Buyers Guide

Introduction
The MoonNerd Buyers Guide has proven to be a valuable resource for companies on the hunt for creative solutions. This information resource uses powerful search technology that continually updated as needed. Users have the option of performing detailed research and development. Based on the many tales and sad stories we hear from clients and prospective clients everyday regarding their experiences working with various web designers and graphic designers, we created this checklist to help people evaluate firms and make an informed selection.

Do they show demonstrated expertise from Marketing, Creative & Technical perspective?
Unfortunately, even a large percentage of so-called professional creative/ad agencies do not possess the special blend of these skills adequately. Successful creative projects require much more than just artistic skills or pretty pictures. You might get an artistically beautiful piece of work that doesn’t function well from a user perspective or a technical creative piece that doesn’t effectively serve the needed marketing purpose. In either case, you lose because if the creative piece isn’t effective from all three perspectives, it will not be as profitable or useful as it should be.

Do they regard themselves as just a vendor or a partner in your success?
If the firm regards you and your business as ‘just another client’, this will significantly impact the amount of effort and creativity they put into your project. Many firms just pump out projects after projects like a factory without focusing on each unique client with the time and attention they deserve.  For this significant marketing investment you’re about to make, don’t you deserve to know that the company genuinely cares about the overall impact of the project on your business?  We hear over and over how some firms are nowhere to be found once the initial project is completed because they operate from a client to client mentality rather than viewing their relationship with you as an ongoing partnership.

Do they LISTEN as much as they TALK?
While it may be tempting to assume that the ultra-confident, smooth sales pitch means a firm knows what they are doing all across the board, many times it means nothing more than that they have a good sales pitch. If the firm doesn’t seem genuinely interested in YOU and YOUR BUSINESS, do you want to entrust your marketing investment to them?  Do they speak to you in layman’s terms or do they like to use “geek-speak” to impress you?

Do they use a proven methodology to ensure the success of all projects?
Unlike many professional areas, the creative field does not impose standards or certifications to ensure the level of skill required by people who call themselves designers/artists. Anyone can purchase software and hang out a shingle for business.  Firm’s that have been successful for many years should have developed a standard methodology they follow so that you can benefit from their lessons learned during their years of experience. This is part of what you should be paying for, NOT just the technical ability to create files and produce them.

Selecting a creative firm is NOT like shopping for a car. 
Cutting corners to save money up front can cost you BIG down the road. While it may be tempting to simply ‘get quotes’ and go with the lowest price, it’s very difficult to compare apples to apples in creative firms. There is a HUGE variation in the level of talent, expertise and customer support offered among creative companies. The fact is it’s much cheaper in the long run to choose the right firm and get the project done right the first time.  Every day we meet with people who have already worked with 2 to 3 firms and have been unhappy with all of them.  By the time they come to us, they have already spent at least twice what they would have spent by simply coming to us and doing it properly the first time around.  Comparing ALL facets of the firms you’re considering is more likely to result in a successful project.

Does their portfolio demonstrate a wide variety of styles and levels of functionality?
Or does everything look sort of the same, like a ‘template’ was used?  Many firms don’t have an understanding of marketing or user interface concerns, so they just pump out sites without taking into account the unique needs of your audience. Or worse they do what they think is ‘cool’ or interesting for their own benefit.  A cookie cutter template may cost less, but it is unlikely to succeed from a marketing standpoint if it looks like every other firm in your industry.  Like all of your branding, to be as successful as possible, you website needs to stand out from the crowd and communicate to your audience the uniqueness that only your company offers.

Do they depend on clients like you as their main line of business?
Is the firm well-established with a physical office and multiple ways to contact them when you need them?  Is creative development their main line of business or just a side job that might get put on the back burner when other priorities come up?  If you can’t get them on the phone now when you’re a prospective client, imagine what it will be like when you have an emergency because your site went down or your digital slide show failed. Everyday we hear stories of people whose sites are 2 years out of date, domain name has expired, design was a reproduction or other negative impacts on their business because their ‘creative firm’ is nowhere to be found, their e-mails bounce back and their cell phone has been disconnected!

What do their existing clients have to say about working with them? 
Any professional firm with a good reputation should have loads of happy customers willing to tell you how great they are.  You should definitely contact at least two or three of these references and ask them what it was like to work with the firm.  Real experiences straight from real customers tell you way more than a company’s slick marketing materials.  If the firm doesn’t offer to let you speak to a long list of existing satisfied customers that you can contact, be very wary. 

You, or somebody in your company, should be prepared to:

1. Screen at least a dozen agencies
2. Develop a preliminary list of prospects
3. Prepare and conduct orientation meetings with each
4. Arrange for a visit to your company and with your colleagues
5. Attend their presentations
6. Deal with the press

Once you have selected your partner, then it's time to brief them. Here are some questions you might consider asking yourself before giving your new partner your brief download:

1. What is the business objective?
2. What is the target bullseye?
3. What is the functional benefit of the product?
4. What is the emotional benefit of the product?
5. What is the product culture?
6. What is your annual budget?
7. What are the agency fees? (not the same as the annual budget)
8. Then form a good partnership and get to work.

As someone who has participated in a thousand creative agency searches (and is one), here's how we would do it.

Dear XYZ Agency,

We are looking for an ad agency. We would like to consider yours. If you're interested, please read the information we've attached, then answer two questions:

1. In your opinion, what are the key marketing issues we're facing?
2. If you were our agency, what would you do about it?

You may take as much or as little time as you need. Please call me and let me know when you'd like to come in to answer these questions.

Thank you,
John Doe

further junction