3. Their approach: All hands on board, or hands-off?
While the marketing process is definitely collaborative, it is important to remember you have a finite amount of resources and personnel available to you. Is the agency you ultimately choose willing to provide full service, or are they only able to provide a few services and leave the rest up to you? And once that is determined, what is their approach? Some agencies prefer for you to give your input in each part of the process, while other agencies are most productive when the client is hands-off.
Consider your working style, and what resources you have available to when making this determination. What aspects of digital marketing are you comfortable keeping in-house, and what is better outsourced? And how comfortable are you with what their approach is?
4. Their overall aesthetic and technical abilities
Marketing, especially luxury marketing, is so dependent on crafting the right aesthetic and approach to tie in with your brand’s narrative. To truly tap into the right audience, it is imperative to find an agency that has the skills to create an experience tailored uniquely for your brand and your customers. Understanding their design method and strategy, and how that fits in with what your brand is trying to convey is also essential.
| “If their technical and design practices are too disjointed, you’re better off sourcing each individually.”
– George Dearing
The right agency will have a balance of aesthetic appeal and the technical abilities to really implement successful campaigns. Look at their previous clients, and how their campaigns were executed. Marketing campaigns are usually a mix of client needs and agency style. Try to separate the two to understand how the agency really works and how their personality may fuse into the work.
5. Reporting capabilities
Once a campaign is deployed…what’s next? And how is its worth really determined? Many agencies are extremely successful in communicating everything but that, so it is important to keep in mind how the aftermath will be evaluated. An agency should be able to explain exactly what metrics they will use to determine ROI, and at what frequency that will be reported to you. Determining what analytics and KPIs will best determine success is a collaborative process, but it is important that an agency is quick with suggestions and recommendations.
Generally, it is better to start the relationship by putting expectations into writing, such as what deliverables are essential, and when they need to be received by to set an initial sense of accountability on both ends. Luxury digital agencies should be willing to be transparent about how that process will be, and what you should expect from them.
These are just some factors to consider, and it is understandable that it might seem overwhelming initially. However, the evaluation process must be holistic in order to find a luxury digital agency that is the right fit for your brand, and these tips will likely aid in that process. Cultivating the right look and feel with strong marketing tactics is integral, and the right agency will help bring that to life to truly drive success for your luxury brand.