Re: UKNM: Is UK Web site advertising campaigns

[Simon Stokes]

Geoff Inns - Guardian Unlimited - commented...

Subject: Re: UKNM: Is UK Web site advertising campaigns set to go the way of

.....


"I think the UK agencies wait until you have got the cash first.....aren't

they turning everyone away at the moment anyway?


People don't treat their agencies with enough respect at the moment (and

this from a media owner!).  Friends who work in established agencies

servicing dotcom clients comment on the rushing-through of campaigns.....

These same agency folk inform me of all their other wonderful services that

they are offering other, less-lucrative clients because the client trusts

them and allows them to work their best at their speed.  Most dotcom clients

do not get the most out of their agency because they have not given them

enough time and have severely rubbed their back up the wrong way.  Clients

should not treat ad agencies as a service provider answerable to God

(MD/Marketing Director) but as a partner, with the consideration for their

work /work pressure as you would any other partner.  They should be privy to

the business plan and the growth of the client.  It's about time and

expectation - has Clickmango suffered because they launched five months

after ThinkNatural?  Have they lost irrecoverable market share?  In most

cases, a couple of extra months does not make a difference - that time

should be extended to partners as important as an ad agency."


---------------


I agree with most of Geoff's comments - amazing piece of unbiased

commentary! - but would also add 3 points:


Firstly...  Often marketing campaign 'issues' are increased/exacerbated by

the 'speed-to-market-factor' - media and production services need to be

booked 'last minute' and often then cannot be cancelled - hence cash

upfront.  Web businesses need to make sure that THEY are ready when they

(we) start screaming "Go!" - often other factors will delay the marketing

campaign launch that are neither financial or media influenced - the most

common probably being "the site isn't ready/the site needs more content".

What then, when the agency's spent 2 weeks securing a TV slot in the cup

final & has a laser set-up ready to burn your logo onto Buck House?


Secondly...  Don't just treat your marketing agencies as partners, treat

them as (an extension of) your marketing department.  They are almost

certainly as keen for you to succeed as you are - acorns, oak trees, etc. -

and don't forget you can build in a risk/reward clause into their fees (not

just equity, but if you're offering...)


Finally... I would disagree (generally) that agencies SAVE 'wonderful

services' for other clients.  Again, it's to do with speed...you can flypost

the whole country in 2 weeks, but if you want to be on the side of every

bus, direct mail your key target audience at work and sponsor the right

radio/TV programme it can take time.


In summary the best results are achieved by working very closely with the

right agency (and that often means sparing them time you don't have);

agreeing objectives, audiences and then media; setting realistic timings

together; and then both sticking to them.  (Speed-to-market is important but

don't make it your enemy.)

Then sit your agency down, looking them in the eye and ask them how you can

get better value for phase 2.

;-)


Simon Stokes

stokesybigfoot [dot] com

poacher turning gamekeeper...hehehe



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