Who is an advertising agent? The answer is obvious. This is a person serving as an official representative of an advertising agency, conducting his own activities on his behalf and carrying out all necessary contacts. What kind of work is this? Let's figure it out. The activities of an advertising agent are among the very specific ones. When applying for a given position, special education, as a rule, is not required. The profession of an advertising agent is mastered on the go, that is, in the process of direct activity.
At the same time, such important qualities as erudition and intellect, sociability, and also increased stress resistance should be inherent in him. After all, an agent has to deal with a wide variety of clients.
What qualities will an advertising company require?
Self-confidence, activity and considerable capacity for work, he should have unconditionally, and important qualities for him - good learning and the ability to convey information to others. A real advertising agent is, first of all, an excellent "salesman", because in promotion, advertising is no different from any other product.
The image of a modern advertising agent corresponds to a competent, active and ambitious young man or girl. However, age does not play a decisive role here. The main thing is professionalism, sociability and other qualities indispensable in modern life.
Employers are also perceived in a new way by representatives of this profession. Now these are not annoying petitioners, but specialists who can provide substantial assistance in promoting specific goods and services.
Take a look at his instructions
If we try to consider in detail the functions of an advertising agent according to the job description, we will see that, first of all, they consist in mediation in the promotion and presentation of anything - from services and goods to a variety of commercial ideas. His tasks are also to conclude agreements or contracts between the cooperating parties, interact with colleagues in the advertising field and report in the prescribed form.
The duties stipulated by the job description of the agent consist in the implementation of intermediary activities for such promotion and other set of measures to perform completely different marketing tasks. Moreover, he is required to strictly comply with existing ethical standards adopted in the field of advertising.
An advertising agent is one who concludes and signs contracts between an intermediary and a principal, containing the amount and type of necessary work, as well as the whole range of financial issues regarding its payment. In addition, he informs potential customers about all new ideas, services, products with the full disclosure of their many specific features and nuances, provides them with information about the practical use of advertising objects, gently promoting the idea of the need for a particular product or service.
All goals and objectives
An advertising company requires taking into account the degree of solvency of various consumer groups. Sometimes the agent has to refer to the opinion of prestigious individuals or organizations. Its task is to stimulate the consumer to make a repeat purchase or a new request for a service. The object of advertising should be allocated to them from the total mass of information and further characterized in the light of its consumer qualities, advantages and distinctive features.These actions are aimed at creating increased demand and encouraging buyers to conclude transactions.
His responsibilities include organizing fairs, exhibitions and other types of events, including study tours to manufacturers. Its function is to conduct explanatory work among consumers on the topic of rights, guarantees and methods of upholding consumer interests. It improves the image of the manufacturer, highlights its activities in a positive way and contributes to the formation of a positive customer relationship, participates in the implementation of long-term and long-term plans. He also has to keep in touch with the media in the placement of promotional materials and the purchase of advertising space.
Rights and Responsibilities
The job description of the advertising agent, like any employee, implies, in addition to duties, the existence of certain rights. In this case, they consist in the opportunity to get acquainted with management decisions regarding their own sphere of activity.
He can introduce the necessary proposals to improve the advertising campaign and require all kinds of assistance in the performance of his job duties. He has the right to all necessary information with access to relevant documentation.
He is responsible for his own activities without offenses, that is, within the framework of the legislation, as well as for possible material damage.
Agent work in detail
Now let's touch on his work a little more. As already mentioned, the advertising agent can prepare transactions (without the right to sign the parties) and carry out certain instructions of the person whose representative is. In his competence is the sale of advertising space in the media, airtime, the services of his own agency or the product of an artist-designer. Sometimes he organizes the direct interaction of the advertiser with the media, bypassing the agency.
How much does an advertising agent earn? In most cases, his salary exists in the form of remuneration for the services rendered within the range of 3% to 20% of their value. Each advertising producer should distinguish between the activities of agents working for him in order to avoid confusion and unhealthy competition.
An advertising agent is not easy ...
Sometimes there is disrespectful attitude to such activities, especially negatively met advertising agents women. What is the reason? Most likely, an overabundance of these specialists in the market makes a negative impression on potential customers, especially if there is no separation of coverage areas among similar representatives. Business people subconsciously "in the old way" continue to consider them something like couriers, etc. On such "walkers", especially women, male bosses often frustrate their irritation and their own unrealized complexes. The exception applies only to large and reputable advertising agencies, whose representatives are met more or less respectfully.
