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The right ad campaign starts with the right team by Adina Genn

You want to embark on an advertising campaign. But the decision-making process makes you toss up your hands. There are so many ideas and possibilities, how can you choose the right direction for your firm?

First, you'll need to do your homework.

Start by examining ads. And when you find something you like, call the advertiser and obtain the name of the agency responsible for the ad, said Lynn Blumenfeld, a partner at blumenfeld + fleming , a Montauk-based advertising firm.

Also, find out how that agency has helped its clients.

"Look at the work, and the result the work is getting," she said.

Effective campaigns don't happen by accident, experts say. Strong rapport between client and agency, agreement about a company's objectives and a solid understanding of the targeted market all contribute to a winning program. Clients who do their share of legwork can help make a campaign that much stronger.

"The more they understand their market, the more they give us to work with, the better," said Jill Fleming, a partner at blumenfeld + fleming.

While projects with large budgets can afford focus groups, much can be gained by simply asking clients, "Why'd you choose us?" said Eva LaMere, senior vice president at Austin & Williams, an advertising firm in Hauppauge.

Another question that should be asked: Will the agent that goes after your business also serve your account? If you'll be working with a different agency rep, make sure you're comfortable working with that person, added Bill Pesce, Austin & Williams' president and CEO.

Bruce Kersten, owner of Savant Creative Group in Valley Stream, is the point person for his accounts. He is also the senior photographer and creative director. But when it comes to retaining a Web designer, he selects from a team of five freelancers, each of whom offers different strengths and approaches. Some designers are more creative, while others are more technical.

When checking an agency's references, find out if it works within a budget, responds quickly to concerns, and respects a client's vision, Fleming said. Also, ask how many long-standing clients an agency has.

And gauge how well the agency markets itself. A firm's Web site is a good starting point, she noted.

Ask about the agency's capabilities. Though print ads may seem important to you now, you may also want to plan down the line for a trade show promotion, LaMere said.

"Make sure the agency has the expertise and expansion capacity, so as you grow, it can continue to serve you," she said.

Also, be honest with the agency. Let them know what you're trying to accomplish. Kersten likes to review a client's business plan to understand the client's objectives and vision. Such insight helps him determine a client's needs.

Once a direction is chosen, put the strategy in writing.

Still not sure which agency to retain? Give each firm under consideration a project.

"You'll get a feel and go through the process before committing to a bigger, broader program," LaMere said.

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