Working in the business of selling ideas leads to a laundry list of challenges. One of the biggest: pricing. Lucky for us, Blair Enns, author of Pricing Creativity and The Win Without Pitching Manifesto, came to Buffalo on November 14, 2018 to teach us all his method on pricing the work we produce and sell.
Far from simple, yet surprisingly straightforward, Blair explained how to follow a few straightforward rules that can help lead your agency to realizing exponential returns.
The first rule: Price the client, not the job.
Agencies in particular need to realize that each of our clients is unique and could react to the same stimuli in totally different ways. Instead of pricing based on the projects we’re producing, it’s time to start considering pricing based on the level of value we create for our clients.
The second rule: Offer options.
Too frequently, we begin a conversation with a prospective client by finding out exactly what they need and show them the quickest—and only—way we recommend arriving there.
Blair suggests that instead of selling new work this way, present three options for your client to choose from. These should consist of: 1) work that will meet client goals; 2) work that will exceed client goals; and 3) work that will lead to exponential client returns (and not necessarily in that order).
The third and final rule: Anchor high.
Imagine this: you walk into a luxury clothing store. They ask your budget. You tell them $300-500. The stylist presents you with a pair of shoes that cost $1,100. They’ve just anchored your expectations of cost—and therefore your likelihood to spend—high.
When you anchor high on a potential new project, Blair suggests you approach it by doing two things: 1) always present the highest option first; and 2) when you present it, explain in detail why the price of this option is so much higher and what value that the option will add to their organization.
Thank you to Blair for a great presentation as our second installment of our Spotlight Speaker Series in 2018-2019!
Next up, join us on April 9, 2019 as we hear from John January, a CEO and lifelong creative from Kansas City, who will talk about “Dirty Little Secrets of the Creative Mind.” See you there!
We kicked off the third season of our 2018-19 Spotlight Speaker Series a little differently this year. Instead of focusing on content creation or the principles of advertising, Bridget Todd showed attendees how to use their skills to help create change.
A self-described Digitial Activism Strategist (a title she is quick to say she made up to have something to tell family when they ask what she does), Bridget is known to many for her role as co-host of the podcasts Stuff Mom Never Told You and Afropunkon the How Stuff Works network. Prior to joining the How Stuff Works team, Bridget served as the digital strategist for Planned Parenthood, where she navigated daily public relations crises and online attacks, and curated heart-tugging stories to use to flip the narrative surrounding the “controversial” organization.
During her talk, “Everyone Is an Activist,” Bridget explained the key to success when it comes to online activism: compelling stories that hit home on a personal level.
“People care when it affects them, or at least feels like it does,” said Bridget.
She then brought her point to life by asking AAF board member Chris Gallant a few questions about his family and what’s important to him on a societal level.
When Chris expressed his concerns about preserving the environment for future generations, Bridget made climate control personal by adding, “Things may not seem that bad now, but taking care of our environment is important for the kids, like Chris’ son. Right, Chris?”
Forty-five minutes and numerous personal anecdotes later, Bridget concluded the chat with a 30-minute Q&A session. During that time, she reiterated the importance of the story-finding process and shared with a captive audience what it’s like to turn creative skills into tools for social justice, leaving us with plenty to think about on the way home.
Role/years with AAF Buffalo: VP of Communications / 2
Ally Balcerzak
Occupation: Marketing Manager
Twitter handle:_allyb
Instagram handle: buffally
Let’s hear about your day job.
Where do you work, and what does your role entail?
I’m the Marketing Manager for lloyd (and Churn). My days involve styling tacos and ice cream for photo shoots, fielding media inquiries, and managing all of our creative projects and social accounts. Sadly, it never involves driving a taco truck (yet).
What drove you to get into the advertising/marketing biz?
My mom has worked in advertising my entire life so it was one of those careers that always felt like an option. I seriously considered law school and journalism, but about halfway through grad school I realized that as much as I appreciate journalists and the news, I really enjoy persuading people to see my point of view. That’s how stumbled into content marketing — it allows me to combine advertising and journalistic tendencies into one career.
What trends or insights are you finding in your field/market?
