In this episode of Marketer’s Edge we’re talking tourism and destination marketing with Emily Gonzalez, Vice President of Marketing and Communications for Visit Mobile.
If your ad agency pursues tourism and destination marketing clients, watch this episode.
Visit Mobile is Mobile, Alabama’s official destination marketing organization charged with attracting visitors and conventions to the Mobile area to experience and enjoy their history, culture and attractions in order to further strengthen Mobile’s image as a national destination, increasing economic stability and enhancing the region’s quality of life.
Why Advertising Agencies Should Watch This Episode-Emily talks:
Where to place her marketing emphasis when there are so many different offerings.
How she uses data and analytics to optimize her marketing efforts.
The biggest marketing challenges in marketing Mobile, AL.
How her degree from the Southeast Tourism Society impacts her work.
What Visit Mobile does, and the six pillars the organization focuses on.
The biggest differences between marketing vacation rentals (her previous job) and marketing a city.
How marketing a city like Mobile has changed over the years.
How she determines positioning for Mobile to most effectively differentiate it from other destinations.
Whether she currently uses an agency in her marketing efforts.
Advice she would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was attempting to win business from her, the advice she would give them.
If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.
Cut to the Chase is an RSW/US interview series that delivers brief, but impactful views from ad agency principals and business development leaders on growth strategies and the challenges that come with it in today’s weird, evolving landscape.
(Part 1 of Lee McKnight’s interview with Bill Milkereit can be found here.)
Brief background: In the Fall of 2020, Bill Milkereit and Todd Tucker never thought they would be starting a new ad agency.
They were group head/creative director and creative group head, respectively, at the Richards Group in Dallas, the largest independently-owned agency in the country at the time.
They created some of the county’s most well-known ad campaigns-the cows for Chick-fil-A, the resurrection of the Fruit Guys at Fruit of the Loom, “Let’s Do This” for Home Depot, and “It Just Means More” for the SEC (Southeastern Conference).
And then it happened-The Richards Group was thrown into turmoil in front of the ad world, making national news.
While Bill and Todd were not involved in that event, like so many other Richards Group employees at the time, they had a decision to make.
After decades of memorable work and honing their craft, the last thing they were thinking about was starting a new agency.
This is the topic of episode 1 of our new RSW interview series, Cut To The Chase.
Lee and Bill cover the path that lead to Poke The Bear, a bizarre client story, the challenges of pitching in today’s world, what lies ahead for their new agency, and a few pieces of key advice on starting a new agency and pitching in today’s world.
Bill’s an intelligent and funny interview, but above all he is deeply passionate about his creative work-we hope you enjoy the interview.
In this episode, Bill talks:
-Something he never expected: starting over
-What agency life was initially like post-Richards group
-Why they decided to start the agency now
-One piece of advice for anyone thinking of starting an agency
-His take on WFH from an agency perspective
-What does growth look like for PTB-how big do they want to be?
-How agency pitching has changed in the past 3-5 years
-One thing to never say in a pitch
-One piece of advice on pitching today
-And one piece of advice for marketers to make agency relationships better
https://www.rswus.com/wp-content/uploads/2023/05/Cut-to-the-Chase-with-Bill-Milkereit-of-Poke-The-Bear-Ep.1-pt.2-Starting-a-New-Ad-Agency.png7211281Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-05-08 12:15:142023-05-08 16:04:23Cut to the Chase with Bill Milkereit of Poke The Bear | Ep.1 (pt.2)-Starting a New Ad Agency
In this episode of Marketer’s Edge we’re talking not-for-profit organizations with Jessica Normington, Director of Development and Communications for Blind Industries & Services of Maryland..
If your ad agency works with and pursues not-for-profit organizations, watch this episode.
Why Advertising Agencies Should Watch This Episode-Jessica talks:
The various services and training offered through BISM.
How the marketing for an organization like BISM is similar and different from other marketing jobs.
How she’s using social media to drive donations for BISM.
With this being her first job focused on working with people with disabilities, what attracted Jessica to this industry, and more specifically, this organization.
What is most fulfilling personally working with BISM.
Some of the more significant challenges facing BISM and how she anticipates addressing those challenges.
How her experience working at the Pikesville Chamber of Commerce helped prepare for the work she’s currently doing at BISM.
Advice she would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down Jessica’s door and attempting to win business from her, the advice she would give them.
