When choosing a marketing agency—do you go with the shop that will give you better results, or do you pick the place that is closest on the map? Okay, it’s a lot more complicated than that.
Agency background, capabilities and industry focus are all factors, but distance is a barrier for many companies. With today’s communication technologies, accessibility and the global nature of digital marketing—it shouldn’t matter if the agency that best fits your needs is across the street or across the ocean. This is especially important for healthcare companies that want to compete on an international level.
You can boil it down to basic psychology. People like human interaction and meaningful connections can help build credibility and trust. Plus, there’s a comfort that comes from knowing you can schedule a face-to-face meeting—even if it doesn’t happen very often. Everyone knows a conference call can’t replace a handshake, but if you’re willing to let go of some of your reservations, you could end up with a game-changing partnership.
TRUST THE TECHNOLOGY
The rise in business communication technology has extended the reach and quality of connections—making it possible to talk with just about anyone, in any time zone, on any device. And the race is on to produce more software tools, with features like virtual reality, to bridge the gap and make interactions more intimate.
You can already view elaborate presentations, share screens seamlessly and live stream meetings. For many, this stuff is nothing new—and that’s the point. Dialing into conference calls and watching weekly webinars is part of the job. Working with a global marketing agency just means conducting more communications online.
If distance is still a distraction, here are a couple things to consider:
WORKING BEYOND BORDERS
Global marketing agencies are experienced in communicating with clients remotely. That’s what they do. The good ones know how to effectively convey their message across borders and have developed innovative ways to overcome obstacles. You need a shop that has a solid history of developing cross-cultural business relationships—and can back it up with powerful customer testimonials and case studies.
TIMING IS EVERYTHING
Many international agencies have offices in several countries and accommodate clients in different time zones. Account representatives are accustomed to shifting schedules and adapting to their customers’ clocks. Pick a partner who is available and will be responsive during your hours of operation.
LOOK WHO’S TALKING
Digital communication doesn’t have to be impersonal. The best relationships include interactions where you can see who’s on the other side of the screen. Web cams are common and highly effective for meetings and presentations because they can capture valuable facial cues and show reactions in real time. It’s up to agency reps to win you over by finding other ways to inject personality into emails and messages.
READY OR NOT?
To compete on a global stage means finding a marketing partner with demonstrated success propelling large corporations around the world. It’s also important to identify experts in your industry.
For example, if you’re a healthcare organization, it’s critical that your agency understands that you live in a highly-regulated system of stakeholders, influencers and decision makers—and knows how to navigate the diverse challenges. Experience and expertise are huge factors when you’re competing on an international level.
Start the process by sending out request for proposals to multiple agencies so you can weigh the pros and cons of each team. Create your selection criteria based on what’s best for your business and what’s going to get results. Remember that distance doesn’t have to be a deal breaker—and a company’s success is never measured in miles.
Looking for the right agency to fit your unique business needs? Tamooz Communications has more than 20 years of experience working with some of the biggest corporations in the world, including many in the healthcare industry. From brand development and digital marketing, to interactive design, events, and experiences—we deliver a portfolio of tailored solutions and services that can deliver powerful results for your company.