Don’t be one of these 10 worst types of advertising clients

Posted on Posted in How to Guide for Marketers

I come at this from the vantage of a fellow client. I’m not an advertising agency person, never having worked a day at an ad agency in my life. I spent 20 years in brand management. But, I have seen all these types of clients. I wrote this slightly tongue-in-cheek and would like you to laugh a little, but think, “Hey, I know that person.”
I’d also like you to see a little of yourself in a few of these and if you want to be better, challenge yourself to get better and stop being that type of client.
I get asked a lot: “So what is it that makes someone good at advertising?”
The answer I give is simple: “The best brand leaders consistently get good advertising on the air and consistently keep bad advertising off the air.”

The challenge for many marketers is that it takes a lot to get good advertising on the air. The best clients respect the process, the agency, and their judgment. And yet, most Brand Leaders under-estimate the role the client plays in getting to great creative. As a Brand Leader, if you knew that showing up better would get you better advertising, do you think you could? Or are you stuck being one of these types of clients?

Here are the 10 worst types of advertising clients

#1: Those who say, “You’re the expert!” 

While you might intend this to be a compliment to your agency, it is usually a total cop-out! You end up giving your agency enough rope to hang themselves. As a brand leader, you have to realize that you play the most significant role in the process. Your agency needs you to be engaged in every stage of the process and the work. Your agency requires you to inspire and motivate the team. I have seen a good agency make fantastic advertising for a great client, but I have seen lousy clients suck the life out of the world’s best agency. As the brand leader, bring your knowledge of the brand, show your passion for great work, make clear decisions, and inspire the work towards greatness. 

#2: Those who say, “I never liked the brief” or “I never liked the script.”

Passive-aggressive clients are usually insecure about their abilities in the advertising space. They keep firing their agency instead of taking ownership over their role in the process. I guess it’s easier to fire the agency than fire yourself. A great brand leader never approves work they don’t love. If you don’t love the work you create, then how do you ever expect the consumer to love your brand?

#3: Jekyll & Hyde

When brand leaders bring significant mood swings to the ad process, it will be very hard on the agency. They try to read the room and adjust to your mood. The worst thing that can happen for you is when your mood swing alters the work, and the work moves into a direction you never intended to go. As a brand leader, you have to stay consistent, so everyone knows precisely what exactly you are thinking. Be completely transparent.

#4: Constant distrusting bad mood

Even worse than the mood swings, is when a client shows up mad all the time. I have seen clients bring a death stare to creative meetings. Hilarious scripts get presented to a room of fear and utter silence. A true brand leader must motivate and inspire all those who touch their brand. Your greatness will come from the greatness of those who work for you. Be a favorite client, so people want to work for you, never treating them like they have to work for you. Advertising should be fun. When you are having fun, so will your consumer.

#5: Speaks on behalf the mystery person who is not in the room

When the real decision-maker is not in the room, everyone second-guesses what might please that decision-maker. As a brand leader, you have to make decisions you think are right for your brand, not what your boss might say. Make the ad you want and then find a way to gain alignment and approval from your boss. The best brand leaders I know will fight anyone in the way of great work, including their boss.

#6: The dictator

When you TELL your agency what to do, it leaves your agency with only one answer: YES. When you ASK your agency a question, then there are three answers: YES, NO, MAYBE. When a brand leader comes in with the exact ad, then it is not a creative process, it just becomes an order taking process. Great ads have to make your brand feel different; different will always feel a little scary. To find greatness, revel in ambiguity and enjoy the unknown. The unknown should be what makes marketing such a great job.

#7: Driven by mandatories  

Don’t write a long list of mandatories that steers the type of advertising you want to see, and avoids the kind you don’t want to see. Give some freedom to allow the creative process to unfold. I believe the best ads are like the perfect birthday gift that surprises us, and we never thought to get it ourselves. Let go!!!  If you write an excellent brief, you don’t need a list of mandatories.

#8: The kitchen sink

Those clients who always have the “just in case” list. They want to speak to everyone, say everything possible, never focusing or making decisions. When you put everything in your brief, you force the creative team to decide on what’s most important. Brands that try to be everything to anyone will end up nothing to everyone. When you try to jam in every message into the creative, you end up with a complete mess. With each new message you add, it lowers the potential for the consumer to digest what you’re trying to say. Focus on a tightly defined target, with one main message. Get rid of anything on your “just in case” list.

#9: Keeps changing their mind

The best advertising people are in-the-box thinkers who like to solve problems. They are not necessarily blue-sky thinkers. The creative strategy is the starting point of the box for your creative team to solve. Every time you give feedback is a new box, for them to answer. At any stage, if the box keeps changing, you will baffle your agency and will never see the best creative work. The best brand leaders stay confident enough to stand by their decisions.

#10: The scientist

Some clients believe there is ONE answer. Digital advertising is creating a belief that an A/B test can make the decision. What is the role of creative instincts? Marketers are not actuaries where we can punch in the data, and the answer comes out. As a brand leader, you can’t always get THE answer. When you try to eliminate risk, rather than learning to deal with risk-taking. Certainty might help you sleep better, but you will dream less.

