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Broadcast Upfront Review 2018

Posted by Drew Conklin on Fri, Aug 17, 2018 @ 12:08 PM

 

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Topics: tv advertising, upfronts, broadcast

How to be a Good Client

Posted by Scott Christopher on Thu, Aug 16, 2018 @ 17:08 PM

A client asked me a very refreshing question recently: "How can we be a better client for you?" I had never been asked that before, but was happy to provide an answer. Don't get me wrong - we understand that we are in the service business, and making our clients happy is always our goal. We are always looking to improve our service. And there are tons of articles out there on this subject, including this excellent one from HighTail. But there's not much on what makes a good client. It's a relationship that must be built on respect and trust. I think the internet could stand a bit more advice on this vendor/client relationship, whether in the advertising realm or others. So here goes:

1. Be Open. The best client-agency relationships we have are those that understand it is a partnership. They are forthcoming with sales data, traffic reports, customer research - any and all information that can help us develop effective media plans that will achieve their goals.  "Help us, help you" as the saying goes. We're on your side, and the more data you can share, the better. 

We start every client relationship with a thorough discovery process where we play 20+ questions, get all advertising history, seasonality and any other pertinent info. Our best client relationships begin here with a comprehensive download; then armed with as much information as possible, we move forward to create a custom media strategy for them.

2. Be Responsive. You're busy - we get it. You have loads of meetings and are drowning in email. That's why you hired us, after all - to offload some of this work and provide some strategic perspective. But if we're asking for information or a decision, we need it to be able to move forward with your marketing strategy.  Otherwise, we're stuck in a holding pattern and not executing your campaigns... and you could be missing out on sales.

3. Be Decisive. This goes hand-in-hand with the above, but you've done a thorough search and selected us as your agency because of our expertise. At McCulloch+Company, we pride ourselves in providing recommendations to our clients that are vetted, simple to understand and on strategy. We try to make it easy for you to make a quick decision, but are always available if further explanation is needed. And of course, we're open to adjusting our recommendations based on your feedback - no one knows your business as well as you do. Our best clients make quick decisions so we can execute their media strategy effectively.

4. Trust Us. We're working for you, negotiating on your behalf with media vendors to get the most value and make your advertising budget work harder. Your success is our success, so trust us when we provide feedback or have a different recommendation for your media campaign. Simply put, you are paying us to give you good media ideas and you can trust that we will do that. 

That's enough for now, but you can read here some other tips on how to be a good client. I especially like the 5th point - one point of contact does make it easier for us to serve you. What other advice do you have on being a good client?

McCulloch+Company is an advertising media services company that integrates the innovation of digital media with the strengths of traditional paths. Founded in 1984 and located in historic Roswell, Georgia, McCulloch+Company is regarded as one of the Southeast's preeminent media agencies. The agency is skilled at managing B2B and B2C clients in a multitude of industry categories. Click here to contact us for a free media plan evaluation. 

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Topics: good media ideas, best media agency, media success, media strategy, client success

Merging Print and Video: An Innovative B2B Idea

Posted by Jeff Jones on Fri, Jun 1, 2018 @ 12:06 PM

Goal: Communicate Autotrader’s new website experience to top customers in an environment that can’t be ignored.

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Topics: good media ideas, B2B marketing strategy

Unconventional Convention Support

Posted by Jeff Jones on Fri, Jun 1, 2018 @ 12:06 PM

Industry conventions and trade shows continue to be a vital component of business-to-business marketing. Successful brands recognize the opportunity to generate revenue at industry conventions by scheduling meetings in advance and driving booth traffic through unique tactics. Communication with your customers and prospects prior to these trade shows should include:

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Topics: B2B marketing strategy, convention support, trade show marketing

Client Success Story: B2B Programmatic Campaign results in Real Sales

Posted by Scott Christopher on Tue, May 8, 2018 @ 16:05 PM

From time to time, we like to highlight on the blog recent successes we've had with client campaigns. This one we worked on last year highlights the challenges that come with very narrow B2B sectors, especially when it comes to digital advertising.

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Topics: programmatic advertising, B2B media planning, B2B marketing strategy, media strategy, client success

SEM - The Do's and Do Not's

Posted by Drew Conklin on Wed, May 2, 2018 @ 14:05 PM

Many organizations, from "mom and pop" to large national companies, have at some point thought about or implemented an SEM (Search Engine Marketing) campaign for their business. Some of these implementations led to great results, while others have fallen flat on their back.

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Topics: good media idea, digital media, best practices, SEM, Google, media strategy, AdWords, Keywords

"We'll be right Back" - Unsold Inventory or Technical Glitch?

Posted by Scott Christopher on Thu, Apr 19, 2018 @ 16:04 PM

We've all seen it. That commercial break screen on ESPN, CNN or other apps when streaming TV via your Over-the-Top (OTT) device of choice (Roku, Apple TV, etc.). It appears during a break that's supposed to show you 30 second commercials. Maybe it does show one or two - but for the majority of the commercial pod it's just that screen with the graphic and annoying music.

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Topics: digital advertising, online video, good media idea, Atlanta TV buying agencies, ott, TV streaming, broadcast tv buying, media strategy

What's lost when you don't have a media strategy

Posted by Scott Christopher on Fri, Nov 17, 2017 @ 15:11 PM

If you've never had a media strategy, you may wonder what the benefits are for going that route. It's just buying ads, right? How strategic can you really get? Well, the clients we work with at McCulloch + Company have come to know the benefits of goal alignment and developing a comprehensive media strategy with tactics to reach prospects at every stage of the buyer's journey. They've seen how helpful it is to develop a strategy based on their marketing goals, target demographic, geography, creative asset availability, budget and many other factors. If you're not there yet, perhaps it's helpful to see what you're missing out on by not having a media strategy.

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Topics: media planning, Atlanta media buying agancy, media strategy

What's your Brand's Story?

Posted by Scott Christopher on Thu, Oct 26, 2017 @ 16:10 PM

Good marketers tell good stories - concise, compelling, and engaging stories. They have done the hard work of distilling down their mission and value proposition into a simple story that can be easily understood by prospects. When told well, the story engages customers on an emotional level (yes, even B2B brands) and eliminates all the guesswork for them in understanding "What's in it for me?" Strong brands also have alignment company-wide on this story. From the C-Suite to sales, from PR to HR - all are bought in. This belief company-wide doesn't just impact marketing and creative, but customer service, product packaging, operations and more. This is why we--strategists at a media-only agency--care about our clients' stories. Our media plans can either help enhance that story, or detract from it.

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Topics: good media ideas, outdoor advertising, Rock City

3 Trends in Paid Social

Posted by Scott Christopher on Thu, Aug 3, 2017 @ 15:08 PM

When developing a media plan, we leave no stone unturned to help our client-partners reach their goals. Increasingly paid social is an important tactic to consider, especially as a platform's audience grows and/or they innovate with new advertising offerings. Lately there are more and more options in which to advertise to reach your audience without growing the duopoly. In this post, I'll highlight a few trends observed in paid social lately and their possible applications in a media strategy. 

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Topics: media buying atlanta, paid social advertising, media planning, social media, digital strategy

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