Finding the Right Agency for your Tourism Marketing, with Robin Boehler

Episode 116:

Robin Boehler is a co-founder of international management consulting firm, Mercer Island Group. Mercer Island group is a prominent global marketing management consulting firm helping clients and agencies solve a broad range of business problems from building business and tough competitive markets, to creating strategic roadmaps, and matching the right clients and agencies for productive relationships, to name a few.

Robin’s unique ability to work with teams and help improve organizational productivity is the direct result of an eclectic background, including her degree in human development and family studies from Cornell University, several years of experience in elementary education, plus training and team building experiences across a myriad of industries, and extensive volunteerism experiences. She is a frequent speaker having presented and keynoted at events sponsored by the BMA, the four A’s, AMI, and others.

On this episode of Destination on the Left, I talk with Robin Boehler about her wealth of experience in starting and maintaining vital client/agency relationships. How do you uncover what you need from a marketing agency or PR firm and finding the right fit? Robin’s wealth of experience and knowledge is on full display in this can’t miss episode.


Things to Consider When Choosing an Agency Partners

If you think you are not big enough for an agency to want to work with you, think again. Travel and tourism business is a desirable category for both regional and national marketing agencies.

How do you find an agency to work with? Robin’s advice is to start with introspection. Know your organization and what you need before you start looking at your next agency relationship. Know why you need an agency. What are you trying to solve? The reason that’s important is you need to know what business results you think will be improved by hiring an agency. Figuring out the right fit may take some time, but hopefully, you and this agency will be in it for the long haul. Take your time.

Network Your Way to a Good List

You don’t want to automatically go with the first agency you meet. Find out what they are like and what their strengths are and see if that fits with your needs. Do you need a good media buyer? Help with social media? Good creative? Whatever the scope of work, Robin suggests starting with a list of 20 and meeting with at least 5 before making a final decision on who to work with.

The goal is to take the mystery out of how this relationship is going to work. This isn’t a commodity that you’re buying. You’re buying strategic intelligent, creative assets from a group of people who will be thinking partners with you.


Episode Transcript

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