ADVERTISING AGENCY marketing

[voicy1stef]

Hi it's me again! (ha,ha)

Anybody had any luck with marketing directly to ad agencies? I'm working my way through the top 50 here in England (London area). (Not finished yet!) I've been mainly focussing on the Creative Director, when I could get his or her name.

I think you just have to be persistent--maybe keep following up after submitting demo, so they remember who you are.

Anybody had experience with this kind of campaign? Have you been requesting they contact you directly, or go through your agent? Any other tips?

Thanks again guys!

[Colin Campbell]

I contacted some ad agencies here in Ohio a while back and was told by one that "everyone does their own spots these days."

Ewwwwwwwwwwwwwwwwww

[AlanSimmons]

So is there a particular protocol to follow when sending demos and such to ad agencies?

[jsgilbert]

Most ad agencies work directly with talent agents with regards to auditioning and so forth. There are some exceptions of course and there are some agencies that are just fine with talent contacting them directly.

Of course, many ad agencies don't have broadcast production teams and hire outside producers like me to find talent and produce commercials. One ofthe agenciesthat I write and produce for forwarded a moving box and a half of dmeo cd's to me a few months a go. I did what anybody else in my position would do (but doesn't have the huevos to tell you) I ripped out the CD's and cd covers and kept the cases.

You might have better luck trying to identify potential hirers through online networking communities, civic and social organizations or through your local ad club. You really should be targeting agents to get representation.

[Bob Bergen]

Well, here's my advertising marketing advice yet again. I've left this on other threads, so I'm expecting a nice residual for this rerun!! ;-)

Here's the deal when it comes to marketing to anyone. Most people don't listen to demos. Sorry, but that's the fact. When it comes to a demo, the best way to get listened to is to be with an agent who has listed your demo on their Voicebank page. When a perspective buyer is looking for something specific, your agent can direct them to your demo on Voicebank so they can hear your style/read. Very few buyers just surf Voicebank randomly looking for talent. So having an agent list you is oh so important.

So, back to ad agencies. Yes, you can market directly to advertising writers/producers. Where do you find them? The Red Books lists all things advertising. It's expensive, and you can purchase this online at Red Books - Home Page

Most agents have The Red Books and the good ones allow their clients to thumb through it for marketing purposes.

Some agents will do an email blast with their client's demos to the advertising buyers they most often deal with. This is a great way to market to the advertisers since the buyers know the agent's email blast is not spam.

But let's say you decide to do this marketing yourself, without the luxury of having an agent emailing to the buyers. The Red Books will list both mailing addresses and email addresses of ad execs. Should you spend the money sending out CDs or email an mp3 of your demo, knowing that most will be thrown away, dumped into the spam folder, or just not listened to????

I don't know.

But let's say you decide to send out 500 emails to ad execs. Let's say 499 of these execs dump your email. But possibly, one listens. And he likes your read. And he thinks you are perfect for his next big car TV ad campaign. And he hires you.

Why?? Because you took a risk. You gambled with your time and your talent. And because of your gamble, 499 people said "no," but one person said "yes" and changed your life.

So, now you have a big car campaign running on TV. It runs for one 13 week cycle, paying you oodles in residuals. And you add this spot to your demo.

You now resend to the 499 that turned you down or didn't listen from your last submission. This time, 10 listen. Maybe 4 of them know you as the new big voice flavor of the day doing that new car campaign. And of the 4, one of them thinks you are perfect for their new detergent TV campaign. They hire you.

You now have 2 national TV campaigns making you a slew of money.

Why? Because you went through the Red Books. You sent out 500 emails to ad execs. You risked rejection and spam dumping. And 499 of them didn't listen or threw you in the trash.

But one person changed your life.

Etc.

So-should you market to advertising companies?????????????????

There's no way of knowing if you should.

But it could change your life!!!!!!

[Julie Williams]

I do market to ad agencies. (though not as often as I should)
When I send marketing emails in a certain market, I refer them to my agent in that area. I also usually combine it with postcard marketing to the same people.

I believe (from memory) that Jay Conrad Levinson said, in one of his books--perhaps Marketing Attack?--that sometimes it takes 27 hits on ONE person before they respond! But most people don't persevere. So most people don't have good luck with marketing.

I haven't seen Red Book, Bob. I'll have to check that out. I got a directory from Adweek... and it was about $400.

[bobbin beam]

You rock, Bob! :)

[Bob Bergen]

;-)!!!!!!!!!!!!

You and I need to do a spot together, just so I can hear an engineer slate ,"This is Bobbin Beam and Bob Bergen."

[Dina Monaco-Boland]

In the Chicago market you can go to the Chicago creative directory. It lists all ad agencies there (plus oodles of other stuff!). It's online and it's free. Just a thought.

[Joe Rodriguez]

Bob,

That was the best and easiest to understand bit of marketing advice I've read anywhere. Thank you so much for that. When is your book coming out (hint, hint) ?