Advertising agencies often operate in traditional office environments.
Advertising agencies work with companies of all sizes to help promote the company's products or services. Although large companies are often courted by advertising agencies, smaller businesses on limited budgets often get less attention.
Locally based advertising agencies can use their knowledge of specific markets and local media to help a business owner create a cost-effective advertising program. If the program increases sales or demand for services, the business owner can work with the agency to further expand his business.
Instructions
1. Select your business structure. Consult a certified public accountant with service business expertise. Choose a business framework: sole proprietorship, limited liability company, or corporation. Next, meet with a commercial insurance agent with general liability experience. Finally, visit your city or county clerk's office to obtain a business license.
2. Organize your office space. Obtain a small, functional office suite in a building accessible from major highways and main roads. Ensure that your offices have spacious work areas, a private conference room for client meetings, and a small kitchen area for staff use.
Because most of your agency's graphics and creative work will be computer- based, ensure that your office suite has high-speed Internet access in all areas. Purchase a large work table for use in brainstorming and sketching sessions.
3. Choose your market focus. An advertising agency's capability to create and transmit work electronically greatly enlarges its potential client base, but also means increased competition from other agencies across the United States (See Resources).
Decide if you want to service clients from multiple types of businesses or from specific industries. For example, some agencies handle sports-related companies, while others concentrate their work on companies in high-technology fields.
4. Develop a printing services plan. Advertising agencies spend much of their time developing concepts and advertising programs. When printed materials are needed, agency directors have two options.
Promotional materials created on common-size papers, along with posters and some banners, can be created on agency premises with proper printing equipment.
Billboards, along with other printed products requiring special processes or oversized equipment, may be subcontracted to specialty advertising companies. Subcontracted materials could include logo products such as T-shirts, or items featuring holographic images or high-quality photographs.
5. Hire friendly and creative staff. Recruit employees who aren't afraid to engage in "out of the box" thinking. Ensure that you have a team with solid graphics design skills, plus general familiarity with other printing and advertising production work. Capitalize on new media (e.g. Internet) and social media popularity by hiring staff familiar with these environments.
Next, depending on your market focus, locate staff with specific expertise. For example, a fashion-focused agency would hire employees with previous fashion industry experience. Alternatively, an agency serving the marine industry would seek staff with boating experience.
6. Join your Chamber of Commerce. Membership will help you integrate yourself into the local business community. Besides networking events and seminars, you'll gain opportunities to exhibit at chamber business expos and other events.
Finally, membership gives you a ready-made database of business owners for whom to develop advertising and printing proposals. Find your local chamber through the United States Chamber of Commerce website.
7. Introduce yourself to local business owners. Select a local business that has recently developed a popular new product. Offer to develop a free advertising program for that company, including printed products and other promotional materials. Work with your client to launch the advertising program in the client's chosen market.
Visit other local businesses and highlight the program developed for your new client. Offer introductory specials on creative rates and printed products. Finally, offer a free half-hour consultation to each business.
