Archive for Tony Quin

Better Late Than Never

Posted by Tony Quin on February 3rd, 2014 at 1:43 pm

The 4A’s just announced that they are discontinuing the “Television Production Cost Survey” after 25 years. The last report recorded an average cost to produce a TV spot of $354,000. It seems that the traditional advertising industry has finally realized they’re not in Kansas anymore.
The internet tornado changed everything a while ago, so the idea that anyone would spend $354,00 on just a TV spot  has not made a lot of sense for some time. Video, however, is just as important, if not more important, than it has ever been, especially since broadband has made it so accessible on the web. But it hasn’t made sense for years to just produce a TV spot. Now every time a brand spends a dime on production they should be not only producing content for TV commercials, but also for digital channels. That might be videos for Youtube, a website, a mobile app, viral sharing or whatever.  Of course it takes special skills to know how to use content in digital channels ; but that’s another story.
The big trick has been to get brands to move from the mindset of “we’re going to make a big, expensive TV spot once a year” to... Read more

How to Clone Your Best Salesperson

Posted by Tony Quin on January 15th, 2014 at 9:00 am

Imagine this: sales people that never get tired, never need vacations and happily work 24/7; they don’t need commissions and you always know where they are and what they’re doing. Best of all, every one of them is as good as your best salesperson.
Believe it or not, that is exactly what your company website can and should be.
Too often, brand or company websites are just glorified brochures or worse, repositories for tens of thousands of documents. Enormous amounts of time and money go into expensive content management systems and complex technology that make these sites function, but nobody really seems to answer the most important question: how is our website going to drive sales?
First, you should recognize that your website has become pretty important to your prospects. As the 2013 “Trust in Advertising” study from Nielsen revealed, brand websites are now the second most trusted form of advertising, second only to personal recommendations. This is important because it means that brand sites have become the preferred way that prospects explore a purchase. It’s where they form opinions about your company and about the only place (short of a face-to-face pitch) where you can completely control the story that you tell.
That’s... Read more

Has Your Website Ever Been Stolen?

Posted by Tony Quin on January 13th, 2014 at 9:49 am

If imitation is the sincerest form of flattery, scraping has to be right up there.
Last week, we discovered a website hosted in the Bahamas called www.iqadvertisingagency.com. Some delightful individual, who was clearly not raised right, decided to scrape (or steal in the old vernacular) our website for some nefarious purpose. They changed the contact info to the address of an internet café in Toronto and replaced our telephone number with theirs. Worse, they seem to have persuaded my entire team of executives to go and work for them…traitors.
I can’t help but wonder what they think they can achieve. Opinions in the office range from they are trying to get a loan and needed a cool site to show their banker to they are trying to sell themselves as us to get business. Clearly they have never been in any competitive pitches. Most clients today not only want to meet and grill the entire team before they hire you, but many actually want the agency to do the work in advance to see how good you are. Good luck with that.
We sent off the necessary communications to the hosting provider and requested that the site be be removed from Google... Read more

How to Calculate ROI for Customer Experience

Posted by Tony Quin on November 8th, 2013 at 9:45 am

If you’re a marketer, you hear the term customer experience a lot. It’s a convenient catch phrase for all the experiences that a consumer has with a brand from awareness to advocacy and it’s the product of user experience design (UX) work, which focuses on creating superior customer experiences.
While many people intuitively understand that customer experience is pretty important, however, they don’t always see the value of user experience design. Value is the keyword here because at some point you are probably going to have to justify an investment in UX.
For example, the ROI (return on investment) of the user experience for a website has been a comparatively easy to figure out in the digital world. You can value and compare the conversion rate before you redesign a website using UX and also afterwards. Improvements in simplicity and relevance invariably deliver better results, which can be easily measured. The calculation gets harder when a brand has to consider investing in a unified customer experience strategy and execution, however.
Since people hop from channel to channel so quickly and frequently today, a brand can’t have a good experience in one place and a lousy experience in another, especially when all it takes... Read more

Do In-House Agencies Make Sense?

Posted by Tony Quin on September 24th, 2013 at 7:42 am

I just finished an article about creativity that was inspired by a video from John Cleese on the subject in 1991. In the video, he talks about how most companies have cultures that tend to close down the openness that creativity needs to flourish. Then I read that the ANA (Association of National Advertisers) has just published a study that shows that in-house agencies at brands have grown substantially in number and size in recent years.
Of the 203 brands that responded to the study, 58% said they now have in-house agencies (up from 42% in 2008). The biggest reason for the growth cited was cost, with procurement being a big factor in the shift. The study pointed to the dark side of this development at the same time, which might not have occurred to the bottom-line oriented procurement folks.
As one might guess, the two biggest problems cited are market awareness and creativity. Staying on top of key trends is a problem with in-house agencies apparently. Brands say it’s now an issue 45% of the time (up from 34%). Lack of creative innovation was also a rising concern going from 34% to 43%.
This fits with what John Cleese describes as the... Read more