If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.
Cut to the Chase is an RSW/US interview series that delivers brief, but impactful views from ad agency principals and business development leaders on growth strategies and the challenges that come with it in today’s weird, evolving landscape.
In the Fall of 2020, Bill Milkereit and Todd Tucker were group head/creative director and creative group head, respectively, at the Richards Group in Dallas, the largest independently-owned agency in the country at the time.
They created some of the county’s most well-known ad campaigns-the cows for Chick-fil-A, the resurrection of the Fruit Guys at Fruit of the Loom, “Let’s Do This” for Home Depot, and “It Just Means More” for the SEC (Southeastern Conference).
And then it happened-The Richards Group was thrown into turmoil in front of the ad world, making national news.
While Bill and Todd were not involved in that event, like so many other Richards Group employees at the time, they had a decision to make.
After decades of memorable work and honing their craft, the last thing they were thinking about was starting a new agency.
This is the topic of episode 1 of our new RSW interview series, Cut To The Chase.
As were looking for a new idea after our 100-episode run of ad agency business development series, 3 Takeaways, we wanted to bring you something different.
Every agency owner has experienced the process of starting a new agency (or taking over one) and everything that goes with it.
But many (most?) didn’t go though it in quite the same way Bill and his co-founder Todd did.
In this episode, Bill talks:
-The storied campaigns he worked on
-Working with a nudist client (yikes)
-Poke The Bear-how did they come up with the name? (It took a year)
-Poke the Bear’s ideal client
-Why they excel in fan culture
-The tough question: What is PTB’s point of difference?
-Pushing back on clients for the right reasons
https://www.rswus.com/wp-content/uploads/2023/03/Cut-to-the-Chase-with-Bill-Milkereit-of-Poke-The-Bear-Ep.1-pt.1.png6721381Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-03-23 13:35:572023-03-23 13:38:46Cut to the Chase with Bill Milkereit of Poke The Bear | Ep.1 (pt.1)
In this episode of Marketer’s Edge we’re talking financial services and credit unions with David Eldred, the Chief Experience Officer for Solarity Credit Union.
If your agency pursues clients in the financial services or credit union space, you’ll want to watch this episode.
With over $1 billion in assets under management, Solarity Credit Union’s digitally focused community-centric co-op currently serves more than 50,000 members and offers a comprehensive range of products and services to meet ever-evolving financial needs.
Membership is open to everyone who lives, works, worships, or attends school within a Washington State school district.
Why Advertising Agencies Should Watch This Episode-David talks:
His experience with RVM (Relationship Value Management), an approach that proved invaluable in developing relationship-based pricing strategies.
Aside from mobile banking, the biggest changes in the industry he has experienced.
And what he thinks the financial services and credit unions space will look like 3-5 years out.
What it means to be a “Chief Experience Officer” at a credit union and how that’s different than being a CMO.
What he likes most (personally and professionally) about the financial servives and credit unions space, an industry he’s operated in his entire career.
The advantages of in-house teams and the advantages of working with an outside agency.
Any advice he would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down his door and attempting to win business from him, the advice he would give them.
If your agency pursues clients in the restaurant, restaurant chains, or franchise space, you’ll want to watch this episode.
A bit of background: After serving our communities and its guests for 65+, LaRosa’s continues to be the leading pizzeria and Italian restaurant in the Greater Cincinnati area. We know a restaurant is only as good as the food it serves, and thousands of our Guests agree that LaRosa’s food simply can’t be beat.
LaRosa’s truly is your neighborhood pizzeria. Families in Ohio, Indiana, and Northern Kentucky have been enjoying LaRosa’s original recipe pizzas for generations, with many of them making LaRosa’s a weekly tradition. Of course you can choose from other LaRosa’s favorites like calzones, hoagies, pasta, and more.
Why Advertising Agencies Should Watch This Episode-Pete talks:
What he feels is key to maintaining a solid agency-client relationship.
What some of the toughest challenges he’s faced marketing the LaRosa’s brand to consumers and how he has overcome them.
Advice he would give to marketers thinking about bringing a new agency on board.
The degree to which LaRosa’s has had to adapt to changing consumer preferences over the 22 years Pete has been at the marketing helm.
What he did during the pandemic to keep sales strong and that he found useful continuing post-pandemic.
