Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast
00:18:36 · Adam Singer
[00:18:36] S0: I love that. And, you know, one thing that we've seen... And and I think this is interesting for marketers who have to who have to sell in and sell innovation into companies is, for tech... Like, when when we have large tech companies use our product, they get the analytics right away. They get it right away. And then for some other industries, for some more legacy industries, you just have to handhold them. And it could be a number of reasons. It's not even just, like, a fear of innovation. And a lot of times, you know, they have they they have privacy issues with with how they can implement if they're in health care, or they have a, they they have a a bureaucratic process internally, and it's like there's a lot of complexity. They have a way that certain things are done. So I don't even think it's always about hating innovation. I think in a lot of cases, companies just get stuck in doing things a certain way. It's just easier to continue doing things the way that they were doing things. And I even saw this... I used to be a consultant. You know, I I was basically... I I got some of the first, QSRs, quick service restaurants to embrace Facebook. Right? Like, back when Facebook first launched brand pages. And some of my clients got it right away. And then I had other clients who said, well, why would I want my brand to be on Facebook? And I would show, oh, you know, there's already 5,000 groups talking about your restaurant there for, like, a national brand. But it was really interesting because, you know, like yourself, I've sat in the shoes of trying to sell innovation to people, and I've seen every possible excuse. And I've also seen all of the all of the different fears and whatnot. And I tend to think most people actually do want the outcome, as you said. They do want the outcome, and there's always some other weird reason. And it's usually solvable sometimes, maybe not in the near term, but, it's just become more interesting as I go on in my career because I see certain people, industry types are just, like, always naturally harder than others. And then you get these kind of bright spots, these rebels within these companies who are great to work with and are like, oh, yeah. We should do it this way. And I I think that's just the push pull of maybe being in the media sector because we have so much change around us.
00:20:48 · Adam Singer, Barry Frey
And and I think you you sort of get a sense, in your career, you know, how you're gonna bring things forward, and it's just like a skill you have to develop if you're if you're selling ads, if you're working in [00:21:00] S1: I agree. In fact, I give a I give a lot of sales training courses. And what we talk about is understanding who the decision makers are and the real decision makers, and then who can affect change. To everything you've talked about, I would sum it up in one word, inertia. Humans don't move that much that differently, and it's up to the innovators to take technology, to take ideation, and showcase change for the better. So when we do these sales courses, we not only identify who the decision makers are, but from a personality standpoint, You know, who wants to, in their life, have lunch and go home at 05:00? And who wants to create a new world, or who wants to do a better job for their brand and an agency? Who wants to move more product? And the key for marketers and salespeople is identifying the ones that want better better for their lives, more interesting for their lives, better for their brands, better for their business. And once those people are identified, identified, then the innovators, and these days, digital out of home is the innovation, can connect with those folks and help change the the largesse of inertia.
00:21:00 · Barry Frey, Adam Singer
[00:21:00] S1: I agree. In fact, I give a I give a lot of sales training courses. And what we talk about is understanding who the decision makers are and the real decision makers, and then who can affect change. To everything you've talked about, I would sum it up in one word, inertia. Humans don't move that much that differently, and it's up to the innovators to take technology, to take ideation, and showcase change for the better. So when we do these sales courses, we not only identify who the decision makers are, but from a personality standpoint, You know, who wants to, in their life, have lunch and go home at 05:00? And who wants to create a new world, or who wants to do a better job for their brand and an agency? Who wants to move more product? And the key for marketers and salespeople is identifying the ones that want better better for their lives, more interesting for their lives, better for their brands, better for their business. And once those people are identified, identified, then the innovators, and these days, digital out of home is the innovation, can connect with those folks and help change the the largesse of inertia. [00:22:16] S0: So, Barry, I have to ask about our outcomes initiative. What is it about, working on measurement is so important to you? Improving results, is it to show the importance of the medium? Why why is outcome so important for the DPAA?
00:22:40 · Barry Frey
[00:22:40] S1: Well, it's just key to business. You know, in the old days, where you'd have that billboard on the side of the road, the local guy at the cash register knew the billboard worked. He saw people come into a store. He was the owner, proprietor, and ad buyer all in one. So when he saw people come in and he spoke to his friends and neighbors and where they see the ads, he knew it worked. Now as we're talking about generating national advertising monies, global advertising money, big brand money to really move the needle. We have to bring that kind of local experience broader, and measurement and outcomes proves the case. So the same way that the the local shop guy and a small business knew what was happening, you know, what folks are doing like yourselves at AdQuick, you're bringing that kind of small business case study on a broader basis to give people confidence to change what they're doing. You know? I'd like to see people go from... To more zero based communications planning. Don't just tweak last year's plan. Don't, start with a a television plan and build around it. Don't start with a digital plan and build around it, but go to an outcomes based plan where you're seeing the media that can affect change, and you build it in a way from scratch, which is, you know, good communications planning. And I think that way, we get the, out of home world to its right percentage of of share of budgets.
00:24:06 · Adam Singer
[00:24:06] S0: You know, there's a... I don't know if you know this story, but when you were talking about, oh, the small business owner knows that this works. Right? The story of AdQuick is actually an interesting one because our founder was early at Instacart, and he found that the markets that they bought out of home in happened to be the ones that grew the fastest. And they were able to that. You know, show that those two things were connected. So there's so many technology companies where the genesis of the company is someone there had a problem that they just... They couldn't solve easily. It was just too hard, and they're like, wow. This should actually be a business. It's, like, such a such a common Silicon Valley, like, b to b startup idea. Someone was just annoyed by something. They're like, this could be done better. And it's interesting because it's the same observation at a, you know, venture backed, you know, Silicon Valley company as a small business because I think both those people do care about results. They're both they're both, you know, metrics oriented. They both have to focus on the bottom line. Their venture capitalists really care. It's kind of the antithesis of, you know, maybe some of the larger companies where it's more political and it's more vibe space Because if you're a start up, you have to grow. You need those results. If you're a small business, you also have to grow and need need those results. And so I I think there's something, you know, there's something to both of those stories.
00:25:22 · Barry Frey, Adam Singer
[00:25:22] S1: Yeah. You're absolutely right. And you could take the huge big businesses as long as they're showing some increase of two percentage points year on year, they've done their job. You know, you talk about solving problems. You know, people act, you could say that people act in one or two ways for something new or both ways. And it all comes down to these one or two opportunities. One is to ameliorate a problem or to move away from something negative, like you said, the other is to go to something positive. And every decision, every brand decision, every marketing, every sales decision comes down to those two elements. Can I gain something, by working with the out of home, or can I, you know, assuage my issues where I'm? I've got declining television rating points across cable, linear, and satellite? And and we solve all those problems. [00:26:16] S0: So, Barry, one more question I wanna ask you to end with, and I ask this to a lot of guests. And I think you... You've had such a, such a storied career. I think I'll have a good answer to this. What should young people either entering the media or marketing sector, what what should they do early in their career to stand out? What what are some words of wisdom you could give young people as they're entering the workforce?