Should the Advertising man be more intelligent than the Client!

CLIENT vs AGENCY

The advertising fraternity mostly faces an uphill task in selling an idea to the Client's management.

As advertising pro, I have been in client meetings where the process has even degenerated to fist-cuffs! Later being on the other side of table as Client, I have myself ripped apart the agency's idea that they shuffled out of the meeting room muttering "et tu, Brute?"

Ries & Ries recent observations on the conflict of Left brains of Clients and Right brains of Ad pros threw some light on this eternal struggle.

SUBJECTIVITY vs OBJECTIVITY

The Client has lots of industry internal knowledge and subject matter expertise. So when he faces a marketing problem, he looks at in the context of all this accumulated baggage.

On the other hand, The Ad pro looks at the problem as a Positioning/ Communication / Differentiator challenge. He is not in purview of the internal market dynamics as the Client is.

That may be one of the reason for the common complaint of many Clients that the Ad agency's understanding is shallow and it’s trying to palm off template solutions from its shirt pocket. The Ad pro defends himself saying he has spent quality time and energy to give the creative solution.

Fundamentally, it’s a case of " Looking OUT from IN" vs "Looking IN from OUT"

THE CREATIVE LEAP

The Client is rooted in reality and his translation as a left Brain decision maker is Verbal.

It’s the Ad pro's responsibility to take this torch from Client and run further to take the Creative leap. His Right brain will translate the Client's verbal brief to a Visual canvas.

This Creative Leap should bring forth the "Wow".

The verdict is, The Ad-pro need NOT be more intelligent than the Client. But he should think differently from the Client. That’s the value he brings to the table.  

The best advertising ideas have their feet planted firmly in left-brain logic, but the head is held high amongst the clouds of Right brain brilliance.

SreeRam is a Chennai based marcom professional.
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Why Social media causes ED (Erectile Dysfunction) to an ad pro! - Part 1

There are tons of thoughts on leveraging Social Media, from different perspectives. But very few of them are from professionals who have made the transition from the age of Print.

Having made the transition, I just want to point out 2 aspects of Social Media which can give symptoms of ED to a traditional advertising person. (My woman says "Don't blame social media")

Fear No:1

For the first time information is coming in the opposite direction - towards the company.

Having always been used to play the consumers' psyche like a keyboard, we are now quivering at this onslaught of unbridled opinions.

In the golden age, if faced with negative consumer opinion we commented with a shrug “Opinion is like an ass-hole. Everybody has one", and asked our PR guys to do damage control and concentrate on our job of Sell, Sell.

In fact, we took pride in a rising sales graph against a flagging consumer confidence. "Give a freebie to the consumer or Increase Dealer margins with attractive schemes" Hmm.. Life was simple!

Today, a cheeky spoof on my advertisement gets more views on YouTube than my uninteresting me-too TV commercial.

A Facebook group against a Dove or British Petroleum is much talked about and leaves a trail of information which the companies cannot erase. Every time someone googles my brand, I cringe.

Net take - My brand is no longer dictated by me. My consumers dictate my Brand.

Fear No: 2

The business can no longer talk about ‘Us or Our Product’.

It took some time to realise that the Consumer switches off if I start my pompous communication. From the age of 'rub-in', we are waking up kicking and screaming in the age of 'rub-off'.

Instead of directly talking of 'Me and my Brand', I am forced to learn the language of 'Brand association'. As an advertiser, I am today forced to be in sync with my consumers' aspirations. I have to please him, so that he sees my Brand not as a persistent salesman but as a well-wisher interested in him.

I have to entertain him, titillate him and educate him; at the same time being relevant to my core offering.

Net Take - Give the consumer associated value useful to him and be generous in giving that. Dont hold back.

The Viagra for the ad pro

From the Fore-play of Communication to the Consummation of Purchase, the tango is now being led by the Consumer.

And it’s going to be more acutely felt as we move into integrated communication era; where the defined lines between Information, Communication and Entertainment start eroding.

Remember, ED is cured by 2 ways -

Short term Medication and Long term life-style Changes.

As advertising professionals we emulate that in our professional life too. Let’s see how it’s done and we can resume our frisky romp with the Consumer, in the next part.  

