Initiating A Successful Client/Agency Relationship
By Lorin Munchick
Published May, 2021
Often we reflect on what the secret sauce is for successful client relationships and how to replicate that model moving forward. Inevitably it comes back to ensuring the relationship initiates on the correct track, so expectations are properly set, in both directions, and things launch with as much momentum as possible. Here are a few key ingredients we have seen as common threads with our most productive relationships.
Commit to a Partnership
From our perspective, it’s of paramount importance that the relationship is viewed as a true partnership. When the agency is not viewed as a vendor, and the client is not considered only a monthly P&L line item, but rather this is a team with shared goals, that’s when the magic happens. Some key elements to how we define partnership are based around communication...inclusion at the early stages of a new project, scheduled check ins, quarterly mile marker meetings. The more that is shared both from client and agency, the more supportive each side can be to the other.
Spending The Time Upfront
The road to a successful relationship between a brand and a new agency starts with a committed selection process. And while it may be time-consuming to find, connect and properly vet a new partner, the long-term rewards will usually reflect the work put in from the beginning. Referrals from trusted sources are always first place, but failing that, reviewing the agency’s prior work experience, cast studies and results to align with key KPIs is a good vetting strategy.
Be Clear From The First Call What Your Priorities Are
This is absolutely crucial for building and sustaining collaborative client relationships. Just as we let clients know what assets, information and communication we need to execute PR strategies on their behalf, it is imperative that clients let us know their expectations and how they will measure success. Some clients measure success in the monthly number of hits, some in web traffic, others in share of voice, ensure that these goals are clear from the start so all work points toward achieving them.
Determine The Best Communication Cadence
This may entail communication frequency, communication channel, and communication content (how reporting, coverage books, etc are prepared for sharing). Every single client we have is unique as are their communication preferences. Slack channels, Teams, Hangouts, Zooms, calls, emails…there’s a million platforms to integrate with your workflow in the most seamless way. Make sure your agency knows how to best touch base. The more collaborative an agency can be, the more successful the outcome.
Be Open To Creativity
It’s possible that your mandate for a new agency isn’t the best course to take in order to reach your overall marketing objectives. Listen to different ways of thinking. Sometimes an unconsidered path may be the most productive.
Once An Agency Decision Is Made, Support That Decision Completely
The worst possible situation for a new relationship is one where not everyone is on board with the agency decision. It becomes apparent from the very first kick off call that there will be those who are paddling in a different direction. Trust never builds, defensiveness shows up quickly as people are presenting themselves and the work. Success comes from a leap of faith and trust that the correct decision was made.
Always Be Learning
At Carve, we have long been focused on building out additional capabilities and areas of expertise that map to our client’s needs. We’re an integrated agency – so skill sets such as media and influencer relations are table stakes, but in layering on additional strategies like content and thought leadership, we can serve our clients with a more complete approach that delivers greater value and impact.
Ultimately, there are never guarantees when it comes to relationships, but with enough work throughout, the destination of successful business outcomes will be realized.