{"id":3673,"date":"2014-07-14T14:53:10","date_gmt":"2014-07-14T18:53:10","guid":{"rendered":"https:\/\/www.insidepr.ca\/?p=3673"},"modified":"2014-07-14T14:53:10","modified_gmt":"2014-07-14T18:53:10","slug":"inside-pr-377-big-clients-squeeze-marketing-companies-and-facebooks-hold-on-youth","status":"publish","type":"post","link":"https:\/\/www.insidepr.ca\/index.php\/2014\/07\/14\/inside-pr-377-big-clients-squeeze-marketing-companies-and-facebooks-hold-on-youth\/","title":{"rendered":"Inside PR 377: Big clients squeeze marketing companies and Facebook&#8217;s hold on youth"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_9161\"><audio class=\"wp-audio-shortcode\" id=\"audio-3673-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_377_FINAL.mp3?_=1\" \/><a href=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_377_FINAL.mp3\">http:\/\/traffic.libsyn.com\/prworks\/IPR_377_FINAL.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/inside-pr\/id137886027?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fwww.insidepr.ca%2F%3Fp%3D3673\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/www.insidepr.ca\/index.php\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p class=\"p1\">On Inside PR this week, <a title=\"Gini Dietrich on Twitter\" href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a>, <a title=\"Martin Waxman on Twitter\" href=\"http:\/\/twitter.com\/martinwaxman\" target=\"_blank\">Martin Waxman<\/a> and <a title=\"Joseph Thornley is thornley on Twitter\" href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">I<\/a> talk about two very different topics: the squeeze large clients are putting on their marketing partners and Facebook&#8217;s hold on young users.<\/p>\n<p class=\"p1\"><strong>The Big Squeeze<\/strong><\/p>\n<p class=\"p1\">Gini kicks off the discussion about\u00a0the growing number of large companies that are taking longer to pay their marketing partners. In the case of some companies, such as P&amp;G and Mars, advertising agencies, marketing and PR partners will find themselves waiting up to 120 days &#8211; four months &#8211; for payment. And that can be crippling to a creative business. Gini has some thoughts about how PR agencies can <a title=\"Don't play bank to big clients\" href=\"http:\/\/spinsucks.com\/entrepreneur\/big-brands-require-agencies-play-bank\/\" target=\"_blank\">avoid being caught<\/a> in the slow payment trap. In the short term, it may come down to this: If you don&#8217;t want to play the big client game, extending your credit to people whose credit rating is is probably much better than yours, you may\u00a0just have to say no. And if they won&#8217;t attempt to find a workable middle ground, you may just end up saying no to working for them.<\/p>\n<p class=\"p1\">Martin believes that this would be bad for creative agencies and for marketing itself. It used to be that creatives would be constantly breaking off of the larger agencies they worked for in order to form new ventures. And with a fresh creative perspective, many of them would land a\u00a0large account that would enable them to build an agency in their own vision. Heck, that&#8217;s how Terry Fallis and I started Thornley Fallis. A couple of guys with a fresh perspective on the business working on folding banquet tables in borrowed space. But we landed B.C.E. (Bell Canada Enterprises), then GlaxoSmithKline, and then Molson. And from there, the business took off.<\/p>\n<p class=\"p1\">Is that still possible in this current environment? Martin asks, &#8220;How can you compete to win clients like this if the financial terms would put you out of business before you have a chance to grow?&#8221; Yes it is\u00a0possible, but ever more difficult. In order to succeed, small agencies need to keep a focus on what has always been the most important factor. Creativity. If we can do something that&#8217;s truly remarkable and memorable, we still can thrive.