DIY home improvement shows are awesome. I especially love the ones that feature some weekend-warrior attempt to build a dream bathroom, only to fi nd him or herself hip deep in a major mess. In business, DIY advertising is worse than a home reno fail. DIY advertising is more like a DIY haircut. It never looks good. It’s embarrassing. It will take a long time to fi x. And, your next trip to the salon will be expensive.
I’ve recently encountered several situations where advertisers were going to take a DIY approach. The most recent example involved a prospective client. After reviewing at least three ad agencies, and having worked with two others in the past, this advertiser informed us that they were taking everything in house. They are actually going to invest in creative staff, design software, new computers, media buyers, media planners, media software, ratings data and market research.The cost will be relatively astronomical. In a real way, this advertiser is starting a new business that is unrelated to its core competency. Investing in new staff, new software, new equipment, etc. could add up to tens of thousands of dollars a year (or more)! And there won’t be any return!
If someone were to propose giving themselves a new haircut, I’d yell “NO!” So, if given the chance, I propose these three questions to people considering a DIY approach to advertising.
Can you afford the learning curve?
Why make the investment?
Don’t you deserve better?
You want someone who knows what they are doing to cut your hair. So why not a professional ad agency?
By M. Gillespie