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The Advantages of Hiring an External Advertising Agency Many companies such as Dinty Moore have attempted to market and advertise using in-house personnel. Using in-house associates to market a product can be successful if they are familiar with the product and the customer base. Often time, companies select to stay in-house due to budget restraints. Budget, skill set and product knowledge are a few contributing factors used in determining if it is feasible to use in-house associates or hire an external agency. If the campaign is a” make it” or” break it” campaign for the company, it may be necessary to hire a reputable marketing company to spearhead the project. Otherwise the risk of failure is too high and costly to keep in-house. There are multiple reasons why Luis should hire an external advertising agency for the Dinty Moore campaign. It could be because they do not have sufficient skill and talent in house to research and create a campaign or there is not enough time to product a quality advertisement. It could also be that they need professionals because the competition is growing and Dinty Moore is losing customer base and revenue. It could also be that Dinty Moore wishes to attract new customer and strengthen the loyalty between the company and the existing customer base. Listed below are three good reasons Luis should hire an external advertising agency to promote and market for Dinty Moore: (1) they are the professionals, (2) they can add quality and enhance the brand name and (3) they bring experience and new ideas.
As professionals, they are abreast of any new trends or advertisement strategies. The bring experience to the table which allows them to make decisions based on past history. They were trained specifically for this type of job and know the ins and outs of advertisement. The external agency will be able to do a market analysis of who will buy the product, who likes or dislikes the product and why. This information, will allow the agency to make the right changes so that the advertisement will reach loyal customers and potential new customers. They will also be able to access the company’s brand to see how it will stand up to competitors that sell the same or similar products. They will be thorough and concise because they will want repeat work and this is how they make their living. An external advertising agency will bring new ideas to the table. The will be able to create new ads and enhance the older ads to meet the needs of the company and the consumer. New ideas and strategies can give the company new life. Something as simple as changing the color or font on the packing can be catchy and attract potential new customers. In-house personnel may become complacent with the packaging and have the notation we have always done it this way, or if it is not broken don’t fix it. This type of behavior will lead to the wear –out effects. This is when an ad becomes old and boring and the consumer tend to ignore the advertisement or tune it out (Clow & Baack, 2010). However, the external advertisement agency will come in with new ideas and find the right method to present the company’s product so that loyal customers or potential new customers will have a positive attitude regarding purchasing the product. The agency will be able to effectively promote the benefits and values of the product by studying the trends in the consumer buying environment.
The external agency will also be able to position the product in such a manner that the consumer will view the product brand and company in the same manner. I f they are successful with the communication market analysis, they will be able to accomplish multiple communication objectives such as; develop brand awareness, increase category demand and change customer beliefs or attitudes (Clow et al., 2010). They will be able to enhance brand awareness and the brand’s image by effectively creating an advertisement that is viewed everywhere, billboards, internet, television commercials and radio. This is known as cognitive mapping and creatives in the agency use this strategy to strengthen linkages that already (Clow et al., 2010).
Three Relevant Experiences of an External Agency Three relevant experiences of an external agency that would be helpful to Luis and the Dinty Moor brand are; knowledge of the advertisement world, experience in marketing domestic and internationally and the ability to handle the entire marketing campaign from cradle to the grave. It would be the responsibility of the external agency to assist the company in attaining success by implementing the integrated advertising, promoting, and marketing communications approach as stipulated in our textbook. They will be accountable for putting out fires and damage control. With the experience, they will be able to come up with tactics to beat out the competition. The knowledge they bring will help with budget constraints and ensuring the product is launched at the right time. The agency can also create campaigns that will become global based on market and communication analysis results. They will be able to network and use the resources to get the right media source to use and time and make sure Luis get value for the bucks.
Three Types of Advertising Planning and Research The three types of advertising planning and research that should be conducted to identify Dinty Moore’s most loyal customers and potential new customers are general preplanning input, product-specific research and qualitative research. The general preplanning input is used by the agency to learn everything about the client by reading trade publications, research reports and viewing the company’s website (Clow et al., 2010). Members of the agency may also interview employees, members of the community and other business partners to get to better understand the concept and the needs of the client.
During the product-specific research step, the agency will identify who uses this product and how it is used. The most important piece is to understand who the user is and to target that group with the ad campaign. From this research the major selling point will be identified and the brand/product was market using the deprivation approach.
Last, the qualitative research is conducted. This is more formal and a focus group is used to discuss the product. This discussion is used to learn who likes the product. Collection can come via anthropology, sociology and psychology. The end results from this research will suggest ideas so that the campaign can begin.
Selection of an Advertising Agency for Dinty Moore Campaign
After reading information on six advertising agencies, I selected BBDO Worldwide to continue to promote and advertise for Dinty Moore’s Stew. For many years BBDO Worldwide has been successful in maintaining a good relationship with the account and has demonstrated the ability to reach the mass market and brand the company’s product. Although BBDO Worldwide is a large company with offices all over the world, the Dinty Moore campaign will be of importance to the agency and will not get lost in the shuffle. A smaller ad agency maybe overwhelmed and intimidated by the account. Also BBDO has a wealth of knowledge and they are familiar with advertising food products. They have a very good success rate for ad campaigns and they are global which means there is opportunity for Dinty Moore Stew campaign to go global. BBDO is known for creative pitches that are catchy and memorable. The have references from established companies and have won numerous advertising awards domestically and internationally. Based on the research, BBDO Worldwide would continue to be a good match for the Dinty Moore Stew campaign.