Thus, for successful work, the agent should apply a competent approach. When choosing a potential advertiser, you should be aware of the specific capabilities of the advertising producer whose interests are currently being represented. He should choose first of all those clients whose potential financial capabilities are quite high. Even if the services of an advertising agent have remained unclaimed (it was not possible to conclude an agreement), contacts should be maintained in any case with a view to future cooperation.
About professional methods
There are many methods for finding new sales areas and potential customers. Each experienced agent, as a rule, has his own strategy. With the accumulation of professional experience and the expansion of the client base, an understanding of who is the most promising in terms of business contacts comes to him.
What are the methods an agent is looking for advertisers? The main one is viewing the latest press with announcements. This is especially true for announcements in the medium format. Too large as well as small messages are usually not taken into account. Searches can be narrowed down to several separate headings devoted to specific goods and services, for example, building materials, household appliances, vehicles or furniture. Constantly working in one of the selected areas, the agent makes a rating of potential customers for himself, which makes sense to be guided by.
The essential data of most large advertisers should be in the agent’s database in print or electronic form. These include the format of advertising and its subject, all telephone numbers, preferred names of newspapers. No less attention should be paid to advertising on the radio and its low-cost options on the air of local television (like read out by the announcer, or placed in the form of a running line). Regularly looking at such information, the agent learns about the existence of various advertisers, can evaluate their approach and overall economic potential.
And also?
Another search option is using customer recommendations. If cooperation with one of them was successful, you can ask about the availability of partners in need of such services. You should stock up with phone numbers and the names of those employees of the potential advertiser who are responsible for advertising. It is possible to get in touch with them through the link to the recommendation of a specific client, which will help to achieve a personal meeting. Professionally proven agents will be recommended by the client to acquaintances and partners, even without a special request.
Self-promotion should not be neglected. Each agent is required to have a stock of beautifully designed business cards. Many opportunities to prove themselves can be gleaned by visiting many different exhibitions, conferences, presentations. At such events, it is possible to establish very useful personal contacts. You should actively use the means of e-mail, fax, etc., to send out advertising letters composed in a well-thought out business style.
Sometimes it’s not a sin to resort to customer interception. This happens when a client, not refusing the services of a particular advertising producer, enters into a contract with an advertising agent that is more suitable from a professional point of view.
Everybody loves money
A good tool to expand the circle of customers is to offer a large number of different discounts. We can talk about buying space in advertising newspapers in bulk quantities (several bands at a time), followed by their retail sale, that is, in parts. If the client-advertiser’s cooperation with the same publication lasts long enough, the agent should consider the issue of a discount for the latter in the editorial office. Having achieved it, one should gently emphasize one's own role in this process. If the result of the negotiations is negative, the discount can be paid out of the agent’s own remuneration, especially when it comes to a large order.
In order not to intercept the client, one should in every possible way demonstrate high professionalism through high-quality consultation and service. A successful advertising agent knows this by heart and will not miss the slightest opportunity to raise his own rating.
This is serious
What important nuances does the activity of an advertising agent suggest? First of all, it is the habit of making an appointment in advance. A list of customers, contact persons and all relevant information should be kept with notes on the results of any negotiations and the reasons for the possible refusal. In this case, every time you need to try to make the next appointment.
To save money and time, you can not do without the almost constant use of a mobile phone.When planning a future conversation, write down everything you need to say. The proper name and contact details should be pronounced clearly and distinctly. From the very beginning, the goal of the call is indicated indicating the possible benefits for the client from a personal meeting. The advantages of working with an advertising producer represented in a particular case should be clearly formulated and announced at the first suitable moment.
Should not be upset with negative reactions to the proposal. It would be ideal to achieve a personal meeting with the aim of a more detailed explanation of the services offered. Phone pronunciation should be as legible as possible. The pace of speech is about 150 words per minute. The agent is obliged to monitor the correctness of expressions, not to allow excessive assertiveness, insincerity and pretense. The speech should sound natural and not resemble a blank template.
The intonation of the interlocutor should also be monitored, catching her mood. The professional agent is inherent in the ability to correctly interpret certain combinations of words and stable expressions as signs of the client's readiness for further contacts.
About possible problems at work
What mistakes should be avoided by advertising agents? The main one is a poor knowledge of the services offered along with the conditions on which they are provided. Another is an ill-considered waste of time, that is, spontaneous visits that are highly discouraged by customers. Useless long negotiations also apply to this article. Untrained business contacts can nullify all the efforts made.
It is possible to spoil the impression of oneself with inappropriate assertiveness or unreliability (lack of calls at the promised time, etc.). The agent can also repel unprofessional behavior in the form of negative reviews about competitors, an untidy appearance, and offering extraneous (inappropriate in this case) advertising services. In the same series - too fast speech pace and manifestations of excessive optimism.