Content marketing is exploding in popularity but few companies have a solid strategy that defines their goals and execution plans. It takes time to develop content that will resonate with consumers and eventually lead them down the sales funnel. If you jump into creating content without solidifying a strategy that outlines how you’ll get from idea to ROI — and how long it’ll take to get there — you’re in for quite a few awkward conversations with leadership.
What advice do you have for emerging talent in your field?
Develop your personal brand and build a strong portfolio to support it — then put it all online. An up-to-date portfolio is crucial for content creators, and an online portfolio makes it easy for employers to get a sense of your work before any conversations take place. In the long run that saves everyone time and can lead to unsolicited work when you least expect it.
Tell us about organizations/charities you’re passionate about.
I volunteer with the American Cancer Society and am on the planning committee for Relay for Life of Buffalo. ACS is a national organization that raises money for cancer research, provides resources for community education, and works to create a support system for those battling cancer. I’ve been involved with the organization since college and find volunteering for the various events throughout the year (Relay, Making Strides, etc.) to be very rewarding.
What are three things you use at work every day?
In no particular order: a DSLR, some sort of vessel to drink cold brew, and my cellphone (it’s practically glued to my hand).
What was your first job?
A cashier at Target during the holiday shopping season. By January I knew I never wanted to work in retail again.
When you’re not working, how do you spend your free time (hobbies, side projects, etc.)?
Most of my free time is spent doing something active. I’m working towards a black belt in Krav Maga, the Israeli art of self defense, and also kickbox multiple times a week. If I’m not at the gym, I’m usually out walking, hiking, and exploring with my girlfriend and our two dogs: Luna and Charlie.
What’s one thing not many people know about you?
I have six years of technical ballet training and used to dance competitively. You’d never know it from looking at me now — I have the grace of a one-footed duck.
What’s your guilty pleasure?
Movie musicals. They’re generally some of the cheesiest movies out there, but they are hands down my favorite genre. And yes, I typically sing along.
What’s your favorite app or social media outlet? Why?
App wise, Google Keep is the center of my life. It links to your Gmail account so it’s easy to keep work and personal to-do lists and notes separate. You can also color-code things to add another level of organization.
Social wise, I’m a big fan of Twitter even though I don’t post much. A quick scroll lets me stay up-to-date on world, national, and local news without having to sort through individual websites. It’s also a great way to connect with other people in the industry.
Describe yourself in one word.
Quirky.
What’s your favorite restaurant?
lloyd Taco Factory. No, really, I didn’t get paid to say that. I literally talked about how much I love tacos and margaritas in my cover letter when I applied for my job.
Duff’s or Anchor Bar?
Anchor Bar, specifically the original one on Main Street. I’m aware I’m in the minority around here, but hey, that means a shorter wait.
Now, let’s talk a little about AAF Buffalo.
What role(s) do you play on the AAF Buffalo board?
I am the VP of Communications, which is a fancy way of saying I’m in charge of communications, membership, and sponsorship. #sorrynotsorry for spamming your inbox and social feeds.
What’s your favorite AAF Buffalo event?
Professional development wise, the Skillshops. It’s helpful to hear how others tackle things like analytics and content development, and I find the discussions afterwards to be just as enlightening.
“Fun” wise (even though everything we do is fun), my favorite event is the ADDYs. After a long, cold, Buffalo winter, it’s nice to get out and see everyone and check out all the work we’ve been cranking out the past few months. Plus it’s always entertaining to see what shenanigans everyone gets into when there is a well-stocked open bar.
What do you enjoy most about AAF Buffalo?
Most people know that in Buffalo, the six degrees of separation thing is really more like three or four. At AAF events, that easily drops down to two degrees, or even one. The industry networking opportunities are great, but AAF also gives you a chance to meet people your friends and coworkers have mentioned in passing. I really enjoy that moment when I’m talking to someone and we suddenly realize we share a mutual friend — it opens up the conversation in news ways and leads you to topics that have nothing to do with advertising.
What differentiates AAF Buffalo from other groups?
The variety of programming is what attracted me to AAF in the first place. Right out of college I wasn’t completely sure what path I wanted to go down in the advertising industry, so the opportunity to learn about the various roles available was very beneficial to my early career development.
What’s one pro tip you can share with our membership that will make their lives better or easier?
