The Seven Questions I Am Most Often Asked

1 Should I just try to sell or help the world tooBe suspect of all binary decision choice setups Not just in marketing but in life You can do both at the same time Your brand39s job is to make life better The job of the creatives is to depict that in a way that rings true very hard thing to do Most ads are hyperbolic and try to make that excusable via humor For years Chevy Suburban stuck to real people saying what they really felt about the brand and their sales kept going up Nothing lasts forever but there39s a lesson there Ads that uplift and inspire evoke gratitude and longterm memory encoding Showing diverse people realistically collaborating is a feel good that has not been overdone But it39s got to center on the real brand as it truly is2 They cut my budget and threaten to cut me if I can39t increase growth at the same time I know It39s happening all over You can do it you just have to break out of the old calcified ways In a way you39re lucky that most have been merely paying lip service for so long it means that if you really plan and activate with the worthy underused tools and ideas and don39t just buy everything as cheaply as possible you can actually move the needle with less money The biggest effect of those old huge budgets was excessive frequency anyway If you get creative and media to resonate wwwrmtsolutions and synergize you won39t need as much frequency This will be your finest hour3 I39m a seller of linear TV Now that I39m allowed to use any currency I want should I just use the one that gives me the highest numbersRisky It39s steadily moving to outcomes not just impression CPM Examine what is best about your media brand and see if you can make that part even better or if you can assemble more compelling evidence Also you can39t think of yourself as a seller of just linear Linear is one piece of what you sell The other piece is nonlinear ie streaming addressable VOD Give up the word linear It39s all data driven now or should be Break down silos and get all your colleagues to work together to really relaunch your media brand so there are free AVOD and affordable adfree SVOD versions with some of the best stuff reserved for slightly more upmarket SVOD Relearn how to acquire viewers by trying new things Invest in third party research with ARF doing indisputable random control trials to prove your ROI vs the digital places who selfreport ROI not even including TV in the analysis so all sales created by TV gets credited to digital and are being drowned in money anyway because their CPMs are lower than yours4 Is there a way to make the agency business what it used to be again Including profitableProven success is the best differentiator It39s hard to be a proven success when the client doesn39t let you do the things you know to be better Pitch clients who will let you break out of the checkthebox mold which has smothered the industry for too long Set up ROI or brand lift bonuses whichever the client prefers with impeccable thirdparty research done perhaps with ARF oversight to judge whether you earned the bonus or not Explore stronger working collaborations with creative agencies if you are a media agency and vice versa to create more integrated full servicelike offers5 Are there any media types where modest spending brands can be more visible than their larger competitors Radio digital audio out of home experiential brand content TV news unless you39re in an oldskewing category6 I39ve got a great client whose brand is terrific but they simply don39t have enough money to spend on advertising What can we doStart in local Pick the first market wisely Be a big fish in a small pond and reinvest the returns in a gradual rollout Or if the brand is DTC and not dependent on having local distribution everywhere cable network is a steal below the top 16 networks Putting a number of smaller cable networks together can efficiently get decent reach easily outreaching digital at equal dollars7 Can I successfully put all the client39s money in one media type in order to make sure we break through somewhereDangerous The more media types the more reach and the consumer mind automatically assumes that if they notice a brand in more than one media type it39s an upandcoming brand to pay attention toI welcome other questions not addressed aboveClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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The Seven Questions I Am Most Often Asked

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Bill Harvey

Breaking Barriers: Nada Bradbury’s AD-ID Strategy for Advertising Effectiveness and Women in Tech - By E.B. Moss

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The Seven Questions I Am Most Often Asked

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