WOLFBITES - Issue 5
Be a wise buyer of advertising and
OK. You are ready to buy marketing or advertising support, either for the first time or to replace your less than stellar existing supplier. This is not your strength. After all, you have probably not done it more than once or twice. But not to worry. Here are simple, fool-proof tips on how to be a wise buyer of ad services.
- Reject any candidate who talks products first and prospects second. That’s backwards. You start with your prospects, then you talk about how to reach those prospects. If your agency does not understand this, you are doomed to failure.
- Reject any candidate who doesn’t focus on your best prospects for additional sales – your existing customers. Do not accept the suggestion (either from your prospective agency or your staff ) that your existing customers already know you and are aware of everything you can do. This is almost always not true. Repeat: this is almost always not true.
- Reject any candidate who doesn’t start with the lowest cost methods to reach your best prospects.
- Reject any candidate who emphasizes marketing and advertising theories, not practical experience.
- Reject any candidate who projects a know-it-all attitude. If they really knew everything, they would be lounging on a beach, enjoying the millions of dollars they earned by being know-it-alls.
- Reject any candidate who appears to have an equal number of handlers and producers, because you have to pay for both.
- Reject any candidate who is not genuinely interested in your business.
By this point you should have a very short list of well-qualified candidates. Then again, you may have wiped out the entire field and will need to try someone else – like us!
Read Wolfgang's latest marketing blog.
|Wolfgang Franke is President & Creative Director of Words at Work Advertising & Marketing, a full service communications company established in 1988. Our growing list of valued clients are found throughout our local market, Markham and the Greater Toronto area, across Canada in cities such as London, Ontario, and Edmonton, Alberta, and an expanding list of international locations ranging from The Big Apple in New York to Kanturk, Ireland.|
Mini WolfBites 6
Ignorance about the role – and value – of a tag line is the most common reason why so many tag lines are hopelessly bad.
A few years back, the good folks who market Las Vegas thought they could expand their market by transforming the world's sin capital into a family friendly attraction. This all-things-to-all-people was a complete disaster and Las Vegas returned to its roots with marketing perfectly summed up by this tag line: what happens in Las Vegas stays in Las Vegas.