Why Most Efforts Fail and How to Guarantee You Land Big Brands

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Aug 14, 2006, 12:02:35 PM8/14/06
to Digital Advertising
First ask yourself a few questions.

Q1) How do you go about reaching the Brand Decision Maker (BDM) at this

Q2) Do you still allow your sales people to wrestle with phone bots at

Q3) What percentage of BDMs are completely satisfied and not seeking
new Proposals?

Q4 If you are proactively making calls then Sales increases are
guaranteed aren't they?

Feel free to send me your responses. Send your rebuttals an I will make
sure they are posted.

Here are my thoughts on these questions.

1-Response: You could be the better agency but if you hide your light
under a bushel how are the BDMs to know how truly great you are?

Fact: If you are not proactively reaching out to the Brand Decision
makers they are going to treat you like a commodity.

Fact: If you are waiting for the phone to ring you are losing each day
to your more aggressive competitors.

2-Response: 40% of all phone calls to Brands result in dead ends.
One thing we can all agree on: Nothing happens until someone sells
someone. If your team can't get through you lose.

3-Response: 79% of Brands are seeking new Proposals at this time.

4-Response: If you are making calls and getting to the decision makers
this last question induces a LOL response! If your top salesperson
makes 50 calls and 42 result in a direct connection with a decision
maker---you tell me---what happens to your bottom line? Ka-Ching!

Marketers are increasing their overall spending on search," said Zia
Daniell Wigder, vice-president and research director at
JupiterResearch. Are you dialed in or out-sourcing the effort?
Creative teams with skills in viral, seo, sem and flash8 banners are
being sought actively....why not go direct to the BDM?

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