Who Do You Trust...

Who Do You Trust In A Virtual Partnership?

By J. Kelly McKnight
President/CEO VIA Internet Studio

Your client asks you if you are interested in doing an extensive Internet or database project. Sure, you're interested, the only problem is you really don't know what your client is talking about. What do you do?

If you work at a typical agency or pr firm, you go to your tech person. In most cases, they are a network specialist who might know what you are talking about but don't know how to do it. If it stopped here, things would be all right. The problem is that your network ace once took a course in databases and thinks it might be fun to give it a shot…or they have a "friend" who is an absolute genius in databases and could moonlight in the afternoons when he isn't working the counter at the video store…or your account person has a niece that is in Speed School and is looking for a project for her masters degree…or you just read an article about cheap programming available in India or Haiti…or etc. etc. etc.

The problem isn't if these people are capable, the question is how long are they are going to be around. Internet and database projects don't just stop, they go on and on. Creating it is just the first step. Maintenance is continuous. Alterations occur. Software gets updated.

If the initial project is successful, your client will want to achieve even more ….and that means changes…so you're going to need to build a long-term relationship with the partner you choose.

In other words, someone you can trust.

"Trust", you say, "in advertising? " Well, maybe trust is too strong a word but at least someone you can do business with. Here are a couple of things to look for when choosing a virtual partner:

Contrary to the 300 Mile Rule, it is better if they are closer. This way you can go see and threaten them.
They have been in business longer than 6 months
They have completed a project like yours
They are definitely not located in Boca Raton, Florida
At least one of them is over 16 years old
They have a real, not a virtual office
They have real, not virtual clients and will let you talk to them
English is their first language
Internet work & databases are what they concentrate on

You have to understand, 50% of my business is taking over projects that were "virtually" not completed by people who fit the above description. Most of the time we have to start over from scratch and I hate to tell people that their money is now in some virtual place.

Clip this article out and keep it handy. Next time you need to outsource an Internet or database project, use the criteria listed up above.

Or save yourself some time and just call us. Some of my best friends work in agencies and pr firms.