Small Ad Agencies and Marketers Gain Access

By John Eckberg

Inside Media creates affiliate and franchise network opportunities

Inside Media, a media research, planning and buying agency founded in 1990, now has affiliate and franchise agreements with several boutique media firms and smaller advertising agencies at its Newtown offices.

Robert K. Riggsbee, president of Inside Media, said Access Inside Media , Inc. (AIM Marketing) is a subsidiary of Inside Media and offers small to mid-size marketing agencies access to ratings services and consumer research data systems in return for a flat monthly franchise fee or a revenue share agreement with affiliates based on client commissions derived from media billings.

“AIM Marketing works with freelance media and marketing consultants and advertising and media buying shops that generally have anywhere from a few employees and up to ten,” Mr…. Riggsbee said.

“The concept is to deliver a low cost way to provide the necessary consumer and media data systems to our franchise and affiliate partners which as a result allows for more targeted and strategic planning and placement services through these agreements,” according to Riggsbee. “This network system works well for media freelancers, independent advertising consultants, ‘Kitchen Table’ type agencies, and small to mid-size ad firms that can not afford to invest in the backend software programs (due to steep monthly subscription fees) that are so crucial to use when planning and buying effective and efficient media for clients,” Riggsbee said.

Space, tools offered

Inside Media, which employs 12 at it Cincinnati offices, will provide AIM Marketing affiliates or agencies that have small staffs with office space which is set up with work space cubicles and includes access to conference rooms, phone systems and high-tech office equipment including digital fax machines, state-of-the-art color copiers and scanners. The office space is designated exclusively to AIM Marketing affiliates and is completely separate from Inside Media’s offices.

The business platform is modeled after professional service groups in fields such as accounting and law, he said. The idea is to allow marketing consultants and companies to basically set up shop in a space that gives them all the media and marketing tools they need, but can’t afford on their own, so they can be competitive with their clients media placements, in exchange for a percentage of the revenue they derive from their clients commissionable gross media spends.

Their boutique approach recently expanded to Dayton and Riggsbee says that AIM Marketing is looking to expand it’s affiliate and franchise centers to Toledo, Columbus, Cleveland, Indianapolis, Lexington and Louisville within the next three years. In the longer term, Riggsbee may consider offering up franchise opportunities on a national basis.

Bob Schmitt, President, manages Access Inside Media, and also owns and operates two AIM Marketing franchises in Cincinnati and Dayton.

“The concept is simple: AIM marketing affords media consultants, freelancers and boutique ad shops the ability to keep their clients ahead of the media curve and gives them the ability to compete against other agencies for new business with a higher level of meaningful strategic offerings ,” says Bob Schmitt.

Access by association

“AIM Marketing also brings its affiliates and franchisees instant market credibility that otherwise could take many years to accomplish,” according to Riggsbee. “The name ‘Access Inside Media’ brings a high level of awareness to each affiliate via name and brand association with ‘Inside Media,’ the parent company of AIM Marketing. Affiliates, more often than not, will refer to their company as Access Inside Media as opposed to AIM Marketing for that very reason.”

On the flip side of the benefits to the affiliates and franchisees, Inside Media clients also benefit indirectly from the affiliation, because of the media spends coming from AIM Marketing. “Even though the rules are very clear in regard to AIM Marketing and Inside Media being completely different companies, I believe that media sellers associate the increased spends coming from the affiliates as to in someway being linked to Inside Media.,” Riggsbee said. “Even though this perception is not accurate, if it benefits our clients by us being able to bring in lower rates because of this perception, then I guess that’s a bonus that benefits all of our clients in the long run.”
Small agencies benefit big
Small agencies that do not make the capital investments to subscribe to TV, Cable and Radio station ratings and consumer demographic and lifestyle software programs will now have access to that information because Inside Media subscribes, Mr….. Riggsbee said.

While the concept is new to the agency industry, Dave Crowl , vice president of Clear Channel Radio ,said there is merit and value in this approach.

“I think it will work,” he said. “There’s a large number of smaller and specialized agencies that can’t afford qualitative and quantitative consumer research, media measurement software and media verification and post-buy analysis programs, for instance. I believe the model is sound and that if implemented correctly Access Inside Media could potentially see exponential growth in markets on a national level.”

Inside Media represents 37 local, regional and national clients and handles all media planning and placement for Snyder’s of Hanover Pretzels, Sibcy Cline, Castrucci Automotive Family, Colliers International, River Downs Thoroughbred Race Track and KOI Auto Parts.

“I think it’s pretty visionary on his part,” Mr.Crowl said.