NONE: Re: ONLINE-ADS>> No support
Re: ONLINE-ADS>> No support
Marlena Schwarz (marlena.schwarz_at_pop.ny.ddbn.com)
Wed, 01 Apr 1998 12:24:41 -0500
jflint_at_nc5.infi.net wrote:
> My question is, has anyone been in a situation where you met with an
> advertising agency that handles the advertising for a particular company
> that you wanted to sell banner advertising to, and the advertising
> agency had no idea about the benefits of online advertising nor did the
> agency have any concept of online advertising? I have had this happen
> now a few times and because of the agencies lack of knowledge the agency
> did not back the advertising when they met with the client. It seems
> that if the agency is not privy to online advertising than they are not
> going to support it going to their client. How do you overcome this??
> How do you get these advertising agencies to really look at banner
> advertising as a benefit to their clients?
My best advice is to do your homework before getting on the phone! Since
online advertising hasn't reached all ad people's radars (and unfortunately
some of them just don't want to go there yet), you need to find the right
person to speak to. If an agency has an interactive/Web division, you could
start by getting in touch with someone in that department and asking them
who does the online media buying for certain clients. You may be surprised
to learn that at some agencies there's a specific person or people who buy
online media for all clients, and often speaking to the TV buyer will get
you nowhere. Sometimes the agency works with an outside partner company for
banner ads, & sometimes an outside company buys the banner ads and doesn't
even have a relationship with the "traditional" ad agency. It varies widely,
which makes your job even more difficult.
Which brings me to my last piece of advice: Do Your Homework!!! There is
nothing more annoying than a sales call from an uninformed media sales
person (online OR traditional). Just the other day someone called me trying
to find out who to talk to about online media sales, and she had no idea who
our clients are. Read the Agency Red Book (at most libraries) and surf the
agency Web sites before you call. Know what clients you want to get in
front of. We agency people will feel insulted if you don't.
Best of luck to you.
Marlena
(P.S. I don't buy online media for DDB!)
________________________
Marlena Schwarz
D D B N e e d h a m
Interactive Communications
212-415-2340
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