How do I choose a Marketing or Advertising Firm?

When you are just starting out with your own business, it can be extremely difficult to know what to look for in a marketing or advertising firm. The first thing you should realize is that there is a difference between the two. A marketing firm can assist you with a total marketing strategy (this would include advertising components) and may assist you with execution of the overall strategy or they may offer a simple few product or services lines that would become a part of your overall marketing strategy. The majority of marketing firms out there offer just a few pieces that a company needs for a complete strategy, so you may need to work with a few firms to achieve your goals.

An advertising firm works mainly with campaigns that would encompass print ads, commercials, billboard and other similar advertising mediums. They are just getting into website advertising and that is the main reason that advertisers are going to niche multi-media firms to have that need met.

What you need to decide is 1) Are you capable of putting together a strong marketing strategy? -If so then using multiple niche firms would work well for you. 2) Ask the right questions when interviewing a firm / agency.
A. What services / products do you provide?
B. Who are some of your clients?
C. Who is your ideal client?
D. How can you meet my needs?
E. Who do suggest for the parts of my strategy you can not handle?
F. Why should I choose you over a full service firm?
G. Do you offer retainer packages?

By understanding the differences and asking the right questions you will be in a much stronger position to implement your marketing strategy effectively.