Client-Agency Partnerships Require Nurturing

Client-Agency partnerships don’t happen instantly. Do you ever wonder what makes a strong working relationship between a client and an advertising agency? I’ve walked in the shoes of both and know first-hand the frustration that can ensue if there isn’t a solid relationship.

A successful partnership begins before the ink is dry on a formal agreement and is nurtured throughout the relationship. While there are many traits of a successful relationship, focusing on the following will help start a genuine connection from day one.

1. Drive Home That You Are Partners
   It is critical from day one that both the client and the agency view each other as partners in a client-agency partnership. Both bring unique knowledge and skills to the table. The client knows their customers better than anyone and brings the overall goals, while the strategy and execution come from the agency. Everyone must work together purposefully and respectfully to make the vision come to life.
2. Open and Honest Communication
   It’s ok for both sides to push back. Successful client-agency partners don’t always agree. Being open to honest feedback and seeing different perspectives provides a better result. Set boundaries when giving feedback. And remember, it should never be derogatory or condescending.
3. Set Expectations and Define Success
   When establishing a new client-agency partnership, the client and agency must understand each other’s processes. Schedule an onboarding meeting to share best practices, processes and procedures, timelines, etc. It is also imperative to define success together. Everyone needs to understand the agreed-upon goals, that objectives are easily measurable, and KPIs are defined.

Team Client-Agency For the Win!

It is important to remember at the end of the day, the client and the agency are working toward the same goal. You’re a team. Yes, there will be disagreements at times. But a solid partnership built on mutual respect, trust, and open and honest communication is a winning recipe for a long-lasting and successful relationship.

Empathy. Understand and share the feelings of another. More relevant in our country now more than ever.

Like many, last week on the Porch was spent defrosting from the massive winter storm.

Natural disasters occur. Business owners and leaders lead with empathy.

Heed these marketing and communication 101s:

• Safety first. Focus on the wellbeing of your team, then your clients. Reach out to check on them, their families and business. Focus only on their immediate needs and any help you may be able to offer. Show genuine empathy for those in crisis. Everything else waits.
• Teamwork makes the dream work. Thanks to one of our amazing team members, we had two co-working spaces. We were able to use that to communicate with our clients and to help them manage their internal and external business messages. In turn, it was easier for our clients to focus on their own team’s needs. Rally the troops that are available and get to work focusing on others’ needs.
• In addition, dedicate to serving who, how and where you can. We know from our own experience that the smallest gesture can make a powerful impact. This time, the Porch had power so we were able to offer our space and internet, and laundry room, to our Clients and friends who did not. Other clients had water their neighbors did not and eagerly gave of their own resources. Others may simply need an ear to listen. Make it a point to let your clients know you are there to help them in any way you can, not only with the needs that earn you income.
• After that, patience is a virtue. Rethink planned marketing initiatives.
  • Email marketing: Your communication can wait when other people are in crisis.
  • Social media posts: Meet your customer or Client where they are. During these times, emotions are highly-charged. Be authentic and empathetic.
  • Press releases: Don’t send press releases during times when a portion of the country is going through damaging events. Timing is everything.

Most importantly, extend empathy. There will come a time when you are facing your own unexpected storm and will need someone else to freely offer it to you.

In conclusion, we hope you and yours are safe, warm and damage-free. Client service is not simply our job; it is our heart.

Please reach out if we can help you.