Survival of the Fittest-The Reno Ad Agency Blog

There are many times in the career of a Reno/Tahoe business owner where this question will come up -Which agency should I use? Do I go out of state or use a local Reno ad agency? How do I  hire a marketing/advertising agency? From the perspective of the advertising agency or the marketing agency, the answer is simple, “Use us!” So how do you really evaluate an agency, without the bias? Over the years, we have found that all of these boil down to just 4 key factors – The Team, The Proposal, the Strategy and The Cost.

The Team

This  is probably the most important element in the selection process that is often overlooked. In today’s results-oriented business environment, we often forget a basic reality- the advertising world is made up of PEOPLE. You can work with the most creative minds, the strongest marketing teams, and the sharpest Account Executives. However, if you simply cannot “get along”, it is highly unlikely that you will come up with a winning strategy. The team element cannot be over-stressed. Even a mediocre team with great enthusiasm can produce amazing campaigns. The sense of belonging and ownership drives people to greater heights. At Belosic|ADG, everyone on the team is involved and has the client’s best interest at heart. When we are all responsible for a campaign, every person from the Intern to the Director will work that much harder to guarantee success.

In an field where emotions, values and vision play such important roles, it is the people who will win through, not the pretty portfolio. If you wouldn’t invite your agency over to a backyard BBQ, chances are that the relationship isn’t right.

We are always available for BBQs.

The Proposal

If the Team were the only considerations, then the business world will be filled with a bunch of your buddies all hanging out at BBQs having a good time. Unfortunately, true substance is still a very necessary ingredient in the success of any marketing campaign. The Proposal, the Big Idea, the Grand Creative are the tangible results and must not be overlooked. The client proposal should cover not just the creative vision, but all the elements that make the campaign successful. Some things to look out for in a good proposal would be:
- Clear vision and objectives
- Media plan (if applicable)
- Great creatives (usually mistaken to be the ONLY element for a winning proposal. )
- Project Planning and Timelines (project management elements)

The Strategy

A great proposal and a nice team of people might be present, however, to ensure the success of a marketing campaign the proper strategies must be in place. You must have a good understanding of the agency, their resources (one of the more important factors here in Reno) and the way the selected agency executes their objectives. In an advertising campaign, the number of elements could mean that different teams are involved in different aspects. Does the agency have the right team and talent to support the project? If they have the people, do they have an established, well rehearsed way of communications and coordination? This might seem trivial, but once you are in the middle of a campaign and the key Account Executive calls in sick (hungover), you will appreciate a rock solid strategy.

The Cost

Yes, price is indeed a consideration.  While this is important, it is also the last piece that should be considered. Pay cheap prices, get cheap products. While it’s true that the most expensive is not necessarily the best; price is a poor gauge of the potential success of a marketing agency. Work out a realistic budget. Your agency should be willing to work within that budget and forecast results based on that budget.  At Belosic ADG, we’ll work with just about any budget, but we always explain to the client what to expect if the budget won’t allow us to adequately fulfill the campaign goals.

This list should get you started in the right direction.  In the end, be sure to chose an agency here in Reno that you are comfortable with, you’ll be developing a long-term relationship with them.  We always view our clients as out partners. If our clients grow, we’ll grow right along with them.

Want to grow with us? Use the form below to contact us, or visit our main site at http://www.belosic.com

Jim Business Strategy ad agency reno, advertising reno, Belosic ADG, chosing a web developer, reno ad agency, Reno business

The economy sucks and we all know it.  There’s a lot of doom and gloom out there and business owners are looking for ways to save money left and right. Unfortunately (for us), some  of the first things to get cut are advertising budgets.  I know I’m a little biased, but I put together a few reasons to consider maintaining your advertising budget anyway.

1.  Advertising outlets are having trouble too- time to get a deal!

If the Reno business world is having a tough time, the Reno advertising and marketing world is feeling it even more. Budgets get slashed and ad revenues go down. Available advertising inventory goes up – look at how thin RGJ is lately.  You might notice fewer commercials on the radio too. The point is, it’s a buyers market, so make the most of it. Sure, the ad reps will still try to hold on to the prices printed on their rate card, but when it comes down to it, 50% is better than 0%. You just need to be firm and negotiate to get what you need. We’ve seen unprecedented concessions from some of our media partners in recent months and we’re always happy to twist some arms to get deals for our clients.

2. If your competitors are cutting back, take up their slack.

Now is the best time I’ve ever seen to gain market share.  If your competition is reducing their exposure to your target, it’s that much easier to jump in and introduce yourself to them. The target audience might be interested in hearing about a competitive service, especially if you can offer superior pricing or service.  Your audience is looking for value too, so you have to let them know that you can help them out.

