During a meeting with an up-and-coming IT company, which happens to be owned by three members of the older generation, we received validation that the route we are taking as an agency is definitely the right one. Business owners are beginning to realize they have been throwing away money with many "traditional" ad agencies.

The gentlemen in question stated that one of the deciding factors in choosing TFF was that we are "young, up-and-coming, hungry, and most importantly, on top of the latest and greatest technology." It is nice to know business owners are recognizing that we are in this for the long haul, that we are in the business of growing with our clients, not making a few - or a lot - of bucks off them before retirement.

This brings us to the classic old vs new argument. An age old question that has been asked by every generation since the dawn of man. Age and experience vs youth and strength. Tradition vs Innovation.

For our purposes, let us consider the possibility that not every young lion is inexperienced, nor is he certain that the new way of doing things is the only way to success. Let's assume that this young lion, which of course is analogous for TFF, has studied the traditional methods and tools of marketing, observed what has worked, what still works, and what old school methods can be modified and coupled with new techniques and technologies to create even better ways to reach goals.

It always amazes us when talking with "traditional agencies" that there is such reluctance to embrace the innovations available, that are not only more efficient in creating customers, but are more cost effective as well. Why not utilize them to create hybrid campaigns that harness the reach of traditional media with the targeting of new media. With the advertising budgets available to most of these agencies, they should be on the cutting edge of what's available, not mired in the old school of thought. It is no longer enough to convince a client to pony up a TV or radio budget, check some demographics, call a media rep, have THEM create the schedule, then sit back and feel you've earned a commission. Will that get results? Depending on the size of the budget, probably, but is that the best stewardship of a client's money? Will it garner them the best ROI?

The answer is of course not! As consumers become more educated, they become more discerning with their money. Toss in an economic downturn, and they are positively stingy. So why do so many agencies continue to wallow in traditional marketing? The answer, of course is complacency. If you have been living the high life for 30 years, raking in the dollars during economic booms, and until recently have had no reason to change or embrace innovation, why start now?

Of course they won't change. It's too much trouble to learn all the new marketing tools. SEO, SEM, social media, promotional websites, retargeter technology, web driving mass media campaigns, web video vs traditional video, not to mention the growing mobile marketing world. Most of the old guard are close to retirement. They neither care to, nor feel the need to change their approach to marketing and advertising.

The good thing is there are companies like TFF that can't wait to learn about the latest and greatest technology.

The whole reason we get hired is to impart what we spend months learning about to business owners that want to grow and prosper, but don't have time to learn how to do what we do. We won't charge you 500% of our cost for marketing tools, leaving you with no money to actually promote your business. You won't ever hear us tell you to spend money just to get a commission. All of us at TFF are in it for the long haul. Hopefully in 40 years we will be the old lions, but right now we are learning every thing we can to help clients reach the top.

It's your choice and your money, and we hope you will choose the guys (and gals) who are going to fight hard for your business--not the ones who are fat and happy with the status quo.

Young lions vs old. Tradition vs Innovation. Your choice. Just remember...

Bottom line: if you win... we win!