Kassidy Bogle, Texas Tech University Student
Advertising is all around us: on our phones, on a billboard or on the radio. At Bogle Agency, advertising is our job, but we know not everyone understands exactly what we do. So, we sat down with owner Lauren Bogle to get to the bottom of the Bogle Agency.
Q: What exactly is an advertising agency?
A: Put simply, advertising agencies are businesses that are paid to promote another business. Everything from a billboard to a bus wrap to a website is covered by the scope of an advertising agency, and it all depends on how the client wants to advertise. It’s not uncommon that you’ll find an ad agency hired in place of a marketing team.
Q: What’s the most common type of advertisement you execute for your clients?
A: Integrated Digital Strategies (IDS), which is just a buzzword for making sure all digital strategies are optimizing together. IDS also includes evaluating the published content that ranges from copy to graphic and video all the way to the paid media approach with keywords.
Q: How do you measure the success of an advertisement?
A: Everything we create, develop and launch is all hooked into our data software so we can analyze the data. With algorithms, the key metric is engagement. But I also ask our clients what success looks like to them. I know what it looks like on our end, but I want to make sure we are hitting the goals and key performance indicators our clients are more interested in.
Q: What is your process for working with a client? Do you meet over lunch, video call, etc.?
A: I like to go to our clients, and if that means driving from Mt. Pleasant all the way to Abilene going up and down I-20, then so be it. I learn more by being in their environment anyway. We have virtual status meetings as well to stay aware, and I have running status documents that are live. If they are curious about the status of any deliverable, the client can look there, like a project management system. I aim to be as proactive and transparent as possible.
Q: How much does it cost to hire an advertising agency?
A: Our hourly rate is a minimum of $125/hr and we usually ask for a minimum of 40 hours per month for a full advertising retainer. The rate includes equipment, some travel, salaries and benefits. When signing for a year, we discount our hourly rate to show our investment in this relationship long term as well and to prove our worth as they are investing in the company also.
Q: Is hiring an advertising agency contract-based?
Yes, we either bid on a scope of work contractually or yearly advertising retainers. It is more expensive to use us on a contractual basis, and it is hard for me to scale and plan with that approach. I encourage retainer contracts so that we can get in the mud and learn all the details of the client to make their investment as efficient as possible. Contracts are based on the client's budget and how many hours they will need monthly for all services we provide.
Q: What have been some of your favorite projects to work on?
A: There’s been many! Shooting Aaron Watson's music video for “Boots” in the rain in Amarillo was intense but so worth it. To name a couple more: the positive public relations from our music festival during the pandemic and protecting our client's reputations and handling all the marketing and advertising for our UFO 1947 crash tours. Also, increasing donors and scholarships for Quail Tech and their brand awareness within the industry. Shooting quail hunts in Tallahassee and at the 6666 Ranch and building the brand equity for Smarty Roping and growing it within their industry have also been some great ones.
We hope that our Q&A session cleared up any questions or wonderings about advertising agencies and, more specifically, Bogle Agency. Thank you so much for taking the time out of your day to learn a little bit more about what we do, and we can’t wait to work with you! If you have any other questions or would like to get in contact with us please reach out via email contact@thebogleagency.com or via phone (806) 445-1205 with your question and we’ll get back to you as soon as possible!