• by Seana Mulcahy , September 15, 2003

Do you remember the days when we all had to go in to prospects with our, "Why Advertise Online" decks? I don't know about you, but it seems like I hardly ever have to go through that misery anymore.

I'm noticing a trend among clients. Just like advertisers, it seems their respective roles have changed significantly. They work in a hybrid fashion as well. The Web and digital marketing may be a small component of what they do on a day-to-day basis.

Sure, there's the trust factor - we all have to earn it from clients. Then there's the element of respect. After all, we are the folks that spend 100+% of our time "online." I'm often surprised when I hear, "I don't know, you tell me -- you're the expert."

However, it's not all rosy, either. I cannot even tell you how many times we are faced with developing a digital media plan, well... err... on our own. Rarely do we get the information needed. Certainly, there are always missing links. But I'm talking basics here: budget, timeframe, seasonality, planning factors and the like. And because of this hybrid role forced upon the client(s), many have false expectations. We are lucky if we can educate clients on a planning process let alone be granted the necessary time to plan.

Next comes the big one - we finally have the opportunity to show this client what we've got. But wait, lingering off their tongue is one of my most loathed words. They say, "Thanks for coming in, we want you to do a test."

So, what do you do in this instance? Come on, you suck it up with a smile on your face and hold on to your seat. We all know "tests" are an easy way for a client to dip a toe in the water. However, I also know it's an easy way out.

As much as I complain about this, I also realize it's as much my fault as our industry's. We've sold ourselves on the 24/7 nature of the Net. We've made it seem as if online advertising doesn't have to be a big commitment. We've made direct parallels to the rates of broadcast media and production. We've thrown around words like "efficient." We've represented the media that usually costs a fraction and is more targeted. The worst part of it all -- we've sold ourselves on the immediacy of the medium. We reinforce that there are opt-out clauses in insertion orders. We've sugarcoated the ability to track, test, and optimize. We did this to ourselves.

When I've been in this situation it's been hard dealing with reps. I cringe when I have to contact them to assist me on this four-letter adventure. Of course they understand instantly. However, they are used to me spending the big bucks. So I put on my best negotiating hat and wait for something stellar to come back.

Many times, my deal is pushed to an in-house rep or an assistant. These are typically the people who don't know my client, their business goals, me, or the way I work. I'm on a time crunch and they typically turn it around quick.

However, what I get back tends to be cookie-cutter, remnant, or run of site, channel, or network. Hey I can't fault my reps for kicking this to someone else. But hey, successful "tests" can turn into a windfall for the both of us.

So next time, if you are a media buyer, know you are not alone when you are faced with this situation. If you are a vendor or a rep, please don't take these tests lightly. Know that the buyers are in the same boat as you. We want these tiny deals to turn into the big kahuna. We need your help and your expertise to make this thing a slam dunk. Partner with us. Show us your stuff. After all, misery loves company.