Archive for Marc Mallett

The Panel I’d Like to See: Shaking Up the Digital Media Conference

Posted by Marc Mallett on March 22nd, 2013 at 8:04 am

I don’t know about you, but the last three conferences I’ve attended have had eerily similar programming slates. I’m not naming names, but if I see another “Is Content Really King” or “RTB, DSP, CPE – Drowning in a Sea of Acronyms” panel, it’s going to make my eyes and ears bleed. In the interest of adding a little levity to our industry, I’ve put together a list of panels I’d love to see an adventurous programming director include in their next conference:
1 year? 6 months? 3 months?  How low can you go?
Join us as a top HR Director, Recruiter, VP of Sales and Agency Group Director debate just how short a job stint can be before it affects your career in Digital Media.
The Dos and Don’ts of Entertaining
Take a walk on the wild side with some of the best-known sales professionals on the digital party circuit as they give their “rules of the game.” Sellers of both sexes give their tried and true mantras for thriving and surviving during a long night out entertaining. Do flirt, don’t sleep; Do sip, don’t gulp; talk shop only if “shop” means late night karaoke. This panel could get crazy! We certainly hope... Read more

The One Thing: What would you pass down to a Media Seller? (The Buyer’s Perspective)

Posted by Marc Mallett on March 11th, 2013 at 12:04 pm

As a follow up to an earlier post I wrote on the one thing a senior media sales professional would pass down to a junior seller, I asked some friends on the other side of the desk what they would suggest. What I received back is very interesting and enlightening.
I feel one of the aspects of our industry is a lack of full understanding of how our counterparts on the other side of the sale do what they do – and that’s not a good thing.  I’m talking about the real nuts and bolts of the day to day, and how we as sellers not only fit into those days, but what we can do to make their lives better.
You can learn a lot from your mentors on the sell-side, as my previous post explored, but the best sellers understand the needs of their partners, and that helps them develop a plan to suit those needs. Building these relationships and heading this advice is one of the smartest things a media seller can do. As you start to talk more to sellers, you’ll learn things that will make you wish you knew them back when you started.  I remember, early... Read more

The One Thing: What one piece of advice would you pass down to a seller just getting started?

Posted by Marc Mallett on November 12th, 2012 at 10:20 am

It came up on a recent sales call:  Where are Junior Sellers learning (or not learning) their habits, strategies, basically how they do their job?   It was a casual conversation after the meat of the sales call with a friend who’s a director on the agency side.  She was more than a little surprised at the lack of some sales 101 things – attire, follow up, grammar and spelling in email.  All things that are completely avoidable and should be covered well before the first sales call ever happens.
It got me thinking – what do I tell my team on an ongoing basis, how do I guide my new sellers and what is the one thing I would share with anyone starting out in media sales.  What’s the one nugget?  While answering my own question I thought I’d sample some of my friends and peers on the sales side who have been selling & managing in the space for 7+ years.   I’m glad I did.  Very good sales insight and advice from people who have been doing it since it was banners and text links (over 90 years collective experience in the New York market).
If you could give a new... Read more

How Far Do You Go For the Sale? Literally

Posted by Marc Mallett on October 9th, 2012 at 10:45 am

Using some of my commuting time on the Metro North I started thinking about how far I actually travel in a year in the pursuit of digital advertising budgets in the New York market.  I decided to focus solely on New York instead of factoring Boston, Atlanta and Chicago trips into the equation.  It’s a little staggering how much we physically travel around the city meeting with agencies, entertaining, etc.
But before we start, a disclaimer: I’m not a mathematician and these are truly back-of-the-napkin calculations.
Walking: A lot of us rely on the oldest form of human transportation to get to many of our meetings. Whether from a subway stop, office, or moving from agency to agency (the 3 blocks from MEC to Mediavest anyone?) it’s often the easiest, most efficient and (in the summer) sweat-inducing way to get from point A to point B.  Rather than estimate how often, distance between, etc., I’m going to estimate the amount of time per week and work backwards. The average person walks at 3.1 mph -- average new Yorker, closer to 4.5 – but lights, angry cabbies, groups of tourists waiting for Letterman (Mediavest again), and the humanity surge around Harold Square (UM)... Read more

It’s Not You, It’s Not Me, It’s the Industry. Breaking Up is Hard to do in Digital Ad Land

Posted by Marc Mallett on September 13th, 2012 at 8:07 am

We’ve all been there, on both sides of the phone or Inbox.  She won’t stop calling, he won’t pick up.  Are my emails going to the Junk Folder?  Another email from him – Delete.  I’m not talking about singles asking for second dates. I’m referring to the proposal dance agencies and ad sellers play in this crowded marketplace.
Be it a factor of too many companies chasing the same digital budget, the almost inhumane time-constraints on buying teams, or a lack of resources all around, it feels like there’s a communication problem at the end of the sales / RFP / proposal process in digital media.
One common topic that usually comes up over a casual lunch or happy hour is the lack of business etiquette or manners from both sides of the sales aisle when it comes to the final part of the proposal process. The buyer perspective is something like this:  “An RFP is not a promise of business, I’m sorry you didn’t make the plan this time – just wasn’t a fit - but if you continue to hound me and fire emails into the client there likely won’t be a next time.”  The seller perspective is generally looking... Read more