Creating Lasting, Productive Partnerships Between Agencies & Marketers-RSW/US Webinar Slide Deck
•Transferir como PPTX, PDF•
0 gostou•509 visualizações
In this webinar, Mark Sneider taps into his 25 years of experience working with agencies and marketers — and working in agencies and as a marketer — to discuss why marketer-agency relationships fail. He shares survey data gathered from our 2014 RSW/US Agency-Marketer Business Report to explain what marketers (and agencies) can do to best insure that relationships succeed and also discusses the reasons relationships become strained, including the decrease in retainer-based work, rising pitching costs and the increasing tendency for marketers to look for specialty agencies.
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (12)
Semelhante a Creating Lasting, Productive Partnerships Between Agencies & Marketers-RSW/US Webinar Slide Deck
Semelhante a Creating Lasting, Productive Partnerships Between Agencies & Marketers-RSW/US Webinar Slide Deck (20)
Mais de RSW/US
Mais de RSW/US (12)
Último
Creating Lasting, Productive Partnerships Between Agencies & Marketers-RSW/US Webinar Slide Deck
- 1. Creating Lasting, Productive Partnerships Between Agencies & Marketers Advice for Agencies to Make Relationships Last a Lifetime
- 2. Outsourced Lead Generation/Business Development for Marketing Agencies
- 3. Why Do Marketers Look for New Agencies?
- 6. What Do Marketers Look For?
- 9. What Do Marketers Get?
- 11. The Gaps Between What Agencies Think and What Marketers Expect is Often Wide…
- 12. % of Agencies and Marketers That Expect Marketing Spending To Increase "Somewhat" or "Significantly" In Upcoming Year* Agencies Marketers 2014: 60% 50% 2013: 53% 38% 2012: 55% 41% 2011: 60% 44% * 2011-2014 New Year Outlook Surveys (RSW/US and RSW/AgencySearch)
- 13. This Mis-Matching, Under-Delivering, And Non-Alignment is the Root of What Stirs up Trouble In a Relationship.
- 14. There’s a Psychological Theory that Describes Why People Fail at Relationships… Which I Believe is the Foundational Underpinning as to Why Agency-Client Relationships Fail.
- 15. And There’s Something You, the Agency, Can Do About It.
- 16. Self-Determination Theory •Theory of motivation
- 17. Self-Determination Theory •Helps explain active engagement and psychological growth
- 18. Self-Determination Theory • There is a fundamental need that is basic to human motivation to engage in actions with a full sense of choice
- 19. Self-Determination Theory • And to feel a sense of competence
- 20. Self-Determination Theory • The more competent you feel, the less likely procrastination will set in
- 21. Self-Determination Theory • And the less likely you’ll feel a fear of failure
- 22. The Agency-Client Relationship is Dependent on Creating a Sense of Competence which is Driven by the Ability to Choose – which in the End, Eliminates Fear.
- 23. The Challenge in an Agency-Client Relationship when Trying to Fulfill this Theory is that the Starting Lines are Often So Different for Both Parties.
- 24. Alignment Begins with the Marketer Carefully Finding the Right Mate… And You Making the Right Choices.
- 25. I Tell Marketers that it All Starts with Asking the Right Questions…
- 26. Don’t Just Dig for the Functional. Dive for the Bridge. Look for the Apples.
- 27. And It Also Means You Picking the Right Mate… Which Starts with Finding the Right Person to Find that Right Mate
- 30. And for You, It Should Also All Be About Right FIT
- 31. The Work The People Your Equity
- 32. At the End of the Day, the Process is Really No Different than a “Real” Marriage… There’s a Courtship, an Engagement, and a Need to Sustain it so it Stays Fresh.
- 33. The Challenges of Sustaining a Great Marriage are the Most Difficult…
- 34. They are Rooted in Fundamental Differences in What Motivates Each “Spouse” which can get in the way of Self Determination Fulfillment.
- 35. While This May Have Worked for the Ad Guy Decades Ago
- 36. The Ad Guy
- 37. The Ad Guy Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. William Bernbach
- 38. Not so Much Today.
- 39. And While What the Client Wanted Seemed Demanding Then… It is Only More Sophisticated and More Complex Today.
