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Selling to Media Agencies (for ad-tech startups)
Transcript of Selling to Media Agencies (for ad-tech startups)
Selling to Media Agencies for ad-tech start-ups
(...and why it’s a little like the hip-hop industry.)
© Chris Bourke 2015
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.)
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
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