Selling to Media Agencies for ad-tech start-ups

(...and why it’s a little like the hip-hop industry.)

© Chris Bourke 2015

Getting the Trial

Part (i)

What do Media Agencies do?

PLAN: Communications planning & StrategyBUY/SELL: TradingMEASURE: Econometrics

What Media Agencies really do...

Extract maximum profit from all revenue, including yours, passing through their hands.

Rappers need Representation...(...and

so do you

.)

Artists Labels Fans AdTech Agency Brands

Going Direct is tempting, but expensive.

Going Direct is tempting, but expensive.

The Big Four Agency Groups

WPP Publicis Omnicom Interpublic

Agency (OpCo)

Mindshare Starcom OMD Initiative

“ Mediacom Zenith PHD UM London

“ MEC - MGM -

Trading Desk Xaxis AOD Accuen Cadreon

Trading Arm Group M Vivaki Opera Magna

(...focus al

l sales

efforts o

n these.)

Layer Cake of Profit Extraction

● Agency … 15%● Trading … 5-10%● Tech … 20-30%● Barter...15%

!

What Makes Agency People Tick...

Late Gen-Y 20’s > FAME

Early Gen-Y 30’s > MONEY

Gen-X 40’s > POWER

Your Campaign Strategy

1. Narrative2. Collateral3. Economics4. People - DIY or Outsource?

Targeting: Agency & People

1. Trial targets2. Renewal Targets3. Trading targets4. Programmatic/Data targets

Agency Roles & Primary Targets

Media Planner Account DirectorGroup Account DirectorAgency trading directorGroup trading directorHead of Programmatic/Supply Partnerships

( ...focus a

ll sales

efforts o

n these.)

Your Prospect List - Gratis

LinkedinTwitterPress ReleasesThe ‘net leaks everything to help you develop targeting strategy - emails, roles, restructures, strategy, commercial goals, new clients & more

(...you don’t

need to

buy a pros

pect list.)

The Pre-Pitch

Sharpen your writing skillsEmail first; phone last resort; never socialEmail & the 1,2,3 scarcity elevator

The Pitch

Your demo is the pitchControl audience size15 min max(5) Slides max (3) slides good (0) slides best

The Trial

Zero frictionOver deliver

No (1) rule: Make agency the star

Getting Renewals

Part (ii)

Biz Dev is like CIA spy training

“Reason to meet, reason to connect with you, reason to connect again”

Networking Strategy Helps...

1. Before people are willing to invest in you they must like & trust you.

2. Regular, value-added contact is critical.3. You’ll need a plan & system for initiating and

maintaining your high-value connections.

Biz Dev Steps

1. Segment based on Renewal Probability2. Analyse your targets 3. Apply Fame, Money, Power principle

Politigrams

● Organograms reflect how company wants to run

● Politigrams reflect how they really run and tell you where buying power resides

Temperament vs. Ambition Matrix

Introvert Extrovert

Ambitious

Lazy

Matrix for Ryan Leslie, Mindshare Account Director aged 30...target with invitation to speak on your panel. Invite his bosses to your very own symposion.

Programmatic Biz Dev

1. Automate as much as possible2. Create scripts for 1,2,3 tactic3. Create visual politigrams4. Create funnel that scripts work through5. Sales Videos as virtual sales reps

Reflections

1. Trading with people is social & cultural not just economic

2. Manage up and down the stakeholder chain

3. Integrate your sales & marketing efforts