Ringerrg LMX Presentation
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Presented at the Local Marketing Expo in Virginia Beach September 29, 2010. Directed at clients to help them get the best out of their ad agency. Comments?
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Ringerrg LMX Presentation
- 1. “ Generally you ain’t learnin’ nothing when your mouths a-jawin’.” · · · · · · · · · · · · · · · · · · · · · · · · · · · · ~ Cowboy Wisdom ~ Cowboy Wisdom ~ Cowboy Wisdom
- 2. How To Be The Client Every Agency Wants To Work For
- 3. What’s In It For You? For You?
- 4. Get The Best Possible Marketing Solutions
- 5. Step 1 · · · · · · · · · · · · · · · · · · · · · · · · · · · · Mind Your P ’ s
- 7. “ If you get in the saddle, better be ready for the ride.” · · · · · · · · · · · · · · · · · · · · · · · · · · · · ~ Cowboy Wisdom ~ Cowboy Wisdom ~ Cowboy Wisdom
- 8. Step 2 · · · · · · · · · · · · · · · · · · · · · · · · · · · · Have A Budget Have A Budget Have A Budget Have A Budget
- 9. Budget could be for the year or at least a set period of time at least a set period of time
- 11. Step 3 · · · · · · · · · · · · · · · · · · · · · · · · · · · · Think differently about your Advertising Agency Advertising Agency Advertising Agency Advertising Agency
- 12. Your Agency isn’t just a resource for ads, brochures, websites, etc. websites, etc. websites, etc.
- 13. You are not spending money on advertising on advertising on advertising
- 14. You are spending money to reach a goal - whether it’s to sell a product or a service - and make money - and make money - and make money - and make money - and make money
- 15. Step 4 · · · · · · · · · · · · · · · · · · · · · · · · · · · · Understand the Ad Agency ’ s services have value have value have value have value
- 16. The marketing solutions they develop for you are no different than the product or service you are selling
- 17. Step 5 · · · · · · · · · · · · · · · · · · · · · · · · · · · · The Ad Agency is not your partner is not your partner is not your partner
- 18. Agencies don’t have an equity stake in your business. They are being paid to get you results. to get you results. to get you results. to get you results. to get you results.
- 19. They are marketing professionals and should be treated like other professional relationships including legal, medical, or accounting. or accounting. or accounting. or accounting. or accounting. or accounting.
- 20. “ You can be anything you wanna be, but you can never be something you’re not.” · · · · · · · · · · · · · · · · · · · · · · · · · · · · ~ Cowboy Wisdom ~ Cowboy Wisdom ~ Cowboy Wisdom
- 21. Step 6 · · · · · · · · · · · · · · · · · · · · · · · · · · · · Start the relationship by talking about your goals about your goals about your goals
- 22. Talk with them about your business, your goals, your aspirations. your aspirations. your aspirations. your aspirations.
- 23. Don’t try and start the relationship asking for an ad or brochure or website or brochure or website or brochure or website or brochure or website
- 24. Step 7 · · · · · · · · · · · · · · · · · · · · · · · · · · · · Put goals and expectations in writing Put goals and expectations in writing Put goals and expectations in writing
- 25. Create a checklist (together) you and the agency agree on agree on agree on agree on
- 26. Your agency will use this to develop solutions will use this to develop solutions
- 27. Step 8 · · · · · · · · · · · · · · · · · · · · · · · · · · · · Expect the Unexpected Expect the Unexpected Expect the Unexpected
- 29. Step 9 · · · · · · · · · · · · · · · · · · · · · · · · · · · · Your best friend’s opinion doesn’t matter opinion doesn’t matter opinion doesn’t matter
- 30. Don’t take the agencies ideas and ask your significant other or “ friends kid who works with computers” for their opinion.
- 31. “ When you give a lesson in meanness to a critter or a person, don’t be surprised if they learn their lesson.” · · · · · · · · · · · · · · · · · · · · · · · · · · · · ~ Cowboy Wisdom ~ Cowboy Wisdom ~ Cowboy Wisdom
- 32. Step 10 · · · · · · · · · · · · · · · · · · · · · · · · · · · · R·E·S·P·E·C·T R·E·S·P·E·C·T R·E·S·P·E·C·T
- 33. Give the Ad Agency your respect Expect it in return
Editor's Notes
- Thanks to technology, the role of Advertising Agencies has changed - and it will continue to change. The better Ad Agencies are able to change with the times. I’d like to help you be a better client for the agencies who are doing just that. I’m going to present 10 simple steps and sprinkle in some of our Cowboy Wisdom to keep it interesting.
- There are several ways to come up with your marketing budget
- I would hope everyone is familiar with the 5 P’s - As a client, your responsible to take care on the first four. And allow your Marketing Consultant to take care of Promotion
- There are several ways to come up with your marketing budget
- There are many, many other ways to come up with a budget Choose the one that works best for you and your goals.
- This is one of the most overrated ad agency lines - “We’re your partner” No they are not. Why?
- Help your agency better understand you and your business.
- Then let them come back to you with what they think are the best solutions to meet those goals.
- Armed with this the agency can go back and develop solutions designed to help you reach your goals and objectives.
- Unless they are a Marketing Professional, it’s an opinion of one and their opinion is worthless.
- If the relationship is built on respect, trust is easier to build and the agency will be more apt to developing the best solutions for you If it’s not working, say so and end the relationship amicably