Know-How Exchange : Advertising/PR

Have you tried contacting the Fortune 1000 companies directly, via their Corporate Social Responsibility department/manager, or Public Relations/Affairs office? I feel like many bigger companies have started CSR programs and may have a process in place already.

Thank you for the input! Yes I have tried contacting a limited number of CSR people, and although they love the idea, ultimately they say it's a marketing issue vs a CSR issue.

I've learned that one of the challenges of being a trailblazer is that it's sometimes difficult for people to 'get their head around it' in terms of exactly how they can benefit and who should make the call.
Bill. www.charitytrucks.org

Instead of trying to target all the Fortune 1000 companies at once, focus on one or two whose values/actions are in alignment with your company's goals. Develop relationships within the company, especially with those passionate about "making a difference". Partner with these leaders to build your message/business. Once you get a few interested people, with some great case studies, then it's time for some PR. Work narrowly at first to create great results, then work on attracting similarly-minded businesses/people later.

Hello Jay Hamilton-Roth,

That's very sound advice. Thank you.

Our story in four minutes:
https://www.youtube.com/watch?v=YlxAcEjPmcM

Bill.

I watched the video and really appreciate what you're trying to do.

But -- there's always a "but," right -- you haven't given a prospective sponsor a compelling BUSINESS reason to participate as an advertiser.

I would guess they could do better by taking the money they'd pay to put the ad on your trucks and buy more traditional media, and then donate the profit from the ROI on that media investment to you. You'd get more and they'd get more (and you wouldn't have to put a new ad on the trucks, so you'd actually save some money!).

Of course, they don't need you to do that. What you're asking for now is a donation. You're trying to make it look like advertising, but they're seeing through your "scam" and directing you to their agencies because they KNOW that as advertising it won't fly.

I think the basic premise is flawed when it comes to large companies. This might work with smaller, local companies where they really are involved in the community and want to support causes close to home, and where they might not be under the same pressure to demonstrate an ROI for every dollar spent on advertising. But I don't see the folks at large companies as good targets for your pitch.

Dear mgoodman,

I appreciate the time you took to provide input. BUT, 'there's always a "but" right"? I must say I disagree with all of your points. It's almost as if the entire message in the video escaped you.

Firstly, your comment that "you haven't given a prospective sponsor a compelling BUSINESS reason to participate as an advertiser" There are several compelling reasons but I'll just mention a few; a) their advertisement on a Charity Truck is 3x larger than a typical bus ad yet costs about 1/3 the price b) the money from the ad helps support charities and change people's lives (unlike a billboard) c) it enhances their CSR profile and d) unlike just donating it is fully tax deductible

"I would guess they could do better by buying more traditional media" Hmmm, OOH advertising IS part of traditional media, albeit not a large part. However many studies show that the ROI on outdoor advertising, and mobile billboards in particular, is excellent (eg.Messages on outdoor mobile billboards have a 97% recall rate!- RYP and Becker Group)

"(and you wouldn't have to put a new ad on the trucks, so you'd actually save some money!)" Huh? That's how we MAKE money! It's like telling Pattison Group that they could save money by not putting posters on their billboards!

In your next paragraph I don't even know where to begin other than to say that we are not a charity and therefore why would we seek "donations"? But more importantly, I strongly resent your inflammatory language suggesting that companies "see through the scam"! I am very open to advice, suggestions and even constructive criticism, but I will not stand for an outright attack which is obviously based on your inability or unwillingness to grasp a very simple concept in a 4 minute video! Did you even watch it? Did you not hear the spokespeople from the charities such as Big Brothers Big Sisters speaking about the money saved from every free truck from my company means they can help an additional 35 families? Do you not think that non-profit organizations have vetted Charity Trucks over many months before associating their good name with us?

I just joined this group today thinking that it would be a great way to connect with like minded professionals and experts in various fields. However, after your abusive and idiotic comments as a 'Moderator' I'm considering opting out.
Just in case someone else would like to view the video to get a better understanding of this exchange, please follow this link.
https://www.youtube.com/watch?v=YlxAcEjPmcM

Regards,
Bill McIntosh

Seems like Bill is not reading the fine points that Michael tried to make.

He has given you observations, and hence request you to think in a direction from which your potential customer is thinking.

ROLE PLAY BILL. DEVIL"S ADV. CONSULTANT"S NATURAL ROLE.

And believe me, this is a gr8 forum and michael is a standing pillar helping us and many others to put on a thinking cap, not merely an answering machine.

And for marketing, perspectives make and mar gr8 ideas.

I see a lot of merrit in all the posts above, which are asking you the brass tacks, so we can come with better solution...And as you know there are no absolute solutions in mktg.


ThnQ,

RJ

Just FYI, I have sent Bill McIntosh a private email message with a detailed response to his points. What follows is the cover note to that response.

Bill,

I was stunned to find your message on the MarketingProfs Know-How Exchange this morning. I thought I’d provided helpful, valuable comments, and then detected a negative reaction in your response. Not sure what’s going on here, but I don’t want to engage in a public flame-war. I will post a message on the KHE letting folks know I’ve sent you this message, but I won’t contribute further to a discussion of your question unless/until you explicitly invite my participation.

