May column misses point on advertising

I just finished reading Bob May’s column in the April 4 SBJ, and I’ve got to say, I don’t get the point of his ramblings – other than to try and sell some yellow pages advertising.

Obviously, since our agency, The Team, chose a name that didn’t emphasize individuals, I’d have to say I agree in general with his comment on agencies being a collection of last names, but not strictly because of memory value. More so because it focuses attention on a few instead of the many who make things work.

Any company is going to get remembered because of the quality of their work, no matter what their name is. BBDO hasn’t seemed to suffer much over the years, for example.

In response to two of Bob’s other questions:

Consumers and a lot of businesses don’t know Lamar, Watkins, Ayres, Missouri Neon and other outdoor companies for one simple reason: They don’t buy billboard space! Just like I’m sure Bob doesn’t know who Guidance Endodontics is – because he doesn’t buy root canal therapy products. I guarantee the companies that plan, place and create billboard campaigns know those names.

And, finally, why do only 7 percent of ad agencies spend money in the yellow pages? Because, if we’re being the professional strategists we profess ourselves to be, we realize that clients don’t shop for ad agencies in the yellow pages!

So, what’s the point of spending money there other than you like seeing your name in print? We’ll recommend yellow page advertising to any client who will get return on investment there. But none that won’t.

Frankly, I’m surprised that number isn’t 0 percent.

Enough said.

Regards,

Jeff S. Johnson

President/Team Leader

The Team Inc.

Ozark

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