Always carry mints or gum at networking events. You’ll be surprised who you meet simply by being able to offer someone something to cover up the scent of garlic on their breath.
Why would you encourage others to join AAF Buffalo? Of course we’d love it if every ad pro in town joined and came to every event, but we’re realistic and know that people have very busy lives outside of the office. Our events are designed so people can pick and choose what they attend without feeling lost because they didn’t make it to the previous Skillshop or speaker. Also, we try to host events a cool, local places so you get to “productively” explore all the new places popping up around town.
Once upon a time, 90 percent of our events consisted of just showing up at a bar and chatting with people. Now, our events are focused around shared experiences, like industry speakers, skill-based lectures, and mentoring the next generation of advertisers. We love it, and based on those surveys we send you periodically, you seem to be on board too.
But we missed the freeform networking, and members from smaller companies started mentioning it’s hard to network at some of our largest events of the year. To top it off, it was becoming commonplace to hear someone ask a friend at the agency across the street, “Know of any freelancers looking for projects right now?”
Based on all that, we set out to do something about it. Cue the creation of Speed Networking: Ad Week Edition.
We had no clue if it would work. Networking is a love-hate relationship for a lot of people. But we knew the need was there, so we decided to give it a shot. If it flopped, then at least we could show up to the Member Appreciation party and say we tried. If it worked, well, that’s why there’s a colon built into the naming structure already.
On Wednesday, October 17th, 20 people showed up to Buffalo Distilling Co. down in Larkinville, grabbed a drink, and awkwardly sat down at tables across from one another. One hour and ten rounds of self-imposed networking later, attendees lingered at the bar to continue conversations and discuss projects more in-depth.
On paper, it looked like a success. Ten companies, including six agencies, sent familiar faces (at least to anyone who has interviewed in the local ad scene lately). And ten freelancers with skill sets ranging from copywriting to videography to media education brought their A-game and elevator pitches. No one quit halfway and dozens of business cards were passed across tables.
The real proof came a few days later, when emails and text messages started trickling in from participants on both sides, thanking us for hosting the event. Real business connections were made that night, and actual working relationships had begun as a result.
Keep an eye out for more Speed Networking events in the future. If you want to see a different match-up, (perhaps companies and agencies looking for students interested in internships) let us know.
When Adidas Hockey was tasked with designing the Buffalo Sabres most recent Winter Classic jersey, they did market research. They studied trends, demographics, competitors, and history. But their most valuable tool was Eric Bodamer, their Buffalo-born senior designer. Bodamer brought something different to the table. He was from Buffalo. His family, friends, and neighbors growing up were his research. He knew Buffalo, inherently.
“For a kid from North Tonawanda, it was a dream come true,” says Bodamer.
During our 2018 Ad Week in October, Bodamer came back home to Buffalo to speak to our membership and guests, a crowd of close to 60 at Pearl Street Grill & Brewery. As Bodamer relived his childhood throughout his hour-long talk, he paid tribute to his blue-collar and gritty roots with love, often praising our city and its people for contributing to his own creative process.
He provided our audience with exquisite detail into the creation and stories that went into developing the Sabres’ 2018 Winter Classic jersey that they wore New Year’s Day at Citi Field. He explained the extensive and intricate pitch process. Most of all, he was explicit in expressing that it went against his wishes to include “NY” within our Sabres’ crest for the game.
Before heading back to the west coast, Bodamer let us in on the Vegas Golden Knights team branding that he was a part of prior to the 2017-2018 NHL season. From sitting with the Knights owners to dozens of naming concepts and selecting just the right color palette, he led us through the process from start to finish.
On behalf of all true-blue Buffalonians, we thank Eric for showing his Queen City love and never forgetting where he got his start. As Adidas continues to expand their footprint throughout the NHL, we guarantee you’ll see Eric’s influence through it all.
A few times a year, AAF Buffalo likes to engage our membership with interesting, informative Skillshops. These sessions feature topics that can range from copyright law to analytics to trade shows and more. On Monday, October 15th, Hadley Exhibits kicked off AAF Buffalo’s Ad Week with a Skillshop of their own. The firm hosted more than two dozen club members, presenting “Trade Shows in the Age of Digital.”
