How Best Practices Marketing
has worked with some of
Canada's top Advertising Agencies
Practices Marketing and our work with Ad Agencies and Direct-to-Client.
equally well working with Ad Agencies or working directly with Clients
Marketing and Ad Agencies: Our
experiences with a variety of Ad Agencies' styles. Remember that our
focus is as a SALES PROMOTION company.
For Canadian Airlines, a billion-dollar company, we
worked side-by-side with McKim Advertising Agency - one of Canada's top
Agencies. McKim understood our expertise and worked wonderfully with
us. Often we would follow their lead with a style and purpose that matched
their existing advertising campaigns. It worked very well. Other
times, we would start on a Direct Mail campaign and have it wrapped up before the Ad Agency
had even started on their Media campaign. In those cases, we shared our thoughts and ideas with
McKim and they chose to use it or not, at their option. There was
surprisingly little overlap between our Sales Promotions and McKim's
Advertising. When we created their Frequent Flyer Campaign, and Canadian
Airlines was awarded the "Marketer of the Year Award" by Sales &
Marketing Executives of BC, both ourselves and McKim were given credit for our
To see the full story on
Canadian Airlines - see our
Case Studies. Click here:
To see the Canadian Airlines
Frequent Flyer Progam,
click this button:
To see a case study of the Canadian Airlines
Air Cargo Campaign, click here:
To see the Canadian Airlines Orient
Travelers Campaign, click this button:
(now called Telus)
At BC Telephone, we worked directly with the client
for hundreds of campaigns and seldom ever had contact directly with their Ad
Agency, Baker-Lovick - an excellent Ad Agency. That was the client's
choice. On budget-conscious campaigns, we usually won out over the Ad
Agency because we could better match the campaign to the available budget.
Our Campaigns for BC Telephone usually
drew very successful response rates of 22 to 26%. BC Tel never shared the response
rate information with us, until one day they asked if we'd enter some of
their campaigns into the DMA Awards. In the contest entry they publicly admitted
that they usually received a response rate of 2 to 4% from other Direct
Marketing firms, but ours typically drew 22 to 26%.
See some of those campaigns:
Working with a US Direct Marketing Agency as
their Canadian Partner
of Los Angeles, now Foote, Cone & Belding
Direct, used our
company for years, where they would supply completed or semi-completed artwork
and ideas to us. We would then complete the details, such as printing, lists and
lettershop, and we dealt directly with their clients on almost all
campaigns. They were a very competent Direct Marketing Agency, and the
fact that their entire company was bought up by Foote, Cone & Belding, shows their excellent
caliber. We were proud to be selected by them for coordinating their
Canadian business. Our joint work with SHG with clients like Uniglobe, Bell Ontario & Bell Quebec
gave us tremendous experience dealing with Large Companies and Telco's.
Working with an Agency, where we handled
Ad Agency was handling the Advertising Account for DHL Couriers. DHL
is/was the largest international courier company in the world, larger than FedEx
at the time. Creative House simply told us what they wanted, and we looked after the
Direct Mail details. They accepted our input, and we accepted their direction and final
decisions. When the Project won a major Award, we remained invisible, so the
Agency got full credit. But we don't need to keep quiet now. See a Case Study of
Direct Mail Campaign that we did for DHL Worldwide Express: Click
What if you already have an Advertising Agency?
We work well with Ad Agencies - their focus is usually upon advertising alone. Ad
Agencies are good at Branding & Mass Advertising. At Best Practices Marketing, we
focus our attention directly on targeted SALES PROMOTION, of which most ad agencies have little experience, skills or history. We specialize in this one area, and quite frankly - we’re good at it. We
find companies fresh sales and produce sales leads.
What if you're not happy with your
Current Ad Agency?
Ad Agencies tend
to be specialists in Advertising. Best Practices Marketing is
a specialist in Business Marketing Promotion & Sales. If you're calling us because you're not
entirely happy with your Ad Agency, then consider whether we're going to working with
them either. If this is the case, you might be better off dealing directly with
us. In many cases, the layers of management which are supposed to serve the
boss, actually interfere with the boss' intentions. We prefer to
report directly to the top - direct is best.
Do you have an Agency problem, or a
Management structure that's not responsive to increasing Sales? Or does
Marketing have genuine control over the real decisions?
whether you have:
|A lower management
with the word "Marketing" or "Advertising" in their
title, but who have no real authority to make
|They're hot, decision makers, and have the confidence of
|Is it an issue of a good team, yet lacking experience with
Sales Promotions and Direct Mail? These are highly specialized
fields. That's why outsourcing to a specialist firm like Best Practices
makes good sense.
We'll help you find out these
answers, and have solutions you can apply immediately. Our best clients
are tough, crusty folks who are direct and want results, not
razzle-dazzle. Many clients outsource their entire campaign to us.
Can you reduce the risk of a failed
We can offer you our vast experience and
30-year track record to reduce the risk of failed campaigns to less than 10%.
Not perfect, but we're trying. Call us at 778-435-2120, ask for Doug