Why can't you seem to get your digital foot through those agency planning doors? The simple truth is that the agencies are overwhelmed and for this reason agency planning teams like to stay in their comfort zones. Basically they like to utilize what has worked for them in the past and leave minimum risk out of the equation.
Case in point, have you ever emailed or called a planner at 9pm only to have an immediate response or actually get them on the phone! Your cutting edge technology may be the next best way to promote a movie in the digital space but unless you work for a household name or have the words 'Social', 'Location Based' or the capability to 'Niche' target in your portfolio, you are dealing with an extremely overcrowded marketplace with many tired and underpaid planning and buying teams.
The bottom line is that you need to have a strategy and plan way in advance. Does your pitch show that your product sizzles, engages and delivers results. So many campaigns are simply brushed to the side due to the fact that the rep and the client didn't have an expectation conversation from the start. If a campaign simply doesn't perform, the agency takes the heat with their client and your company will make you think that it was the fault of the advertising rather than your products continual lack of engagement, click, whatever the metrics. If you want to repeat business, do what must be done - a make-good, a deep discount, whatever it takes to stay in the good graces.
If you believe in your product and know it needs to be fixed to generate more revenue then bang the drum so your owner can hear it. You are on the front lines each day and the feedback you hear, good or bad must be heard to stay relevant and in business. If you are being told to just go out and sell then you know you are working for the wrong company and your reputation will eventually come into play. I once role played with a CFO and presented him with all the objections that this mobile product was getting on the streets, his reply - it doesn't matter, just sell.
When I take an assignment my conversation details how it takes time, relationships and a track record to have your voice heard. If after a few months the RFP's aren't waiting in you're in box, it is time to update your Linked-In. Time and again, I have worked with and trained sales people who are making all the right moves and for some reason just cannot bring in new business.
It is one of the hardest things in the world to admit defeat, however, without a proper amount of time allocated to get onto the planning radar, you are just being set up for defeat from the start. Anything can be sold, however, some products take a bit more time than others. A cold hard fact that I personally had to face recently.
Also, friends in the business are great to have but don't put them in jeopardy to feel guilty if you are not bought. I believe that a friend can make an introduction and that is all. Having a door opened or an introduction is one thing but it is imperative that you and your company find a way onto any buy based on your personal Passion, the companies track record, research and persistence.
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