Free Advertising Candy

A former coworker recently contacted me to gain some insight on a project she just started.  She needed to create an award constructed out of sheet metal. It was really just, “do you know of a vendor that could help me out”, as she was finding nothing but dead ends.

With my natural ability to butt in, and my background in fabrication, I offered a few other approaches to production that could better meet her timeline and budget.

It got me thinking about my “extracurricular” activities and the skills I’ve acquired outside of advertising—and how much I rely on those skills to develop advertising for my clients, acquire new business and keep myself fresh to generate new ideas.

In a past life, I was in the automotive aftermarket industry, customizing cars, installing electronics, paint and body…just a lot of general fabrication. It involved an array of materials and skills. Acrylic, wood, fiberglass, metal, leather and vinyl…using them to mold, sculpt, weld and upholster…in vehicles that light up, make sound, go fast or just look good.

My past experience, and current hobby, allow me to build a better trade show booth for my clients. I not only understand the materials, but how to choose the right one for the job, how they are assembled, their durability and so on…not just how to apply a logo to a piece of foamcore that hangs in front of a curtain.

It also helps that I can understand and relate to our automotive clients as a consumer, as an industry “insider” and as their advertising agency.

So I looked around the agency and saw how much extracurricular talent we have. Musicians and actresses, engineers and electricians, contractors and craft mavens, movie makers and more…the list goes on.

And I realize how much we actually tap into our diverse interests…in the interest of our clients.

We’ve been able to enhance our strategy and work in new business pitches by transforming our office into a nine-foot-diameter artery (constructed from PVC and fabric, courtesy of the plumber and seamstress) leading our potential healthcare client into the “heart” of the agency, complete with red and white blood cells (balloons)—truly immersing ourselves in their brand.

Our copywriter has a passion for acting and the theatre. I can see firsthand how her creative outlets bring more creative output to the table—everyday.  Not only is she writing a script for the television spot, but also she sees the potential in an actor during casting to fulfill her creative vision more than anyone else could.

So, imagine a triathlete paramedic who moonlights as a lifeguard. That’s a pool I’d want my kids swimming in.

Now imagine how your agency uses their extracurricular skills to step up strategy, complement creative and raise results.

I’d like to hear about it.

In years past, I would have given a long list of convincing reasons why a “working lunch” equates to a “waste of time” and causes practically zero productivity, along with a high probability of low blood sugar  (especially for the people who do the most talking).

However, I digress, and digest, if you keep the group and the bites small; the conversation focused, you might just be surprised at the results.

Imagine a meeting where there aren’t any phone calls, bosses or other business to distract you. Only a waitress, who, get this, brings you whatever you need. I must warn you, this type of productivity comes at a cost, of course. At around ten dollars per person, which includes the tip, the experience will prove invaluable.

Here are some of my suggestions on how to make a working lunch work:

Stay close – we literally drove across the street to a place we all know and love.

Plan ahead – circulate the menu, encouraging attendees to make their selections before arriving and pre-order if possible.

Prepare an agenda – write a short, concise agenda of what will be covered (and stick to it).

Break it up – discuss a few things, break to eat, continue where you left off (finger foods and appetizers really help too).

Encourage everyone to contribute – this goes hand in hand with the pre-planning and agenda aspect. If the burden and flow of the meeting is shared by all, each person feels like a valuable attendee, thus are encouraged to be prepared, which helps ensure everyone gets to eat.

Make it fun – for those of us in the creative field who get to spend our days brainstorming and dreaming up new ideas, this is easy. For others, it might take some more work.

Designate a secretary – sounds so old fashioned, I realize this, but it’s important for one person to jot down the notes during the meeting and be in charge of distributing them to all attendees once the meeting has adjourned (note: the follow up should be timely to ensure the best outcome).

Leave with a plan – this step goes along with “timely follow up” and “give assignments”. It is essential that all attendees feel as though their time is valuable and the next steps are clearly defined.

