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1、Ever Thought About Hiring an Advertising Agency?,“ Advertising is the most fun you can have with your clothes on.”,Bill Cosby,Ellen Fruchtman President Fruchtman Marketing,Can this woman be objective?,YES!,WHAT DO WE DO?,Television,Radio,Print Ads,Billboard Design,Brochures,Logos,Media Buying,Direct
2、 Mail,And some of us do,Public Relations,And still some of us do,Website Design,Web Marketing,Podcasting,What the heck is that?,And to really confuse you, we can provide,Strategic Planning,When you want professional help in one or all of the above. When you are financially secure and ready to pay fo
3、r those services! (Well talk more about budgets later),WHEN SHOULD YOU HIRE AN ADVERTISING AGENCY?,“Advertising is a ten billion dollar a year misunderstanding with the public.”,Chester Posey, Senior VP & Creative Director McCann Erickson,Is there anything more important?,FIRST IMPRESSIONS,According
4、 to a Wall Street Journal article written by Jeffrey Zaslow called First Impressions Get Faster, companies are sized up in 1/20th of a second!,First impressions can be the difference between success and failure.,First, set your business strategy and objectives.,WHERE TO BEGIN,Decide what youre looki
5、ng for. What are the areas you need help with? Obtain references and research. Media reps Other business people Web sites,Conduct an Agency Interview Ask them to bring samples of materials they have produced akin to your needs. Ask them to bring the person or persons that will be working on your acc
6、ount. Ask them about fees, billing procedures, contractual arrangements, etc,WHERE TO BEGIN,Dont be surprised if the agency pre-screens you!,A good Agency/Client relationship is really like a marriage!The most successful relationships are in it for the long haul.Compatibility is key!,AGENCY / CLIENT
7、 COMPATIBILITY QUIZ,AGENCY / CLIENT COMPATIBILITY QUIZ,A good marketing firm will: Provide the necessary strategy I need to broaden my business. Take me to lunch once a week. Never know my business as well as I do.,A good marketing firm will: Provide the necessary strategy I need to broaden my busin
8、ess. Take me to lunch once a week. Never know my business as well as I do.,5,1,3,AGENCY / CLIENT COMPATIBILITY QUIZ,AGENCY / CLIENT COMPATIBILITY QUIZ,Im open to creative ideas, and: Id like you to take a look at some copy I wrote yesterday. B Id like you to present a multitude of options. C. My spo
9、use is too.,Im open to creative ideas, and: Id like you to take a look at some copy I wrote yesterday. Id like you to present a multitude of options. My spouse is too.,3,5,1,AGENCY / CLIENT COMPATIBILITY QUIZ,AGENCY / CLIENT COMPATIBILITY QUIZ,Im currently with an agency. They: Have been loyal, but
10、something has been missing the last few years. Are old high school buddies of mine. C. Havent come up with a good idea in over two years.,Im currently with an agency. They: Have been loyal, but something has been missing the last few years. Are old high school buddies of mine. Havent come up with a
11、good idea in over two years.,5,1,3,AGENCY / CLIENT COMPATIBILITY QUIZ,I pay my bills in: 30 days. 60 days. Net 90. Oh, and you need to pick it up.,AGENCY / CLIENT COMPATIBILITY QUIZ,I pay my bills in: 30 days. 60 days. Net 90. Oh, and you need to pick it up.,7,3,1,AGENCY / CLIENT COMPATIBILITY QUIZ,
12、After a creative presentation, I: Take some time to carefully review your ideas. Take it for a company-wide vote. C. Take it to my spouse.,AGENCY / CLIENT COMPATIBILITY QUIZ,After a creative presentation, I: Take some time to carefully review your ideas. Take it for a company-wide vote. Take it to m
13、y spouse.,5,3,1,AGENCY / CLIENT COMPATIBILITY QUIZ,My project needs to be done ASAP. I: Send it over by fax, go to the Bahamas and never check my messages. Send it over by fax and call you to discuss immediately. Fax it, have you design it, make 50 changes, then scrap the whole idea.,AGENCY / CLIENT
14、 COMPATIBILITY QUIZ,My project needs to be done ASAP. I: Send it over by fax, go to the Bahamas and never check my messages. Send it over by fax and call you to discuss immediately. Fax it, have you design it, make 50 changes, then scrap the whole idea.,3,5,1,AGENCY / CLIENT COMPATIBILITY QUIZ,My me
15、dia plan is: Based on sound planning, reasoning and strategy. B. Solely based on what I read, watch or listen to. C. Based on what my spouse reads, watches and listens to.,AGENCY / CLIENT COMPATIBILITY QUIZ,My media plan is: Based on sound planning, reasoning and strategy. Solely based on what I rea
16、d, watch or listen to. Based on what my spouse reads, watches and listens to.,5,3,1,AGENCY / CLIENT COMPATIBILITY QUIZ,If your score is 35Youre the P-E-R-F-E-C-T client. The only thing that could possibly make you better is if you didnt have a spouse at all. Lets face it. Eventually they all meddle,AGENCY / CLIENT COMPATIBILITY QUIZ,If your score is 31+You could definitely work with an agency. Yes, there are a few items youll need to work on, but theyve probably worked with much worse, so itll be a breeze.,
