Peter Levitan & Co.

The New Business of Advertising

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Why Bezos Is Good For Advertising

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I worked in the newspaper industry for five years from 1995 to 2000. I started the online newspaper New Jersey Online for Advance Internet which went on to use our blueprint to build an additional 10 online entities across the U.S. (Note, I am not responsible for the design of the current website.)

I was hired by Jeff Jarvis who knows more about the business of newspapers and online newspapers that anyone in the industry. So, when I heard about Jeff Bezos buying the Washington Post, I immediately headed over to Jeff’s well-read blog, “Buzz Machine.” While Jeff hasn’t really weighed in in-depth yet, he will and I am going to follow his evolving views on this purchase. As you can see from his “Hot Off The Presses” blog post, he is “hopeful.” I am too. As an early internet publisher, I watched Bezos build Amazon starting in 1995. It was a very exciting time to watch this visionary.

I think that newspapers which have been run by ossified old white men who couldn’t get out of the way of Craigslist and all the other revenue killers, can now sit on the sidelines and watch a real leader move paper-based and online newspapers to the next level.

This will be good for the advertising industry as well.

I think that paper newspapers will be around for the next few years (my bet not much more than an additional ten.) They will continue to play a big role in our local news ecosystem as they have always provided a powerful daily platform for local advertising which online advertising hasn’t yet replaced. Many have pointed out that the Amazon machine has hastened the demise of the local retailer. That may be true. But, local retail has also been hurt by the slow death of local advertising options. Bezos may just be the guy to reverse that trend.

For another take on the Post, head over to Jason Calacanis’ piece, “Why Jeff Bezos Bought The Washing Post Six-Theories.” .

8 Point Ad Agency New Business Check List

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fingersAdvertising – Digital – PR agency new business isn’t hard to do. Its just hard to do… it. Here’s a check list to help.

I talk to a couple of agencies every week that tell me that they can’t seem to get their new business engine cranking. Unfortunately, the one thing that really gets them moving is when they lose an account. Well, guess what, its a bit late if you wait for fear to get motivated. This might help… ask yourself how many months you can run your agency on your credit line and the cash you currently have in the bank? If its less than six, get going.

The 8 Point Ad Agency New Business Check List

1. Determine what clients you want. Make a short, manageable list using a set of decision making criteria. The criteria could include client categories, size of account, geography, clients that have demonstrated a love for what you do (as in advertising or PR), clients that could use your speciality (assuming that you have a specialty as in mobile or millennial marketing or Instagram) and decide if the account is too much of a long-shot like Coke.

2. Build a detailed contact database of your Group A clients and then a Group B that includes all the others that you should stay in touch with via automated tactics like monthly emails. Use compiled databases like The List Inc. (well worth the $) and brute force using international workers from oDesk or a local intern to build and manage the list.

3. Have something valuable to say. No, this does not mean sending your latest work. This means sending things that might be of value to the client. OK, if you are targeting Intel in Hillsdale and your new CD worked for Intel in San Jose then send her related work and a case history. Or, if you are really bold… tell them you repositioned your agency to meet their needs like my friends at RedSquare. Click on this link before mid-September to see how they exploded their agency to become more competitive.

4. Get the word out at a scheduled pace. More personalized outreach to Group A and once every month or two to Group B. Be top of mind when the client wakes up and needs a new agency.

5. Make friends. Don’t be passive. Its OK to call up Group A for a chat and maybe invite then to a local gig or online seminar if they are far away. Here is my take on cold-calling, um, warm-calling.

6. Be social. Smart social media marketing will work to bring leads in. But, by smart I mean that you have to build an active social media plan based on meeting your target market’s needs. Do not write tons of content about what interests you or your staff party. Write about what interests the prospect and hit their pain points. Learn to really love LinkedIn and Twitter (use your prospect’s hashtags to subtly get noticed by them.) Facebook is for your employees, your future clients and you mom. And, I love the ease and Google friendliness of Pinterest — is your agency in my agency directory?

7. Be consistent. Have a master calendar and stick to it. The good news here is that the other agencies are not doing this with any consistency.

8. Be active. Passive does not work.

–> Oh, here is a bonus #9: If you really need a kick in the biz dev butt or hand-holding and/or the advice of someone who has been there and done it globally at Saatchi and locally for his very own agency… contact me.

Agency Post: What Is the Publicis-Omnicom Merger Really About?

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Agency Post asked me about my opinion of the Omnicom-Publicis merger (well, me and others.)

Below is what I said and here is a link to the article…

I woke up yesterday to Omnicom’s CEO John Wren telling CNBC that the merger will result in a more ‘nimble’ agency. Really? As an advertising man who worked at Saatchi & Saatchi when it was the world’s largest agency, I can tell you that bigger is the enemy of nimble.

While the issues facing huge-to-small advertising agencies are complex, the most painful issue is the reduction in profitability that started in the 1980s. The only advantage I can see from this merger is a reduction in the new agency’s cost structure, which of course means fewer employees. Will this make them stronger in the face of evolving competition? Only if they use some of that cash to be one of the companies that is involved in the evolution itself.

 

WTF? A Quick Business Development Lesson

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Last week I got two calls from clients looking for advertising agencies. Two in one week and I am not positioned as an agency search consultant. Interesting. OK, it might have something to do with my agency directory.

One is based in Europe and is developing an international pet brand, they are well-funded and I am turing them on to a great west coast digital shop.

The other is in LA and is an HBA account that’s associated with Target (you know, that small retailer.) They are looking for an agency that gets women and retail. So, I call a friend at a “creative” Portland agency with the right national experience, tell her about the account and she tells me that her CEO will call me. He calls me a couple of hours later and leaves a message. I call back within minutes but he’s not there.

Here is the WTF part. I made the first call last Wednesday (today is Monday), he called back that afternoon… but, no word since then. What? I call with a Target related lead and its been 4 days since the first call and he hasn’t made contact or looked all that interested.

Are creative agencies lame? Or, just this case?

All I know is that when I get a lead, I jump on it. Don’t you?

North, Obama And Oregon’s Health Insurance Marketplace

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Long Live Oregonians 30 YouTube

Despite the constant ankle-biting from Republicans about / against Obamacare, Obamacare is starting to roll out.

As a parent with two ex-college kids under 26 and a self-employed lifestyle, I dig the idea of this new healthcare program. The hope that we might (stress might) start to improve our screwed up health care system is also rather appealing.

Obamacare has hit Oregon with the launch of the ad agency North’s Cover Oregon campaign. Of course, there are lovers and haters. Here is an article from our Oregonian on the campaign… the comments are interesting including the ones that sound like they are from Portland agencies that did not win this highly visible campaign.

I’ll let you decide about the TV campaign (its in its early stages.) Me? I dig it. Here are two spots. Its OK to sing along. In fact, these are so representative of  the Oregon lifestyle (yes, they are a bit Portlandia), that I think that they will increase the value of my house. Oh, the website is sweet too. That is, if you are a fan of simplifying a complex subject. Maybe the Republicans should read it.

https://www.youtube.com/watch?v=xVUJNEDpEkg

https://www.youtube.com/watch?v=l_LNWsVu7qQ