Why Small Can Be Mighty in Marketing
Picture this: A global beverage giant spends millions on a flashy campaign … only for it to fall flat. Meanwhile, a boutique juice company partners with a small agency, creates a campaign with half the budget, and goes viral.
Small agencies aren’t just surviving—they’re thriving, redefining marketing success for companies of all sizes. According to a recent survey, 72% of businesses reported better satisfaction when working with smaller marketing firms. As a small agency, this is music to our ears and also … “I told you so.”
The Big vs. Small Debate: What’s the Difference?
When evaluating small vs. large marketing agencies, consider this- large marketing firms boast expansive teams and big-name clients, but their size often dilutes their focus. On the other hand, a smaller agency operates like a boutique coffee shop—every customer gets a custom brew.
Service Quality: Large agencies may offer an impressive roster, but smaller agencies excel at providing direct access to senior talent. At COHN we take that one step further. We operate under a blended hourly rate, which removes any barriers as it relates to who, what, or when. It’s about backing our clients with the best people for the job to ensure they are getting the ideas and service needed to excel.
Client Experience: Personalized service is the hallmark of smaller firms. Clients feel like partners, not account numbers. There’s a reason this team has chosen to be at a small agency—it’s the deep connections we are able to form to the work and people.
Finding the right agency size can make or break your marketing goals. A larger firm might dazzle you with scale, but a smaller agency is more likely to align with your unique needs and resources.
Core Advantages of Smaller Agencies
1. Personalized Service
Smaller agencies excel at tailoring their marketing strategies to fit their clients. Here’s why:
Client-Centered Approach: Your success is our priority. You’ll work closely with a dedicated team that understands your business goals inside and out, adapts to your working and communication style, and genuinely wants to build a strong relationship. We believe in open and honest communication, ensuring you’re always informed and involved in every step of the process.
Stronger Collaboration: Regular communication and feedback loops ensure alignment at every step.
2. Agility and Flexibility
Smaller agencies are the ninjas of the marketing world. They adapt quickly, respond promptly, and pivot seamlessly:
Rapid Decision-Making: No cumbersome hierarchies slowing things down. This means we can respond to market changes and emerging trends in real-time, keeping your campaigns fresh and relevant.
Tailored Adjustments: Quick tweaks to campaigns ensure real-time relevance.
3. Innovative and Creative Solutions
Smaller agencies thrive on bold, fresh ideas. Their close-knit teams encourage out-of-the-box thinking:
Culture of Innovation: Small teams foster collaboration, fueling creativity.
Breakthrough Campaigns: Case studies abound where small agencies outperformed big ones through sheer ingenuity. We’re not afraid to challenge the status quo and push boundaries to deliver truly innovative and memorable marketing experiences.
4. Cost-Effectiveness
Partnering with a smaller agency is often lighter on your wallet without compromising on quality:
Lower Overhead Costs: Smaller teams mean leaner pricing structures.
Value for Money: More personalized attention ensures every dollar is well spent. AND, we don’t mind if we have to pivot. We can quickly reallocate and shift strategies without the red tape. This flexibility allows us to maximize your budget and ensure you’re getting the most value for your investment.
5. What You See Is What You Get
There is no bait and switch. We don’t have enough people for that!
- Your Team: Many times, larger agencies will pitch new work with their top-level charmers but upon winning, the client gets serviced by an entirely different team of people who very well may be at a more junior level. Small agencies have to put their best people on the job, every time. The people you meet in that first meeting are the people you will be working with. End of story.
- No Silos: It’s less about handing work off and more about pulling the right people in. Video, print, media buy, social media content, PR, brand strategy … When you work at a small agency you are involved in all aspects of the work, which is much harder to achieve in a large agency made up of specialty silos.
Addressing Potential Concerns
Overcoming challenges
Common concerns about smaller agencies include resource limitations or lack of brand recognition. Here’s the quick counterpoint in that debate:
- Resource Management: Smaller agencies are experts at doing more with less. They excel at outsourcing and prioritizing tasks efficiently. This is also how we can keep our costs tamer. For example, our size allows us to expand and contract as needed. We have a core list of trusted partners that we can tap, granting us access to different superpowers (that sort of makes us the Tony Stark of marketing Avengers). We are able to select partners and/or expand our network based on defined needs, which keeps overhead low but fresh ideas and solutions up high. This allows us to remain agile and responsive to your evolving needs, scaling our resources up or down as required. And because we’re not bogged down by layers of bureaucracy, we can make quick decisions and implement changes efficiently, ensuring your campaigns stay ahead of the curve.
- Specialized Expertise: Niche areas of focus lead to deep expertise in specific industries. Many smaller agencies choose to specialize in a particular industry or niche, allowing them to develop a deep understanding of your market, audience, and competitive landscape. At COHN we specialize in commercial real estate, healthcare, and B2B. We are able to hire based on these areas of focus and embed our team in these industries, allowing for a quick “get-it.” This focused expertise ensures we can deliver targeted strategies and impactful results that align with your specific business goals. We speak your language, understand your challenges, and are passionate about helping you achieve success in your specific market.
Key Selection Criteria
Finding your perfect match in a small agency requires due diligence. Consider these factors when you hire a marketing agency:
- Niche Expertise: Does the agency specialize in your industry?
- Cultural Fit: Shared values ensure smoother collaboration.
- Proven Track Record: Evaluate their portfolio and testimonials.
Questions to Ask
- What industries do you specialize in?
- How do you handle scaling for larger projects?
- Can you share case studies demonstrating ROI?
The Small Marketing Agency Strategy
In full transparency, we have tested both a mid-size model and a small agency model. We made the strategic decision to embrace and embody the small agency format, which has led to:
- Building a highly capable and experienced team of marketers who are problem solvers, strategically savvy, and specialize in healthcare, real estate, and B2B industries.
- Diversification in thought via partners who bring unique perspectives culturally, geographically, and by subject matter.
- Adaptability in operations. We don’t always have to follow the rules because there is no red tape here. If the scope shifts halfway through an engagement, we can flex. Want to start at the project level and grow? Sounds great to us. Seeing gaps in your in-house marketing team, we can slot in or help you find the solution. We truly just want to see you succeed.
- A company culture of no ego and get it done. Yes, we are experienced and really good at what we do but you will not find one person at COHN who isn’t ready to get their hands dirty and take on any task, big or small, that will get us to the end goal. We never coast and are comfortable pushing back to make sure we are unlocking the best version of the account.
Whether it’s healthcare, real estate, or B2B industries, COHN’s expertise ensures that we’re not just another agency—we’re your trusted partner.
Choosing a smaller marketing agency can transform your marketing journey. With personalized service, agility, innovation, and cost-effectiveness, you’ll achieve impactful results tailored to your goals. This includes wide ranging digital marketing strategies to enhance your online presence and reach your target audience through effective web design and compelling content.
Ready to experience the COHN difference? Let’s talk!
