Why Creatively Minded Sales Teams Are An Agency’s Secret Weapon
Now more than ever, clients lacking in confidence are expecting strategic guidance from their agency partners. Stacey Gattsche (main photo), general manager of sales at LUMO Digital Outdoor explores how sales teams can think differently to achieve success post-pandemic…
The sales team is the heart of an agency. Although the brain decides where we go, and the muscle gets us there, it’s the salespeople who ensure the blood is always pumping.
Keeping the anatomy of the agency healthy is more important than ever in the wake of the pandemic. Right now, there’s a fatigue in the market, and virtually everything we do is influenced by the lingering effects of COVID-19.
But amid the hardship there are opportunities – and we need to be ready to seize them. Sales teams are now presented with new ways to connect with clients and innovative ways to offer creative solutions. Here’s how we can take them.
Getting on the front foot
We can assume, if not for the pandemic, the industry would have progressed a fair bit quicker in a creative sense. It’s certainly true for us. It interrupted work we had been building and forced us to re-evaluate.
Yet we found, almost overnight, clients came to us looking for guidance and assurance. In order to flourish in the new normal, sales had to adapt to become proactive, rather than just reactive.
By taking this approach, we discovered many clients who lacked confidence in the channel just needed something to inspire them.
In the Out of Home (OOH) channel specifically, there has been concern around audience accountability and metrics due to a loss of foot traffic. We quickly realised we needed to keep our clients up to date with transparent audience numbers.
So, we looked outside the box. The result was our partnership with LENS Analytics, an industry first Digital Out of Home (DOOH) audience measurement software.
The partnership meant our sales team could offer clients a state-of-the-art solution, helping them to regain trust in the channel and its ability to reach audiences.
Who says sales teams can’t be creative?
It’s the sales team’s role in this new normal to encourage clients to increase their spending in the OOH space. But we’re not just confined to selling. It was this thought process that saw us switch our focus to providing some bona fide creative solutions for our clients.
We have started to see a trend. One where clients are lacking creative thinking for campaigns, and therefore aren’t sure they’re getting the most out of their DOOH strategy. That’s bad news for both us and the sector.
So, we doubled down on a plan to offer a new creative direction for our clients and LUMO Labs, a first of its kind creative agency specifically catering to DOOH was launched. It’s relatively early days, but it has already given our sales team another string to their bow.
With a focus on strategic and creative leadership, sales teams can connect more deeply with clients and really cement relationships.
So, if you start to see a problem in the market, make a proactive move to help provide the solution. Don’t be afraid to develop your own creative ideas, even if you think it’s not your business arm’s role.
Be prepared and be positive
There is still a lot to learn in this space, and It’s important in sales that you know what you’re selling down to the last detail.
Look, for example, at the exponential growth of the technology available to the market, across all channels. In DOOH. particularly programmatic trading technology, has seen a rapid increase in demand in New Zealand over the last eight months.
Although relatively new to the space, programmatic trading in DOOH is essential to our clients following market turbulence. Although it may feel like gazing into a crystal ball, sales teams need to anticipate these demands and prepare for increased interest.
If we had ignored our programmatic hunch, we would have missed out on a large slice of market share. It’s expected now that over 90 percent of New Zealand’s DOOH formats will be available programmatically by the end of Q1, 2022.
Despite this, programmatic DOOH is still a baffling proposition to a lot of people. Upskilling our team so that we could clearly talk through its nuances and encourage clients was key.
Everyone in the industry knows how important it is to be constantly upskilling and improving. If you don’t know your subject matter, you shouldn’t be talking.
Within sales, and especially as clients look to us for advice, it’s important to support your team’s development and increase resources to bolster your capabilities.
Dedication to your team’s growth will show them you support them and foster an environment of positivity
We understand the importance of remaining positive and optimistic, especially in light of the challenges the last few years have sent our way.
By being proactive, giving your sales team creative licence, and helping them upskill, you will likely see better results across your entire business.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.