You think of advertising agencies fighting for accounts, pitching against competitors. But you may be surprised to know that they are very picky in selecting clients. It's only the big proven advertisers that get courted. A lot of prospective clients are politely shown the door.
The large agencies won't look at any company that doesn't spend at least a million a year on their advertising. The smaller agencies will take lesser accounts - so long as they can see enough of an income stream out of them. If you only run a bit of advertising, a few times a year, frankly you're just uneconomical.
No, if you're small, you have to be your own agency. But this means forcing discipline on your activities. The greatest mistake small companies make, I call "The Bowls Club Leak".
This is where a company advertises in response to a plea. The local bowls club will give you a page of their newsletter for just $500. The neighbourhood school charges even less. The local newspaper offers to put your picture in its pages. The Lions club needs a sponsor for its footy matches.
Before you are aware of it, several thousand dollars have leaked from the budget - gone to good causes which will have no use for those high quality articulated widgets you produce.
No, you need to plan your advertising like a professional. It starts with discipline.
1) Set your objective. This might be "Increase sale of widgets by 20 per cent in next six months." You nominate a target and a date.
2) Be clear on what you are selling. Is it the widget? Or its installation? Or its ongoing service? Or do you have another product which is more profitable but neglected by the sales staff? You'd be surprised at how many companies are very vague about this.
3) Identify the customer. Make a picture in your mind of who he or she is. Don't say "everybody", select a single man or woman, their age, income, personality - cut their picture out of a magazine and stick it above your desk. Aim at one and you will hit many.
4) What is special about your product, why should they prefer it over any other? Set this point of difference, invent it if you like. Think of Red Bull, Solo and Gatorade. All just flavoured water. But through marketing you would never mistake one for another - and in your mind you can see who's drinking them.
5) How will you reach this consumer in a way you can afford? This is hard because all advertising is expensive and gobbles up your budget. At this point, talk to one of the smaller media consultancies - or buy a drink for a friend in advertising.
6) Next, look at the creative, preparing the advertisements. You now have a clear brief - what you're selling, who to, what's special about it, what sort of ad can you afford.
But to get the ad produced you have to find someone with talent and skill to create an outstanding ad. These are hard to find.
Ask your friends and business associates their experiences. Look at the web, see freelance talent sites like freelancefactory.com.au or elance.com. Spend time looking at freelancers' work samples, till you find a few you like. Don't hurry this process, it's important to find the right person. And don't buy cheap.
Don't be afraid to ask spouse and friends their opinion on the ads - but in the end you are dependent on your taste and instinct, you have the final word. You are now your own advertising agency.
ray@ebeatty.com
Blog: themarketeer-raybeatty.blogspot.com
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