How his advertising experience (prior to joining LaRosa’s) has helped him.
And lastly, if an agency was trying to knock down his door and to win business, the advice he would give them.
Welcome to episode 100 of 3 Takeaways, with a focus on sales automation (also our 5th Halloween episode, although Lee says 4-no, no).
There is nothing wrong with your device.
Do not attempt to adjust the picture.
We are controlling transmission.
Business development for your advertising agency has been subsumed.
Humans no longer control strategy or execution-technology is all- automation has replaced any sense of understanding.
Ominous opening, right?
Well, we don’t have much time-the sales automation overlords are watching.
But we’ve jammed their signal for a few minutes.
I can’t take credit for that last sentence in our opening.
It comes from an agency principal, discussing the high volume of sales outreach being vomited, copiously into our email boxes, on LinkedIn, and, occasionally, on our phones.
With little sense of targeting, lack of research, and a reliance on volume to the detriment of any relevant message, he said, and I quote, automation has replaced any sense of understanding.
It’s become pervasive-you get the same emails and messaging I do-there is rarely any sense of understanding of prospects or their companies in most outreach today.
If there were, I wouldn’t be getting these emails, because I’m not the right-fit prospect in most cases.
But these salespeople wouldn’t know that, because they haven’t taken the time to do the homework.
So in this episode, we bring you 3 Takeaways to make sure your agency isn’t subsumed by the hivemind that we call, Extreme Automation Reliance.
Your first takeaway is paramount and simple:
Don’t let technology take over your business development process.
Let’s not kid anyone, technology is essential in making your process more efficient, but here’s a critical stat:
76% of agencies get more than six sales emails a day. And almost 90% of those agencies said only 9% of those are effective.
Some salespeople are content with that.
Perhaps they are one of the 9%.
But great salespeople know that reliance on one platform leaves potential opportunities on the table.
Yes, use email, but how many of your competitors are picking up the phone?
Are using traditional mail?
Do what your competitors are not.
With all this, the message here is not that you should never incorporate automation into your business development strategy.
Sales automation, whether through an automation platform, or using CRM tools that automate certain tasks, can be effective, but, and this is your second takeaway:
If you’re going to automate, make sure you are targeting the right prospects.
A different agency principal, in an initial conversation about our services at RSW/US, told me about a meeting coming up their new business director had set.
This business director relied on simple automation via email blasts and his network.
This principal told me, they had no business taking this meeting-it wasn’t a fit.
Many alarm bells went off.
It . . .does not compute.
So many business development failures can be traced back to going after the wrong prospects.
You have to take the time to nail those parameters down and make sure everyone involved in new business is on the same page.
We’ve now come to our final takeaway, time is short-they, are watching.
We’ve established that automation isn’t inherently ineffective, however-your third takeaway is this:
Make sure sales automation isn’t THE strategy.
Since automation occurs through email, when you do use it, it is, of course, vital that those emails actually reach your prospects, which means your sender reputation must be up to par.
But 60% of agencies do not monitor their email sender reputation.
There are many tools, from Google, Microsoft and others, to ensure your deliverability is not impaired.
Alright, I must go.
Thank you for watching our 100th episode of 3 Takeaways!
https://www.rswus.com/wp-content/uploads/2023/01/Sales-Automation-Has-Replaced-Any-Sense-Of-Understanding.png7081263Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-01-04 14:19:392023-01-04 14:21:38Sales Automation Has Replaced Any Sense Of Understanding | 3 Takeaways: Episode 100
If your agency pursues clients in the space technology, aerospace, or tech space, you’ll want to watch this episode.
A bit of background: ILC Dover is a world-leader in the innovative design and production of solutions for biopharmaceutical, pharmaceutical, medical device markets as well as a leading supplier for the (aero)space industries.
Our customers will attest to our relentless dedication to high value products, advanced technology, and responsive service, as our visionary solutions have improved efficiency while safeguarding people, product, and infrastructure in hazardous conditions through flexible protective solutions since 1947.
Why Advertising Agencies Should Watch This Episode-Dan talks:
What he likes most about working in marketing & tech– particularly space technology.
What it’s like being one division of a well-diversified holding company, and the degree to which it proves difficult to get corporate resources Dan’s division needs to accomplish its goals.
The toughest challenges in marketing products in the technology space and how he’s historically overcome them.
