HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES

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Advertising and Promotion (MKT621)

Lesson 30

HOW TO BE GOOD CLIENTS

OVERVIEW

This lecture will cover the methods and rules to guide how to be good clients besides further

explanation regarding the identification of customers as explained in the last lecture elaborating

it further to explain the consumer goods buyers another classification of channel buyer and the

influences thereon including the channel buyer including the influences for channel buying

decision.

CHANNEL BUYERS

Consumer Goods Buyers: Consumer goods buyers are subject to different influences unlike B

2 B & Govt. buyers. These influences are as follows:

i. Many buyers at multiple levels in same company.

ii. Small to Large transactions.

iii. National, regional & local buyers.

iv. Direct company sales to buyers, or broker relationships.

v. Directly dependent on end-user buying patterns.

vi. End users influenced by company advertising & promotion spending.

vii. Flexible market, demand affected by slight changes in price.

CHANNEL BUYING DECISION INFLUENCES:

The Channel buyers may or may not directly purchase company products & services, as there

are many different roles in the buying process for a large supplier's customers.

1. Purchasing department personnel.

2. Buying committees.

3. Department advisors.

4. Consultants.

5. Management.

6. Head buyers and assistants.

7. Store managers.

8. Department managers.

Ideally speaking one should always research and test the idea against the situation and reality of

the market place. Many business owners test their ideas in various ways to get the first hand

information as to what works and what does not.

HOW TO BE GOOD CLIENTS 14 RULES:

In normal circumstances, the responsibility of a bad advertising campaign rest on the agency

but if analytically study it will be found that in most cases it is the client who is to be blamed.

In fact client get the advertising they deserve there are some clients who behave so badly that

no agency can produce effective advertising for them while the behavior of some is so good

that no agency can fail to do so. Following are fourteen rules which have been identified for a

client to deal with the agency and in the process extract the best service.

Emancipate your agency from fear.

Give them sense of permanence How?

Through a long term contract or otherwise...

But still if you want to change get answers to following questions:

Why specific clients have never fired an agency?

Will the new agency solve your problem?

Has your product been made obsolete by your competitors?

Advertising and Promotion (MKT621)

Did you dictate the advertising which back fired & you blame agency?

Have you been scaring your agency?

Are you or your advertising manager so stupid that he would negate the best

brains in any agency?

Do you realize that a change in agency may disrupt your marketing operation?

Your termination of an agency may result in many people losing job: "can't you

avoid this?"

Select right agency in the first place.

Brief your agency thoroughly.

Do not compete with your agency in the creative area.

Make sure your agency makes profit.

Do not haggle with your agency.

Set high standards.

Test everything.

Hurry.

10.

Do not under spend.

11.

Do not strain your advertising through too many levels.

12.

Do not compete with your agency in the creative area.

13.

Do not waste time on problem babies.

14.

Tolerate Genius.

As the above rules clearly explain the importance of being an understanding and cooperating

client it is imperative that if the above parameters are strictly adhere to there is no reason that

not only the relationship between the agency and the client will be cordial, understanding,

creative and productive but also beneficial to get the best results.

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