Our members took an in-depth look at what’s new in the fun and engaging world of B2B marketing. Our board member, Alex Keogan, hosted the night with an interactive presentation detailing what companies and agencies can do to really engage their or their client’s audience before, during, and after a trade show. Following Alex’s talk, the attendees took a tour of the 180,000 square foot facility where Hadley Exhibits designs, fabricates, and stores displays.
Keep an eye out for our next AAF Buffalo Skillshop in January 2019!
Where do you work, and what does your role entail?
Creative Supervisor at Crowley Webb. I concept and design advertising campaigns and also work with designers, art directors and print production members to make the best work that we can.
What drove you to get into the advertising/marketing biz?
I love coming up with ad concepts and using design to bring ideas to life.
What do you like best about what you do?
Concepting a multi-channel campaign
What trends or insights are you finding in your field/market?
Integrated campaigns are so important because audiences are accessing media from so many new places.
What do you find challenging in our industry?
Making an impact in less time is increasingly more important. With the use of :06 and :15 online TV spots you really have to get to your point quickly.
Describe a recent success.
We just completed a series of campaigns for M&T Bank that highlight new products and promote their NFL football relationships with the Baltimore Ravens, Buffalo Bills and New York Jets.
Tell us about organizations/charities you’re passionate about.
Our family has supported Roswell Park and the Ride for Roswell for 13 years.
What are three things you use at work every day?
My brain, computer, pen and paper
What was your first job?
I worked in pre-press at a small printer
When you’re not working, how do you spend your free time (hobbies, side projects, etc.)?
Hanging out with my husband and two daughters
What’s one thing not many people know about you?
I love watching football
What’s your guilty pleasure?
The Howard Stern Show
What’s your favorite app or social media outlet? Why?
Instagram. Love seeing what people are doing through photos.
Describe yourself in one word.
Reliable
What’s the last thing you read?
Dr. Seuss to my daughter
What’s your favorite restaurant?
Saigon Bangkok
What’s your favorite hidden gem in WNY?
De-Dee’s Dairy
Duff’s or Anchor Bar?
Anchor Bar
Now, let’s talk a little about AAF Buffalo.
Why did you join AAF Buffalo?
To make an impact on local ad events
What role(s) do you play on the AAF Buffalo board?
I am on the communications, education and sponsorship committees
What has been your proudest moment in your role on the board?
I am new but I hope to make an impact soon
What’s your favorite AAF Buffalo event?
The Addys!
What do you enjoy most about AAF Buffalo?
Helping shape events that people enjoy and gain from
How has AAF Buffalo impacted you professionally?
Meeting new people in the advertising and marketing community is great.
What differentiates AAF Buffalo from other groups?
Everyone is trying to make our industry better and we work together to put on great events to help highlight work, successes and make everyone better.
What’s one pro tip you can share with our membership that will make their lives better or easier?
Soak up the advice, insights and experiences from others so you can benefit in your own career.
Why would you encourage others to join AAF Buffalo?
There are a lot of insights and experiences that can be gained from everyone you’re surrounded by and at the events that are held.
Role/years with AAF Buffalo: 2018/2019 ADDY Co-Chair/Board Member since May 2018
Occupation: Brand Manager- The Martin Group
Let’s hear about your day job.
What do you like best about what you do?
I love the feeling that you get when you see the tv commercial you helped produce come on tv or when you drive down the 33 and see the billboards you helped coordinate. There’s nothing like the feeling you get knowing that your work is impacting your community.
Tell us about organizations/charities you’re passionate about.
There are truly so many organizations and charities it is difficult to pick a favorite, however, two that stand out in my mind are Ronald McDonald House Charities and Be The Match- The National Bone Marrow Donor Program.
In 2011, one of my best friends, a hodgkins lymphoma survivor, was diagnosed with cancer for a second time, but this time with AML Leukemia. She required a bone marrow transplant which she received in Boston, hundreds of miles away from our home town. She was away for about three months during which time her family was able to stay at the local Ronald McDonald House to be close to her. This inspired my first internship in marketing at my local Ronald McDonald House, where families of patients in local hospitals can stay completely free of charge for as long as they have the need. There I met multiple families who shared stories of hope that would not be possible without the housing provided by Ronald McDonald House!
Be The Match is the national bone marrow donor program and registry. Similarly to Ronald McDonald House, I was inspired my best friend’s diagnosis to seek out the registry as a way to potentially help another family who was searching for a match for their family member. Fortunately for my best friend, her sister was a perfect match and they did not have to wait for a registry match, but not everyone is that fortunate. My decision to join the registry was affirmed on the fifth anniversary of my friends’ transplant when my brother, who had been on the registry for over ten years, was matched with a complete stranger. One year later, he become a donor and the recipient of his bone marrow is alive today because of his donation. I feel that simply providing one swab from your month is a small price to pay for potentially saving someone’s life. I strongly encourage anyone and everyone to consider joining the registry!
What are three things you use at work every day?
Post-it notes, highlighters and a planner! When managing any kind of project, I feel like these things are essential!
When you’re not working, how do you spend your free time (hobbies, side projects, etc.)?
Most of my free time goes to testing out new recipes-I’m a huge baker! I love making everything from chocolate and ice cream, but my real passion is decorating. My first job in high school was making wedding cakes which was when I fell in love with baking. From there, i explored ice cream and chocolate as well as cookies and other pastries. If I won the lottery, I would absolutely open my own bakery!
What’s one thing not many people know about you?
Growing up I always wanted to be an elementary school teacher! I would have never imagined that I would be in marketing and advertising today.
What’s your guilty pleasure?
Reality TV- mostly Bravo shows!
What’s your favorite app or social media outlet? Why?
Pinterest! I get so many ideas for how to organize, cook , bake, etc. I’ve discovered so many life hacks from Pinterest- I could spend hours on there!
Describe yourself in one word.
Organized
What’s your favorite restaurant?
Edibles- In Rochester
Duff’s or Anchor Bar?
Surprisingly- neither! I love Buffalo and all of it’s traditions but chicken wings is one thing I can not get behind. Sorry, wing fans!
Now, let’s talk a little about AAF Buffalo.
Why did you join AAF Buffalo?
After attending last year’s ADDYs, I was interested in helping to plan the event. It just so happened that our agency board representative was about to relocate across the country leaving a board position open on the eve of The Martin Group beginning to plan the 2018-2019 ADDY Awards. I stepped in to plan the ADDYs and fill that empty board position.
What role(s) do you play on the AAF Buffalo board?
Currently, I’m responsible for co-hosting the 2018-2019 American Advertising Awards aka the ADDYs!
What’s your favorite AAF Buffalo event?
The Addys- of course!
What do you enjoy most about AAF Buffalo?
I enjoy meeting other young professionals in the field and hearing about their experiences and perspectives. It’s interesting to hear how different each person’s experience can be when we all work in the same industry in the same city.
How has AAF Buffalo impacted you professionally?
AAF Buffalo has forced me to get outside my comfort zone and network with more professionals in our industry. As a fairly recent college grad, networking is not my strong-suit, but AAF Buffalo events allow me more opportunities to network in more casual settings.
Why would you encourage others to join AAF Buffalo?
AAF provides a wonderful opportunity to young professionals in the advertising and marketing industries to connect socially and professionally. It’s not a huge time commitment as member but the reward is great!
Last Thursday, we hosted the eighth annual Big Tip-Off event. For those of you new to AAF Buffalo, this is an event in which we root for our favorite bartenders from the Buffalo ad industry to raise tips for scholarship opportunities for local students. With four rounds, contenders had their chance to dance with the best of the best in marketing. This year, we raised the standard (and our glasses) in both attendance and scholarship fundraising efforts. With over $4,000 raised in tips alone, and over 180 guests, the event was a great kickoff to the club year.
A special shout-out and congratulations to Crowley Webb, this year’s winning agency who raked in an impressive $1,371.
A special thanks is owed to our celebrity bartenders who worked hard at their cocktails!
Jim Crowley from Crowley Webb Chelsea Carney from Mower Michael Tsanis from The Martin Group Ashley Everett from Quinlan Tess Felton from Luminus Jared Threat from Mr. Smith Larry Robb from FARM
Hats off to everyone who attended, donated and bartended. Let’s raise the bar even higher in 2019!
