NONE: Re: ONLINE-ADS>> How to Approach an Agency
Re: ONLINE-ADS>> How to Approach an Agency
Glenn Ginsburg (glennjgi_at_panix.com)
Mon, 16 Feb 1998 14:29:02 +0000
It's more important to know how to approach an account rather than just
an agency. The agency is just one part of the selling process;
especially in the online media arena.
Depending on the 'type of sale' your site requires will help determine
the best methods in covering an account. Generally speaking, agencies
are best equipped to handle commodity businesses. If your site offers
high traffic, uniform banner placement and the ability to post-out with
a 3rd party auditor, it should not be to difficult to find the decision
maker at the agency who places the buy (just ask). If your site fits
these criteria, you at least have the advantage of competing for an
existing budget. The hard part is getting on the buy!
First (and most importantly) is understanding the account. What is the
planning cycle? Who is the target? What is the budget? What is the
concept behind the creative? What is the goal of the campaign? Knowing
all of these elements will help you package your offerings to best
demonstrate your sites value to the campaign.
Second, know all of the players on the account. Although a budget could
be bought from the buying or account arm of an agency, your best bet is
still with the media planning team (on-line planning dept. even better).
Get to know the whole team and their functions. After your first call,
you should know exactly who is on the team from the assistant planners
all the way up to the AMD. Either a secretary or assistant planner can
give you that information. Then find out who specifically places the
buy. Although it could be anyone, it's usually the planner or
supervisor. Meet with everyone on the account including the assistants
and the AMD. You never know who might champion your offerings during
crunch time. Also, the more levels that 'sign-off' on your offerings
will give the final decision maker a greater comfort level in putting
you on the buy.
Knowing all of the above information will also help during the
negotiation period. Don't just lower your CPM! It not only lowers the
value of your offerings, it lowers the value of the entire medium.
Establish value by demonstrating how well suited your offerings are to
accomplishing the goals of the campaign and/or brand (you will be able
to do this if you put in the work).
Remember, half the battle of sales is showing up. Make the calls. Meet
the people. Follow up. Follow up. Follow up.
For the more conceptual sale you will need to learn how to work with the
client and agency in tandem. Unfortunately, I have to get back to work
myself and will post these insights at a later date. You can check out
the site I'm working on at http://www.whirlgirl.com , e-mail me at
glenn_at_visionarymedia.com or call at (212) 631-7441 if you want to get in
contact.
I hope this helped.
Happy hunting,
Glenn Ginsburg
vp / business development
Visionary Media, LLC
http://www.whirlgirl.com
http://www.visionarymedia.com
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
HotBot - http://www.hotbot.com - The WIRED Search Center
HotBot, rated the #1 search engine by CNET, has keywords available now
in these categories: computers, software, shareware, Internet, games,
music, and more. Contact Rick Boyce at 415.276.8440 or rick_at_wired.com.
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
