A presentation for YouTube about what may be holding them back - deliberately provocative but delivered with a smile.

1. “ OMG YouTube is so awesome. Why don’t agencies give us more money?” @markpollard My digital lives here: http://www.markpollard.net

2. Now with the bonus, limited-time only cursory tale: How not to sell to a strategist

4. So if you’re so awesome why is it so hard? This is not a rhetorical question

5. Why should they choose you? Well, answer this: This is not a rhetorical question either

7. I don’t believe in online display advertising The big issue with this sales pitch and I’m not alone (although I am being slightly dramatic)

8. Many people were surprised that you were becoming like them So, when YouTube recently unveiled new advertising options

10. In other words They understand what makes people tick

11. People will choose the option that most easily delivers adequate business results with maximum personal benefits

12. And to complicate things The agency world is now at its most complicated

13. And the big challenge The ultimate decision-maker is the client but they nearly always only make decisions based on what’s presented to them by the media agency

14. What I’d do if I was you (which I’m not - just in case you were wondering)

15. 1 Get closer to clients without putting the agencies offside * (business vested interest: deals and relationships) * * (personal vested interest: being the smartest in the room) *

16. 2 Get closer to the agencies – but it will take time and possibly a different culture

17. 3 Make it easier to buy both more and more effective placements on the web (You do this already though, right? Through one contact point?)

18. 4 Show how your brand uniquely benefits brands – and isn’t just a cool brand for a marketer to buy

19. 5 Own the elephant in the room: talk about the best mix of PAID and UNPAID involvement with YouTube

20. 6 Even better than the previous point: Provide bigger solutions for online content or online video out of YouTube (eg video syndication)

21. 7 Prove against competitors that money on YouTube leads to better outcomes

22. 8 Create different advertising models – the ones we’d expect from Google

23. 9 If you can’t do any of the other points then you have to win on value

24. “ OMG YouTube is so awesome. Why don’t agencies give us more money?” My answer There isn’t currently a compelling business or personal reason to give you more money So, if we started here:

26. And now… How not to sell to a strategist

27. Strategy at its simplest is an informed and measurable point of view ( opinion , even) about where a company needs to go in the future (not always to go brilliantly)

28. At a high level, in the agency world Brand strategy Channel strategy What a brand is about and for whom How a brand behaves and how people can interact with it

29. Brand strategy at its simplest takes something unique and motivating about a brand and connects it to a human insight ( an unspoken human truth ) so that people relate to the brand and feel they need its products

30. Brand strategy Problem Audience Goal Insight Proposition & Proof Creative idea

31. Back to the point How not to sell to a strategist Answer: Sell to a strategist

32. What we need Relevant and local statistics Case studies Really creative examples (that worked and are affordable) for the creative teams Help managing the ‘newness’ of it all with clients A reason for the media agency to recommend it More marketers talking about it marketers convince other marketers better than anyone else

33. I’m finished now But my opinions live on at @markpollard and www.markpollard.net