One of the questions I get often is why a business owner should hire an advertising agency instead of dealing directly with the various media vendors themselves. Before I go into the list, however, let me explain that I have been on both sides of the advertising agency/direct seller fence. I have been in the advertising/marketing industry since 2004 (selling direct campaigns, working with agencies, as well as placing advertising for clients). I decided to start my own marketing agency for the specific reason of having the freedom of offering whatever marketing solutions I felt were the best fit for the customer in achieving their goals; which let’s face it, is growing their business.
1. The Time-Value Savings TTL Media Group Provides
Simply, business owners who go direct regularly spend significantly more time during the week on their marketing. They get bogged down in the various marketing efforts & marketing meetings when they don’t let an agency do the detailed work. This is time that they don’t really need to be spending.
2. TTL Media Group is More Objective When Choosing Marketing Techniques
At TTL Media Group, we aren’t beholden to any specific media station, marketing medium, or manager waiting for us to “close a deal.” Therefore, we are more at liberty to make the best choice for the client based on the situation at hand. The opposite is true for the radio salesperson or TV account manager. They are under pressure to sell certain packages in order to fulfill management’s quota for the month.
3. TTL Media Group Can Negotiate Lower Media Rates
If an advertising agency regularly buys media, media reps are under pressure from their management to keep their business. Since an agency can choose from ALL the stations that market to the desired demographic, they are free to choose the station that gives them the best deal. Competition between stations means lower advertising rates, additional added value, and/or lower CPM. There are some exceptions to this, but as a general rule this is true.
4. TTL Media Group is the Same Price as Going Direct
This is due to the fact that we do not charge ANY extra fees because we are getting an agency discount of 15% from the various traditional media outlets. We charge the same price that the media outlet would charge you, the business, and keep the difference. This is a win-win for both the client and the agency.
5. TTL Media Group is a Buffer Between the Business Owner and All the Media Sales Reps
Business owners are inundated with the constant barrage of media sales reps trying to sell them something. When a business owner hires an advertising agency, all those sales reps must speak with the agency instead of the business owner directly. This takes the pressure off the business owner to listen to every pitch. This also spares the business owner the guilt of having to constantly say ‘no’ or avoiding account executive phone calls. By referring all media sales inquiries to the advertising agency, the advertising agency is able to look at all the options and choose from the best one.
6. Consistency & Synergy Across Media Platforms
At TTL Media Group, we believe that the “core” of advertising is consistency & synergy across media platforms. What do we mean by this? Simply utilizing the SAME message, voice, and music across radio, tv, social media, internet, and MORE. Too many times have seen different radio or tv stations produce their own messaging for cross-shared clients. We WANT the end consumer to be exposed to the same messaging for optimum effect and Return on Investment.
