6 Questions You’re Probably Asking Yourself
WHY WOULD I WANT TO USE AN ADVERTISING AGENCY?
This is the question that most mid-sized enterprise CEOs ask. Usually followed by the qualifying statement that they used to have an agency that delivered little more than regular invoices and lunch invitations.
OUR ANSWER: You know that no one knows more about your business than YOU. After all, you started it up; you had the guts to step outside the safety net of paid employment; you hired your staff and you control the destiny of your company. We’re the same. We are proud of our reputation and dare you to find anyone in Brisbane who has a bad word to say about us. We’ve been around for years, we know people in and out of advertising. Our clients are “blue chip”. Our clients stay with us. Our clients get results.
Why wouldn’t you want to get to know us?
CAN’T I GET THE SAME RESULT BY JUST DEALING DIRECT WITH THE MEDIA?
Many executives feel that they are more than capable of dealing with media representatives on a personal level, thus eliminating the “middle man”. There’s a belief out there that a relationship with a media rep is going to result in “mates rates”.
OUR ANSWER: All media reps, whether they’re selling radio, TV, digital, press, whatever, have ONE product to sell you: their own. A TV rep is not going to tell you to take 25% of your TV budget and put it on radio. A radio rep won’t tell you that you’re maybe better off buying towards the end of any given month so that the station can make budget. A press rep won’t tell you how to avoid paying positional loadings.
In short, there are rate card rates, discounted rates, contract rates, distress rates, fire sale rates, end of month rates, live read rates, sponsorship rates, all sorts of rates! How do you know which rate you’re on? And how can you form meaningful relationships with the hundreds of media reps driving the streets of Brisbane?
AN AD AGENCY WILL JUST COST ME MONEY, WON’T IT?
In general, an advertising agency will cost you 7.5% of the money you spend on media. An ad agency will also save you somewhere between 10 and 30 percent, conservatively, on your advertising budget; so you’re in front, aren’t you? There are frequent offers from certain media outlets of up to 70% off rate card rates! And they’re offered to agencies because an agency is going to give a way faster answer than a business with all of its decision makers involved in the process.
WHAT ABOUT EMPLOYING OUR OWN MEDIA PEOPLE IN-HOUSE?
More and more enterprises are hiring or promoting people from within to specialist marketing/PR/media/digital divisions so that strategies, campaigns, promotions, etc, are handled by people who are employed by the business and know the business. There are maybe some cost savings in there as well?
OUR ANSWER: If you want to employ extra staff or burden your existing staff with extra duties you’re on the way to a bigger wages bill and an unhappy workplace. Why employ someone for fifty two weeks a year when your advertising may be seasonal, or events based, or a brand start-up, or a clearance sale?
A couple of meetings with us to adequately brief us and acquaint us with your target market, goals and objectives, then watch us go to work for you.
We’ll take your brief, develop a concept, devise the strategy, carry out the research where necessary, create the commercials, buy the media, provide the post analysis and help you take the credit after the event for a job well done.
WE HAVE SOME GREAT IDEAS, SHOULD WE JUST DO IT OURSELVES?
Many, many CEOs are so proud of their business that they believe no one else can possibly have any better ideas then their own. They “know what’s going to work”. Some even want to star in their own commercials.
OUR ANSWER: Don’t try to be the creative director, or presenter, or writer, or designer, or anything that’s the realm of advertising professionals for that matter. You know your business inside out; we know ours. We’re not saying that our ideas are any better than yours; we’re saying that we can probably take your concept and turn it into something beautiful. We have a wall full of awards; probably more radio industry “Goldie” awards than any other agency in Brisbane. We’ll take your 100 word radio script; trim it to a readable 30 second spot, neaten up the concept in the process and produce it using the right production music, the right voice over person, the right studio for the job and at a fraction of the price that you would organise yourself.
Oh, and you won’t be in it.
WHAT TYPE OF CONTRACT DO I HAVE TO ENTER INTO?
Most (or certainly the major percentage) of agencies will ask for a Letter of Appointment. Many will ask for a multi page contract to be signed. Some won’t give you your advertising material when the relationship sours. Many will charge a “retainer”.
OUR ANSWER: We shake hands. We ask for a Letter of Appointment only if the media require it to ascertain that we have the right to negotiate on your behalf. We have no contracts. We are as good as our last campaign for you. This has been a successful way of operating for us and will suit you to a tee.