Overwhelmed? Hire an Agency

For many clubs, it is impossible to hire an advertising agency because of cost. For those who can choose between designing ads in-house or hiring professionals, there are many factors to consider. Certainly, by designing your own ads you retain control over the product and, while it takes time, your dollar outlay will be less. But think about the time you spend, or will spend, and ask yourself whether you can afford it.

If you can’t spend the time preparing your own ads, or would rather do other things, an agency can prove effective. But choose carefully. Unlike lawyers and accountants, many advertising “professionals” do not have a degree in advertising, and there are no licenses for advertising people (I wish there were). Therefore, give yourself time to choose an agency you can live with for a long time. (Changing agencies can often be worse than never hiring one in the first place — they’re always trying to outdo one another.) Select an agency based upon the three commandments:

1) Are they creative? Do you like their work? Is it exciting? Do you understand the benefits of what they are selling? Would you like your name on work they do? If so, move on to commandment two.

2) Are they compatible? Remember, the goal is to settle on an agency you’ll be happy with for a long time. You have to like them. You have to look forward to their meetings and phone calls. And you have to feel you can grow to trust them. In many ways, hiring an agency is like hiring an employee. You are giving them responsibility for your image. If you’re comfortable with that, move on to commandment three.

3) Do they have experience? The fitness industry is a particular one. Customers are entrusting you with their self-image. Your agency must understand this, and not look at your account as an opportunity to do great creative that uses scantily clad bodies. Ads like these may win awards, but they may scare away customers.

Once you have decided on an agency, take advantage of their objectivity. Make them a sounding board for new ideas, and encourage them to come up with ideas of their own.

They will probably have invested in some of the latest computer technology, which means your ads can enjoy high production values too. That’s just another way you can stand apart from the competition.