3. Show your companies’ strength

Even though we’re in a recession, it doesn’t mean people completely stop spending. They still need products and services, but they will chose where to spend their money with much more consideration. Advertising your company is a show of strength and stability. Your audience is more likely to make a major purchase from a business they perceive as solid and lasting.

4. Co-op: Forming alliances for survival

If you are starting to feel the pinch, chances are your neighbors and competitors are too.  Join forces with a neighboring business, friendly competitor or related industry to share expenses for promotions or advertising.  For example, a small group of Downtown shops can combine forces to promote their stores using media that would normally be too expensive to do alone. If 4 businesses join together, suddenly an ad buy  only costs 25% of what it normally would, thanks to co-op.

5. Consistincy is key.

Cutting back now means losing any ground you may have gained in the past. Customers have notoriously short memories, so whomever is fresh in their mind is going to get the call. See number 2. As soon as you cut back, there will be someone to jump up and take your place. Be careful about giving away your share.  It might be tough, but if you your approach is consistent your audience will maintain top-of-mind-awareness and hopefully come to you first if your competition drops off their radar.

Jim Business Strategy, Traditional Media Belosic ADG, expand market share in a bad economy, Reno business, Reno business climate, Reno Economy, Reno Market Share, Reno Marketing, surviving a bad economy in Reno

Texting.

Annoying when the teenage girl is doing it while crossing the street and walking sooooooo sloooowly…but useful for business. If you’re here in Reno or Sparks and  have a business model that can take advantage of it – do so.

Quick example- you own a restaurant in Reno and want to increase your lunch traffic. 

• Step 1. Gather subscribers. This can be accomplished in a number of ways, but we typically find that an incentive is usually the easiest and fastest. For example, a message could be displayed on a table tent or on a leave behind card with the check. Message- ‘Text TACO to 55555 to subscribe to receive coupons and discounts here at Xxxxx”.  As soon as they send the text, they have opt’d-in, and are now a subscriber.
   
• Step 2. Auto Responders GO!  As soon as they subscribe, lets give them some instant gratification.  How about “Thanks for subscribing to Xxxxx! Show this text to your server to receive a free dessert!”  The servers can enter the ‘coupon’ in the POS to make the campaign is track-able.
   
• Step 3. Release the hounds!  So now what?  You have this awsome list of interested people that you can talk to instantly…do you use your Powers for good or evil? Lets try good just to be different for once.  It’s 11:00 on a Tuesday and you’re hoping to keep your chefs busy…send out a text to your list – “Getting hungry? Join us for lunch! Show this text for free chips and salsa today at Xxxxx”  Woot! Instant business…and for virtually nothing.  Our texting rates start at about 3 cents each.

This is just one example…but the idea can be modified for any almost any retail, restaurant or service industry.  Even some professional services can benefit from SMS when the campaign has been carefully created.  Non-profits and organizations have used texting with great success too…anyone remember the recent presidential campaign?  :)  Give us a call or drop us a line- we’d be more than happy to see if your business could take advantage of this powerful marketing tool.

Jim New Media Belosic ADG, Reno business, Reno Marketing, Reno text messaging, SMS, texting

(Without threats of violence or court orders)

After reading this article “If Architects had to work like web designers” I thought it would be a good idea to communicate what it takes to effectively work with a web developer, since most of us tend to be a little ‘off’ in one way or another.

1. Account Executives – Kinda like a client-defense lawyer.

At Belosic|ADG, we always strive to give our clients ’single point of contact’…one person who is the go between for the developers and the clients. The Account Executive’s (AE) sole job is to communicate for the client and translate their goals into a language that the developers and code guys can understand. A good AE will ask all the right questions and gain an in-depth understanding of the project so that many of the developer’s questions can be answered by her, without wasting the client’s time. With a good AE, you can pretty much ignore the rest of this post, but it won’t hurt to read it.

2. If you know everything, why do you need us?

• Trust the professionals-we do this all day everyday. Our testimonials speak for themselves. Don’t waste your time and money by micro-managing, that’s my job! Offer your opinions but also give the freedom to be creative.
• You should also understand that web developers must adhere to common rules, practices and limitations. Some technologies just don’t mix well, so there may have to be some compromises.
• Don’t be afraid to ask questions and share your opinion. Be quick and decisive. Nothing slows down the momentum in a Web development project like an unresponsive and wishy-washy client. Developing a website requires a major commitment in time and money, but if you’re willing to put in the work, you will be rewarded with a beautiful website that boosts your bottom line.

