What he observed for about 20 years was the consistency in my business and how successful my clients have become. An owner of an advertising agency called me several months ago with the idea that he might want to buy Venmark International. He never said that prior to our meeting, but it was obvious to me that was why he invited me to lunch.
This person proudly showed me several examples of his work on behalf of clients. Very impressive advertisements and print materials, but virtually no publicity. And there were several reasons why. First, it was his orientation. He looks at marketing problems and figures out ways to solve them using advertisements, collaterals, videos, and the like because that is how an advertising agency is structured to make money.
After enjoying a fine lunch, we got into the nitty-gritty about my business model versus the traditional advertising agency. I was quite candid and told him that he would never be able to run my business because it is not run like an advertising agency. What makes Venmark different, I explained, is our business model. We operate like a manufacturer, not an advertising agency.
Venmark International specializes in publicity only, especially product publicity. So, like a design engineer who has to create a product to fit into a specific envelope, we are disciplined. Our orientation is to solve marketing problems using publicity as a marketing tool: to get exposure, generate sales leads, web traffic, improve search engine positioning, create and reinforce your brand, and more.
By working like a manufacturer, our income is based upon our efficiency at production, quality control, and the results that we produce, not on a monthly retainer from a handful of clients. I remember using an advertising agency myself years ago who totally misunderstood what I wanted to accomplish and I had to pay them to do everything twice. I had to pay for their mistakes and for them to fix it too. Like my old stock broker: win or lose, he got paid! That lack of accountability infuriated me!!