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C. Lee Smith President/CEO Ad-ology Research Westerville, Ohio

C. Lee Smith President/CEO Ad-ology Research Westerville, Ohio. Who is Ad-ology?. Ad-ology provides research to more than 2,000 agencies, marketers and media properties.

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C. Lee Smith President/CEO Ad-ology Research Westerville, Ohio

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  1. C. Lee Smith President/CEO Ad-ology Research Westerville, Ohio

  2. Who is Ad-ology? • Ad-ology provides research to more than 2,000 agencies, marketers and media properties. • We study the impact of advertising+marketing on purchase, forecast future marketing, and study ways for clients to “connect with the customer.” • Launched in 2005. Parent company founded in 1989 in Columbus, Ohio. • One of five Research Partners for 2010 AAF National Student Ad Competition.

  3. What You’ll Hear Today • What Chief Marketing Officers are Saying About Advertising Agencies • What Consumers are Saying About Advertisers and Non-Advertisers • What Local Advertisers are Saying About Marketing, Local Media Sales Reps

  4. What They Say About Agencies In January 2010, we asked 123 clients of agencies for their thoughts. Respondents must meet four (4) criteria: • Title: CMO, VP/Director of Marketing, CEO • Companies over $2 million in sales • Must employ at least 1 outside agency • Must be primary decision maker or one of the primary decision makers Here are a few of the highlights from this study...

  5. What They Say About Agencies Attitudes on Advertising Agencies, January 2010, Ad-ology Research

  6. What They Say About Agencies Top expected marketing budget gainers for 2010 (out of a list of 14 initiatives)...

  7. What They Say About Agencies Top expected marketing budget gainers for 2010 (out of a list of 14 initiatives)... • Digital Marketing (46% will increase) • Creative (34%) • Branding (33%) • Market Research (33%) • PR/Media Relations (32%) Attitudes on Advertising Agencies, January 2010, Ad-ology Research

  8. What They Say About Agencies Other than budget, what are your company's top five factors for selecting a new agency? (out of a list of 15 factors)

  9. What They Say About Agencies Other than budget, what are your company's top five factors for selecting a new agency? (out of a list of 15 factors) • Quality of previous work (54%) • Creative capabilities (54%) • Industry experience (46%) • Responsiveness (44%) • Do they understand our customers? (43%) Attitudes on Advertising Agencies, January 2010, Ad-ology Research

  10. What They Say About Agencies What are your biggest sources of frustration or aggravation with your agency/agencies? (out of a list of 15 factors)

  11. What They Say About Agencies What are the biggest sources of frustration or aggravation with agency/agencies? (out of a list of 15 factors) The top four by far are: • Poor communication (38%) • More reactive than proactive (37%) • Lack of understanding of our company's business or industry (37%) • Lack of strategic thinking (31%) Attitudes on Advertising Agencies, January 2010, Ad-ology Research

  12. What They Say About Agencies • If you could offer one piece • of advice to advertising/ • marketing agencies, • what would it be? • “Make the effort to learn our... • business • product • market • customers” • Attitudes on Advertising Agencies, January 2010, Ad-ology Research

  13. What They Say About Agencies • If you could offer one piece • of advice to advertising/ • marketing agencies, • what would it be? • “LISTEN!” • “each of us (clients) is different” • “be EXTREMELY attentive to our needs” • “show your interest in us” • “listen closely before preaching theories.” • Attitudes on Advertising Agencies, January 2010, Ad-ology Research

  14. What They Say About Agencies • If you could offer one piece • of advice to advertising/ • marketing agencies, • what would it be? • “COMMUNICATE!” • “don’t leave us in the dark wondering” • “follow up, follow up, follow up” • “we are partners, not a parent/child relationship” • “Always try and show ROI for any advertising program” • “Speak honestly and with integrity” • Attitudes on Advertising Agencies, January 2010, Ad-ology Research

  15. What They Say About Agencies • Three sins of account service • No communication, No insight, No listening • Chief Marketer Forecast, January 2010, Ad-ology Research

  16. Next... What Consumers are Saying About Advertisers and Non-Advertisers

  17. What They Say About Advertisers • In May 2009 and again in December 2009, we asked U.S. consumers for their perceptions of advertising and advertisers. • Sample size in May 2009 was: 1,225 • Sample size in December 2009 was 2,211 • Margin of error: +/- 2.2% Here are a few of the highlights from this study...

  18. What They Say About Advertisers • 2010 Advertising+Media Perceptions Study, Ad-ology Research

  19. What They Say About Advertisers • 2010 Advertising+Media Perceptions Study, Ad-ology Research

  20. What They Say About Advertisers • 2010 Advertising+Media Perceptions Study, Ad-ology Research

  21. What They Say About Advertisers • 2010 Advertising+Media Perceptions Study, Ad-ology Research

  22. Lastly... What Local Advertisers are Saying About Media

  23. What They Say About Media • In November 2009, we asked 1,100 SMB owners in the United States for their thoughts. • Respondents must meet three (3) criteria: • Title: CEO, Owner, VP of Marketing/Sales • Companies less than 100 employees • Must be primary decision maker or one of the primary decision makers Here are a few of the highlights from this study...

  24. What They Say About Media “Some 25% of small (and midsize)businesses surveyed by Ad-ology Research said they would spend more on social networking in 2009, beating the numbers who’ll spend more on e-mail, blogging or company websites.” USA TODAY 7/24/2009 What about 2010?

  25. What They Say About Media • 2010 Small Business Marketing Forecast, Ad-ology Research

  26. What They Say About Media • 2010 Small Business Marketing Forecast, Ad-ology Research

  27. What They Say About Media • 2010 Small Business Marketing Forecast, Ad-ology Research

  28. What They Say About Media • 2010 Small Business Marketing Forecast, Ad-ology Research

  29. What They Say About Media • 2010 Small Business Marketing Forecast, Ad-ology Research

  30. What They Say About Media Online and Direct Mail are expected to be the biggest gainers. • 2010 Small Business Marketing Forecast, Ad-ology Research

  31. What They Say About Media What are the biggest frustrations about the process of buying advertising?

  32. What They Say About Media What are the biggest frustrations about the process of buying advertising? • Rate increases without justification or audience increases (51%) • Getting ad proposals that are not relevant to your business (37%) • Being able to justify cost/measure success (35%) • Ratings/Research that is confusing, outdated or misleading (31%) 2010 Small Business Marketing Forecast, Ad-ology Research

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  34. Today’s Take-aways • Most marketers, both big and small, say: they’ll have larger budgets in 2010 • Most businesses say: Digital and direct marketing, and social media are top of mind • Agency clients say: they’re most frustrated by three common sins of account service • Local advertisers say: they want media sales reps who are trusted advisors that know advertising and their business • Consumers say: cutting back on advertising sends a message of uncertainty • Chief Marketer Forecast, January 2010, Ad-ology Research

  35. FREE from Ad-ology • Ad-ology Insights monthly video briefing • MarketingForecast.com blog - updated several times daily • Marketing Forecast iPhone app (v2 and Android coming soon) • “Insights to your inbox” via Ad-ology Today daily email • Follow us on Twitter (@adology) and Facebook (facebook.com/adology).

  36. CONNECTWITH THE CUSTOMER! Ad-ology ResearchWesterville, Ohioad-ology.com

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