How to choose a marketing company:
Key #7: Who takes the risk?

Most marketing firms and advertising agencies will either charge you a project fee, hourly rate or retainer. By doing so, there is no risk on their part if they fail. Marketing consultants should be willing to assume a significant portion of the risk. If they really know their stuff, they’ll be motivated to structure a bonus or percentage program, and provide some kind of guarantee for results.

Although a retainer or project fee might be in your best interest, never hire a marketing consultant or marketing firm unless they are willing to at least share the risk.

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