Get the Word Out
What you need to know
before you outsource advertising
Should you hire an advertising agency? If your startup will be
spending less than $25,000 per year on advertising, probably not.
You'll either be too small for an agency to take on, or too
unimportant to them even if they do take you on as a client.
At this spending level, you should use freelance talent to
produce your advertising materials and campaigns. It's not hard
to find competent freelancers who will work with you on an hourly
basis; expect to pay $50 to $100 an hour for experienced
people.
To get the most from your freelancer, do your thinking first so
you're clear about what you want (your market focus, your
target customer, the benefits you want to emphasize, and so on).
Then ask friends and colleagues in business for referrals to
freelancers.
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Interview the candidates to see how they fit with your needs.
Ask for (and call) references, review work samples, ask them about
price, and look at some projects that are representative of their
pricing.
You'll probably need to hire a copywriter and a designer.
Make sure they get along and can work well together. Introduce them
to each other, and have a three-way discussion of your project and
possible approaches.
Another low-cost alternative--which entails a little extra
risk--is to contact a local technical college or art school and
have some students work on your project as a way to gain
experience. You can also contact small newspapers in your area and
ask if any staff members do advertising copy or design on the side.
If you go this route, be prepared to provide lots of focused input,
and be patient. In return, you'll save a fortune.
Adapted from Entrepreneur magazine's Start-Up
Guide #1809, Successful Sales & Marketing: Smart Ways to
Boost Your Bottom Line.