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Stalling? Rebrand. Relocate. Rethink Strategy.

The Marketing Agency Leadership Podcast

Release Date: 02/14/2020

Why KPIs Don’t Work . . . and What Does show art Why KPIs Don’t Work . . . and What Does

The Marketing Agency Leadership Podcast

Keith Perhac is the Founder of SegMetrics, a once-upon-a-time marketing agency that pivoted from marketing services to a suite of analytical and reporting products. Today SegMetrics builds and refines digital testing and tracking tools that provide marketers with critical information on where “leads come from, how they act, and how much a marketing program is really worth.” In this interview, Keith explains that KPIs (Key Performance Indicators) tell a company if it is doing something better or worse than at some time in the past. However, KPIs are about averages – they do not explain...

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Client Tech Education, Deep Data Study, and Micro-Testing:  a Formula to Boost Business in Uncertain Times show art Client Tech Education, Deep Data Study, and Micro-Testing: a Formula to Boost Business in Uncertain Times

The Marketing Agency Leadership Podcast

Brian Lawson and his brother left their jobs in engineering, IT, and software development to found WebMO (Web Marketing Optimizer), a digital marketing agency. From the beginning, they focused on optimizing organic visibility/SEO and doing Google search ads, not just studying digital marketing tactics, strategies, and analysis, but digging into the “behind the scenes” mechanics. Today, WebMO is heavily data-driven, does everything digital marketing, and serves a large number of diverse and predominantly small-businesses nationwide. WebMO’s “super-detailed” understanding of Google...

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Let Ego Go: Be Honest, Transparent, and Try Not to Pretend show art Let Ego Go: Be Honest, Transparent, and Try Not to Pretend

The Marketing Agency Leadership Podcast

Ty Largo is Owner and Creative Director at Awe Collective, a full-service agency providing branding, advertising, public relations, , content marketing, social media, video and photography services to diverse industries across the US. Sometimes the agency does (awe) inspiring work. Currently, in the face of Covid-19, the whole agency has shifted to “show up for clients in a different way.” Ty has been on phone calls, comforting clients crying about having to cut shifts. He has written emotionally difficult letters communicating a client’s “hard messages” to their staff, vendors,...

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How to Win in an Economic Downturn: Increase Advertising – AND – Modulate Tonality, be Authentic, and be Helpful show art How to Win in an Economic Downturn: Increase Advertising – AND – Modulate Tonality, be Authentic, and be Helpful

The Marketing Agency Leadership Podcast

Dave Nobs is the Managing Director and Chief Growth Officer at Lavidge, a highly awarded, employee-owned, full-service advertising agency with ever broadening horizons. Lavidge started in traditional advertising in 1982, then added public relations in the 90s, digital marketing in the 2000s, and multicultural marketing about 5 years ago. A couple years later, the agency broke down the walls between what had been its divisional siloes. Subject matter experts now look at the totality of a client’s issues holistically. Dave notes that the agency’s work focuses on projects that meet...

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2020 Forecast: Phenomenal Growth show art 2020 Forecast: Phenomenal Growth

The Marketing Agency Leadership Podcast

Jon Boles is the Founder and CEO of Avintiv Media Avintiv Media, an award-winning boutique digital marketing agency that focuses on branding, web design, and digital marketing content creation, syndication, and search engine optimization. Starting as a full service agency 4 years ago, running ads, Facebook ads, and working with celebrities and influencers in the influencer marketing niche. The agency withdrew from advertising and social media when they determined the uncontrollable volatility compromised the value add of those services. What that left was what they were passionate about...

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Can your Infrastructure Support 10X Sales Growth? show art Can your Infrastructure Support 10X Sales Growth?

The Marketing Agency Leadership Podcast

Anthony Sarandrea is the founder of Siteflood, a high-revenue agency offering website design, search engine optimization, paid social, paid search management, and analytics and tracking to select clients. Siteflood’s primary focus is on paid media, fast results, and a trackable ROI.  Originally, a boutique agency with select clients paying a monthly retainer, Siteflood has added a “partnership model,” where Siteflood’s income from a client is tied directly the number of leads it generates or the client’s sales numbers. As these clients grow, the agency’s incentivization grows....

