ringerrg lmx presentation
TRANSCRIPT
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““Generally you Generally you ain’t learnin’ nothing when ain’t learnin’ nothing when
your mouths a-jawin’.”your mouths a-jawin’.”· · · · · · · · · · · · · · · · · · · · · · · ·
· · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · ·~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom
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How To Be The ClientHow To Be The ClientEvery Agency Every Agency
Wants To Work ForWants To Work For
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What’s In ItFor You?For You?
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Get The Best PossibleGet The Best PossibleMarketing SolutionsMarketing Solutions
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Step 1Step 1· · · · · · · · · · · · · · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · · · · · · · · · · · · · ·
Mind Your PMind Your P’’ss
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The 5 P’s of Marketing‣ Product
‣ Price
‣ People
‣ Place (distribution)
‣ Promotion
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““If you get in the saddle, If you get in the saddle, better be ready for the ride.”better be ready for the ride.”· · · · · ·
· · · · · · · · · · · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · · · · · · · · · · ·~ Cowboy ~ Cowboy WisdomWisdom
~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom
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Step 2Step 2· · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·
··Have A BudgetHave A BudgetHave A BudgetHave A BudgetHave A BudgetHave A BudgetHave A BudgetHave A Budget
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Budget could be for the year or
at least a set period of timeat least a set period of time
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‣ Percent of Sales
‣ Percent of anticipated sales
‣ Industry averages
‣ Match competitors
How To Develop A Budget
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Step 3Step 3· · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·
··Think differentlyThink differentlyabout yourabout your
Advertising AgencyAdvertising AgencyAdvertising AgencyAdvertising AgencyAdvertising AgencyAdvertising AgencyAdvertising AgencyAdvertising Agency
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Your Agency isn’t just a resource for ads, brochures,
websites, etc. websites, etc. websites, etc.
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You are not spending money
on advertisingon advertisingon advertising
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You are spending money to reach a goal -
whether it’s to sell a product or a service
- and make money - and make money - and make money - and make money - and make money
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Step 4Step 4· · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·
··Understand theUnderstand theAd AgencyAd Agency’’s servicess services
have valuehave valuehave valuehave valuehave valuehave valuehave valuehave value
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The marketing solutions they develop for you are no
different than the product or service you are selling
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Step 5Step 5· · · · · · · · · · · · · · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · · · · · · · · · · · · · ·
The Ad AgencyThe Ad Agencyis not your partneris not your partneris not your partneris not your partneris not your partneris not your partner
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Agencies don’t have an equity stake in your
business.They are being paidto get you results.to get you results.to get you results.to get you results.to get you results.
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They are marketing professionals and should
be treated like other professional relationships including legal, medical,
or accounting. or accounting. or accounting. or accounting. or accounting. or accounting.
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““You can be anything you You can be anything you wanna be, but you can never wanna be, but you can never
be something you’re not.”be something you’re not.”· · · · · · · · · · · · · ·
· · · · · · · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · · · · · · ·~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom
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Step 6Step 6· · · · · · · · · · · · · · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · · · · · · · · · · · · · ·
Start the relationshipStart the relationshipby talking by talking
about your goalsabout your goalsabout your goalsabout your goalsabout your goalsabout your goals
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Talk with them about your business,
your goals, your aspirations.your aspirations.your aspirations.your aspirations.
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Don’t try and start the relationship asking for an ad
or brochure or websiteor brochure or websiteor brochure or websiteor brochure or website
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Step 7Step 7· · · · · · · · · · · · · · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · · · · · · · · · · · · · ·
Put goals and expectations Put goals and expectations in writingin writing
Put goals and expectations Put goals and expectations in writingin writing
Put goals and expectations Put goals and expectations in writingin writing
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Create a checklist (together)
you and the agency agree onagree onagree onagree on
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Your agency will use this to develop
solutionswill use this to develop
solutions
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Step 8Step 8· · · · · · · · · · · · · · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · · · · · · · · · · · · · ·
Expect the UnexpectedExpect the UnexpectedExpect the UnexpectedExpect the UnexpectedExpect the UnexpectedExpect the Unexpected
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A Client’s Job When Reviewing Creative:
‣ Be Empathetic: remember you are NOT the target audience
‣ Use the list of agreed upon goals/objectives as a checklist or litmus test
‣ Don’t feel obligated to rewrite a headline, or suggest a different layout
‣ Give constructive criticism if you are not sure of something
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Step 9Step 9· · · · · · · · · · · · · · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · · · · · · · · · · · · · ·
Your best friend’sYour best friend’sopinion doesn’t matteropinion doesn’t matteropinion doesn’t matteropinion doesn’t matteropinion doesn’t matteropinion doesn’t matter
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Don’t take the agencies ideas and ask your
significant other or “friends kid who works
with computers” for their opinion.
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““When you give a lesson When you give a lesson in meanness to in meanness to
a critter or a person, don’t be a critter or a person, don’t be surprised surprised
if they learn their lesson.”if they learn their lesson.”· · · · · · · · · · · · · · · · · · · · · · · ·
· · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · ·~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom~ Cowboy Wisdom
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Step 10Step 10· · · · · · · · · · · · · · · · · · · · · · · · · · · ·· · · · · · · · · · · · · · · · · · · · · · · · · · · ·
R·E·S·P·E·C·TR·E·S·P·E·C·TR·E·S·P·E·C·TR·E·S·P·E·C·TR·E·S·P·E·C·TR·E·S·P·E·C·T
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Give the Ad Agency your respect
Expect it in return
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What should you expect from your agency?
‣ Professionalism
‣ Integrity
‣ Looking out for your best interest
‣ Ability to challenge your assumptions
‣ Ability to defend their recommendations
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‣ Website: Ringerrg.com‣ Twitter: Ringerrg‣ LinkedIn: Ringerrg