“ OMG YouTube is  so  awesome.  Why don’t agencies give us more money?” @markpollard My digital lives here:  http://www.ma...
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 <ul><li>Lots of engaged users (yes, in the content – not ads) </li></ul><ul><li>Sli...
I don’t believe in online display advertising The big issue with this sales pitch and I’m not alone (although I  am  being...
Many people were surprised that you were becoming like  them So, when YouTube recently unveiled new advertising options
What  them  does really well <ul><li>Mates with the media agency CEOs – since they were kids </li></ul><ul><li>Big, annual...
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 now at its most complicated
And the big challenge The ultimate decision-maker  is the client but they nearly  always only make decisions  based on wha...
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) * * (pe...
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 o...
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
6 Even better than the previous point:  Provide bigger solutions for online content or online video out of YouTube (eg vid...
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 busin...
<ul><li>Get closer  </li></ul><ul><li>Show tangible brand & results benefit </li></ul><ul><li>Differentiate with models an...
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 ...
At a high level, in the agency world Brand strategy Channel strategy What a brand is about and for whom How a brand behave...
Brand strategy at its simplest  takes something unique and motivating about a brand  and connects it to a  human insight  ...
Brand strategy Problem Audience Goal Insight Proposition & Proof Creative idea
Back to the point How not to sell to a strategist Answer: Sell to a strategist
What we need Relevant and local statistics Case studies Really creative examples  (that worked and are affordable) for the...
I’m finished now But my opinions live on at @markpollard  and www.markpollard.net
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Why YouTube doesn't get more money from agencies - and what to do about it

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A presentation for YouTube about what may be holding them back - deliberately provocative but delivered with a smile.

Publié dans : Business

Why YouTube doesn't get more money from agencies - and what to do about it

  1. 1. “ OMG YouTube is so awesome. Why don’t agencies give us more money?” @markpollard My digital lives here: http://www.markpollard.net
  2. 2. Now with the bonus, limited-time only cursory tale: How not to sell to a strategist
  3. 4. So if you’re so awesome why is it so hard? This is not a rhetorical question
  4. 5. Why should they choose you? Well, answer this: This is not a rhetorical question either
  5. 6. The typical online display sales pitch <ul><li>Lots of engaged users (yes, in the content – not ads) </li></ul><ul><li>Slightly different formats (well, sort of) </li></ul><ul><li>We have an email database – put a banner in our EDM </li></ul><ul><li>Because we like you we’ll throw in millions of impressions </li></ul><ul><li>Here are case studies of banners that beat the industry average </li></ul><ul><li>X% of time is spent online so give us X% of your budget </li></ul>
  6. 7. 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)
  7. 8. Many people were surprised that you were becoming like them So, when YouTube recently unveiled new advertising options
  8. 9. What them does really well <ul><li>Mates with the media agency CEOs – since they were kids </li></ul><ul><li>Big, annual deals with discounts and pocket money </li></ul><ul><li>Sometimes, global deals even (eg Bing) </li></ul><ul><li>Lunches </li></ul><ul><li>Helps them hit numbers with one buy (ie makes it easy) </li></ul><ul><li>Dinners </li></ul><ul><li>Gives them adequate performance </li></ul>
  9. 10. In other words They understand what makes people tick
  10. 11. People will choose the option that most easily delivers adequate business results with maximum personal benefits
  11. 12. And to complicate things The agency world is now at its most complicated
  12. 13. 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
  13. 14. What I’d do if I was you (which I’m not - just in case you were wondering)
  14. 15. 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) *
  15. 16. 2 Get closer to the agencies – but it will take time and possibly a different culture
  16. 17. 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?)
  17. 18. 4 Show how your brand uniquely benefits brands – and isn’t just a cool brand for a marketer to buy
  18. 19. 5 Own the elephant in the room: talk about the best mix of PAID and UNPAID involvement with YouTube
  19. 20. 6 Even better than the previous point: Provide bigger solutions for online content or online video out of YouTube (eg video syndication)
  20. 21. 7 Prove against competitors that money on YouTube leads to better outcomes
  21. 22. 8 Create different advertising models – the ones we’d expect from Google
  22. 23. 9 If you can’t do any of the other points then you have to win on value
  23. 24. “ 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:
  24. 25. <ul><li>Get closer </li></ul><ul><li>Show tangible brand & results benefit </li></ul><ul><li>Differentiate with models and formats </li></ul><ul><li>Stop faking about unpaid: it’s sampling! </li></ul><ul><li>Otherwise: win on value </li></ul>What I’d do about it
  25. 26. And now… How not to sell to a strategist
  26. 27. 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)
  27. 28. At a high level, in the agency world Brand strategy Channel strategy What a brand is about and for whom How a brand behaves and how people can interact with it
  28. 29. 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
  29. 30. Brand strategy Problem Audience Goal Insight Proposition & Proof Creative idea
  30. 31. Back to the point How not to sell to a strategist Answer: Sell to a strategist
  31. 32. What we need Relevant 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
  32. 33. I’m finished now But my opinions live on at @markpollard and www.markpollard.net

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