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The Podcaster Who Gets BIG THINGS Done show art The Podcaster Who Gets BIG THINGS Done

The Marketing Agency Leadership Podcast

Espree Devora, got tagged as “the Girl Who Gets it Done.” Later, when a friend observed her enthusiasm in tackling a number of business tasks for Tony Hsieh, then head of Zappos. Her passion for content creation began when she was in the 6th grade and her father gave her a video camera. She filmed hundreds of sequences featuring “extreme” sports (skateboarding, motocross) and built the first online action sports social network. In 2012, she attempted to start “We are LA Tech,” featuring local startup founders. She shot 12-episodes, but her enterprise partner refused to edit the...

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A Closet Interview with German Marketeers show art A Closet Interview with German Marketeers

The Marketing Agency Leadership Podcast

Oliver and his brother started Kemweb in 1998, providing coding for other agencies and then livestreaming the Sydney Olympic Games in 2000. Three years ago, frustrated with being a tech-supply company, they took their technical expertise and redefined their business as a full-service digital agency, . offering results-driven web design, online marketing, social media marketing, PR, consulting, podcasting, video production and hosting services. Today, Kemweb’s 35 developers, art directors, social media experts, and performance team workshop with clients to discover their needs. Kemweb...

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Purpose-driven Marketing for Social Good show art Purpose-driven Marketing for Social Good

The Marketing Agency Leadership Podcast

Laurie Keith is Vice President of Media, Social & Emerging for the Ad Council, “where creativity and causes converge.” The Ad Council, a non-profit organization, coordinates “contributing partners” to address the most important issues in the US and globally, including social and environmental concerns and national crises.  Laurie started her career working with big media agencies, but her heart was in her volunteer work. Joining the Ad Council in 2010 allowed her to meld her love for media strategy and planning with her passion for social good. Today, she manages the...

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Driving the Customer Journey through a Segmented Database show art Driving the Customer Journey through a Segmented Database

The Marketing Agency Leadership Podcast

Caren Carrasco is Senior Partner at Benjamin David Group, a 4-year-old marketing consultancy that excels at digital marketing – in particular, website creation, branding, content strategy, social media, email marketing, and paid media. Benjamin David group works with a wide range of clients, from startups focused on getting their Series A, others with their first infusion of venture capital, to larger, more mature corporations like Cirque du Soleil. The objective? To help their clients get fast, profitable growth.  Many clients are B2B. Benjamin David Group provides strategy, with a...

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John Hernandez is Owner and Partner at On Advertising, a marketing and advertising agency that has, over the past 26 years, rebranded itself, leveraged “new identities,” survived a recession, and increased and changed its client base. 

In this interview, John talks about his company’s “humble beginnings” and reveals the strategic decisions that helped it grow.

Ron Meritt, a television meteorologist, started NPR Public Relations in 1993 as a side gig. He provided traditional PR for nonprofit organizations . . . working out of his house with 1 client. 

In 2002, John accepted Ron’s invitation to join the business and quit his job at the television station. They took out an SBA loan to cover payroll, rebranded the company as PRfect Media, and offered a flat fee “one-stop-shop for everything” marketing solution for small businesses. In addition to traditional marketing services – billboards, TV, radio, PR, and support – they utilized video, a technology application new for marketing. John’s television-world experience – in graphic design and in scripting, shooting, and editing video – provided a differentiating and cost-saving advantage for both the agency and its clients: They didn’t need to hire outside firms for those services. 

Six or seven years ago, the agency was doing a lot of non-traditional work, but people on the outside perceived them as a traditional PR firm. What to do? 

How about doing the same thing the agency would do for its clients?

John and Ron tasked the agency’s employees to rebrand the company and On Advertising was born: The employees set the color palette, the logo, and the brand. In a bold move, the agency took out a revolving loan and relocated the company from a commercial building in the Phoenix suburbs to a downtown high-rise, putting their signage on a street with heavy traffic all through the day. That move almost doubled their business: they were now visible, accessible, and re-defined. 

John says On Advertising has two growth strategies: to build the business organically and to expand its client base and capabilities through mergers and acquisitions. The agency still maintains its revolving credit line to even out the cash flow and to facilitate these acquisitions and mergers. 

John lists a number of keys to On Advertising’s success:

He believes the company gets traction as long as it treats itself as a client: spending money on itself; boosting its website presence, Google Analytics, and social media presence; and embracing media marketing technology.

He emphasizes that it is as critically important to have “trustworthy team members on the outside” (CPA, attorneys, PEO) as it is to have good employees. 

And, to weather a recession, as this company did in 1987-88: John recommends developing multiple streams of income. 

John can be reached on his company’s website at: https://onadvertising.com/