Tough Times Equal Opportunity

Joe Ditzel · 08-08-2011, 08:58 AM

I read a story about an ad agency in Portland called Via that won Ad Age's Small Agency of the Year for 2011. The founder said "In some ways, the worse the economy got, the better we did. ... I think the problems became so acute by last year that we benefited from the fact that larger agencies are not handling this very well, and clients are looking outside for innovation, ideas and results. This really is the time for small agencies to prosper."

and

Ralph Santana, the chief marketing officer of Samsung said, "They're a small agency doing big-agency stuff. ... They are really good listeners and they look to partner, not just push this creative or that creative. They tie creative to metrics."

and

"They're more about solving the problem and addressing the challenge than they are about creating something fun that everyone wants to watch," said Romano's Mr. Coleman.

****************************

It's interesting that as we talk about a new(?) recession in the U.S., advertisers are turning back to what works for actual sales. I understand the story is about a general advertising agency but it applies to direct marketers and copywriters, too.

What do you think? Do tough economies provide more opportunities for copywriters that can produce direct sales?

Tiffiney Cowan · 08-08-2011, 09:24 AM

It does seem with a struggling economy more and more peole are turning to the Internet for answers - and good copywriters can help marketers present their soltuion in the most appealing light, which could improve demand for that/those types of copywriters.

TracyNeedham · 08-10-2011, 09:42 AM

Joe, I think the answer is maybe. I think the idea of having creative that is actually measured so ROI can be calculated IS much more appealing because they're going to have to justify every dollar they spend more now. Especially if they have to answer to higher ups or investors.

But it's only more appealing to those who know about it and those who aren't stuck in the "but this is the way we've always done it" mode.

Most businesses still seem to equate advertising with branding-style ads and think of direct marketing as those "awful" infomercials that suck them in at night or the junk mail that fills their boxes.

They don't think about the fact that those ads & mailers are still showing up after all this time because they're making a lot of money. LOL

So, yes, I think there's opportunity. But it may take some educating to maximize it.

max5ty · 08-11-2011, 10:51 PM

Times are tough for some businesses -- others are still doing good.

Problem is...for some, when times were good, their advertising wasn't working that great then either. They just didn't realize it because because sales were easier to come by. Truth be told, they would have probably got most of the same sells without the advertising.

Now that times are tougher, lots of businesses are rethinking their ad structures.

Their ads always sucked before...they just had false positives for the results.

As times got tougher, the companies assumed their ads were becoming less effective (though they always were).

It's a great time for copywriters to add lots of new clients to their list -- a good time for direct response copywriters.

Blake King · 08-12-2011, 02:54 PM

All this talk about bad times being good for true marketers is very encouraging. Now I just need to stop watching "economic collapse" youtube videos.

Seriously though, if you can get creative you can always find clients. Start an affiliate program for your copy services. Write reports on copywriting. Thats just two things off the top of my head.

08-08-2011, 08:58 AM	#1
Joe Ditzel Bad Golfer War Room Member Join Date: Dec 2010 Location: Los Angeles Posts: 571 Blog Entries: 1 Thanks: 575 Thanked 334 Times in 203 Posts Social Networking	Tough Times Equal Opportunity I read a story about an ad agency in Portland called Via that won Ad Age's Small Agency of the Year for 2011. The founder said "In some ways, the worse the economy got, the better we did. ... I think the problems became so acute by last year that we benefited from the fact that larger agencies are not handling this very well, and clients are looking outside for innovation, ideas and results. This really is the time for small agencies to prosper." and Ralph Santana, the chief marketing officer of Samsung said, "They're a small agency doing big-agency stuff. ... They are really good listeners and they look to partner, not just push this creative or that creative. They tie creative to metrics." and "They're more about solving the problem and addressing the challenge than they are about creating something fun that everyone wants to watch," said Romano's Mr. Coleman. **************************** It's interesting that as we talk about a new(?) recession in the U.S., advertisers are turning back to what works for actual sales. I understand the story is about a general advertising agency but it applies to direct marketers and copywriters, too. What do you think? Do tough economies provide more opportunities for copywriters that can produce direct sales?

08-08-2011, 09:24 AM	#2
Tiffiney Cowan Active Warrior War Room Member Join Date: Jul 2011 Location: Seattle, WA Posts: 73 Thanks: 61 Thanked 15 Times in 11 Posts Social Networking	Re: Tough Times Equal Opportunity It does seem with a struggling economy more and more peole are turning to the Internet for answers - and good copywriters can help marketers present their soltuion in the most appealing light, which could improve demand for that/those types of copywriters.

08-10-2011, 09:42 AM	#3
TracyNeedham Copywriting Warrior War Room Member Join Date: Jan 2009 Location: Raleigh, NC Posts: 360 Thanks: 124 Thanked 118 Times in 76 Posts Social Networking	Re: Tough Times Equal Opportunity Joe, I think the answer is maybe. I think the idea of having creative that is actually measured so ROI can be calculated IS much more appealing because they're going to have to justify every dollar they spend more now. Especially if they have to answer to higher ups or investors. But it's only more appealing to those who know about it and those who aren't stuck in the "but this is the way we've always done it" mode. Most businesses still seem to equate advertising with branding-style ads and think of direct marketing as those "awful" infomercials that suck them in at night or the junk mail that fills their boxes. They don't think about the fact that those ads & mailers are still showing up after all this time because they're making a lot of money. LOL So, yes, I think there's opportunity. But it may take some educating to maximize it.
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08-11-2011, 10:51 PM	#4
max5ty HyperActive Warrior Join Date: Jun 2011 Location: USA Posts: 431 Thanks: 675 Thanked 352 Times in 140 Posts	Re: Tough Times Equal Opportunity Times are tough for some businesses -- others are still doing good. Problem is...for some, when times were good, their advertising wasn't working that great then either. They just didn't realize it because because sales were easier to come by. Truth be told, they would have probably got most of the same sells without the advertising. Now that times are tougher, lots of businesses are rethinking their ad structures. Their ads always sucked before...they just had false positives for the results. As times got tougher, the companies assumed their ads were becoming less effective (though they always were). It's a great time for copywriters to add lots of new clients to their list -- a good time for direct response copywriters.

08-12-2011, 02:54 PM	#5
Blake King Active Warrior War Room Member Join Date: Feb 2011 Location: USA Posts: 40 Thanks: 9 Thanked 3 Times in 3 Posts Social Networking	Re: Tough Times Equal Opportunity All this talk about bad times being good for true marketers is very encouraging. Now I just need to stop watching "economic collapse" youtube videos. Seriously though, if you can get creative you can always find clients. Start an affiliate program for your copy services. Write reports on copywriting. Thats just two things off the top of my head.