Selection criteria tutorial 1-2-3
A smart lady once told me, the partnership between client and service provider resembles a love story. You have to be ready, to find the right partner and share your everything with her or him. This tutorial is to help you recognise your match. So, let’s get started.
- Your decision process starts far before defining how your best match looks like. First, you have to be aware of what you want to achieve with your planned activity. And decide what is crucial for its success. Is it the message distribution and coverage? It is the creative approach that will secure message penetration? Is it the emotional liaison you will build with your public? Is it the appropriate audiences targeting?
- Once you have decided about the success triggers for your activity, you have to think about how to translate them into criteria for the selection of the service provider. If it is the coverage, you will have to guarantee the expertise in media buying – for this reason, consumer and media landscape knowledge will be highly required. You could summarise it, for example, under experience. Or if your activity requires your brand to establish an emotional liaison with its public, this could mean you need a great deal of creativity. The proper targeting, on the other side, means strong analytical skills and strategic thinking. Just name the 3 or 4 of these factors that will most influence your decision whom you are going to bed with.
- Now is the time to determine the weight of each criterion. Like each decision, the selection of your perfect match will require you to choose what is most important and what you could live with as it is. To ease the decision, we at Brand Network have overwritten the classic points-percentage formula to a simple 1-10 scaling list. So write down your criteria – the order wouldn’t matter. And give them a “note” from 1 to 10, where 10 is the most critical gauge for judgement.
And one last advice – you always have to think about the budget, so be sure to include the price as a selection criterion in your list. Just really consider twice its importance for the success of your activity.