3. Hosting Decisions — there aren’t any, use us.

• Verifiable history of up-time
• Posted price list with a description of what you are getting for that price
• Reliable customer service help via phone and e-mail
• Reliable technical help via phone, e-mail and web site
• Readily available instructions for configuring forms and e-mail for your site
• A system for notifying you if changes are made to the server that affect your site

After you have gone to all the time and effort to get your information up on a web site, you are entitled to a backup copy of that site. This includes your web pages, your images, and all other parts of the site, including the navigational bars, forms, animations, etc. This not only protects the web developer in case the server and his/her machine goes down at the same time but it also prevents you from being held “hostage” to your web host.

5. Copyright and Ownership

• The copyright and ownership of the site should revert to you as soon as the designer has been paid.
• Ensure that even those graphics which have been created specifically for your site are yours once the site is complete and payment has been made.
• If you chose not to pay, be forewarned that we reserve the right to retaliate and post your cell phone number and “Call for a good time” on your homepage. :)
• It is also a good idea to ask about the developer’s use of any purchased images, third party scripts, programs, plug-ins etc and what copyright restrictions, if any, apply to them.
• We always license our images a 3rd party resources properly to make sure that we’re all ‘in the white’.

6. The Final Decision – apples to apples

We can’t compete with the “$29.99 Design-it-yourself website!”…nor do we want to. There is so much more to a website than most people care to be aware of, and do it right takes talent and experience.

Maintaining a site will continue for a far longer period than creating it, so a quote that includes training or a system which simplifies updating may be better value than a cheaper ones which does not concentrate on these features.

Remember too that quotes are not necessarily the final word, it is a competitive market for web developers and they want your work. So if there is a quote you like but which seems a bit outside your budget contact the developers to see if there is anything they can pare off the quote price.

Give us a call- you can speak directly with an AE so that the engineers don’t have to. :)

Jim SEO, Web Development Belosic, Belosic ADG, chosing a web developer, How to chose a Reno Web Designer, Reno business, Reno SEO, Reno Web Design, Reno Website

Time to grab some more market share!

If your company has survived the downturn until now, you are probably in a better position than about 30% of your competition…or should I say former competition? Times are tough, but lets take a look at the big picture- Here in Reno, layoffs and downsizing is becoming more and more common, making hiring easier. Retail space is cheaper and easier to acquire, landlords don’t have much to negotiate with now that vacancy rates are approaching record highs. Suppliers are offering incentives and discounts like never before. Take advantage of it!

It’s been a year of devastating losses. More than 1.2 million jobs have vanished. The broadest measure of the stock market, the Wilshire 5000, is down more than $7 trillion, a 40 percent slide. The indicators that have increased are measures of misery, like foreclosures and demand at food pantries.

Survivors, however, should benefit as competitors disappear. Retailer Bed Bath & Beyond Inc. won’t have to contend with Linens ‘N Things, which is in liquidation. Best Buy Co. may not be fighting price wars with Circuit City Stores Inc., which is reorganizing in Chapter 11 bankruptcy. FedEx Corp. won’t scrap for market share against DHL Express, a German-owned company that is leaving the U.S.

Staying in business won’t be easy — sales declines are a given and job cuts are likely to continue. But we won’t remain in the dumps forever, and the companies that will be best positioned when the economy eventually improves may include the following:

Expanding Reno retailers

Kohl’s Corp. and Forever 21 are rare among retailers: They’re expanding. They have their pick of new locations, since failed competitors mean they can get bargains. The Bombay Co., Sharper Image Corp. have closed all their stores in the past year, leaving empty space at malls nationwide; meanwhile, Mervyns is in the process of liquidating.

As a result, landlords that once demanded tough terms from retailers — insisting, for instance, that they rent space in second-tier malls if they wanted to open stores in top malls — are in no position to negotiate, since they have so much empty space to fill. You may be surprised to see the rates inside Meadowood Mall now, and the Summit Sierra isn’t asking anywhere close to what it was in 2007.

Some local Reno retailers are in a prime position to expand as we see the competition close their doors. One example is a local lawn and garden retailer that is taking benefiting from the misfortunes of one of their competitors. The competitor was forced to close up shop, at the same time offering it’s remaining inventory, location and equipment to the other retailer at bargain-basement pricing. The out-of-business retailer was able to liquidate quickly and painlessly, while the dominant company was able to acquire market share for pennies on the dollar. These opportunities do not come along that often in a thriving economy, do whatever you can to take advantage of them now.

Cheap alternatives

Do you have a product or service that you can offer cheaper than your competition? Now is the time to take the hit on the bottom line in order to gain market share. I’m not talking about price fixing, I’m just suggesting aggressive competition. Perhaps you are already at your bottom line…what else can you offer? Same day estimates? Superior customer service? Find whatever it is that differentiates you from your competition and run with it. Buyers are more interested in saving money now than ever. You may be surprised to see customers that have been with your competition for years or decades are now open to trying something new…if the price is right.

