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Argentum's blog, Marketing Op-Ed highlights interesting, real-world examples of marketing with a little bit of opinion thrown in.  It's written by Susan Silver, President of Argentum Strategy Group, with the occasional guest blogger added to the mix.

It's updated once a month, and we would love to hear what you think!

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Top Five Agency Pitch Mistakes

Friday, May 29, 2015   0 Comments - General Marketing  

Hideout 2 free to useMany of my clients ask me to help them identify and hire agency partners like creative agencies, digital firms, media buying agencies and web design companies. I’ve developed a process that makes efficient use of my clients’ and the contending agencies’ time, and it typically culminates in individual 60-minute meetings between my client and three agencies.

The agenda for the meetings is deliberately bare bones:
9:00 – 9:05 – Introductions
9:05-9:35 – Agency walks us through whatever they think we should discuss/learn about them to assist in our decision
9:35-10:00 – Client questions/discussion

The overall purpose of the final meeting is to see if the chemistry is there for my clients and also to compare and contrast the different agencies on something other portfolio,price and process. The 30 minutes of “free time” in the agenda enables me and my clients to get some insight into how the agency thinks and prioritizes.

I’ve been using this process for since 2010 and in that time there have been five key mistakes I’ve seen some of which, fortunately, were one-time wonders.

Mistake #1: Wrong People/Wrong Tools
One of my clients was looking to hire a web design company to design their new e-commerce site. During the exploration phase, one agency clearly stood out from the pack. They did gorgeous work that was very aligned with my client’s essence and I was trying to figure out how my client was going to be able to pay for the $100K+ site. The project was literally theirs to lose.

And they did.

Dentist’s Ad Needs More Teeth

Thursday, April 30, 2015   0 Comments - General Marketing  

smile ad copy2A lot of times we’re just too close to our own marketing to objectively assess it.

If Lincoln Park Smiles, a dentistry practice in my neighborhood, had asked someone else to look at their ad before it was turned into a finished billboard, then maybe their ad would’ve shown some teeth!

If you’re a dentist selling smiles, then you might want the person in your outside advertising to be showing their teeth when they smile.

Dollar Shave Club’s Viral Video: Behind the Scenes

DSCGoogle recently told one of the startups I advise, ZipFit, that they should consider adding a YouTube video ad to their online mix to increase their overall click through rate. That’s easy for Google to say, but ZipFit has almost no budget for marketing of any kind. However the ZipFit team figured that if Dollar Shave Club could throw together their hilarious viral video for what was surely only a few hundred dollars, then so could they.

ZipFit quickly enlisted a videographer friend to film their video for only $500 and they figured they were in business. I aided and abetted by connecting ZipFit with a friend of mine, an amazing Swiss Army Knife kind of guy (creative/director/producer), who is between jobs and who was game to accept $300 (plus some free jeans) for directing and script development. The final piece of the ZipFit plan was for someone from the team to star in the ads for free, just like Dollar Shave Club’s founder had done. Easy peasy, right?