Insights

Ad Agency New Business & Speed

Peter · March 11, 2015 · 1 Comment

Ad Agency New Business Needs Speed

I am writing up an agency positioning recommendation for an agency client. To get there, I am looking at a lot of agency websites and agency descriptions. I have to admit that I just got sidetracked by yet another ad agency Contact page that goes off the rails (see past thinking on Contact pages.)

I just visited the website of San Francisco’s Forty Forty agency. Nice website (as in it delivers a bold, “we are creative” message.) However, their Contact page makes two key mistakes; it looks like virtually every other agency out there (most Contact pages look alike) and… Forty Forty’s page has a big gaff I have to highlight. They seem to not want to get back to a new business client quickly. Here is what they say.

New Business Inquiries

Fill out the form below and we’ll get back to you as quick as we can.

Huh? “As quick as we can”? Shouldn’t they sound active and hungry and interested in new clients? This might just be a poor choice of words. But, they have that damn form (why a form?) and then don’t go down the road of being speedy. If I were an interested client, I’d rather see an active message like: “Looking for a new agency, call our CEO Bob Johnson at 415-555-1234 today.”

The Speed Drill

Act like you want the call – now. Sound very interested and like you really want to hear from new clients. Tell the prospective client that you will get back to them TODAY.

Make your Contact page friendly. Friendly is a good thing. This is especially critical in a situation where your website may be the determining factor in whether or not a client will contact you. Contact — is not a given. You need to earn it.

While you are at it, sound and look different from other agencies.

Managing The Huge Hispanic Marketing & Advertising Opportunity

Peter · March 10, 2015 · Leave a Comment

Managing The Huge Hispanic Marketing & Advertising Opportunity

I’ve been invited to speak about business development strategy at AHAA’s annual conference in Miami on April 27th. AHAA is the only national trade organization representing the entire Hispanic marketing, communications, advertising and media industry.

I am looking forward to this opportunity because the Hispanic opportunity is… huge. In case you’ve been out of town, the United Sates is experiencing dramatic growth in our hispanic population — how is that for an understatement. I am sure that you are all well aware of our need to understand the Hispanic market and diverse culture. Need a reminder from the U.S. Census Bureau? Look left.

But, I am not sure that you know how digital the Hispanic group is. Here are some thoughts on this market from Google’s Think With Google.

You’ve likely heard the numbers: a 163% increase in population between 2010 and 2050, making up 30% of the population by July 1, 2050. One trillion dollars in buying power in 2010, rising to $1.5 trillion next year (an increase of 50% in just five years). I’m talking about U.S. Hispanics, of course—a consumer segment that’s on the radar of every Fortune 500 CMO.

At Google, we’ve taken notice of this audience too, but for a different reason: technology. U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. “Many marketers may think they trail the so-called general market in adoption of new tech, when in fact they are far ahead and should be among the first prospects for marketers seeking to grow their consumer base,” says Marla Skiko, senior vice president and director of digital innovation at SMG Multicultural.

Despite the facts, U.S. Hispanics are a vastly underserved market, and the opportunities to reach them through digital remain largely untapped.

Largely Untapped!

How can we have a market that will be over 47 million in 5 years and have it be ‘untapped’? [Read more…] about Managing The Huge Hispanic Marketing & Advertising Opportunity

Planes, Trains, Automobiles, Ad Clutter & Urinals

Peter · March 9, 2015 · Leave a Comment

Planes, Trains, Automobiles & Urinals = Ad Clutter

I was in New York recently and noticed, actually re-noticed and re-noticed, that advertising messages are everywhere. This hit home when I went to a restaurant urinal after a fine lunch and had to face an ad, you know, one of those framed ads. Not very high tech but very much in my face — like about 6 inches away.

I thought two things: 1) why do I have to look at this ad and, I have other things that I should be paying attention to right now. 2) it doesn’t stop. A few minutes later I was speeding up to a thirtieth floor meeting in an elevator equipped with one of those relentless video screens and more ads.

