A Few Things I Wish I Could Tell Advertisers
The world of advertising can be ruthless. Between social media and mobile apps, the game is changing constantly and most smaller businesses have a hard time keeping up. Scared to test out new strategies and often busy managing other aspects of their business, I've found many owners can become frustrated. It's understandable that many owners and agencies are embittered by the new competition, nervous to update their digital presence, and scared shitless to spend their hard-earned money on an investment that might not pay off. Getting called on by an average of 40 different advertising agencies a month can be infuriating as well, however most advertising executives truly want to be consultants and brand managers, not salespeople.
After a few years in the industry, here are a few things I wish I could tell advertisers right off the bat, to hopefully have a more transparent and honesty business relationship.
1. A lack of planning on your part...
You know the old teacher adage. Deadlines are serious business. Do you need your advertising to start on Monday? Some products take up to 14 days to order, and that's simply the game.
2. An article probably won't happen
I invite you to think of the marketing and editorial departments as church and state. Sure, you may have been in business for 20 years, or have a new business idea, but it may not be news-worthy. Consider the journalistic integrity of the major outlets we rely on; certainly we wouldn't want CNN masking an advertorial as breaking news.
3. Websites are everything
With affordable options and easy templates from Wix and SquareSpace, there is no reason your only digital presence should be a Facebook page. (Hey, did I mention I'm taking a webdesign class?)
4. Pay on time
Stay up to date on your advertising bills to ensure your campaigns run on time and your reputation within the industry stays clean. In larger agencies, the salesperson may not be aware of a past balance, causing a last-minute hold right before a campaign is set to start. Also, some of these agencies have high-turnover, and you don't want word of you unpaid bills to spread across firms.