costs set out transparently and easy to follow?
- Will you have a personal contact who is always reachable?
Of course, none of these answers comes with a guarantee. But part of the reason you are successful in business is that you also trust your gut. If you leave the building with an uneasy feeling, arrange comparison meetings with other agencies in the region. Even if the kick-off for your new product line is looming. Or you would simply like to sign a contract at last and get back to your core business. Too much rides on your marketing, because it shapes your brand image, inside the company and out.
The perfect trio: expertise, personality and creativity
A nice advert, an average prize draw or bland employer branding will not tempt anyone off the sofa, least of all new customers or skilled professionals. Bulgari could just as well have added “run-of-the-mill marketing” to his line, because that does not pay either. Ingenuity, on the other hand, gets attention: fresh, innovative campaign ideas spark interest among potential buyers and applicants, and leave your competitors behind. Pair that energy and modernity with expertise and experience and you have the perfect basis for a tailor-made marketing strategy. Experience comes with time: every project deepens an agency’s understanding of the different marketing channels, and gives it the references that help you make your decision.
Now add an understanding of your values and company culture to that blend of experience and creativity, and you have found what you are looking for. Expertise, personality and creativity: three qualities that can be summed up in one name, Gruber & Ianeselli. And a decision you will not regret investing in.
