The media landscape has become highly technical, innovation moves at the speed of light and reputation alone is not strong enough to keep customers satisfied - Jameel Farruk

We’ve published many articles on this blog about choosing the right digital marketing agency for your project, but we haven’t covered size yet. How do you choose between the large, well-known agency and the smaller (under 15 employees), yet appealing one?

A client of ours once revealed that he initially thought it a good idea to choose a big agency over a small one. The proposal meeting with the agency was very impressive and he couldn’t wait to get started. After signing the contract our client never saw or heard from the people he met in the meeting again. His project was handed over to a junior team who confused him with a completely different client. They had absolutely no idea what his needs were or what his project entailed. This company was all bark and no bite - which can be the case with agencies of any size.

If you have the budget you might choose to go with the big company, after all – it won’t be possible without the budget. If you’re hoping that all of their 200 employees will be working on your project, think again. Remember, big agencies are big because they have many clients and projects. In the end it can become somewhat like a machine, churning out marketing strategies like it’s no one’s business. You have to ask yourself – how much passion does this company have for your project?

After the initial meeting with a large firm your project will be handed over to a smaller team. This isn’t a bad thing, but it’s how it works. When choosing a small digital agency, most of the team - if not the whole one - will be working on your project. Ultimately, a small agency offers you the same amount of hands to work on your project as a large agency.

I’m definitely not saying that you won’t receive good service from a big agency. Many big agencies create amazing campaigns, but so do small ones. The fact of the matter is – size is not the most important consideration when choosing your digital agency.

Considerations

• When choosing a digital agency, make sure that they’re established – regardless of size. A small agency may have been in business for a long time, meaning that they know what they’re doing and they won’t disappear half way through your project.
• Have a look at client lists – if it’s extensive and looks promising it probably is. Satisfied customers don’t lie.
• Look at the company’s work. Do their previous projects correlate to what you want?
• Look at how the company communicates. Do they understand exactly who you are and what you do?

Pros of Small Agencies

When dealing with a small agency you will engage with the person in charge and have most of the team working on your project. Big companies have teams that specialise, which is not always a good thing as they get comfortable with completing only one job, day in and day out.

Small agencies can be very agile and are often very passionate about what they do. Remember, many small companies can grow but decide to stay small for a reason.

Small agencies have specific identities as the founder’s vision is incorporated into all aspects of the business. The staff, in most cases, share this vision. Communication between staff members is very effective because of the small numbers, so whatever the project, everyone will be clued up about the client’s wants and needs.

Small agencies employ people who are good at what they do – there’s no time or space for inadequacy. This also leads to passion, and there’s nothing better than having someone passionate about your concept or project on board.

Size Doesn't Matter

Both small and big companies have strong points, what I’m saying is to not simply dismiss an agency because of its size. Small companies might not always look the part, because they’re not occupying a modern, seven story office space, but they can save you a lot of money. If you consider the above points you’ll sign a contract with an open mind.

Working with a smaller agency means working with an agency that constantly shifts and adapts to fit the needs of individual clients. Small agencies put in a lot of time to stay ahead and are flexible to their client’s needs.

Sound Idea Digital is a complete digital marketing agency. For more information, contact 012 66 44 227 or email to info@soundidea.co.za

Carina Claassens is a Writer for Sound Idea Digital l carina@soundidea.co.za l @SoundIdea | Sound Idea Digital l www.soundidea.co.za

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