NONE: Re: ONLINE-ADS>> How to Approach an Agency
Re: ONLINE-ADS>> How to Approach an Agency
Alan Minton (aminton_at_hirons.com)
Thu, 12 Feb 1998 09:46:40 -0600
Paul,
I work for an ad agency and while we are normally in the business of buying
media we have found ourselves in a situation were we are selling online
media. A famous college basketball coach asked us to produce a web page
for him and we would be compensated by receiving a portion of the ad
revenues. Initially we targeted ad agencies representing logical sponsors
and we first went directly to the media buyer/planner. This is because
most agencies (us included) prefer to have the ad sales reps deal directly
with the media department not the account services department. However, we
discovered that most media/buyer planners are not focused on one or two
clients in fact they buy for multiple clients. Because of this we switched
our strategy and began talking with account executives and received a much
better response. Account executives are more in touch with their clients
and are usually in a better position to suggest new ideas even if the media
has already been planned for the year.
This something new for us so I am not sure whether our experience is
common. If you have a chance let me know how things turn out.
Alan
Alan Minton
Dir. of Int'l Operations & Client Development
Hirons & Company
117 East Sixth Street
Bloomington, IN 47408
voice: 812.331.7500, ext. 252
fax: 812.331.7020
http://www.hirons.com
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