The Marketing Agency Talk

If you can get a celebrity to endorse your products, great.

Even better if he/she was not paid to do so initially.

When asked in 1954 what she wore to sleep, the ever seductive and sensuous Marilyn Monroe purred, “Five drops of Chanel No. 5.”

Her famous answer made her  the poster girl for  Chanel No. 5, possibly one of the top 10 perfume in the 20th century. Chanel No. 5  was created by  Ernest Beaux. In 1921,  he presented Coco Chanel with two sets of five test fragrances numbered 1 to 5 and 20 to 24.  The rest is history.

Chanel No. 5 is where you wore to sleep, or to charm the special man in your life in the evening. This seductive and sexy perfume is somehow not seen as a beach perfume where a woman wears when she sashays in a skimpy bikini.

Chanel No.5 was a simple name. Even plain. The plain and simple name is echoed by a similar simple and plain square bottle with black and white label. This simplicity  was considered an ingenious and revolutionary marketing during that time.

Today, Marilyn Monroe and Chanel No 5 are still linked together. The perfume remains one of the top-selling perfume in the world. Well, it is reportedly said that one bottle is being sold somewhere in planet Earth every 30 seconds.

Of all the various industries that need marketing, the one that likely need marketing the most would be the non-profit organizations.

Consider this, most companies will have huge marketing budgets funded by successful products and services. They can accumulate profits, and when times are bad, draw on their marketing war chest to boost either branding, distribution, sales or any one of many objectives.

What do non-profit organizations have to fall back on?

Many marketing agencies would have faced this challenge some time in the course of their work. Non-profit organizations come and ask for a pitch.  But the reality is, many of them don’t need just a marketing campaign. Many non-profit organizations actually need a full blown non-profit strategic planning.

We found the Social Enterprise programs that have been launched by NESC to be a very compelling and powerful for non-profit clients. This is a very interesting approach because it “does not rely upon the good will of philanthropic foundations, corporations and individuals”, according to their press release.

As a marketing agency, NESC seems to be a good partner to be working with. While it is true that non-profit organizations need to be very prudent in how they spend, the reality is that these companies do have budgets that they can use to promote their respective causes.

I see NESC as a good quality partner that can be tapped to help marketing agencies provide more value add to their clients. With clients more equipped, they are more able to use your marketing agency to the fullest advantage. Isn’t that a good way to do business?

The most fascinating point is that NESC itself is a non-profit organization and its consultants are mostly senior executives who are now contributing their wealth of knowledge and experience for the betterment of society. We like the concept that NESC has, and it is a pity that their activities appear to be constrained to the New York, Connecticut and New Jersey areas.

Their website does provide a lot of information and even if your non-profit organization does not fall into the geographic area, just reading the list of services provided can provide some insights into areas that you need to pay more attention to.

Too bad they don’t seem to have a “virtual service” where you can submit your needs, and have their consultants take a look at it. I think that would be really cool. A knowledgebase (like a database of sorts) would also be a nice contribution to the non-profit community at large, I think.

In any case, what NESC does, the giving back to society element is strong and worthy. Anyone with experiences with them would like to share your comments?

Here is an interesting thought.

With the Internet and broadband capabilities becoming so easily available, creative teams no longer have to be working in the same building and sharing the same network. Large files are easily transported over the Internet. Do we still need an in-house creative team today?

Already, many marketing agencies today are no longer following the “good old” agency model of operations. And in reality, a huge part of creative work is being farmed out. The reason is simple enough, different people have different skills in different areas. When you want an excellent animation, it is likely that your Art Director who is an expert in traditional print media, might not be the right person to lead that.

Who today can afford to have all the various talents that you “might” need on staff?

The good news is, with the de-coupling of the ball-and-chain relationships, the creative people can now focus on what they love best and do best; while agencies can now hire virtual teams as the needs dictate. How good is that?

So, tell us, do you still have a Creative Team in-house?

It used to be quite easy, you know, running a marketing agency. You had to have a creative idea, run a creative campaign and the leads just keep pouring in. But today, lead generation services is a whole different ball game.

In fact, it is made tougher simply by the fact that the Internet has made it “easier” to generate leads. What has happened over the past few years, have been a roller-coaster ride for many marketing agency. Many companies have knowingly and unknowingly contributed to the detriment of this most effective tool. Surely you know what we are talking about here.

Yes, it is the word called SPAM. Once, it was easy to find prospects who wanted a specific piece of information. They subscribed to you, get on your mailing list, and become a genuine lead. Sadly, the over harvesting of such leads have created spam lists and made many people wary.

It cuts both ways. Users are wary of giving out their name and contact, and clients find it hard to get a high quality list. In fact, if you want organic leads (fresh, un-polluted) it is a nothing short of a monumental task.

I found this site called Revenue Farm and they seem to have a fresh approach. For example, if you are looking to create a list of debt settlement leads, they have a method by which they claim to be able to generate fresh leads for you. With the high level of spam and lists that have been created through dubious means, getting a good quality list that is fresh and un-abused is really tough.

Most of the time, if you want to get a debt consolidation lead, good luck to you. That is one of the most hotly harvested area in the online world. Most marketing agencies would be hard put to find a good clean list for that segment. We have not personally tried the services, but if the company keep their promises, then this could be a good source of leads for you and your clients. No harm to give it a shot, and let us know how it goes!

Walked into a mall earlier with no intention to buy anything other than eat my lunch.  Yet, I was drawn to a CD shop due to the crowds gathered outside. Many were queuing up to make a purchase, some holding up a few CDs in their hands. A few were obviously crying.

Ahhh…

The enterprising proprietor placed an extra table outside the shop, piled high with Michael Jackson CDs alongside with some gigantic posters of the King of Pop’s in his heydays.  The speakers were belting out his hits one after another. With a visually long queue and music so loud, it’s no wonder more and more people were attracted to this little shop.

Those slick dance moves. From Taipei to Lima, Shanghai to Mexico City, fans of the late Michael Jackson pay tribute to the music icons by impersonating him and by snapping up anything about him. Michael Jackson could very well be worth more when dead.  Smart merchants globally, like this one , are cashing in from all sorts of merchandises from CD to posters to mugs to black hat to white glove to dark glasses etc etc.

Is this exploiting the dead? Yes but this is still clever marketing. The merchants basically swim with the flow of the tides and stand in the direction of the wind. I see nothing wrong with that. This opportunity is so big and so obvious that I would be totally surprise if merchants retailing in souvenirs and CDs don’t make a move.  Yet again, I’m not surprise if some don’t.

Marketing opportunities are everywhere however, how many people actually sees the wood in the trees? Even if they do, how many take action?