No peace! No chance to reflect on my upcoming meeting. No moment to be alone in my thoughts in places that used to be ad free. I’ve been attacked by, yes, dreaded ad clutter.

The Cost of Paying Attention

The New York Times’s “Sunday Review” ran the excellent excellent op-ed piece, “The Cost Of Paying Attention” by Matthew B. Crawford, author the upcoming book “The World Beyond Your Head: On Becoming an Individual in an Age of Distraction”. Mr. Crawford points out that we are bombarded by ads. No news here. But, he makes the strong case that “attention is a resource.” A very scarce resource and the advertising world (that means you and me) are destroying our individual chance to be introspective, alone in our own thoughts and focussed on our own being rather that yet another freakin ad or wannabe social media relationship. Bathroom and elevator advertising isn’t a new phenomenon. However, in Mr. Crawford’s view, they are a form of pollution. I have to agree. Here is how the article begins. [Read more…] about Planes, Trains, Automobiles, Ad Clutter & Urinals

The Business Of Marijuana & Advertising

Peter · March 6, 2015 · Leave a Comment

The Business Of Marijuana & Advertising & Publishing

I’ve written a bit about the burgeoning marijuana industry and the new business opportunities for ad, digital, social and PR agencies (see a link to articles at the bottom of this post.)

In Portland alone, there are over 35 medical marijuana dispensaries and each one has driven incremental business for a wide range of suppliers including landlords, contractors, interior designers, security firms, lawyers, accountants, venture capitalists, safe companies (each dispensary has at least one), package and graphic designers, ad agencies and publishers. I have a good take on this business because I am an investor in two medical marijuana dispensaries.

To give you an example of how crazy this business can be. Here is what I did yesterday (and why.)

I was in Vancouver, Washington meeting an illustrator friend for lunch. I then went to take a look at two fully recreational marijuana shops. This means that you can just walk in, prove that you are over 21 and then a buy marijuana as you would cigarettes or wine. What was massively interesting was that one of the stores (on Main Street, literally) had 22 customers at 2PM on a Thursday. There weren’t 22 customers buying wine at a single wine shop at 2PM.

Later in the day, I was in the back room of a Portland marijuana shop photographing the store’s ‘joint roller’ and getting a couple of artisanal ‘art’ joints (like the one above). Yes, joints.

So, now the why…

In case you are wondering, I am not at all a big stoner.

But, I am starting a small publishing entity that will cover this huge and growing market. I am currently shooting photographs for two small books (“Joints” and “26 Dispensaries”). I will add other small books (imagine portraits of bud tenders) and apparel based on a new brand that will be coming to a browser near you. All of this will eventually be used as Kickstarter rewards for the funding of a large book on the industry.

I will keep you posted on my progress.

Marijuana Links & The Start Of A Discussion About This new Billion Dollar Industry

Here are the articles I’ve written on the subject.

7 More Ridiculous Ad Agency Presentation and Pitch Mistakes

Peter · March 3, 2015 · 1 Comment

7 More Ad Agency Search Consultants On “The Single Worst Presentation Mistakes”

Here is Part Two of a list of ad agency sales presentation and pitch mistakes from some of the most experienced people ever to sit on the buyer’s side of a B2B sales presentation table. This list, and the next three parts are from my book, “The Levitan Pitch. Buy This Book. Win More Pitches.” The poster on the left has all of my top 12 agency presentation mistake cartoons. These are all in the book.

Don’t miss Part One of the series and its first 6 mistakes… it is right here.

Mind Blowing.

As you will see from this series on agency presentation and pitch fails, most agencies make these mistakes. Yes, it is hard to step up and say that you and your team also make these kinds of mistakes. But, according to my agency search consultant friends, and their zillions of hours sitting across the table from you, you are in fact making these mistakes.

Pete Bogda: ABA Consulting, Inc., Texas

The common/worst mistakes that agencies make is not starting with the folks who will be on the client team, but load the room with agency top brass and/or stars. [Read more…] about 7 More Ridiculous Ad Agency Presentation and Pitch Mistakes