The most important advice based on five-year BTL service and brand care for Bioderma.
When it comes to long-term partnership with agencies, it’s not always a walk in the park.
Most of our Client’s have experienced disappointment and frustration with their previous agencies at some point. Believe it or not, but sometimes it happens with us too! Working together for years without burnout (on both sides) is not an easy task to accomplish, but there are a few focus points that increase the chances of success. Today, we want to share these with you! After five years of cooperation with NAOS, providing brand care services for Bioderma (and further on also Esthederm brand), we managed to develop a working model that significantly influenced the effectiveness of our agency’s activities and brought as many benefits as possible to the Client. So what do you need to keep in mind to simplify partnership with an agency and bring the best results?
The work of a company’s marketing department members with an external advertising agency’s representatives requires the development of effective communication; this makes sure that both parties are on the same page and are able to effectively enforce the assumed goals within the framework of partnership. This is of particular value in the case of a long-lasting partnership that allows the client to fully develop the creative potential of the agency. Based on our five-year experience providing BTL services and brand care for Bioderma, a NAOS brand, we have learned a lot about how to improve the alliance between agency and client in order to do first-rate work. We want to share with you advice and good practices so you can achieve more for the brand, regardless of whether you represent a brand or agency.
Getting to know each other and the recognition of needs
Establishing a close relationship always allows one to successfully develop an effective model of cooperation. Adapting to the work dynamics of both parties results in the performance of temporary actions for both the client and the dedicated team at the agency.
The agency must trust the client, his expertise and have the conviction that he will share the knowledge about his field of activity and teach the agency something completely new. The client’s passion for the industry should be contagious. The agency must feel it and want to go for it. On the other hand, the client must know that the agency representatives he entrusts the care of his brand to are also experts in their profession. The client knows his industry from the inside out, while the agency has cut its teeth on design.
You bring a problem, you get its solution
This is the genesis of the partnership between the client and the agency. The former comes with a specific problem or wants it to be identified. The sooner the client turns to the agency with his problem or upcoming campaigns, the faster it will be able to help him plan a solution and take some of the responsibility off his shoulders.
The agency will not learn about the client’s brand or product by itself
The client needs to introduce the brand mission and its specific goals, to tell what the brand stands for and what is its primary reason for being. But let’s not speak in a lofty manner – let’s focus on the particulars. Product training that will perceive and empathize with the brand is the basis. The better the brand is explained to the agency, the better the effects will be. They’ll be able to speak for the brand with belief and express it as its finest.
Service Level Agreement settles things out
A Service Level Agreement (SLA) defines the terms of cooperation. It defines the whole scope of services: the requirements of both the client and the agency, service management and availability hours; and what’s important, there is a mutual commitment to meeting deadlines on both sides: response from the agency, feedback from the client. It’s really important to settle this in the first place. Of course, the SLA is revised over time as cooperation develops. A Service Level Agreement can prevent many emergency and ASAP situations which are an inseparable aspect of the marketing and advertising environment.
Project kick-off guarantees the best start
That’s how every project should start. A good briefing at the beginning and certainty of project goals are the keys to success. Both the client and the agency have to share with each other schemes of project implementation processes. This seems obvious, but often in the whorls of work one side may forget, which may cause misunderstandings.
Availability and response time
The client must have a guarantee that he can always count on a quick response to a request, and the agency ensures the availability of its resources, which can be devoted to the client’s projects at the time defined by the Service Level Agreement. So we go back to emphasizing the importance of a SLA that guarantees fluent communication.
Brand guidelines always in the first place
Knowing the client, his requirements and expectations ensures smooth implementation and saves time in agreeing on project details. All standards included in the brand book are already well known to the designers on the agency’s side. A shared and updated library of design materials also does its job and allows one to be up-to-date with any changes. The client can be sure that all will be designed according to the latest version of the brand book.
Scalability of resources
That’s something the client needs to be sure of. In the situation of an increase in the number of orders, the resources of a dedicated team for the client can be fluently expanded within the agency. In that case, the client can count on access to the required assets, no matter what happens.
Bigger availability of competencies
People in a dedicated team are rotating, which means that the client can count on a greater range of competencies. This allows designers to avoid getting tired of the subject and falling into a routine, which guarantees creativity and always a fresh approach. All designers involved in the project know the brand inside out. Continuity of work is never threatened.
Mutual motivation and gratitude
Good contact and mutual understanding allow both the client and the agency to identify the cooperation goals together. That encourages them to motivate themselves to gain true joy and satisfaction from the projects implemented together. This implies greater involvement and efficiency of work on both sides.
Do you know what’s really valuable to every one of us, as a human being? It’s the key to satisfaction and fulfillment in everyday work. And that is gratitude. Let’s not be afraid to thank each other; let’s see the value in working together. This should be the driving force for both the client and the agency. To achieve much more together and really enjoy it.
https://www.ted.com/talks/david steindl rast want to be happy be grateful
Long-term and stable brand service by the agency is simply more profitable for the client, who receives a specialized team that understands the brand and is able to ensure its constant development and achievement of business strategy goals. Therefore, it is worth taking care of this relationship at every stage of cooperation, both on the part of the client and the agency.
As you can see, there are a few things to keep in mind that can change the game and make the long-term partnership smooth and much more effective.
At Funktional, based on our experience and previous accomplishments, we’ve prepared Missions – tailored offers based on processes with a specific direction and purpose. They are designed to fulfill the comprehensive needs of each of our clients. Successful long-term work for the Bioderma brand has allowed us to refine the “Brand Growth” Mission, which sets the goal of long-term cooperation oriented towards the development of brand awareness and the implementation of business goals.
Does your brand need support to stand out from the competition?
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