How To Get Maximum Value From Your Ad Agency -- part 6 of 9

6. When an ad runs, there are consequences. Have a clear plan on how you will deal with those consequences.

Quite simply put, an advert is just the tip of a marketing iceberg. Unless you have a plan on how to deal with response, you will be floundering, and will be caught on the back foot.

Have a marketing plan and an action plan for every advert you run.

If you're running a classified ad asking for agents, know exactly what you're going to ask those people who call you so that you can quickly evaluate whether or not they're likely to be suitable. Know exactly what you're going to do when you meet them face-to-face. What documents must you photocopy? What must they sign? What happens when you accept them? What happens if your reject them? Do you need to offer them tea or coffee or drinks?

Know your breakevens. The numbers count. What response will justify the cost of the ad? How will you know if it succeeded or not?

If your ad agency asks you hard questions about how you plan to deal with the consequences, be prepared to show them your marketing plan. If you don't have one, you're going to be in trouble. (You're not going to be in trouble with your ad agency. You're going to be in trouble with your business. Cos you'll have a host of unpredictable results that might hurt very much.) Plan so that you can have upsides.

It is your ad agency's job to know what you're expecting. And they're supposed to help you meet realistic expectations.