Hiring the right luxury digital agency is a task that is often met with a lot of reluctance, especially considering how difficult it is to find the right one. There are many factors to keep in mind while searching for the right agency, and in determining whether it is the right fit for your needs.
Here are some factors that are worth considering when searching for the right luxury digital agency for your brand:
1. A proven history of success
This is an obvious one, but it bears repeating as the first and foremost factor for consideration. Many agencies will tell you about their success in implementing campaigns and working with brands. However, the right agency will be happy to show you their results – that is the key differentiator. Understanding their methods is a part of the process, but so is analyzing the end result.
Are the companies they work with happy with the results, and is there a quantifiable difference that keeps them coming back? References and client testimonials are one aspect to determine this, but ensure that you are asking these questions from the start of the process to really determine what agency will provide the right experience and fulfill the vision you have for your brand moving forward.
Furthermore, when choosing an agency to work with, ensure their case studies meet or excel industry standards. A great luxury digital agency case study will demonstrate the technical skills an agency provides as well as providing proof that what they offer is valuable and can get your brand the best return on investment.
2. What is their specialty? B2C? B2B?
Another important aspect to consider is what their specialty is, and what types of clients they have the most success with. However, with this factor, it is also important to consider your overall strategy and what you need to accomplish with your marketing strategy. Some agencies work with clients across different channels, making them a bit more generalized in terms of experience. Other agencies cultivate niche audiences and are better for other more tailored experiences.
Another important to consider is what their digital specialty is, and how that fits in with your goals. Are they more geared towards SEO, or is their expertise in content marketing? It is important to evaluate what your goals are, and find an agency that has the right experience to get you the best return on investment.
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.