<\/p>\n<p class=\"p1\"><strong>Facebook&#8217;s Hold on Youth<\/strong><\/p>\n<p class=\"p1\">Recently, some have suggested that Facebook is <a title=\"Facebook's teenage exodus\" href=\"http:\/\/www.fastcompany.com\/3024963\/fast-feed\/facebooks-teenage-exodus-in-one-chart\" target=\"_blank\">past its prime with teens<\/a>. A \u00a0study from Forrester Research indicates that Facebook still remains <a title=\"Nate Elliott finds Facebook still dominant among teens\" href=\"http:\/\/blogs.forrester.com\/nate_elliott\/14-06-24-facebook_still_dominates_teens_social_usage\" target=\"_blank\">young people&#8217;s favorite social network<\/a>. Martin agrees that Facebook may still be used by teens. But he suggests that we look at an intangible factor that may point to the future. Do teens still consider it cool? Or are they there because they have to be because their friends are there? If that&#8217;s the case, Gini\u00a0suggests that teens will not remain reliant on Facebook. Older people who have left school, moved away from their hometown, and are in mid-career, rely on Facebook to keep them\u00a0connected with the people that they knew at an earlier time. Teens, however,\u00a0are surrounded by their social network. They don&#8217;t need Facebook to stay in touch with friends. They know who their friends are and they can easily use different media, including texting, to stay in touch with their friends.<\/p>\n<p class=\"p1\">I think there&#8217;s a different between these two questions, &#8220;Do people use it?&#8221; and &#8220;Do people feel cool when they use it?&#8221; The first question finds its answer in past behaviour. The second question points the way to future behaviour. And if that&#8217;s the case, don&#8217;t count on Facebook keeping its stranglehold on youth. For now, young\u00a0users are still on Facebook. But where will they be next year?<\/p>\n<p><strong style=\"font-style: inherit;\">We\u2019d love to hear your thoughts.<\/strong><\/p>\n<p>Send us an email or an audio comment to\u00a0<a style=\"font-style: inherit; color: #4585bf;\" href=\"mailto:insideprcomments@gmail.com\">insideprcomments@gmail.com<\/a>, join the\u00a0<a style=\"font-style: inherit; color: #4585bf;\" title=\"FIR Podcast Community\" href=\"https:\/\/plus.google.com\/u\/0\/communities\/112349929544876511942\" target=\"_blank\">FIR Google+ Community<\/a>, join the\u00a0<a style=\"font-style: inherit; color: #4585bf;\" title=\"Inside PR Community on Google+\" href=\"https:\/\/plus.google.com\/u\/0\/communities\/107220947721041165633\" target=\"_blank\">Inside PR Google+ Community<\/a>, join the\u00a0<a style=\"font-style: inherit; color: #4585bf;\" href=\"http:\/\/www.facebook.com\/group.php?gid=101489863251163\" target=\"_blank\">Inside PR Facebook<\/a>\u00a0group, leave us a comment here, message us\u00a0<a style=\"font-style: inherit; color: #4585bf;\" href=\"http:\/\/twitter.com\/inside_pr\">@inside_pr<\/a>\u00a0on Twitter, or connect with\u00a0<a style=\"font-style: inherit; color: #4585bf;\" href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a>,\u00a0<a style=\"font-style: inherit; color: #4585bf;\" href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">Joseph Thornley<\/a>, and\u00a0<a style=\"font-style: inherit; color: #4585bf;\" href=\"http:\/\/twitter.com\/martinwaxman\">Martin Waxman<\/a>\u00a0on Twitter.<\/p>\n<p><strong style=\"font-style: inherit;\">Thank you to the people behind Inside PR<\/strong><\/p>\n<p>Our theme music was created by\u00a0<a style=\"font-style: inherit; color: #4585bf;\" href=\"http:\/\/www.fortheloveofrecords.com\/\">Damon de Szegheo<\/a>;\u00a0<a style=\"font-style: inherit; color: #4585bf;\" href=\"http:\/\/www.rogerdey.com\/\">Roger Dey<\/a>\u00a0is our announcer.<\/p>\n<p>Inside PR is produced by\u00a0<a style=\"font-style: inherit; color: #4585bf;\" title=\"Ashlea LeCompte on Twitter\" href=\"http:\/\/twitter.com\/ashlealecompte\">Ashlea LeCompte<\/a>.<\/p>\n<p>Inside PR is part of the\u00a0<a style=\"font-style: inherit; color: #4585bf;\" title=\"For Immediate Release\" href=\"http:\/\/forimmediaterelease.biz\/\" target=\"_blank\">FIR Podcast Network<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On Inside PR this week, Gini Dietrich, Martin Waxman and I talk about two very different topics: the squeeze large clients are putting on their marketing partners and Facebook&#8217;s hold on young users. The Big &hellip;<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[496,44],"class_list":["post-3673","post","type-post","status-publish","format-standard","hentry","category-pr","tag-facebook","tag-public-relations"],"_links":{"self":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/3673","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/comments?post=3673"}],"version-history":[{"count":3,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/3673\/revisions"}],"predecessor-version":[{"id":3676,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/3673\/revisions\/3676"}],"wp:attachment":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/media?parent=3673"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/categories?post=3673"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/tags?post=3673"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}