NONE: Re: ONLINE-ADS>> Haggling Tactics
Re: ONLINE-ADS>> Haggling Tactics
Michael Sloser (mike_at_mesagrp.com)
Wed, 17 Dec 1997 11:49:04 -0500
Ray Taylor wrote:
> My clients will pay for clicks, or other results, and nothing else. I
> will plan the campaigns, buy the media, organise the creative, and
> spend my time fine tuning every detail of the campaign in order to achieve
> maximum efficiency of my media spend. Other than defining broad
> parameters, none of these details will be discussed with clients. Once
> I have agreed a price per click, I will sink or swim on the basis of
> pushing my cost-per-click down and keeping it below the price I am
> charging my clients at the same time as ensuring I am getting the
> right kind of audience for the client campaign.
Ray asks for views on his idea so here goes. Ray, most of us, in any
part of the advertising business, would love to have complete control
over a client's campaign. If only they did it our way, the campaign
would be a complete success and we'd be heroes. The problem is getting
complete creative control. You need that in order to achieve the click
through and lead generation targets you've set. It sounds like a logical
idea.
But there's a problem. The majority of clients consider anything you do
that reaches a public arena to reflect on them. And that includes the
media you select and the message you create to supposedly help them
reach their goals.
I stress the word "supposedly" because what a client wants, and what
they are willing to let you do to achieve that goal, are often two
different things. IF Ray, and anyone else in this group, can find
clients who are willing to sign over complete control for a specified
cost, I think the rest of us will be eager to hear how it was done. I
know I will!
Michael Sloser
The Mesa Group
www.mesagrp.com
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