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Like any other relationship, the one between a marketing agency and their client is driven by mutual expectations, obligations, and goals. Here are the 4 C's that make up the essential elements in a marketing relationship.
Communication
The importance of communication can't be emphasised enough. Though it may seem obvious, communication involves both talking and listening! Clients must be clear about the type of assistance they need, and what they are hoping to achieve. Once the client has communicated this, it is then the marketer's turn to come up with a plan best suited to the client's needs. This should then be relayed, and tweaks made until the plan is ready to be put into action. In order for a marketing campaign to be successful, both parties have to engage and consult with each other on a regular basis. It's polite to return phone calls and emails promptly, and to give plenty of notice if you need to change a meeting time. With great communication, there is less chance for misunderstandings and mistakes.
Consensus
Another key aspect of the relationship is consensus. In the initial meetings and throughout the project, the marketer and their client must agree on things like time frame, project scale, and budget. This also ties in with communication, as the two groups must be able to talk about any issues that arise. It is best to come to a consensus on things like budget at the beginning of the project, so that the marketer can plan their strategy accordingly. We know that this isn't always possible, so if changes need to be made on either side, it is their responsibility to open up that discussion as soon as they can.
Commitment
As with personal relationships, this professional one should be based on commitment. Both parties are obligated to the other in some way, and this is a commitment that needs to be maintained throughout the entire project. The thing to keep in mind is that both marketer and client share a common goal - that is, to come up with marketing solutions for the company. It's a results-oriented relationship, and if both marketer and client are committed, they can produce rewarding results. Marketers work both with and for you to ensure the best results, and it's in your best interest to be communicative and let them do their job!
Clarity
Clarity goes hand in hand with certainty, and both are incredibly important when building up a good marketing relationship. At the beginning of a project, clear objectives need to be set so everyone knows what they are working towards. There may be twists and turns, so both parties must be updated about the goals, challenges, and progress of a project. Being vague is not helpful at all, and constant to and fro emailing to explain can slow progress.
For more marketing tips and tricks, check out the blog run by this Sydney marketing agency: http://blog.heardmarketing.com.au/
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