Previous experiences can colour ones judgement when considering
advertising and the role of an agency. Here are some of the objections we have encountered
and our replies.
Weve advertised before and its been a waste of money.
What makes you think youll do any better?
When confronted with this type of comment there are five main areas to consider.
First, is advertising the best method of promotion? If the market is small and well
defined then direct mail could be better. However, if (a) the market is large, (b) the
buying/specifying process involves a number of engineers/managers and (c) the market is
served by two or more trade press journals, then advertising becomes a strong candidate in
the promotional mix.
Second, where have the adverts been placed?Chances are, the ads have been placed in the most inappropriate publications which are
either geographically too restricted, targeted at the wrong audience, too boring for
anyone to read or a disastrous combination of all these factors.
Third, what did the previous adverts say?
Did they have eye-catching pictures? Was it immediately apparent what goods or services
were being advertised? Did the adverts invite a response?
Fourth, when and how often were the advertisements placed?
Fifth, did the advertising produce any enquiries and if so, how were they handled?
Once these aspects have been considered, it
usually becomes quite obvious why the previous advertising had failed. By identifying and correcting the errors BIA will make your
advertising work much better.
We hardly get any enquiries from our advertising.
In industries where the target audience works at a desk with a computer, the
chances are the reader will go directly to the advertiser's web site to get
the information needed. Consequently, enquiry numbers are normally very low. However, some trades that don't work this way (e.g.
plumbers) still produce good quantities of enquiries through the magazines
reader enquiry services. It is therefore important to get your ISP (internet
service provider) to provide web site statistics. You can also create methods
for counting the number of times your web site is visited from every single
advert. How? Contact me for details.
We get lots of enquiries from our advertising
In most cases the first tangible result of advertising is an enquiry. (Sometimes an
industrial product can be sold from the page but this is the exception not the rule.
Tangible effects such as awareness can also be measured.) There is normally a lot of work
required to convert an enquiry to an order and there can be two major factors working
First, your sales team will find it a lot easier to make courtesy calls on existing
customers than try to sell to new customers.
Second, although your company received the enquiry, chances are your competitors did too.
The enquiry has simply invited you to compete for the business, it has guaranteed nothing.
Another (admittedly unlikely) possibility is that the advert was so poorly designed that
readers misunderstood the exact nature of the product or service you are selling.
BIA will examine these possibilities together with the advert design, placement, product
pricing and customer service. The reason for not converting enquiries into orders will be
there. Its just a case of identifying the reason and correcting the problem.
worked with advertising agencies before and had lots of problems!
The personnel are constantly changing !
We get an account executive, brief him or her on our products and markets and then
by the time theyre fully au fait they either leave or get assigned to another
account. We then go through the briefing process again and again and again.
That wont happen with BIA since David Beavis is the central co-ordinator for all
Agency charges are astronomical !
BIA is a home office based business so the charge rates dont have to cover expensive
fixed overheads such as premises, staff, etc.
We end up rewriting everything ourselves !
If the agencys copywriters and account executives dont have engineering
backgrounds then (1) it is quite possible that key aspects of the product can be
overlooked, (2) the significance of certain features may not be fully understood and (3)
an experienced third party perspective cannot be applied.
There are ways a non-technical agency can overcome these shortcomings, but its rather
difficult to do so without further increasing costs.
BIA is a specialist advertising and PR agency for industrial goods and services. You will
normally find the first draft requires little or no alteration.