With summer in full swing, many in-house teams are laser-focused on seasonal trade shows, industry events and warm-weather marketing opportunities. This makes perfect sense, but raises an important question; why are their agencies focused on a different season?
At this time of year, as temperatures rise and heating systems become a distant memory, we in the agency world are talking about an equally distant concept — Holiday. That may seem premature on first blush, but agencies often serve as an essential complement to in-house marketing efforts.
This means that brands working with agency support have a two-fold advantage: an in-house team managing day-to-day execution of contemporary tasks while their agency partners develop future opportunities in tandem with the moment. This two-pronged approach is just one of the many reasons working with an agency can be so beneficial.
When it comes to Holiday, there’s a distinctly different lifecycle to media coverage opportunities. Here at GreenRoom, we’ve been talking with editors and journalists about Holiday Gift Guides and annual award submissions as far back as our Spring Media Tour — and we’re seeing traction despite being months away from the colder weather. We’ve helped a number of new clients adjust strategy on the fly and add items to their calendar — secure in the knowledge that they now have the right resources to address them.
Our team-based approach to media outreach drives impactful coverage year around, not just during Holiday. We’re constantly cross-pitching, which means your brand is given more opportunities to gain media attention via roundups, briefings, and trend pieces.
This happens on the digital front as well. Marketing teams are often overflowing with work, so they’re unable to start tackling holiday campaigns until much later in the year, when options for partnering on large-scale initiatives are more limited. An agency partner keeps the ball rolling, and by the time fall comes around, Holiday campaigns are already in full development.
As on the media side of the house, our digital seasonal strategy isn’t limited to just holiday. Our team has spent the summer dressing models in sweaters and tailgate football gear, prepping for creative content that will publish in fall and winter.
Working with a number of clients facing the same challenges puts an agency in the ideal position to inform timing, budget, and strategy on both the media and digital marketing fronts. While we’ll constantly analyze the performance of your brand’s initiatives towards established goals, we’ll also compare this progress to the results we’re seeing from other clients. Because of this, you gain a greater depth analysis. If something needs to be changed, we can borrow learnings from other clients, and implement a strategy that we already know to be successful.
This is especially important on the digital front, where platform algorithms constantly change. If you’re working with just one brand, it may take months to analyze a trend that an agency will quickly see appearing across multiple clients. This means that clients partnered with an agency can better take advantage of platform updates, adjusting strategy to meet the needs of today.
On the PR front, agencies are the first to know when a publication is changing direction or when a new reporter is hired for a beat. This up-to-the-minute information creates efficiencies in media outreach and saves time and effort.
Negotiating pricing is another key area in which agencies pay dividends for their brand partners. Third-party vendors and influencers know that agencies have a broader client reach, so agencies can often negotiate better rates and find deals more regularly than a single in-house team.
Negotiation doesn’t just happen on the outside — sometimes internal marketing teams need additional resources to get senior management on board with a new initiative. This is also the time of year when marketing teams are pointing towards budget discussions that will impact the year to follow. We can help bolster the case for additional dollars that could mean the difference between running in place or speeding ahead. An agency can be that reliable outside voice, often delivering the essential push when a VP needs to ok a budget.
When Is the Right Time to Hire an Agency?
We know that even the most skilled of internal teams can benefit from additional resources for seasonal initiatives, product launches and award nominations, among other milestones taking place in the back half of the year.
More often than not, we find that the best answer to the question “When?” is: right now. (Yesterday: no longer an option!)