Attached are my point-by-point responses to what you’ve said. I believe the research you conducted prior to creating this business was flawed in some way. You’re asking how to reach your primary target audience, yet that question would normally be addressed BEFORE you create the business. I’m not sure how you got to this point, but I am skeptical that you’ll be able sell this proposition to the Fortune 1000 as it’s currently structured.

I don’t expect you’ll immediately agree with me, but that’s OK. I’m not infallible, and it’s possible I’m very wrong. (I hope so, for your sake and for the sake of the charitable organizations you serve.)

Whether you continue to participate in the MarketingProfs KHE is, of course, up to you. Your decision will not have any impact on my own business or well-being.

Good morning Michael,

Firstly let me start by saying I completely agree with you re not having a "flame war" in a public forum. I simply felt that your use of the term "but they're seeing through your scam" was put out there in a public forum and therefore I had to defend my company and reputation publicly. I understand now what you meant to say, but in my humble opinion it would be asking a lot of a reader to discern that, and not just recall the potentially damaging statement out of context.

Secondly, I really do appreciate the time you took to clarify your points in your email and I think you raise some good ones. However, I believe the main concept we fundamentally disagree on, which happens to be the cornerstone of my business, is that Charity Trucks is "confusing" CSR with advertising and vice versa. The way I see it is it's a marriage of the two with an end result greater than either the for-profit or non-profit could have achieved individually. The bottom line is if you are correct re the Fortune 1000's not going for it then the company will never grow as I plan. If I'm correct it will. Time will tell!

Once again, although we have a fundamental difference in opinion, I still appreciate your input as an experienced professional in the field. Also I apologize for my poor choice of word i.e 'idiotic'. It was unfair and I'm better than that.

Finally, re my continued participation in the forum I think it is a worthwhile place to seek advice and I will do my best to contribute in a meaningful way as well.
Bill.

RJ,

I agree, thank you.
Bill.

Perry Marshall hit the nail on the head when he wrote...

The Ad Agency Racket

I'm going to talk about ad agencies for a minute, and some of this may offend you. And while there are certainly some good agencies out there, most deliberately avoid doing anything that allows their work to be measured. Many ad agency people are really misplaced creative types that should be selling pottery and paintings in craft shows and coffee shops. They have no business selling your product or company to your customers. The fundamental reason for this is that most of them have never, ever had to sell for a living, and in fact most of them think they're above it. They've never been in a situation where if they don't get the purchase order this month or sell the lady the vacuum cleaner or cookware, they'll be buying their groceries on Visa next week.

So when you see an ad or billboard with some bizarre picture mated with an obtuse slogan and a short, vague message about how xyz company will make you cool, don't be fooled into thinking it works, because it may not work at all.

The Lie About Advertising That 95% Buy Into

Then the agency tells the client The Great Lie: "Advertising cannot be measured. You can't quantify this or count how many leads come in, that would be very misleading. You just have to get your name out there so people have heard of you when you call them." And the customer doesn't have a clue whether the ad really works or if it's just wasted money.

At this point you might be thinking, "Well the advertising guy at least has to sell his advertising services." No, it's his salesman that sells the advertising, which further illustrates the problem. Have you ever noticed that ad agencies don't advertise? Here's a little experiment: Grab your Yellow Pages book and look up "advertising agencies." How many ads for ad agencies do you see?

Here in Chicago, the number is ZERO. Zip. Nada. They all hire telemarketers and sales people who dial for dollars and pound pavement. They literally knock on doors. So why would you want to buy advertising from a guy who knocks on doors?

Fundamentally what the ad agency appeals to is your ego. As long you don't rigorously hold his advertisements accountable for black-and-white, bottom-line, dollars and cents results, then all he has to do is create pretty ads that make your company "look good", whatever that means.

https://www.perrymarshall.com/marketing/08/

KyleH

Thank you for your feedback and specific tips! Your point re metrics and a media kit is right on the money. We are currently searching for a very experienced OOH sales executive who can assist in creating an effective media kit and will make it available once it's done.
Bill.

Hi MarketingNinja,
Really interesting perspective on the Ad Agency world. And you're right, I'm sure it will 'stir things up' with a lot of folks in the biz.

However I am happy to report that as of yesterday, at least one ad agency does advertise! I contacted Touchpoint Agency (formerly Madhouse), who focus on Cause Marketing, re introducing their clients to Charity Trucks as a viable OOH campaign. They not only agreed to do that, but they loved the idea so much they became an advertiser as well!

So as of today, when one asks, "where do ad agencies advertise"? I can reply - Charity Trucks!
You can check them out at;
www.touchpoint-agency.com

Bill,

That's pretty cool! Since it is their own money they are using to advertise, I am sure they will be tracking the results this time!

As a matter of fact, figure out a way to build "trackable results" and "ROI" into your USP and I think you will really leave them scratching their heads.

Best of luck!