You are not a professional advertising representative or design artist, you are a professional trainer. While you might be capable of creating an advertising campaign for your company, a professional would likely be better equipped and more effective. Therefore, if your budget allows you to use a professional agency, then do so. Ad agencies will do all of the legwork for you. They are accustomed to dealing with many types of businesses and various budgets. If you shop around, you may find an agency that is willing and able to work with what you need and can afford.

Finding the Right Agency

When looking for an ad agency, take into consideration that you are a small business. Obtaining referrals from other small business owners who have had positive experiences can save you both time and money. You don't want to end up with an agency where you will get lost among bigger fish. Find an agency where you will receive the care and attention you deserve.

Conducting interviews is a helpful way to see if the recommended agency or agencies can meet your needs. When you interview potential agencies, bring along a list of your goals and objectives. You can also bring your mission statement or even your entire business plan.

The more information you provide, the better the agent will understand you and your company. Some agencies specialize in specific fields and professions, so make sure the one you choose is capable of helping you meet your objectives and goals. If you find a small agency or an independent contractor, you may be able to negotiate rates and fees or even barter for services.

How Ad Agencies Work for You

Ad agencies provide many services. They can develop your whole campaign from start to finish, or simply design an ad. You may want them to act as consultants and tell you where to focus your efforts, but then do the rest of the work yourself. Doing some of the work yourself will help keep down costs. Through careful discussion and consideration, determine what you are capable of, comfortable with, and what you can afford.

Measuring the Effectiveness of Advertising

Most likely you will evaluate and test your clients at the beginning of their exercise programs. You will then periodically retest them to see if the program is effective. You should approach your advertisements the same way, to make sure they are cost-effective and resulting in new business. If you are using an ad agency, they should have a method to analyze ad placement and response. The last thing you want to be doing is spending money on ads that are not attracting customers.

Tracking advertisements is crucial to small businesses. When placing an advertisement, you can code it and request that new customers bring it with them when they come. Also, when a new client contacts you, ask them how they heard about the business. Was it by word of mouth, a newspaper ad, brochures in a doctor's office, online, or some other way? Keep track of the responses so you can see what generates the most business. You can then focus your efforts more effectively.