Timely follow up – the secretary should compose a document that serves as a summary of the meeting (this should accompany a “Next Steps” document).

Delegate assignments – it is essential to deliver or execute on points made during the meeting or else it really will be nothing more than a waste of time.

Have faith in your employees’ and coworkers’ ability to work outside of the cube or conference room walls. It’s refreshing, and most importantly, productive. Now, get out there and place your order. You’ll be surprised what’s delivered.

We’ve had a look at several different compensation structure models. Some clients prefer to work under a retainer model, which allows for long-term strategic planning and an ongoing partnership that works in a proactive capacity. However, if not carefully prioritized by the client, this can also lead to liberally requested assignments that often eat up hours. We also looked at fixed-fee project estimates. With the downturn economy, clients who don’t feel comfortable with long term commitments are choosing this route.

Then, part 2 of the series explored media commission and the various ways agencies are compensating for planning, negotiating and purchasing media in an ever changing landscape. Part 3, the final installment, will cover production markup.

Once the strategic direction is set, the media is planned and the creative direction is chosen, agencies may utilize third-party vendors for the production of campaign assets as necessary. This may include TV and Radio production, collateral, printing, outdoor production, list purchases, shipping, “emerging media” production and any other tangible asset not supported internally.

All third-party services  procured on behalf of the client are often billed to the client at gross rates with an agency commission (between 5-20%). In efforts of obtaining the best possible price, it’s typical that three (3) bids are obtained.

The agency commission covers time and effort spent in selecting and supervising production of all outside services associated with the development of creative. Specific tasks covered by the commission include:

• Estimating / comparative bidding
• Vendor selection
• Ensuring vendor file requirements are met
• Sending materials out to service
• Vendor communication for project success
• Quality control
• Press checks (may be multiple)
• Coordination of product delivery

So, can you go to Kinko’s and make your own brochures? Of course you can. Client’s may elect to faciliate production on their own. However, will you be able to identify issues with the spot varnish, color saturation or adjust issues from pagination? If not, the commission is well worth the quality assurance.

Sometimes it’s best not to trust your instincts when it comes to marketing, especially if your views are shortsighted. One sure fired way to go out of business is to act like you already are—by ceasing to communicate to your target via marketing efforts, events, articles, etc.

Let’s say for instance, we instructed you to think and act in the opposite direction of your gut? That is if your gut is telling you to hibernate and come out when you sniff the first hint of blooming business. If you’re a business owner, stop for a moment and think like your customer base. Or it might be more fitting to suggest that you think of the things you would like if you were a loyal, or even wayward customer. As we’ve mentioned in past Free Ad Candy entries, handshakes and handwork are making a comeback during this technically-driven, virtual age. It’s still considered good manners to send a handwritten note to a client. Or forward articles or tidbits of good advice you think they might find useful—like this Free Ad Candy, for example. Don’t worry. Just do something. Improvise. Get creative. Run with scissors. No, of course we’re kidding.

Run, don’t hide—keep your face out there. Both your marketing messages and your actual face. Network. Attend functions. Make calls. Reach out. Spread your word (and do it with joy—start by using terms like “Glee-conomy” instead of “Gloom-onomics”). Peddle your wares. Remind people you’re still doing business—and you’d like to be doing it for them. Maybe even at a discounted price. Maybe you’ll run into someone you can partner with on a project or event—and do a little bit more together instead of doing nothing alone.

Keep your messages moving through the marketplace and more likely than not, you will still have a place in the market. Perhaps your ad spend is smaller—just like some people’s shopping lists—but people are still buying products and engaging in both required and recreational products and services. Stay in their minds so they don’t wander somewhere else, like to your competitors’. Find out what matters most to your consumer and you might just discover a way to become relevant and necessary. If it’s poop you see, find a way to be toilet paper (or a pooper scooper…foreshadowing alert). Or garbage, be a trash bag. Murky waters, become a filtration system.

