Hitviews Pro: The Four S's: Scared, Scared, Scared, Scared. Why Ad Agencies Have Nothing to Fear - Walter Sabo - MediaBizBloggers

Why they are scared about the future and their business model is a mystery Ad Agencies have nothing to fearHere are the four reasons they have nothing to be scared of The 4 S39s like the 4A39s1 Social says you39re good The director of Sales for Facebook was at the breakfast and he said quotWe like the agency modelquot There the future of social media says there is nothing to worry about2 Sacks of Money All the media and production dollars still go through agencies That39s because clients trust you respect you and are comfortable with you No new transactional intermediary has a prayer in hell of replacing 100 years of trust that has been secured by the Ad Agency industryWhile brands and PR firms may try experiment budgets to test new products the big bucks remain in your media department computers But you need to add a few more lines and invest in some additional formulas and you need to do it two years agoThe new lines should beSocial MedialOnline VideoOnline RadioThe formulas used for buying those viable mediums must not be silly CPMs or meaningless Cost per clicks When you trot out those formulas of antiquity it hurts your credibility as futurists Those formulas do not encompass engagement response notes response videos or quotlikesquotIf you correctly demand engagement from your media buys then you must have a formula in place to reward that engagement Establish the formulas c39mon spend a few bucks for real math and real research and then put those formulas in your computer3 Stunning Creative But it doesn39t have to be from you It could be from the kid down the block who can make a video online and win more viewers tonight amp8211 TONIGHT amp8211 than you can buy on cable There is no reason that your quotshopquot how quaint Mr Draper can39t be the creative hot shop You just don39t have to create all of it in houseBut you can be the gatekeeper Yes you bring in outside vendors for many things such as film production But you could establish a creative market place for everything A bazaar of hot ideas all flowing through your agency and you may not have to have one of those creators on payroll If you do that then mean it Welcome all vendors all the time Charge for the work of establishing a creative market placeSpeaking of charging STOP the hourly of creative and of media Clients hate that and don39t trust it Never trusted it trust me Charge a flat monthly fee that39s established a year aheadGet off the pony For some reason quotaward winningquot creative started to have great cache That was a tragedy It meant that your creative team became focused on making slicker and slicker 3039s and thought less and less of selling product FORBID entry of any of your agency39s work to any awards competition4 Sell Stuff Having sat through many agency quotreviewsquot it was always surprising that none of the pitches ever showed a slide titled quotIncrease in Salesquot They just showed quotAwards wonquot The role of the ad agency will continue to be vital important and essential to major brands if it is focused on the quotsell stuffquot slideThat means again the metrics measures have to change quotPost clearancequot reports quotaudience metricsquot and quotIntent to buy studiesquot tell you virtually nothing All purchases are 90 emotion based The metrics of emotion are what you want your lab to master and offer clients The first agency to do that will be the agency of the futureWalter Sabo is the Founder and Creator of the business concept He is an experienced leader of new organizations and is currently CEO of Hitviews Walter can be reached at walterhitviewscom

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Hitviews Pro: The Four S's: Scared, Scared, Scared, Scared. Why Ad Agencies Have Nothing to Fear - Walter Sabo - MediaBizBloggers

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