PAY YOUR ADVERTISING AGENCY MORE THAN THEY ASK
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| David Ogilvy had it right. When a company hires an ad agency, what is it they expect? I'll tell you ... MIRACLES. Well, only God can perform miracles; however a good advertising firm can come close. Most companies expect that, through advertising, they can create a successful brand. This is only partially true. The product or service needs to command acceptance and loyalty first - especially in today's social media-driven environment where it's easier and more common for consumers to talk amongst themselves. If a product doesn't have a unique selling proposition, the company's agency must help to create one. This takes the right amount of time, work and creativity. This is why Lippi & Co. is passionate about offering our clients a promise of: |
| "BEING SEEN BEING CHOSEN" |
| An agency needs to be diligent about developing advertising that's compelling enough to catch the attention of the prospect. Then, it must pay off with a good enough reason for the prospect to choose them (The Selling Proposition). Paying an ad agency enough to accomplish what is asked is absolutely necessary. After all, don't you want the people bringing you to market to be excited about working with you? Hey, MONEY TALKS. Offer them more. The foundation for building truly successful campaigns takes these critical components: |
| The agency needs to learn your product inside and out. |
| The late Morris Hite, President and CEO of Tracey- Locke Advertising, required his Account Executives to use every product his firm advertised. He took this to the point of looking through his AE's refrigerators, at home, to make sure he saw Borden's milk. Borden's being one of Tracey-Locke's accounts at the time. |
| Know Your Consumer. |
| Leo Burnett, owner of Leo Burnett Company one of the 10th largest advertising agencies in the world, put it very succinctly "Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'". He preached that whether it's through focus groups, surveys or face-to-face meetings, your agency needs to know its client's consumer. |
| Find out why they should buy your product. |
| Check out the competition thoroughly and be sure to build brand loyalty against them. "Try their milk". Yes, it takes time, work and money, but if your company tries to cut corners, it will affect the effectiveness of your marketing. ADVERTISING IS AN INVESTMENT. Your Marketing Plan must contain an affordable budget for advertising expenditures. Give it all to your agency. If they're worth their salt they'll make it back for you in spades. YOU GET WHAT YOU PAY FOR. Now let's get out and create some killer advertising. |
