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Cracking The Ad Agency Code
Posted By: mudpie* on 11/8/2004 4:23 PM (CST) 125 Points
I publish a bi-monthly parenting magazine based out of South Dakota. The magazine has been in publication for just over 6 months now and has been extremely well received. I have had no difficulty getting advertisers but am looking to broaden our advertising base. Since our first issue I've been trying to get local ad agencies to promote the businesses they represent within our publication. Unfortunately, I have had no success. What am I doing wrong? Is there some unspoken code I do not know about? Is it because we are still a new publication? I know our magazine gets results for our current advertisers. I just don't know how to get the ad agencies to give me the time of day so I can get that point across to them. - Any thoughts?

Posted by: D4Demand Accepted Answer
11/8/2004 4:28 PM (CST)
Assuming that you are selling demographics and eyeballs rather than ad space, I have the feeling that the agencies feel they are reaching these demographics through other means.

Or, you are encountering the NIH syndrome (not invented here.)

Relax. They are probably waitng to see how long the publication lasts. You may want to approach advertisers directly with "remnants" ( in other words, cut rate ads) and ask them to set a threshhold on performance. If you meet the performance threshhold, theat should be all the convincing that either an agency on a client should require.
 
Posted by: W.M.M.A. Accepted Answer
11/8/2004 4:33 PM (CST)
NUMBERS!
Agencies want demographics. They want distribution, circulation and readership numbers.

They want a track record of success. I have been principal of two regional/national magazines. NO agency got on board until the 2nd year.

As an agency, I didn't take a chance with my client dollars unless it was a proven entity. Those are the hard facts, Mudpie.

Now, how do you get to them?
Consistently present them with information about your growth and how their clients can/will benefit from a program with your magazine. Every agency is on the mailing list. Find out who their clients are. Send letters to the AE's managing the accounts that have a higher chance of getting business from the ads.

Do not go to an agency and want a blanket buy. Know which accounts you are going after, and build a case.

Sorry to say 6 months isn't very long. Small companies may take a chance...most agencies will not.

Randall
WMMA
 
Posted by: mudpie* Author Response
11/8/2004 5:12 PM (CST)
Thanks D4Demand... I appreciate your input. I had a feeling time may just be the biggest factor. Offering remnants is a good idea. I'll give that a shot.
 
Posted by: mudpie* Author Response
11/8/2004 5:19 PM (CST)
Randall,
I appreciate your candor. It's good to know that time is a big factor; but I also like the idea of laying some ground-work for a time when those agencies might start to take our publication more seriously.

Keeping Ad Agencies posted is an excellent idea. Any ideas on how I might keep postings fresh?
 
Posted by: mbarber Accepted Answer
11/8/2004 8:11 PM (CST)
If an agency places an ad through your magazine, what is their take?

Yes you have to provide readership numbers (sales/subscriptions and hand-ons) and you also need to give the agency an agency rate so that they can also earn an income from their clients.

Work on anywhere between 10 and 20%. Ultimately, the bigger the ad/more ads an agency places with you, the more of a discounted rate they would expect.

No secret code - just business :-)
 
Posted by: W.M.M.A. Accepted Answer
11/8/2004 9:28 PM (CST)
Yes! As you grow, send a mini-press release stating your growth. Ask your advertisers to submit success stories. Continually research the agencies and learn of their accounts. Watch what their accounts are doing. If you discover an opportunity where those accounts could benefit, state your pitch to the agency.

If you have similar advertisers who are successful...and an agency has similar account, submit letter of satisfaction to agency. Show agency that their account competitor is getting business from your publication...perhaps gaining share.

If you need more help, just eMail me. My address is posted on my profile.

Randall
WMMA
 
Posted by: mgoodman Accepted Answer
11/8/2004 9:51 PM (CST)
Randall has the right idea.

Think of your challenge as marketing your magazine to the agencies. They are your target audience and your prospective customer. What do you think they would need to hear in order to buy what you're selling?

1. What are you delivering? How many readers? What demographic? What else do they read, buy, care about? How much information do you have about your readers? (i.e., How well do you know your product?)

2. How long and strong is your track record? There are lots of media options for almost every target demographic. Prudent business (for the agency decision-maker) is to go with the one(s) who have been around longest, have the best proven management, know their stuff, etc. It could take time to build up to this.

3. When you approach an agency, are you selling what you have or researching their needs first and coming to them with a solution to their biggest problem? If you're focused on selling what you have, you're probably going to be ignored. If you have a solution to their biggest problem, you'll probably be welcomed in with open arms.

Hope this helps. Good luck.
 
Posted by: mudpie* Author Response
11/8/2004 9:52 PM (CST)
Thanks M.Barber... good advice. How would you go about extending a discount to agencies? And is this something you would offer individually to each agency rep?
 
Posted by: mudpie* Author Response
11/8/2004 9:59 PM (CST)
Thanks M.Goodman -

Initially I approached agencies with particular businesses in mind. And admittedly, since then, I've not had as much of a focus.

Thanks for reminding me that I need to sell the benefits to the agency.

How do I find out what their "biggest problem" is?


 
Posted by: W.M.M.A. Accepted Answer
11/8/2004 10:46 PM (CST)
Agencies generally get 15% off retail if they do the artwork for their account.

Randall
WMMA
 
Posted by: jconvers* Accepted Answer
11/9/2004 9:46 AM (CST)
I think that the sales incentive or comission for the ad agency is vital for your success, but don't forget one of the most powerful marketing tools is TRIAL. Sit down with the agencies, show them your demographics, your subscription numbers, etc. but also offer them a free trial publication for one of their clients. It is very important that YOU choose the client to which you offer the trial. A letter or some kind of communication should also be sent to the Marketing Manager of the client so that he knows of your offering and "gift". If the final client and the ad agency see that your magazine reaches their target it will be very easy to sell to them in the future.
 
Posted by: mudpie* Author Response
11/9/2004 3:32 PM (CST)
Thanks for your response jconvers - That's an excellent idea. Are you suggesting that I offer the trial directly to the agency or to the advertiser?
 
Posted by: mudpie* Author Response
11/10/2004 12:57 PM (CST)
Thanks to all of you for your very helpful and insightful advice. I am looking forward to starting fresh with ad agencies. Thanks to you all I have a new outlook on what I had come to see as somewhat of a brick wall.
 
Posted by: W.M.M.A. Member Response
11/10/2004 1:03 PM (CST)
I would like to make a final comment about Free Trial. My experience has shown that you never give away FREE advertising to ANY account, as a trial. But, certainly make sure that every media buyer, in every agency receives a complimentary copy of your paper. This ensures that they have front of mind awareness of your product. They can study your growth and track their agency's competitors in your publication. This is standard practice. But, NEVER give advertising for FREE TRIAL.

If it does not work, and it will not...because one ad does not a strategy make....you're dead in the water with that account. And, you've diminished the value of your product. NEVER>>>NEVER.

Success to you.
Randall
WMMA
 


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