ILC Dover’s involvement in the production of the next gen space suit and, unlike the suit created during the Apollo era, they’ll actually get to brand these suits with the ILC Dover name/logo.
His strong belief in the “Servant-Leader/Theory Y management philosophy.”
Advice he would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency attempting to win business from him, the advice he would give them.
A little bit about Dan:
Executive with consistent record of profitable growth in a range of technology markets.
Market experience includes; Aerospace, electronics, chemical analysis instrumentation, and semiconductor processing equipment.
Skilled at leading teams of professionals capable of distilling diverse information into a sustainable growth strategy.
https://www.rswus.com/wp-content/uploads/2023/01/Marketers-Edge-Interview-With-Dan-Klopp-Space-Technology.png7081268Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-01-04 13:46:222023-01-04 13:51:10Marketer’s Edge Interview With Dan Klopp: Space Technology
If your agency pursues clients in the food retail or sustainable food space, you’ll want to watch this episode.
A bit of background: Chomps is a better-for-you meat snack brand with products made from the highest-quality, sustainably sourced proteins and no hidden, harmful ingredients.
Chomps beef and venison are 100% grass-fed and finished, our turkey is free range, and all of our proteins are hormone free, antibiotic free, and humanely raised.
Chomps meat snacks never contain added sugar, artificial preservatives or colors, MSG or fillers and are free from the top 8 allergens.
Our mission is to inspire a healthier way of snacking by providing high-quality, protein-packed snacks with simple, real food ingredients. At Chomps, there are no compromises or cutting corners – our products are delicious and nutritious.
Why Advertising Agencies Should Watch This Episode-Kasey talks:
Advice for other marketers looking to build their social presence and better take advantage of the space.
How there are a lot of “good for you” brands that use philanthropy or other approaches to strengthen their perceived “purpose” in the market and among employees and how Chomps efforts have benefited their brand and company.
Why she has focused her marketing career on “good for you” foods. Prior to joining Chomps, Kasey spent 9 years working for Enjoy Life Foods.
How marketing products like Chomps differs from marketing a more mainstream food product. We discussed other things marketers need to be considerate of – other ways they need to think about how they message or market a brand like Chomps.
How they make certain that the equities that exist in the brand today aren’t compromised as they expand the brand in the future.
And of course, advice she has for marketers looking for a new marketing agency and advice for agencies looking to bust down her door and work with her.
A little bit about Kasey:
Seasoned, yet scrappy marketing professional with several years of experience of CPG brand building experience.
Extensive experience in brand marketing and a strategic leader with a focus on data and behavior-driven results and continuous brand growth across all consumer touch points resulting in omnichannel growth.
If your agency pursues clients in the credit union space, you’ll want to watch this episode.
A bit of background: Hudson Valley Credit Union is a full service not-for-profit financial cooperative, 300,000+ members strong. They extend membership to their neighbors who live, work, worship, volunteer or attend school in Albany, Columbia, Dutchess, Greene, Orange, Putnam, Rensselaer, Rockland, Saratoga, Schenectady, Ulster, or Westchester Counties.
The company started in October 1963, when a group of IBM employees had a vision—to create a financial cooperative for IBM employees and their families, where the needs of the individual would be placed before profit.
Why Advertising Agencies Should Watch This Episode-David talks:
Some of the more unique things he’s doing to bring the credit union and its community closer together.
Predictions on what the banking and credit union world will look like in the future.
The relative importance of calling out the differences between credit unions and banks – today, as compared to a decade ago.
How they effectively kept engagement with their customer base strong during the pandemic.
Any advice David would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down David’s door and attempting to win business from him, what advice he would give them.
A little bit about David:
David’s career in marketing & sales management spans the course of multiple industries including financial services, advertising, professional services, and the food industry.
He has worked with companies to help them blend traditional data with “big data” analytics to provide a strategic framework translating data into a tactical framework for developing marketing campaigns that drive business results.
Creating and executing marketing campaigns & programs built on a foundation of solid data (marketing) analytics is what he delivers. Focusing on revenue growth AND profitability.
https://www.rswus.com/wp-content/uploads/2022/10/Marketers-Edge-Interview-With-David-Dirks-Credit-Union-Marketing.png7141266Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2022-10-06 11:15:082022-10-06 11:18:35Marketer’s Edge Interview With David Dirks: Credit Union Marketing
