For the past few weeks I’ve begun research into buying a new car.  I really like my Volkswagen Passat, but thought I’d look into the year-end model season for an upgrade.

Despite the fact many automakers (GM for example) are cutting back their brand lines, I still find the marketplace saturated with way too many models from too many manufacturers.  Choice is a good thing, but not if it becomes overwhelming.  Right now, I’m feeling stress from having too many choices and not being clear on exactly what I want in a new automobile.

My experience in selecting a new car must be similar to one faced by marketers and communications professionals looking for a new agency.  With more than 5,600 marketing agencies in Canada according to a 1997 tally by Dun & Bradstreet’s Hoovers, the choices can be stressful.

Just as in car shopping, selecting an agency can be a daunting experience.  Here’s why:

1.       It’s not a core activity:  Most consumers buy a new car between three-to-seven years.  The average tenure of a client-agency relationship is about four years.  Both of these tasks require research, education, budget determination, and most importantly, a plan that prioritizes the key criteria you want in either a car or an agency.  It is not an assignment that you undertake regularly.

2.       They can all look the same:   Car manufacturers make similar promises on mileage efficiency, styling, performance, or terms and conditions on financing.  Truth is that after a while many of them start to look the same.  This is also a familiar refrain that we hear from many marketing clients who have undertaken an agency review.  They complain that all of the agencies make the same promises and there are few points of differentiation.

3.       Establishing priorities is critical:  Am I looking for value?  What features do I really want in a car and which would I rather do without?  Do I want to make a statement in selecting a certain style?  Marketers ask similar questions when searching for an agency, or should.  They should establish key criteria they are looking for in an agency, and then prioritize the capabilities they need.

It may be simplistic to compare selecting a car to choosing an agency.  One is your relationship with a machine, the other is all about people, ideas and services.  One thing is clear though … too much choice without a game plan can be overwhelming.

I’ll keep digging for the right car.