Divide and Conquer: Is a Niche Agency Right for Your Brand?

There have been moments – repeated in cycles over the years – when “niche” has been a negative word among marketers. Many companies, looking for easy ways to address complex branding issues, have been drawn to the idea of one-stop shopping. Large agencies with hundreds of employees and tens of millions of dollars in revenue offer those brands the allure of a full-service approach.

On the flipside of that trend is the periodic push toward hiring more specialized agencies. Brands that are drawn to such players often see the value of having an expert team that focuses on only a few things, but does them exceptionally well. When the industry pendulum swings toward niche tendencies, we see more companies working with a specialized agency or group of agencies. Popular trends aside, there is no right or wrong choice. Some brands should go with the big, we-do-it-all options. And some should not.

Seven questions for anyone evaluating marketing agencies

All successful marketing starts with strategy. Companies need a solid understanding of their audiences and which marketing assets are most likely to deliver value. The same strategic emphasis needs to apply to the agency search. If you’re trying to figure out which team can crystallize your brand vision, create your marketing strategy, execute it and deliver meaningful returns, start by asking yourself and your prospective agencies some questions:

1. Does the agency know my specific audience inside and out, or does it apply cookie-cutter tactics across its entire client base?


2. Can the agency help me get a grasp of who is in my current audience, whether they reflect my target market, and how to bridge any gaps between the two?


3. What are the firm’s strengths and weaknesses? Can we supplement the weaknesses with internal resources or a complementary agency relationship? For example, if the agency doesn’t have branding expertise, could I go to a consultant first and then the agency, or should I look for a firm with broader services?


4. What’s the best use of my budget? If I go with one agency over another, will I be paying for services I don’t need?


5. Which agencies specialize in clients that are the same size as my company? A startup, for example, needs a very flexible team that understands how fast we need to get to market, but agencies that spend most days working with Fortune 500 companies often have larger budgets and more company assets and resources available with which to work.


6. Is this agency capable of giving me the attention I need, or will my company get lost among a vast client roster?


7. Will I see customer service that focuses on value? How will progress and results be communicated?

The No. 1 metric that matters

Niche is not a negative. On the contrary, for many brands, a partnership with a specialized agency can make the difference between spreading marketing budgets too thin and pinpointing the outreach that will resonate with exactly the right audiences. Base your agency decisions on what’s in the best interest of your brand: results.

Divide and Conquer: Is a Niche Agency Right for Your Brand?