Re-investing in your company

New gear and software is a great way to improve productivity. As a result, business’ technology spending may be postponed, but it won’t be canceled. Is there a software suite out there that you have been wanting to buy for your company? How about new equipment? Have you been postponing upgrading your storefront? How about your marketing budget? The point is- we’re all in the same boat now, and everyone is hungry. Is it time to upgrade the fryer in your restaurant? Give Resco a call, I’m sure they can make you a deal. How about that new diesel truck for your catering company? I can’t think of a better time to get a good deal at the car dealership than now. Has your marketing budget taken a beating? You’d be surprised at how far you can stretch those dollars now. Reno advertising agencies have seen their budgets slashed across the board, and everyone is starting to get creative (ourselves included!).

To summarize- times are ugly, but this may be the once in a lifetime chance to buy and expand for a fraction of the normal cost. If you are able to, get aggressive and give the completition a run for their money.

Jim Business Strategy Belosic ADG, expand market share in a bad economy, Reno business, Reno business climate, Reno Economy, Reno Market Share, Reno Marketing

Well, looks like we’re in this one for the long haul.

The economy is tanking and companies are failing left and right…which is a perfect opportunity for your business. Our strategy isn’t called ’survival of the fittest’ for nothing :)

I’ve talked to many business owners and executives in the last few months, and one of the first things I ask is “how’s business? Are you keeping busy?”. All too often, the answer is gloomy and negative- which is probably appropriate for the times. However, I’m a firm believer that ‘attitude is everything’ (thanks Dad!). If everyone is down due to the economy, then the one bright point is that it will weed out the weak.

If you’re a small business

Now is the time to go after the clients that were ‘too big’ in the past. If you’re small, you can offer services or products more efficiently than the larger companies. You can move quickly and adapt. You can offer better and more personalized customer service. Best of all, what will look like savings to your client will actually be a large account for your company. Everyone is looking to save, so it’s easier to get your proposal in the door. Just make sure that you can execute what you promise.

If you’re a large company

Now is the time to think small again. Go after the clients that were ‘too small’ to bother with when times were good. You have resources and manpower that the little guys can’t compete with. If you can get your prices inline with your smaller competition, then it’s an easy sell. Many small clients would automatically assume that they couldn’t afford the services of a large company- prove them wrong. Not only will they get the experience and resources, they also get the prestige of working with you.

Be aggressive now

…and you can crush your competition during these hard times – positioning you for even greater market share as the economy regains strength in the future. I tell all my clients- if you can survive this, you can survive anything. The key is taking the necessary steps to ensure that survival. Give us a call at 775-853-9990 and we’ll talk. contact us

Jim Business Strategy expand market share in a bad economy, Reno, Reno business, Reno business climate, Reno Economy, Sparks, surviving a bad economy in Reno

SEO- or Search Engine Optimization…definitely a key factor in any web marketing strategy, right?

Well, things may be changing.

We’re forecasting a little less emphasis on the “E” part of SEO, the Engine. With social networking/social media becoming more and more prevalent every day, we can’t rely on the big search engines to do all the work for us. The term “Search Optimization” may be a better concept to use as a guideline. ‘SO’ is more of a shift in thinking than a shift in development. Instead of focusing solely on making the search engines super happy, we also need to include the sometimes neglected social sites into the optimization mix too.

People who search on the web are still finding information from search engines as well as from other sources such as Technorati, Blogsearch.Google, DIGG,Stumbleupon, Slideshare even Twitter as well as blogs and other links to relevant information.

We have to remember- people are searching for information on the entire web…not just within a search engine. For example, say you have a venue in Reno that regularly hosts live music or nightlife events. Using Facebook and myspace to promote the event are a crucial ingredient to the mix, but you can’t treat them as you would a website. Modifying and optimizing your event post for social media is a unique challenge that needs a different approach than traditional website SEO. Keep in mind- social media is social!

To summarize- our approach to SEO is actually ‘SO’…a broad and flexible strategy that we apply to your web-marketing plan.

Give us a call- 775.853.9990 – contact us

Jim SEO Belosic, Belosic ADG, New SEO, Reno business, Reno Economy, Reno SEO, Reno Social Media, SEO Reno, Sparks SEO

I didn’t even have to dust off the old crystal ball for this one…

Jim Traditional Media, Uncategorized Belosic ADG, Reno business, Reno business climate, Reno Economy, surviving a bad economy in Reno