A service agreement for advertising education

Students at Danish universities are always complaining about something. So it seems at least to many of us on the outside of those sacred university walls. And often we don’t understand them. As when the university tries to put pressure on the students to actually finish and graduate within a reasonable timeframe?

Claus Buhl brings forward an idea, which I would describe as a service level agreement for education: Let people graduate and then offer them extra courses as they progress in life. Now, could you do something similar for new media advertising?

One of the things I don’t get about new media and sales in particular are the ‘hit’n'run’ aspects of it. The media wants the advertisers money, and they want them now. They want it so bad that they more often than not sacrifice price and yield to get some money at least on their books.

But why? What’s the long term perspective in that other than a business - or perhaps even an industry - in a constant struggle for breaking even?

Why not think more about Buhl’s idea? Why not try to take ownership on re-educating marketeers in the trends and traits of new media advertising? Why not be the advertisers best friend not by taking all his money but by being the trusted advisor (and perhaps even advice him or her from time to time to take their online spending elsewhere, if that makes more sense)?

It seems to me that noone has really tried to take this position yet. It may be that a service level agreement for advertiser education may not be a stellar idea. But I sure like the thought of it. And I have a feeling that whoever gets going on this and make it using the right approach won’t have to struggle for breakeven anymore but will instead be running a really profitable business.

Vad NU! is a consultancy company owned by Mads Kristensen and specialized in helping clients take advantage of the business opportunities created by new media. Click to learn how I can help you and your company.