SreeRam is a Chennai based marcom professional.
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SOCIAL MEDIA - HOW WILL IT AFFECT TV

The characteristics of Social media are –

·         Customized media feeds, tailored to individual need

·         Citizen journalism

·         Convergence - the same content reaching the public through various channels
( Conventional medium, Internet and Mobile)

These 3 dominant trends, which have affected the other mass-media channels like print, is catching up on TV too. Today major content creators like CNN and BBC have their footprint in varied channels apart from TV.
Down the line, to view TV programs we won’t need a TV!

The die-hard cynics will laugh at this, no doubt.
They will point out News papers did not die after TV news became popular.
They will point out movie going did not die after TV reached the mass.
They will point out radio did not die after TV became the entertainment vehicle.
Agreed!

But look at the usage share, the mind share, the revenue share.
The consumer does not rely on one single channel of media to catch up. He uses each medium at his convenience.
Newspaper for morning coffee and the loo.
Radio for commuting.
Internet for work, communication and pursuit of interests
TV for unwinding after a stressful day or specific events.

For entertainment, the share of time in front of the computer monitor is increasing; especially after the social media. Why?

·         The choices are plenty.

·         My peers' opinions are ready for me.

·         The measurement metrics tells me exactly how popular the particular content is.

·         The timing is to my convenience.

·         and above all, I can voice my opinion and convey it to my community immediately.

So satisfying!

Like any efficient life form which has survived millions of years by adapting to changing conditions, TV also will survive. But TV will survive by taking different avatars. The evolution is slow but sure.
Still doubtful?! Go to www.hulu.com.

SreeRam is a Chennai based communications consultant. He is also a passionate artist and writer.
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FACEBOOK MARKETING FOR THE CAT-ON-THE-WALL

FACEBOOK IS MORE ADDICTIVE THAN TV!
FACEBOOK MARKETING FOR THE CAT-ON-THE-WALL

Every senior executive is being badgered by the fresh faced youngsters to get into social media marketing. The grey haired brasses know something big is happening out there, but are not able to decipher anything tangible amongst the barrage of techno-garble. So they just give a blank stare and postpone the inevitable decision.
This is an attempt to break the cacophony into digestible sound-bits for the senior decision makers. We will take up each major component of Social Media; but before that some generalized observations

WHY SOCIAL MEDIA IS DIFFERENT - SOME KEY STATEMENTS

1) NOW, "THE MEDIUM IS THE MESSAGE"
This famous dictum of Marshall McLuhan acquires a new dimension. The interactivity makes a brand friendly and vulnerable like any relationship does. So Social media is more in the realm of Relationship marketing, offering a plethora of touch points with one's customer.

2) NOW, THE SUM OF YOUR CUSTOMERS' VOICE IS YOUR BRAND
Social media vehicles are like a dip-stick test of your brand experience.
I started promoting Sampoorna Global, a small veg restaurant in Velachery and just mentioned some patrons' reviews in http://chennai.burrp.com on my FB, orkut and print media.
The walk-ins escalated and these new acquisitions also went on to review their eating experience on the social media web site. There was an extrapolation of awareness that challenged Sampoorna Global's delivery logistics.
Today this new small joint Sampoorna Global has more patrons' reviews than any other joint in Velachery and stands overall in the 3rd place in whole of Chennai. That’s what social media can do for a small business.
In case you are curious, I can give more personal case histories in person.

3) NOW, THE CUSTOMER RESPONSE IS EASILY MEASURABLE
No need for complicated metrics. Simple statistics reveal the trends in almost real time

4) NOW, RESPONSE TO RECTIFICATION IS LIKE 0 TO 80 IN 5 SECS
If something is wrong in your product or service, you know it like a ball bouncing back from the wall. It demands nimbleness and agility to contain a negative response or exploit a positive response. The crux is you know early what’s brewing.

5) NOW, NARROW-CASTING IS NOT A MERE JARGON   
In the Neanderthal age of 80s we in advertising spoke in awe of DM the fashionable acronym for Direct Marketing. Well to put it in proper perspective, in that age we waited 5 years for a landline connection and 3 years for a Bajaj scooter! Got the cue?!
Today Social media offers a gamut of channels where we can drill down into demographic profiles and keep a finger on their pulse.

6) NOW, YOU DON'T HAVE TO SPEND CRORES WITH A "SPRAY & PRAY' TECHNIQUE
Social media allows to start small, gain traction, apply course-corrections and then decide on big ticket expenses.
That the tip of the iceberg to use a much abused cliché. More will follow on the specifics of FACEBOOK MARKETING.SreeRam is a Chennai based marcom professional.
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How to brief an ad agency - Part 3 How to respond to the agency's creative presentation

How to respond to the agency's creative presentation

The agency's creative presentation, especially the first time, is a critical phase. Till then both the Client and the Agency were talking tangibles and forming opinions. It’s only during the creative presentation these opinions are either reinforced or reversed.

