Why aren't you demanding MORE from your suppliers?

Having been "client-side" and now running a business "agency-side", I get the benefit of both perspectives. The one thing that surprises me above all, is that clients are almost too happy with a simple transactional relationship with their marketing providers.

I see organisations lose no end of opportunity because they don't engage better and get more out of the relationship with their suppliers.

Don't forget that the agencies that serve you today have fantastic peripheral vision. They work across any number of clients and potentially across any number of industries. They stay in business and become valued and trusted partners specifically because they can bring new ideas and innovation to the table.

Often, they see, hear and are working on initatives that would take months or even years to filter through to large corporate bodies. Take advantage of that. Let the suppliers become your eyes and ears, let them help you think out of the box.

Right now any agency worth their salt will be only too happy to share ideas and innovation with you. Don't "beauty parade" them, just invite them in, ask them to work with you to brainstorm ideas and innovations. The good ones, interested in a long term partnership will be only too happy to do this regularly. The others....well now at least you know where they stand.

I would think that in today's tough times, you need to pull in close all those with a vested and common interest. Work collaboratively, demand a two-way dialogue and seek to eek out those ideas and innovations that will keep you and your organisation one step ahead.

Of course I'd suggest a good place to start would be Think Smart Marketing...

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