Scott Lilly has owned an advertising agency for the past 14 years, the last three years with a company called Hatch130 in Bridgeport, Connecticut. He’s worked with big brands such as the NBA, the NFL, Steward Health Care, the University of Bridgeport, and smaller businesses as well. Our thanks to Connoisseur Media’s Kristin Okesson for introducing us to Lilly, who we’ve interviewed as part of our ongoing series about the relationship radio has with advertising agencies.
Radio Ink: Why is their a disconnect between radio and agencies?
Scott Lilly: I don’t know if I agree that there is a disconnect between radio and agencies as it all still comes down to relationships. As the media landscape continues to evolve, radio reps have been pushed really hard for more and more business, which has caused them to have less time to cultivate the business, and most importantly, to build relationships that will benefit the agency and their clients. Because reps have to be so bottom-line focused, they try to push schedules OR promotions and don’t take the time to listen to what our clients need. We actually have some great relationships with a bunch of the radio reps, especially the folks at Connoiseur. They often come by the shop to just talk about our clients and not sell anything. Our agency philosophy is different to some, as we don’t mind our reps contacting our clients directly… We actually will bring our radio reps out to client lunches or bring them into specific meetings.
We believe transparency between all is critical — as an agency we must know and feel comfortable with the relationship we have with our client that it doesn’t matter what media rep calls our clients direct. We have to remember that 85% of the relationship with the client is with the media partner, the agency is only 15% (this is for just media buying, of course). So we focus on success together and full transparency.
Radio Ink: Why do agencies ask for value added?
Scott Lilly: I think agencies ask for value added partly because it has been going on since the beginning of advertising. My father was the VP of Sales for ABC Network (Daytime) and they were finding ways to bring additional value well before the computer was invented. Nowadays, traditional media, including radio — has to continue to find ways to bring more value to maintain specific rate structures throughout the day. The cost of a morning drive spot can’t go backwards year over year, so reps have to find ways to bring more value to maintain the spot cost, as the market OR other opportunities potentially can bring more value.
Radio Ink: Are agencies only interested in ratings and buying CPP?
Scott Lilly: If you are a local agency buying for local clients, ratings and CPP would be the last thing I look at. National clients etc., I get why they need to do it on a market-by-market basis, but not locally. I don’t think any of the local clients care about ratings/share etc. What they care about is that during the course of the schedule people are in their store saying, “Hey I heard your spot.”
Radio Ink: Why are agencies slow payers?
Scott Lilly: I would call us more of a “slow biller” so we pay as soon as we get paid — just sometimes a little slow in billing.
Radio Ink: When radio reps call on you, do you get the feeling they are properly trained?
Scott Lilly: I do think there could be more training, but I think radio stations should hire folks that can build relationships. I think most reps could use a brush-up on that.
Radio Ink: Should the radio reps go direct to the client and develop relationships there?
Scott Lilly: As I mentioned earlier, most agencies hate reps going direct and are fearful of something bad happening. We embrace it and encourage it, as long as the reps don’t try to circumvent the agency, we love it. And since we are up front about it with our reps, we have never had an issue.
Radio Ink: What is your biggest pet peeve with radio reps?
Scott Lilly: LISTEN MORE!
Radio Ink: How do radio sellers develop a great relationship with an agency?
Scott Lilly: Be persistent but don’t be a pest. Spend time to learn not only about the client but the folks that they work with at the agency. Everyone is overwhelmed in today’s environment, so know that just because you don’t get a return call or email within 24 hours we are not blowing you off.
You can reach out to Scott by e-mail at [email protected]
I love Scott’s answers. This is how the Agency/Rep relationship should work. As a radio Sales Manager, I truly understand we have a responsibility to make sure our Reps are better trained on how to work with and build relationships/partnerships with agencies. And, to make sure we’re not training professional pest and order takers!
Nice mention for Connoiseur! Good job, guys.