- 40. The Client "The sole purpose of marketing is to sell more to more people, more often and at higher prices. There is no other reason to do it.“ Sergio Zyman
- 43. Which is Limiting the Number of New Business Opportunities Available to Agencies
- 45. And Shifting More Work to Project vs. Retainer
- 47. Which is Causing More Agencies to Get More Aggressive in their Outreach Efforts
- 49. So All This…Combined with the Speed with which Technology is Changing is Putting a Tremendous Amount of Pressure on Agencies
- 50. And on the Client Side they were (and continue to be) Faced with Corporate Consolidations and Simply doing more with Fewer People
- 51. Also….the Ability to Measure Performance made the Word “ROI” part of Everyone’s Vernacular – all the way up to the Boardroom
- 52. All of this Puts Pressure on the Relationship
- 54. The End Game IS Different
- 55. The Relationship is Strained
- 56. So these Pressures Lead to Bad Decisions on both Sides of the Fence.
- 57. Self Determination and Competence are put in Question. Choices are Limited. Fear sets in.
- 58. All of which Leads to Failed Agency-Client Relationships.
- 59. So let’s Talk about 10 Specific Reasons Why Agency-Client Relationships Fail… …And What You as a an Agency Can Do About it.
- 60. 1. Unclear Goal Setting
- 61. ANA/4A’s • Establish clear goals and objectives up front. •Align advertiser and agency interests and priorities. • Establish agreement on key compensation definitions and terms. •Match compensation with the resources required to do the work. •Make them simple to understand and administer. •Make them fair and equitable for both advertiser and agency.
- 63. 3. Letting Clients Get Away with Murder
- 64. 4. Lack of Information Sharing
- 65. 5. Thinking that Marketing People Don’t Understand the Science of Advertising
- 66. 6. Not seeing the Marketer as a True Partner
- 67. 7. Measuring Wrong Things
- 68. 8. Letting Yourself be “Arms & Legs”
- 69. 9. Agency Staff who don’t CHALLENGE
- 70. 10. A Breakdown in Trust
- 71. So…what Can you do to make the Relationship Work?
- 72. Create Value!
- 74. Communicate!
- 75. Collaborate!
- 76. Ask For Some Rope!
- 77. Make Every Day Feel Like the First Day
- 78. Because at the End of the Day, Marketers (should) want an Agency that can Bring Value to their Business, not just make Great Ads.
- 79. And While some of the Onus is on the Agency to Show you they can Deliver on this Level… the Tone of the Relationship Starts with the Marketer.
- 80. But You As the Agency can Affect the Tone.
- 81. Set Yourself up with a Mutually Agreed to Set of Expectations…
- 84. Every Single Day Every Single Way When They Least Expect the Play
- 85. Because if You Do, You’re More Likely to Gain the Trust of the Marketer.
- 86. Then You’re More Likely to Be Given Choices…which Will Make You Feel More Competent in Moving the Business Forward…which will Remove Fear from the Relationship…
- 87. Which in the end will create better partnerships, better agency and marketer friendships, and a more productive, long-term relationships.
- 88. Thank You! Outsourced Lead Generation/Business Development for Marketing Agencies rswus.com
Notas do Editor
- Most clients don’t set clear objectives for their employees – let alone their agencies.
- Especially when goals aren’t set. Agencies bear equal responsibility for setting expectations and goals
- Going in….all good. Clients admit they don’t give agencies everything they need. Tough to set time to teach/train.
- Take time to bi-laterally educate Most don’t know how websites are built, how PR works, how digital marketing is measured
- Most clients don’t set clear objectives for their employees – let alone their agencies.
- SOV, sales, ROI versus tracking meetings, calls, tracking billable hours.
- Drees homes example. Two way street. Important, but shouldn’t be only thing. Demoralizing for an agency. But that said…the onus is partly on the agency to NOT let that happen
- Keeps it interesting Keeps everyone on their toes Makes for better business and better relationships
- Be honest. Be transparent. If someone on the agency side is behaving badly, speak up.
- This too is as much a part of what they do as it is how you treat them.
- Monthly meetings Status reports Just talk about the business Understand eachother
- Unless you hired your agency to just do, there is a talent pool of smart, strategic, and experienced people that have seen a lot of successes and failures across numerous categories that can benefit you.
- Let them fall down and fail – once.
- You have to…otherwise you never should have hired them. And if someone new comes on to your account you don’t like..or don’t trust, get them off your account.