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A presentation for YouTube about what may be holding them back - deliberately provocative but delivered with a smile.
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“OMG YouTube is so awesome.
Why don’t agencies give us more money?”
@markpollardMy digital lives here: http://www.markpollard.net
Now with the bonus, limited-time only cursory tale:
How not to sell to a strategist
So if you’re so awesome why is
it so hard?This is not a rhetorical question
Why should they choose you?
Well, answer this:
This is not a rhetorical question either
The typical online display sales pitch
1. Lots of engaged users (yes, in the content – not ads)
2. Slightly different formats (well, sort of)
3. We have an email database – put a banner in our EDM
4. Because we like you we’ll throw in millions of impressions
5. Here are case studies of banners that beat the industry average
6. X% of time is spent online so give us X% of your budget
I don’t believe in online display advertising
The big issue with this sales pitch
and I’m not alone(although I am being slightly dramatic)
Many people were surprised that you were
becoming like them
So, when YouTube recently unveiled new advertising options
What them does really well
1. Mates with the media agency CEOs – since they were kids
2. Big, annual deals with discounts and pocket money
3. Sometimes, global deals even (eg Bing)
4. Lunches
5. Helps them hit numbers with one buy (ie makes it easy)
6. Dinners
7. Gives them adequate performance
In other words
They understand what makes people tick
People will choose the option that most easily
delivers adequate business results with maximum
personal benefits
And to complicate things
The agency world is nowat its most complicated
And the big challenge
The ultimate decision-maker is the client but they nearly always only make decisions based on what’s presented to
them by the media agency
What I’d do if I was you(which I’m not - just in case you were wondering)
1
Get closer to clients without putting the agencies offside
* (business vested interest: deals and relationships) *
* (personal vested interest: being the smartest in the room) *
2
Get closer to the agencies – but it will take time and
possibly a different culture
3
Make it easier to buy both more and more effective placements on the web
(You do this already though, right? Through one contact point?)
4
Show how your brand uniquely benefits brands – and isn’t just a cool brand
for a marketer to buy
5
Own the elephant in the room: talk about the
best mix of PAID and UNPAID involvement
with YouTube
6Even better than the previous point:
Provide bigger solutions for online content or online video out of YouTube
(eg video syndication)
7
Prove against competitors that money on YouTube leads to better outcomes
8
Create different advertising models – the ones we’d
expect from Google
9
If you can’t do any of the other points then you have
to win on value
“OMG YouTube is so awesome.
Why don’t agencies give us more money?”
My answer
There isn’t currently a compelling business or personal reason to give you more money
So, if we started here:
1. Get closer
2. Show tangible brand & results benefit
3. Differentiate with models and formats
4. Stop faking about unpaid: it’s sampling!
5. Otherwise: win on value
What I’d do about it
And now…
How not to sell to a strategist
Strategy at its simplest is an informed and measurable point of
view (opinion, even) about where a company needs to go in the future
(not always to go brilliantly)
At a high level, in the agency world
Brand strategy Channel strategyWhat a brand is about
and for whomHow a brand behaves and how people can
interact with it
Brand strategy at its simplest takes something unique and motivating about a brand
and connects it to a human insight (an unspoken human truth)
so that people relate to the brand and feel they need its products
Brand strategy
Problem
AudienceGoal
Insight
Proposition & Proof
Creative idea
Back to the point
How not to sell to a strategist
Answer: Sell to a strategist
What we needRelevant and local statistics
Case studies
Really creative examples (that worked and are affordable) for the creative teams
Help managing the ‘newness’ of it all with clients
A reason for the media agency to recommend it
More marketers talking about it marketers convince other marketers better than anyone else
I’m finished now
But my opinions live on at @markpollard and www.markpollard.net