PAN caught up with Ross MacRae this week, the founder of content marketing platforms Agency Source and BikiniLists for a catch up on all things marketing.
His teams on both platforms have been rapidly adding new new key contacts over the last few months, this week on Agency Source they added U.S. TV Producers at Ogilvy, VCCP and 21Grams Plus, along with Creative Directors at AKQA, AMV DDBO and McCann in the UK. Ross also featured on a podcast on how to navigate the first step toward these important conversations – the intimidating cold outreach.
Ross tells me photographers and photo production services companies should be targeting the brands with their marketing through Q4 of this year – here’s why:
PAN: Ross, why do we need to concentrate on marketing to brand contacts at the moment?
RM: Over the last 5 years or so – we’ve seen more and more production people moving from traditional advertising agencies to “Brand-side”. Plus more brands are setting up “in-house agencies” within their organisation to look after content production on everything from web promos to full tv campaigns… In fact, after covid, we saw the demand, and therefore the contacts numbers, on our direct brand dataset overtake the numbers on our ad agency lists.
PAN : What approach should we take when promoting to brands direct as opposed to more traditional agencies?
RM: So if you identify a producer at a brand who previously worked at an agency – you know how to speak to them (you may even have worked with them) so you can reach out via email and networks as you would before… but if you are approaching CMOs, Brand Managers and marketing teams you need to take a different approach.
PAN: What would be the best – first-approach tactic using the BikiniLists once we are signed up?
RM: Linkedin is great – and we have the LinkedIn urls for the majority of contacts on the platform – but don’t just send them a message saying you love the work they do and how you would be perfect for them. Start by sending connection requests to a group of similar contacts – your dream clients in a particular industry – and building up a network of new connections then after a week or so – post content with them in mind… and then reach out to them by email or LinkedIn message to engage.
PAN: What email or general marketing tips would you suggest to help us stand out from the crowd when first approaching Brands?
RM: Find a challenge that a group of people might have that you can help with and responsibly connect with them via LinkedIn or email. Then, once engagement is established, you can ask them if it’s ok to send them relevant work that could help them in their next project. It’s a long game – so the sooner you start the sooner you’ll engage.
Thanks Ross – Book a demo with Agency Source or BikiniLists – and mention you are a PAN reader for the PAN Deal!
Sound advice Thank you!