Other stories you might like

 

  • How to write a creative brief. The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan. To read how to write a creative brief, click on this link: How to write a creative brief
  • How to write a brand positioning statement. Before you even get into the creative brief, you should be looking at target, benefits and reason to believe. To read how to write a brand positioning statement, click on this link: How to write a brand positioning statement  
  • How to write a brand plan: The positioning statement helps frame what the brand is all about. However, the brand plan starts to make choices on how you’re going to make the most of that promise. Follow this link to read more on writing a brand plan: How to write a brand plan

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10 annoying marketing tactics that give us a bad reputation

Posted on Posted in Beloved Brands in the Market

marketing tacticsI’m a marketer at heart. In terms of career, it’s all I know and all I am. I claim to love everything about marketing. Well, nearly everything. Here are 10 marketing tactics I despise and even more importantly I believe give us marketers a bad reputation. As Mike Ditka would say “STOP IT”.

  1. The price of popcorn at the movie theatre. At the grocery store, a single bag of Orville’s popcorn goes for 29 cents a bag. Yet at the movie theatre, it costs $5.99. I get that the movie is using popcorn to cover the overhead.  But it really is blatantly treating your consumer like a hostage. “Combos” (popcorn plus pop or candy) are even worse. At my theatre, one night while I was 9th in line, I added them up and there are zero savings. So I asked the kid at the front. And the answer the poor kid had to give was “the combos are more convenience than savings”. Wow. These marketing tactics just gives us a bad reputation.
  2. Freight and PDI on a New Car. If you’ve ever bought a car, you have to pay for something called freight and PDI. It’s really an admin fee for shipping and preparing the car. What’s frustrating is the negotiation process in buying a car. This is just one more tool at the disposal of the salespeople. I know Saturn tried the “no price negotiation” strategy and it backfired. Negotiations with so many moving parts can be a brutal experience. And many times, you start off day 1 with such a negative experience that you’re mad at the brand. Why would you want that?
  3. That’s not all if you call now…’ Yes, telemarketing is a necessary evil of the marketing game. I’m not a fan. The worst line ever invented is “that’s not all”. That just means we’ve taken this low-cost item we’re trying to sell you and give you a second one for free.  But the rip-off is the “you just pay the shipping and handling” line. You’re likely paying an extra $8=10 in shipping and handling, where the company makes a huge profit on that amount. It’s never double the price to ship two items in the same parcel. And handling? I wish these guys would stop preying on the defense-less consumer. These marketing tactics make us look bad.
  4. 100% Money-Back Warranty…’except for’: A few years ago, I decided to buy a Toshiba Ultrabook, as it was slightly cheaper than the Mac version. While the Toshiba was a bit flimsy, I decided to buy the 3-year extra service plan from Best Buy. I was told, “don’t worry, this warranty covers everything, and while it’s being repaired, we’ll even give you a loaner version”. I figured OK, I”m covered. Six months in, the flimsy screen caught up to me and all of a sudden I couldn’t see anything. Confidently, I took it back to Best Buy. They gave me a loaner and a week later said “we can fix it, but the cost to you will be $400” I said, “but I have the full warranty”. And they said “yes, but the warranty does not cover software, hardware or battery”. HUH? What else is there? There is nothing else but software, hardware or battery to a computer. Anyway, I bought a new Mac. No wonder Apple does so well in an industry like this.
  5. Paying $3 for headphones on the Airplane. I know pretty much every airline is nearly bankrupt. And I’d never invest a penny into an airline. But the shift to charging the consumer for everything seems like the wrong way to go. There have to be more creative ways than charging $3 for headphones. I was recently on a flight that cost me $1700, which makes that headphone fee about 0.18% of the overall price. Is it really making a dent in the balance sheet of your airline?  Or is giving the consumer a small token a bad thing?
  6. Email Lists you didn’t know you signed up for. I manage my email as best I can. For about 2 months now, I’m getting weekly Hilton Honors email blasts. I finally un-subscribed. Some of the un-subscribes are easy.  But others are painful with 3 or 4 steps to confirm I really want to un-subscribe and I’m not “mistaken”. Email marketing is just a new form of junk mail. I guess it works for 3% of customers so to get the money from those guys, let’s bug the 97% of customers who don’t want emails cluttering up their inbox. Let’s make it so hard to tick off that “no email thank you” box that we can annoy our most loyal consumers.
  7. Paying more for a large hot tea versus a small: There are 3 component costs in hot tea. The cup, the bag, and the water. The only thing that changes with a larger size is more water. Any chance to rip-off the consumer.
  8. 3-year Cell Phone Contracts: When the technology changes every six months and you’re teenager drops (or throws) their phone at least once a week, having that long contract feels like a prison sentence. I get the whole it’s the only way we can cover the cost. But it puts all these phone companies into a position where they get the sale but lose the customer’s loyalty. It’s not a way to build a long-term love affair but rather a growing hatred for one another.
  9. Gas Price Games.  I want one simple rule for gas prices. You have to set them on the first day of the month and leave that price the entire month. Have you ever noticed that the price of gas goes up immediately at the start of a crisis–in anticipation of prices going up.  So a hurricane hits, prices jump up that day just in case the oil industry is affected. Not because it’s been affected. Just in case. Yet the prices don’t come down in anticipation of the world crisis ending,
  10. Call center cold calls at home. Even worse than junk email cluttering up my inbox are the phone calls coming from overseas. I’ve signed up for the “Do Not Call”, but I guess the loophole is to now call from overseas. You’re in the middle of cooking dinner and the phone rings. And there is some 7-second delay before someone says “Hi Mr. Robertson”.

These 10 marketing tactics are very common to most consumers causing great frustration but also lack of respect for the marketing profession. And yes, it is a profession. What are the things about marketing that annoy you and damage our reputation?

How do we “Stop It” on these marketing tactics?

 

Read more on how to create a beloved brand:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands