Question

Topic: Advertising/PR

Advertising Guarantees?!?

Posted by lathans on 11/1/2007 at 10:52 AM ET 250 Points
Good morning gang!
I have a client whose executive decision-makers (the CEO, the VP of Marketing, and the Director of Marketing) are extremely hands-off when it comes to promoting their internet-based business in the most literal way. The product they offer is service-oriented, catering to both B2B and B2C audiences. The B2C side is based solely on individual needs at specific times unique to each user, is nearly impossible to specifically target, and doesn't have a high repeat business. The B2B sector is more promising for repeat business and that's what I've been asked to focus on.
The only advertising the company has ever done has been pay per click because they know (and only pay for) exactly what they're spending for traffic to the website (a "guarantee" if you will). They consistently ask for ideas to increase sales and ways to attract customers (other than the internet), but insist on having some kind of "guarantee" before they will commit to any kind of campaign or media. They can't understand why no one will give them one and interpret that as meaning that the media will not work.
I have offered numerous advertising, marketing, PR, and promotional suggestions and plans but they have yet to commit to much even to a short trial periods. They have repeatedly requested instant results, "like Google Adwords gives us". Their idea of a trial is two weeks, and tend to change their minds about the media before you can even get pricing back from the vendor. I've had them join all the local area Chambers of Commerce and try to have sales participate in networking events. None of the three believe in doing a blog, aren't interested in speaking at Chamber or targeted industry events, won't attend area business functions or sponsor fundraisers. They are a few months into a very limited Yellow Pages campaign in 25 markets nationwide, which they already feel is not working because of the lack of direct calls (which are actually increasing monthly) compared to overall book distribution.
The only thing I've had any success with so far are industry trade shows for which they actually see a benefit, providing they event is highly targeted and none of them have to actually attend (they always send sales people only armed with limited information and no particular goal).
There are also no internal measurements or tracking for anything (other than Google Analytics) in place, making any kind of assessment nearly impossible other than an observation of direct increase in overall sales.
Can anyone recommend anything I can do to get the word out about this company working under these ridiculous parameters? All suggestions and comments are greatly appreciated!
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RESPONSES

  • Posted on 11/1/2007 at 11:23 AM Accepted
    The first and best answer to this is to give up. "Executives" like this are thankfully going the way of the dinosaur, but in the meantime the pea-sized brain (and probably some inordinately large ego) will preclude change. The fact they've got a little cabal/boy's club going only adds to the misery.

    But if you are feeling masochistic and want to give it another try (Charlie Brown kicking football...), I can only think of one thing. Peer pressure.

    The most-trusted source for "execs" like this to listen to is a respected and influential colleague, usually outside the industry. Unfortunately, it's usually some other old codger with a wicked-bad idea. But if you can find someone who got religion on marketing AND can work magic on a personal level that is the way to go.

    I'd focus this on what YOU think is the one best pony to ride. Is it PR? events? etc. To my mind it would have to be something high touch for these guys to even be interested. Whatever you choose, find every article that cites success/case study/best practice and "xerox" it for these Neanderthals to read. In the meantime, find that one colleague who can help you convince the execs of your chosen channel...way before you even get serious with a proposal. Only unveil your proposal once he's greased the skids. And this could take a while - lunches, golf, cocktails, etc. Until one morning,, magically, the CEO walks in and says, "you know I was talking to ol' Bob last nite, and he gave me a great idea." That's when you whip out your proposal on the idea.

    You can't teach old dogs marketing strategy. You can only get them to salivate over what a respected peer achieved.

    Best of luck.
  • Posted by lathans on 11/1/2007 at 11:25 AM Author
    The option of cutting them loose has certianly crossed my mind, but I'm not generally a quitter, we've just begun, and I'm on a short-term retainer that I fell obligated to fulfill. I am trying the "educate-the-client" route right now to see if that's going to work. And since SOMETHING is getting through to them, there may be hope. It certainly is a challenge to say the least.
  • Posted by AdsValueBob on 11/1/2007 at 11:29 AM Accepted
    Is your "client" really a client or just an account that you're working your tail off to no one's benefit?

    I sense that you don't want to succumb to this (exciting?)challenge.

    If they have these positions - VP of Marketing, and the Director of Marketing - what professional experience to these person have that supports their position needing "guarantees"? Are they just stepping in line with the owner's wishes (are they family or buddies of the owner) and not doing their jobs. They should both know there are no guarantees and you advertise for various reasons - not just immediate sales and phone calls.

    You can lead a horse to water but you can't make them drink. I've worked for a company before that had all the right vision, plans and resources to grow the business. They hired multiple consultants to tell them what they were already aware, and the owners still wouldn't get off the dime (or spend it).

    The ownership doesn't seem to be of a mindset that is open to the options / mechanics / performance of the advertising world. Respectfully - the hand writing is on the wall. Move on to clients that will benefit from your efforts.

    Ending on a positive note, I can suggest a cost / benefit analysis (I didn't see that mentioned in your question) of just one proposed ad method. Despite little ability to quantify or prove the intangible benefits of advertising, pick one method that is applicable to the B2B market that you can implement and require a tracking system and show cost / benefit.

    I would also dig deeper on how they have been successful (if they are - or are they a start-up?) up to this point to have a VP and Director of Marketing. How do they get sales that support these positions and the company at large? Find that answer and you may find your pot of gold and conquer this challenge.

    I hope this helps.

    Bob
  • Posted on 11/1/2007 at 10:31 PM Accepted
    All business owners want results.
    Results that are measureable from media to media
    and over specific time periods.
    My suggestion is to offer up the 1800 who's calling.com
    (not sure the exact company name)
    This company offers up multiple 800 lines , that are placed
    uniquely in each different media . that they advertise in.
    ie 10 different Yellow pages directories... 10 unique numbers.... internet advertising... a unique 800 number
    on the landing page... or multiple 800 numbers ,testing the stickiness of that particular page.
    Magazine ad?... another unique number.
    At the end of the day, the client will be able to track
    the response from any target media that they use.
    Your job is to sell them on giving any campaign a fair
    length of time , so as to properly assess their hits.
    Obviously a call is only as good, as the team member
    answering the call and closing the sale/appointment.
  • Posted by lathans on 11/2/2007 at 7:44 AM Author
    Thank you for everyone that responded and gave suggestions. I appreciate the input.
  • Posted on 11/2/2007 at 12:34 PM Member
    Hi

    As per experience working for an Online marketing firm.
    I would advice you to opt for Email Marketing using permission based Email for the following reasons.
    1. Easy to reach, less time consuming, Economical, effective in reaching mass audience
    2.1/10 the cost of direct marketing and 10 time power full than direct marketing
    3. Results are traceable to great extend. Like you make out contact information of people
    1) Email ever delivered to.
    2) People who reviewed your Email
    3) No of clicks
    4) Email Reponses
    5) Leads

    4. easy to experiment with.
    5. Easy to analyze and correct.
    I can also provide you with some referral of best vendors for email list and appending in market you can reach me at cool-guy-7@humlog.com
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