How to judge an Idea?

It could produce a "WOW" or "hmmm". Every one of us have our likes and dislikes, which will influence the supposedly objective view.
Very tough, but anyway let’s try to get some clarity.

1) If it’s a Good idea say so and proceed further.

2) If upfront the Idea doesn’t tingle you, you need NOT overtly say so. The agency will know you are nowhere nearing an orgasm.

3) If the agency tries to push the Idea aggressively, tell them you are NOT looking from your perspective but from your customers' perspective. They can’t argue with that, since you are closer to your customers than they will ever be.

If the agency claims understanding your customer without any research support, point out how they are off the mark with your statistics. That should silence the "Google pundits"

4) Even if the Idea is not exciting you as a client, analyze whether the agency has put in quality energy into its idea. This can be found out by asking probing questions on the various elements of the Idea - like the Headline, Choice of visuals, Colors or back ground music and so on. If the agency has thought through it you will get coherent responses.

5) If you feel the ad agency has put in a genuine effort but missed the route, point out specifics.

Avoid responses like “It lacks PUNCH" or “It’s good but NO DHUM". These will only make the agency go back, put brighter colors, make the headline fonts bigger and comeback to you with a rehash. Or similar patch up work in the case of a TV spot or a radio jingle.

So please be specific on what bothers you.

6) If you as a client is sitting with your team, discourage herd mentality. Whatever the client's senior man says should not be reinforced in different ways for the sake of giving a single voice. The agency will be deflated.

Remember even though many creative professionals claim they like challenges, they generally tend to react to criticism with aggressive defense or silent frustration.

7) But DONT reject the agency based on ONE creative presentation. Especially if it’s the first one, give them time to go through the learning curve.

After that it’s your prerogative.

Some suggestions -

• Most of the agencies present Half page in newspaper size or magazine double spread size creatives. They look really impressive in isolation.

• If you cannot sustain that kind of media spend insist on seeing smaller size adaptations.

• Paste a printout of the creative in actual context and judge how it performs in reality. 

Probably we should have a series of articles on best practices in Print, Radio, TV, Outdoor and Online advertising. Some other day. That depends on your feedback to this article.

SreeRam is a Chennai based marcom professional.
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How to brief an ad agency? Part 2

Factor 2 - Giving a coherent brief

Half the job is done by giving a coherent brief. The reality is many of the clients wax eloquent as they are in love with their offering. The agencies struggle to separate the brief from the chaff.

The best way to start is by giving the agency a tangible fact sheet. Send the agency back to mull over it and come back for a qualitative discussion.

What should this initial fact sheet contain, preferably in an A4 sheet? 

• Product definition

• The market for it - demographic, geographic or any relevant segments

• The players in the market -

• Your product's differentiators -

• If possible, your indicative budget -

If the client can’t put this down in B&W, it’s unreasonable to expect the agency to comprehend the task at hand.

Many of the big spenders do have a defined brief template. It’s the SMEs, who are not familiar with agency-handling, need to start the relationship with such good practices.

The exploratory kiss is an indicator of exciting things to follow. (OK...That’s another proven advertising device...to bring an element of sex and whet the appetite)

SreeRam is a Chennai based marcom professional.
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How to brief an advertising agency - Part 1

Choosing the ad agency

The relationship between The Client and The Ad Agency has many phases like any relationship - Wooing, Romancing, Marriage, Children, Mutual Dissatisfaction, Resigned to Status-quo or even Divorce.

What one has to accept is, it’s a dynamic relationship, due to the presence of many variables like Competition, Change in Client's or Agency's priorities and People shifting on both sides.

Having said that let’s move on to factors to consider in "Choosing the Ad agency"

Factor 1- "As a Client, am I exciting enough?!"
An agency works hardest when the Client is at its aspiration level. The aspiration can be either in the Billing Volume or a Creative Challenge.

A mature ad agency will still consider a small startup's account if the Client's product is intriguing enough. It also gives them an opportunity to try out their maverick ideas, which will in all probability be wet-toweled by a big client, set on his strategy.

The Client has to look at his Business Volume and the Product profile while choosing an ad agency, and ask "Do I bring excitement to this relationship?!"

SreeRam is a Chennai based marcom professional.
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