Each week on 5 Minutes With, our host Wes Benwick talks to experts in the advertising industry. Today, Wes is joined remotely by Kelly Alexander from KCo Advertising. KCo is an Ad agency that helps businesses grow their sales and revenue through platforms that is fitted to reach their target customer with branding, media placement, digital marketing and more.
Company: KCo Ad Agency Website Address: www.kcoad.com
Interviewee: Kelly Alexander
Short company description: Ad agency that helps businesses grow their sales and revenue through platforms that is fitted to reach their target customer with branding, media placement, digital marketing and more.
Why is it important for a business to hire an outside ad agency as opposed to having just an internal marketing director?: We are not biased to any specific type of marketing. We look out what is best for the client (as 3rd party). We care about the bottom line for the client, not whether a tv or radio rep makes their monthly budget. We ARE the marketing director down the hall without all the overhead.
Who inspires you and why?: Someone who works hard for their money and is not given everything on a silver platter. Someone who doesn’t give up on their dreams.
The Biggest change in marketing that I see coming in the next 5 years is?: More and more convenience. Consumers want it now and easy to get to whether that is online ordering, or information at their fingertips. Websites that can give the consumer the experience they are looking for and quickly. Virtual reality is here and I think will only be getting larger.
Tell us a little bit about KCo Advertising real quick.
We’ve been in advertising agency for over 10 years. There’s been a lot of changes in the past 10 years as well. Went from media buying, creatives, the traditional media, and now switching over to the digital which is very big.
What is your budget allocation process like?.
In the beginning it was mainly more traditional, which is your TV radio and print. And clients wanted to get expert advice on how to place the media. If they were getting the best deal, they’re paying the best rate, and getting the ratings that they really needed for their advertising. So that was in place for a while and then it started to change rapidly to digital. Clients didn’t understand digital but it was coming and they knew they had to get on board with it and get their competitors. So we kind of switched over to digital and now about 70-80 percent are spending their budget on digital.
What do you think that’s going to happen with broadcast medium.
The traditional media is still there. Just depends on the client they’re trying to reach. So whether that’s print, radio, or TV, it is still a portion of their budget. It’s just not used as largely say as digital because they’re wanting to target their audience. Not as many people watching TV. It’s it’s not dead it’s just not as many.
Have you actually noticed the decline in the ratings and the actual numbers of people watching TV.
Less people are watching the news because they can get the news instantly. Now on social media for example. So that kind of has gone to the wayside a little bit. But one thing that is so strong is your sports. They want to see it in action.
How do you translate those strategies that you used to use 8-10 years ago with the strategies you use now.
So the client still does want to know how many people are being reached, what is the cost per thousand. So we do utilize that software in that program a lot. Then the end result though the client wants to know “OK what am I getting from this. Am I getting the results from this.” So we do have to track that. In a different way to make sure that they are getting traffic at the door or they’re getting out there so that they need. So it’s not just the ratings there’s still a lot to go.