Media Agency Questions
Is your DRTV agency giving you the best service possible?
Following is a list of questions you should consider asking when choosing or reevaluating a DRTV agency partner.
- What services does your agency provide?
- What is your mission statement/business philosophy?
- What is your related experience in our category?
- Do you have any tools that you might suggest to help us to determine whether our product is a good product to market via DRTV?
- What aspects of our campaign can you handle?
- Since there is always risk associated with DRTV (many tests and few rollouts/ successes), what will you do to help make our commercial as successful as possible?
- What is your agency’s incentive to make our campaign successful?
- Are your services (production, editing, etc.) provided in-house or outsourced?
- Do you have a tape duplication facility in-house?
- What external media reporting services does your agency subscribe to?
- What makes your agency special? (how can your agency save us money, create less work for us and what do you have that other agencies do not?)
- Who are your clients? Who are the long-term clients?
- Do you have a reference list of clients who we could speak with about your services?
- What is your agency structure for managing accounts? Who will be my point of contact?
- Do small accounts get the same service and attention as large companies?
- What makes your media buying and management unique?
- How many years of DRTV media buying experience does each of your buyers have? Media account managers?
- How do you evaluate media?
- Since DRTV media is a commodity, how do you work with stations to make sure you are getting good media at good rates?
- What type of media system do you use?
- Can you create custom media reports?
- How do you work with stations to ensure that the media is airing correctly?
- Is your agency a full-disclosure agency?
- Are your media buyers evaluated based on results (profitability) for the campaigns they are working with?
- Since DRTV campaigns can “burn out” after a few months, what do you do to help keep campaigns on the air profitably for as long as possible?
- What services do you offer to help manage telemarketing and fulfillment?
- How do you make sure orders are tracked correctly?
- What tools and resources will you provide our company in order to work with your agency and understand our campaign?
