1. c. lee smith president/ceo ad-ology research westerville, ohio
TRANSCRIPT
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C. Lee SmithPresident/CEO
Ad-ology ResearchWesterville, Ohio
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Who is Ad-ology?
• Ad-ology provides research to more than 2,000 agencies, marketers and media properties.
• We study the impact of advertising+marketing on purchase, forecast future marketing, and study ways for clients to “connect with the customer.”
• Launched in 2005. Parent company founded in 1989 in Columbus, Ohio.
• One of five Research Partners for 2010 AAF National Student Ad Competition.
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What You’ll Hear Today
1.What Chief Marketing Officers are Saying About Advertising Agencies
2.What Consumers are Saying About Advertisers and Non-Advertisers
3.What Local Advertisers are Saying About Marketing, Local Media Sales Reps
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What They Say About Agencies
In January 2010, we asked 123 clients of agencies for their thoughts.
Respondents must meet four (4) criteria:
1. Title: CMO, VP/Director of Marketing, CEO
2. Companies over $2 million in sales
3. Must employ at least 1 outside agency
4. Must be primary decision maker or one of the primary decision makers
Here are a few of the highlights from this study...
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What They Say About Agencies
Attitudes on Advertising Agencies, January 2010, Ad-ology Research
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What They Say About Agencies
Top expected marketing budget gainers for 2010
(out of a list of 14 initiatives)...
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What They Say About Agencies
Top expected marketing budget gainers for 2010
(out of a list of 14 initiatives)...
1. Digital Marketing (46% will increase)
2. Creative (34%)
3. Branding (33%)
4. Market Research (33%)
5. PR/Media Relations (32%)
Attitudes on Advertising Agencies, January 2010, Ad-ology Research
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What They Say About Agencies
Other than budget, what are your company's top five factors for selecting a new agency?(out of a list of 15 factors)
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What They Say About Agencies
Other than budget, what are your company's top five factors for selecting a new agency?
(out of a list of 15 factors)
1. Quality of previous work (54%)
2. Creative capabilities (54%)
3. Industry experience (46%)
4. Responsiveness (44%)
5. Do they understand our customers? (43%)
Attitudes on Advertising Agencies, January 2010, Ad-ology Research
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What They Say About Agencies
What are your biggest sources of frustration or aggravation with your agency/agencies?(out of a list of 15 factors)
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What They Say About Agencies
What are the biggest sources of frustration or aggravation with agency/agencies?(out of a list of 15 factors)
The top four by far are:
1. Poor communication (38%)
2. More reactive than proactive (37%)
3. Lack of understanding of our company's business or industry (37%)
4. Lack of strategic thinking (31%)
Attitudes on Advertising Agencies, January 2010, Ad-ology Research
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What They Say About Agencies
If you could offer one pieceof advice to advertising/marketing agencies, what would it be?
“Make the effort to learn our...
• business
• product
• market
• customers”
Attitudes on Advertising Agencies, January 2010, Ad-ology Research
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What They Say About Agencies
If you could offer one pieceof advice to advertising/marketing agencies, what would it be?
“LISTEN!”
• “each of us (clients) is different”
• “be EXTREMELY attentive to our needs”
• “show your interest in us”
• “listen closely before preaching theories.”
Attitudes on Advertising Agencies, January 2010, Ad-ology Research
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What They Say About Agencies
If you could offer one pieceof advice to advertising/marketing agencies, what would it be?
“COMMUNICATE!”
• “don’t leave us in the dark wondering”
• “follow up, follow up, follow up”
• “we are partners, not a parent/child relationship”
• “Always try and show ROI for any advertising program”
• “Speak honestly and with integrity”
Attitudes on Advertising Agencies, January 2010, Ad-ology Research
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What They Say About Agencies
Three sins of account service
No communication, No insight, No listening
Chief Marketer Forecast, January 2010, Ad-ology Research
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Next...
What Consumersare Saying About
Advertisers and Non-Advertisers
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What They Say About Advertisers
In May 2009 and again in December 2009, we asked U.S. consumers for their perceptions of advertising and advertisers.
•Sample size in May 2009 was: 1,225
•Sample size in December 2009 was 2,211
•Margin of error: +/- 2.2%
Here are a few of the highlights from this study...
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What They Say About Advertisers
2010 Advertising+Media Perceptions Study, Ad-ology Research
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What They Say About Advertisers
2010 Advertising+Media Perceptions Study, Ad-ology Research
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What They Say About Advertisers
2010 Advertising+Media Perceptions Study, Ad-ology Research
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What They Say About Advertisers
2010 Advertising+Media Perceptions Study, Ad-ology Research
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Lastly...
What Local Advertisersare Saying
About Media
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What They Say About Media
In November 2009, we asked 1,100 SMB owners in the United States for their thoughts.
Respondents must meet three (3) criteria:
• Title: CEO, Owner, VP of Marketing/Sales
• Companies less than 100 employees
• Must be primary decision maker or one of the primary decision makers
Here are a few of the highlights from this study...
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What They Say About Media
“Some 25% of small (and midsize)businesses surveyed by Ad-ology Research said they would spend more on social networking in 2009, beating the numbers who’ll spend more on e-mail, blogging or company websites.”USA TODAY7/24/2009What about 2010?
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What They Say About Media
2010 Small Business Marketing Forecast, Ad-ology Research
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What They Say About Media
2010 Small Business Marketing Forecast, Ad-ology Research
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What They Say About Media
2010 Small Business Marketing Forecast, Ad-ology Research
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What They Say About Media
2010 Small Business Marketing Forecast, Ad-ology Research
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What They Say About Media
2010 Small Business Marketing Forecast, Ad-ology Research
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What They Say About Media
2010 Small Business Marketing Forecast, Ad-ology Research
Online and Direct Mail are expected to be the biggest gainers.
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What They Say About Media
What are the biggest frustrations about the process of buying advertising?
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What They Say About Media
What are the biggest frustrations about the process of buying advertising?
1. Rate increases without justification or audience increases (51%)
2. Getting ad proposals that are not relevant to your business (37%)
3. Being able to justify cost/measure success (35%)
4. Ratings/Research that is confusing, outdated or misleading (31%)
2010 Small Business Marketing Forecast, Ad-ology Research
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Today’s Take-aways
• Most marketers, both big and small, say: they’ll have larger budgets in 2010
• Most businesses say: Digital and direct marketing, and social media are top of mind
• Agency clients say: they’re most frustrated by three common sins of account service
• Local advertisers say: they want media sales reps who are trusted advisors that know advertising and their business
• Consumers say: cutting back on advertising sends a message of uncertainty
Chief Marketer Forecast, January 2010, Ad-ology Research
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