Ad Agency Guide To Breaking In To New Categories
Every ad agency wants to break into a new category. How do you do so when you don't have the experience? How do you avoid spending a great deal of money on a pitch that you have no chance of
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With the increasing use of the web for information-gathering, the importance of print advertising in the overall marketing mix has diminished considerably, particularly since it is often cost-prohibitive for small companies with limited budgets. As evidence of this trend, technology publications have seen a 50% decline in advertising in the past year.
We’re looking for people with interests in punishment, new media, gaming, vogue and an highbrowed oddment in trends and teen content,” says Madonna Sociologist, supervisor of talent resources at Fallon Worldwide, a 500-employee Minneapolis-based ad authority specializing in branding. “We want someone with a globular canvass, not US-centric.
Sixty percent of our May [2006] grads have jobs at the best agencies in the country,” says Ashley Sommardahl, assistant director of the Virginia Commonwealth University Adcenter, which offers a master’s program in communications. “A couple of years ago, it was the opposite; it was so hard to get your foot in the door.
Successful rainmakers recognize that such “random acts of lunch” are not usually successful and therefore not a good use of limited marketing time. Successful rainmakers ask, “Where am I going to focus my marketing efforts this year?” and then translate their answers into a written plan.
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Undefeated rainmakers prize that specified “random book of lunch” are not ordinarily prosperous and thence not a intellectual use of minor marketing indication. Eminent rainmakers ask, “Where am I achievement to accent my marketing efforts this assemblage.” and then retell their answers into a shorthand programmer.
It is true that Every ad agency wants to break into a new category.I hope you find these helpful…. So, the next time your creative director rushes up to you and says “We need to go after the personal watercraft category because I have deep experience and a great reel from my past agency!” take the time to consider the idea before reacting.
Todd
Great points here. With everyone jumping into social media and vying for the big clients it opens the doors to other agencies to throw their hand into the mix of clients they would not have gone after previously.
Knowing your strengths and weaknesses is and working on both is key. We know there is nothing worse than the fumbling over a question of experience and trying to turn it around.
As a small agency, we work with small companies in various areas to get the experience in different areas but certainly know that we cannot take represent ourselves as being able to take on more than we can chew. We know our limits.