This month, 3R spoke to Sharon Lawless, founder and managing director of Mercury Media, a full service advertising agency, from media buying right through to production. They specialize in all aspects of media, including radio, television, outdoor, cinema, press and internet. Sharon can be contacted at sharon@mercurymedia.ie

Sharon, tell me what made you set up Mercury Media

I was working in RTE and saw the changes that were happening in the Not only do our customers realise the cost of not using our services, they realise the cost of not evolving with the market. marketplace, particularly in the area of radio and television. I knew a day would come when other broadcasters would approach my clients to show them their wares and it was inevitable that budgets would be spread. I also felt that as the market grew, business owners would reach a point where dealing with every advertising call would become intrusive and they would end up looking for one contact to deal with everything. I wanted to be that contact and as I had good, long-standing relationships with my clients, I felt I knew their businesses well enough to be able to give an objective view on what media was right for them.

Tell me about your customers, what key problems does your specialised advertising service solve for them?

Business people want results from their advertising, and though they may have an idea of what they want, they need experts to help them choose the media they use in the most results effective manner.

Because we have acted on behalf of media houses, we know how to read audience figures, as well as see through sales talk, so when we consider a campaign; it is based on facts and experience.

We match what the client needs to the medium that is most likely to deliver that to them, within budget. We have found cases where, for the advertising campaign to work, there might need to be a cohesive, long term marketing plan, rebranding, re-assignment of duties internally, or even staff training, all of which we can advise on.

We also take the myth and mystery out of advertising; it’s not a necessary evil, a quick fix or a waste of time – it does work, but only if you know what you’re doing and you’re prepared to be consistent.

What does solving those problems enable them to do?

In short, get the best return for their money. It enables them to concentrate on their own job, knowing that their profile is in safe, capable, but innovative hands. They know that we are working on their behalf, with a genuine interest in growing and developing their business with them.

They also know that we are on the lookout for opportunities to help them, not only in advertising, but in the general business world.

How do your customers put a value on that?

On the pure advertising end of things, they can see a direct response in footfall and sales, if it’s a call to action type campaign. For brand building, it can be a slower process, but they find that they are included on the “shopping list” of suppliers that wouldn’t have considered them otherwise.

It also allows them to look at other aspects of their business, knowing that if they embark on a new project, there will be a measurable response that is part of the process.

Once your customers have identified the positive aspects of using a media agency do they realise the cost of not using them?

In some cases, a previous bad experience of advertising will have put them off, or the perception that it is too expensive for them, or that they are not getting something relevant to their own business.

The one comment I hear most often is that they wouldn’t have considered advertising until they used our services, as they didn’t think it could be so reasonable, targeted and creative. This happens most often with clients who allow us to bring all our services to the table, so they get the full package of marketing support, advertising campaign, and production of the commercial and forward planning to develop the brand.

Even with companies which have been advertising for years, our fresh approach gives them a new impetus. All they need to do is look at the variety of companies advertising now that would never have considered it in the past. Things like building materials, mobile homes, hotels – they have grown out of trade or general press onto television.

Not only do our customers realise the cost of not using our services, they realise the cost of not evolving with the market.

What piece of sales advice that you have learnt at the coal face, would you like to pass on to other Business Owners?

To know who you’re talking to and listen to what they say. Do as much research as you can so the ideas are generating even before your first meeting. The one thing we are adamant about is that we don’t do the hard sell, as we feel it undermines the necessary trust in the relationship and credibility of our advice.

Finally, this newsletter is called Success, what is your definition of success with Mercury Media?

I think our success is down to a genuine interest in the companies and people we work with. We stick with them through thick and thin and always treat them equally. We have very talented, dedicated people on our team and our work motto is “”It’ll do” won’t do.”

Respect goes a long way in business and we have learned that it goes both ways; our most successful campaigns have been for clients who respected us enough to listen to us and let us do what we do best. It makes for success all round.

This article was written by Peter Lawless, founder of 3R Sales and Marketing - www.3r.ie. For previous articles or interviews like this, visit 3R's Resources. Alternatively, subscribe to Success our free monthly Information Bulletin with sales and marketing articles.

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