As business owners and consumers are adjusting, so are the employees, households and schedules. For example, let’s take Leslie, a stay-at-home mother of two small children, whose husband owns a business that he works very hard to keep running better and better. Often working into the late hours creating new opportunities for his shop and staff so they may all stick around during such tough times, Leslie’s husband doesn’t keep a nine-to-five schedule. Similarly, Leslie’s neighbors and friends’ neighbors have also taken to staying late, picking up extra shifts or even part-time jobs. All of this creative energy and busying oneself left something to be desired…for the pets, mail and plants of these uninhabited homes. Suffice it to say, Leslie found a way to capitalize on peoples’ needs during these stressful times by filling their pet sitting needs.

Take a lead from Leslie, adjust your offerings. Or even lower prices. Be flexible in what you’re willing to deliver and how you deliver it. But overall, keep your promises and you will keep your loyal customers. Everyone is making adjustments in an effort to survive—cutting back here, investigating alternatives over there—your business’s marketing, offerings, products and services need to follow suit (or better yet, be the one setting the example). Think about the cell phone—fifteen years ago, not many people had one—but today, everyone has a cell phone, a cell phone charger (for the house, the car, the airport), a cell phone case, clip and docking station, cleaning wipes, ring tones and rhinestones. More so, as the cell phone is a communication mechanism, there’s residual income to be made—be it two-year contracts, rollover minutes, family plans or pay-per-minute use. There are à la carte plans with texting, international calling, email, you name it. How can you go à la carte? Like Newton’s third law of motion, “To every action there is an equal and opposite reaction.” If someone puts their hand out with a need to be filled, find a way to put something of value in said hand. Chances are they’ll reach out to you again and again. Listen carefully—can you hear your opportunity calling?

Listen what’s not being said. If all you think you’re hearing is doom and gloom, you might find yourself in the midst of a self-fulfilling prophesy. There are many ways to survive and prosper in a recession. Just like in a natural disaster or depression. You need to sharpen your intuition skills—because dumb luck is unlikely. If you started your own business, most likely you have what it takes to write the script of a pilot that can get picked up by the collective network and become a hit. Get out there and find out what the customers need now to survive. Think of an idea with legs—like our pet sitter mentioned above.

Take time to make future plans. Catch up on what’s been set aside for a slow, rainy day. Clean out the closet, recycle an idea, follow up with old customers, adjust your business plan, teach a class or take a class. Once things turn around, you’ll be ready to put your new plan of attack in motion. Write articles, write blogs, get people together for panel discussions or product & service exchanges. Working out a trade agreement can work—for complementary businesses. Keep things moving and business will gravitate toward you—especially if you stay positive. Attitude can play a big part in keeping customers. No one wants to be near the negative energy in any room—particularly if it’s their free will and money we’re talking about.

Repeat your own past effective behaviors, as well as some of the greats who survived bad times—you know, when things were really bad—like when disease, plague, war and famine were real, everyday fears, before global marketplaces, the Internet, free delivery and free will. Somehow we all made it to this point—with lots of advancements in technology, science, medicine, politics and the way we advertise the newfangled things we have to offer. How can you be the next advancement in a way of thinking, doing or buying?

So, to recap, we suggest you stay your own course or find a new one you can tread during such times. Don’t let your marketing efforts go dark overnight, as advertising doesn’t work one day after it hits the marketplace. Adjust both your way of thinking and the wares you offer. Think about what your customers really want and need now—find a way to deliver it—and you’ll still have customers to serve and a business to run. Stay connected, network and keep the lines of communication open with prospective business partners and customers.

Keep forging ahead and blaze new trails. Remember, don’t stop your advertising, public relations and marketing efforts—or you’ll essentially be stepping aside and allowing your competition to play through with your caddy, your clubs and your lucky ball. So, keep playing ball. We will bounce back.