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5 Tough Tactics To Tackle Ad Agencies
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(2/28/2013 8:12:37 PM) Flag as inappropriate content
Do not assume the agency "buyer" knows anything about Radio, your station/cluster, or has any decision-making authority other than being tasked to "meet with you".
In the eyes of many agencies, Radio is not even on their radar. And if you go direct and it gets back to the agency you've gone backwards. Could be the client has a hard-on against Radio or your station.
From one who has about equal experience with both agencies and Radio for over 30 years.
So according to Luce, a radio station is supposed to provide the agency with the IDEA that motivates the client to buy the station, and let the agency take credit for the idea, with the client. Then, we are supposed to let the agency take 15% off our rates, and usually give the agency discounted rates also. Wow. Talk about a one-way "relationship."...
Empowering small-time "agencies" that basically do NOTHING, is precisely one of radio's problems right now.
Nothing to add here except that a huge missing part of the equation is the talent dynamic. It still gives me the heebie jeebies to reflect on some of the calls and conversations I've had with buyers over the years who got their butts chewed because some unprepared, under-qualified, over-zealous agency conquistador from a radio station caused mayhem inside the agency.
I believe that navigating the five points is a no-brainer in theory. In practice, it really requires a tremendous amount of care in talent selection & development with those specific goals in mind. Creating a trust-based agency/station relationship is all about touch, tactics and being seriously committed to the partnership--not just to getting the potential billing to fall in the quarter we need it to.
Being a true partner requires patience, a reciprocal trade of business intelligence, creativity and flawless execution that delights the client (and by association, the agency). When that happens...what a feeling!
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(2/28/2013 8:12:37 PM) Flag as inappropriate content
Do not assume the agency "buyer" knows anything about Radio, your station/cluster, or has any decision-making authority other than being tasked to "meet with you".
In the eyes of many agencies, Radio is not even on their radar. And if you go direct and it gets back to the agency you've gone backwards. Could be the client has a hard-on against Radio or your station.
From one who has about equal experience with both agencies and Radio for over 30 years.
- Panama Jack
(2/25/2013 9:44:23 AM) Flag as inappropriate contentSo according to Luce, a radio station is supposed to provide the agency with the IDEA that motivates the client to buy the station, and let the agency take credit for the idea, with the client. Then, we are supposed to let the agency take 15% off our rates, and usually give the agency discounted rates also. Wow. Talk about a one-way "relationship."...
Empowering small-time "agencies" that basically do NOTHING, is precisely one of radio's problems right now.
- Bob
(2/25/2013 9:21:26 AM) Flag as inappropriate contentNothing to add here except that a huge missing part of the equation is the talent dynamic. It still gives me the heebie jeebies to reflect on some of the calls and conversations I've had with buyers over the years who got their butts chewed because some unprepared, under-qualified, over-zealous agency conquistador from a radio station caused mayhem inside the agency.
I believe that navigating the five points is a no-brainer in theory. In practice, it really requires a tremendous amount of care in talent selection & development with those specific goals in mind. Creating a trust-based agency/station relationship is all about touch, tactics and being seriously committed to the partnership--not just to getting the potential billing to fall in the quarter we need it to.
Being a true partner requires patience, a reciprocal trade of business intelligence, creativity and flawless execution that delights the client (and by association, the agency). When that happens...what a feeling!
- Larry
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