Geographic Exclusivity at ParaCore
September 24, 2018
September 24, 2018
If you own a business that has any sort of local component, the idea of geographic exclusivity has probably appeared and has probably become a conversation, especially, if you are running advertising in AdWords or Facebook. Now the question arises if you are running a business, let’s say you’re a school. We’re just going to say a cosmetology school that really services a large part of the city. Should your AdWords provider be able to run ads for another cosmetology school in that same city that directly compete with yours?
And I had this conversation a lot with prospective buyers, because if you’re spending a lot of time working on a campaign and you’re optimizing it you know business is all about competitive advantages and if I’m working with school A and I’m optimizing their campaign and I find a tactic that works, you know, we have videos about LinkedIn retargeting strategies or YouTube or just whatever. Find a tactic that is really working, as a business owner do I want my AdWords agency to then take that to my competitor and run the exact same type of advertising strategy and that’s a very valid concern because, I mean you are spending a lot of time, energy, money, you know, you’re spending an incredible amount of effort trying to optimize your marketing platform and finding a partner that is right for you. Not every PPC provider is the same and then they go and give all those secrets to your competitor just by the nature of running their campaigns and some AdWords providers will say you know what, we keep it very siloed in house, our account managers don’t talk to each other. They don’t look at each other’s accounts and that might be true, as the owner of an AdWords agency. I find it a little hard to believe that it’s completely siloed.
We have conversations constantly about what’s working in accounts, different accounts and how we can take ideas from one account to the to improve performance. Because, as an account manager if I’m working on account B and account manager A is far out performing me with his cosmetology ads and I want to make my client happy, what do you thinks gonna happen, I mean, their just not gonna talk to each other and managers and ownership and everyone else is gonna say hey account manager B you need to just up your game but you can’t look at that other account, you can’t talk to that guy. I mean, they literally sit down and have lunch together. So how is that gonna work? So when it comes to the idea of geographic exclusivity I think it’s a really important factor in our business and we are for exclusivity to clients in a variety of different ways.
Now, if you are like a local service provider. Maybe a dentist or a gym or something like that. There is a radius that probably makes sense to be exclusive. So let’s say 10, 10 miles or something along those lines. The city of Phoenix is very condensed, so people probably aren’t going to travel very far to go to a dentist. There’s like 50 of them within just a couple of miles. If you offer, if it’s like a cosmetology school, which is more regionally based we might offer exclusivity for the entire city, because in the case of Phoenix even if you are North Phoenix, or you’re Tempe, Chandler, Gilbert, Glendale, you’re probably considering cosmetology schools in the area and if you are living on your own, or moving, you might move to Tempe to go to a cosmetology school, or Scottsdale to go there. And their very closely related to each other even though they are technically different cities.
And then you run into the idea of national clients and national campaigns we might have some sort of e-commerce component, or just a pure online offering and in that case exclusivity exists in that category. Now when we are working with a new client and on boarding them and working through contract details. Those are open discussion points that need to be addressed and decided upon. Because, in our reality if a dentist said to me I want exclusivity in Phoenix, I wouldn’t be able to that, it’s an unreasonable request, it’s not practical. Yes, they may have one person in Goodyear and another in Gilbert, but in all reality that’s just not really how the economics of people driving and their time management and dropping off kids and going to work, like, all that really exists.
So for us, we take a logical approach. I don’t personally believe it’s fair to be competing in this same industry, with the same marketing, you know with the same account managers, because, it’s just not practical solution and internally when I’m running a business, when I have multiple account managers working on the same types of businesses competing with each other. And so, if you are considering working with ParaCore or another company make sure the geographic exclusivity is taken care of and is a conversation point. Because in all reality, it should be and you know all my vendors I don’t want them taking things that they’ve learned from me and competing with me. Now if they want to him to a different market fine, I don’t really care that much that’s their value proposition, we have our own value propositions we share information across accounts because we want everything to perform and that’s why people pay us the money they pay us. But in reality, don’t compete against your own customers. It just doesn’t feel good anybody and in many cases if you go home and night and it doesn’t feel good for you, or if you’re an agency owner if it doesn’t feel good, or you have to rationalize it, or you have to ask too many people about it, it’s probably just not a good decision.
So, if you have any any questions about that you can obviously comment on the video below, email me directly, my contact information is always in the description. Hope you like the video and subscribe to our channel. My name is Adam, I own ParaCore. We are a pay per click lead generation agency and thanks for watching and I look forward to seeing you in the next video.