Full Service Agency vs Solution Agency

Full Service Agency

When I go to the doctor for a regular checkup, I go to my primary care doctor. In the current medical insurance climate, I’d be crazy to go to every single specialist doctor in my city to accomplish what I can get from my primary care doctor for a regular checkup. He can tell me all that I need to know to keep me from having to go to a specialist and pay more co-pays to more doctors. Though this is an understandable illustration, it’s exactly why I believe in and manage a full-service agency over a solution agency. Let me give you four reasons why you should embrace a full-service agency for your automotive dealership over going to multiple solution agencies.

#1 – Integration

Integration refers to the seamless communication of your message over different platforms with a better likelihood of consistent branding. If you are developing a brand, you are more likely to get better results by utilizing different advertising platforms. If you are not utilizing every tool at your disposal, you are already behind your competition by a mile. By using a full-service agency, you can get your message across multiple platforms to reach the most people. Solution agencies may not be able to offer as many streams of media for your message. When it comes to full-service agencies I don’t like the term “one-stop shop” because it paints a picture of a lower quality product. I think of a full-service agency as a source where you have every necessary tool available to get the job done.

#2 – Managing One Relationship

I’m in the business of relationships and enjoy building and maintaining relationships with our clients. When utilizing a full-service agency, you build and maintain one relationship that can effectively change the course of your dealership. This type of relationship is something I take very personally and strive to grow and maintain with a client. I want to use a strong relationship to help my client grow their dealership. Once a relationship is built and growing in strength, I can advise them on campaigns from an outside perspective that may not even be on their radar. Good relationships build a good business.

#3 – Consistent Messaging

Consistency is key when it comes to branding. Despite the integration of several platforms, one message is utilized in creating an overall campaign. No matter what platform, the message is always consistent and the brand is strengthened. Solution agencies are unable to provide communication between other agencies to ensure the same message and style is used on every platform. In every way we communicate a message, we want to communicate with a singular purpose of driving next day traffic to a dealership.

#4 – Holistic View

A single agency can look at all media platforms and data to make informed and beneficial decisions for a client. Departments within an agency communicate towards a common goal for the client and can work towards the dealership’s visions and message. There’s always a form of checks and balances to ensure that each platform does not stray from the original goal. Teamwork is so important for an ad agency to ensure that we are doing the best for driving next day traffic to our client’s dealership. Working from a holistic view is not an easy task if you are working with multiple solution agencies who can’t effectively communicate with one another to ensure everything is focusing on a common goal. This is a clear strength of a full-service agency.

Not only do I recommend using a full-service agency, I believe in this type of agency because it gets to best results for clients. Our clients trust our methods not only because of the results we’ve brought them but also because of the relationship we’ve built with them. Let Strong Automotive Merchandising provide you with a solution that will grow your dealership through full-service automotive advertising. Remember, good relationships build a good business.

About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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