Guest post from Cindy Jewell, Vice President of Marketing – California Giant Berry Farms

We spend a lot of time as clients making sure we seek out the best agency to represent us and our brands. Many of us in the produce industry have limited budgets and want to make sure we are partnering with the best agency to maximize our funds and our results. Once we find that perfect agency and account executive, we focus on getting the most we can by watching budgets and making sure they stay focused on our business for the best ROI.

But how much time do we spend making sure we are the best client we can be to that agency and that account executive that was hand selected just for us?

Thankfully, when I started in the produce industry I had a great mentor that spent time educating me on how to be a good client. As a result, over the many years I have worked with outside agencies I have had positive experiences and built long lasting relationships that go well beyond the business of berries.

Here are a few tips on how you too can focus on being the best client so you are taking an active role in making sure your agency is aligned with your mission.

BUILD THEIR PASSION

Get them excited about your business. Take the time to bring your agency team into your office and business both physically and mentally. Make sure they have a clear understanding of what your short term and long term goals are for your company and marketing program. More importantly, make sure they understand their role in those goals. Walk them through your fields and/or your facilities to see your operation firsthand and meet your team. Transfer your passion for your company and your brand to them and they will work harder for you to grow your business.

LET THEM KNOW THEY ARE IMPORTANT

The last thing you want to do is leave your agency team hanging with indecision, lack of direction or approvals on projects. The longer that email or voice mail sits unanswered and on the back burner, the longer it will take to get the job done. If you are not responding with feedback or keeping up with timelines or deadlines, your project may end up on their back burner. This also sends a message to that agency team that maybe they are not that important to your business.

NO SURPRISES

Make sure you are clear on budget expectations, agency staff assigned to your account, project timelines, reporting requirements, etc. Setting a solid foundation of expectations ensures you are not surprised later with disappointment. However, make it very clear what the agency can expect from you as well. Who can they call on to keep your program moving forward in your department, IT questions, and invoices? Keep them informed on issues in your industry that may affect your business so they can see the bigger picture.

COLLABORATION IS KEY

When your agency sends over creative or copy on a project, don’t respond with “no I don’t like that,” or “wrong direction.” Collaborate and let them know why and then give clear feedback on what you want to see in the next round. Lead them in the direction you want to go so it’s not a guessing game for them. This will help you be a better partner and reduce the number of times a project is bounced back and forth.

So what do I look for in an agency to represent the California Giant brand? I love working with people that challenge me. I don’t necessarily want ‘yes’ people – I want people who will have a constructive discussion with me and work as an extension of my internal marketing department to meet company goals. I recommend surrounding yourself with talent of all different ages and backgrounds that can bring diverse perspectives to a brainstorming session – that’s when the best work is created.

If you’d like to talk through my recommendations on what to look for in a marketing partner based on my years spent working with agencies, feel free to reach out to me at cjewell@calgiant.com.

Posted by: Cindy Jewell, Vice President of Marketing – California Giant Berry Farms