Role/years with AAF Buffalo:1 year; current – Treasurer; previous – Programming Chair
Occupation: Account Executive @ Gelia
Twitter handle: @joshgumulak
Instagram handle: @joshgumulak
Let’s hear about your day job.
Where do you work, and what does your role entail?
Gelia – My role as an Account Executive is to effectively manage expectations, both with our clients and our internal teams. Doing this well helps Creative and Media to understand what will work best to help achieve our clients’ campaign goals, all the while setting our clients up for success by knowing when to expect deliverables and how the tactics we’re executing are working with the strategy we developed to push their brand forward.
What drove you to get into the advertising/marketing biz?
I’ve always been intrigued by branding and how specific elements of certain brands mean so much to large groups of people. What specifically pushed me into the field was a course at Canisius College taught by an ex-industry exec. The stories were too good to pass up.
What do you like best about what you do?
Experiencing the creative process firsthand. Account service maintains an up-close-and-personal relationship with our agency’s creative team, and it’s always been something that’s driven me throughout my career. An account executive and an art director may look at an identical client request in completely different ways, but work together to learn from one another’s perspective and find the best solution for our client. I think there’s something to be said from learning from others with a completely different outlook.
When you’re not working, how do you spend your free time (hobbies, side projects, etc.)?
Basketball, golf, and reading – I love to stay active, and really enjoy getting out for a run at a local park or gym. Golf is great to get outside in our limited summer months. Most of what I read helps me to improve in my career and learn from those that have done it before.
If you could choose any song to represent you, what would it be?
Successful by Drake.
What’s your favorite app or social media outlet? Why?
Instagram – We live in a visual world now more than ever. Insta does a better job than anyone else capturing that.
Describe yourself in one word.
Passionate – I strive to give my “all” in everything I do, no matter how simple or complex what I’m working on or experiencing may be.
What’s the last thing you read?
Powerhouse by James Andrew Miller – This book is the oral history of Hollywood’s Creative Artists Agency (CAA) – one of the largest talent agencies in the world. The stories of agents that manage Hollywood’s top talent and what comes with it are truly incredible.
What’s your favorite restaurant?
Russell’s – The filet mignon is excellent and the ambience is a close second.
What’s your favorite hidden gem in WNY?
Public House on the Lake – Located right on the water on Route 5, Public House is my go-to summer spot around Buffalo.
Now, let’s talk a little about AAF Buffalo.
Why did you join AAF Buffalo?
I joined AAF Buffalo to be a part of the larger advertising and marketing community throughout our city. Our chapter is a great way to learn from other members of the field and collaborate to push our industry forward within Buffalo.
What role(s) do you play on the AAF Buffalo board?
I’m currently AAF Buffalo’s Treasurer and responsible for chapter budgeting, financial planning and reporting, and funding. As I’m stepping into the new role, I hope to use the foundation our previous board members set to aid in continuing to host valuable events for our members where they can gain experience, a professional network, and enjoy themselves. I’ll also be heavily involved in planning the 2019 American Advertising Awards. Previously, I worked as our Programming Chair to help in developing our 2018-2019 Spotlight Speaker Series, as well as other events.
What’s your favorite AAF Buffalo event?
The Big Tip-Off. Open bar on a summer night patio? Sign me up! Plus, it’s one of our most fun events where you can meet a lot of fellow professionals in the area, all while raising money for our scholarship funding.
Have you made any life-changing connections through AAF Buffalo?
Yes – I strongly believe this is one of the biggest strengths of the club. I have met people that I can learn from and grow with throughout the length of my career, and developed some great friendships along the way.
What differentiates AAF Buffalo from other groups?
Member dedication. The members of the board genuinely care about how our chapter is performing and are constantly thinking of ways to make improvements. Our goal is to win Club of the Year and in doing so, consistently put on great events and maximize value for our members. I think our growth in recent years is a direct indication of that.
Why would you encourage others to join AAF Buffalo?
The club is an excellent opportunity not only for industry growth within Buffalo, but also for your own career. The choice to join often shows that you are willing and have a strong desire to learn everything you possibly can about our field, as well as positively impact the community. The connections you make won’t hurt either!
Name: Katie Hazel 
Name: Caitlin Higman
Role/years with AAF Buffalo: