I’ve been conducting some online ad agency research this morning. I must have reviewed over a hundred agency profiles. Not many stand out, just more and more of the same.
Below is an example, a portion of the profile of a 6 person ad agency, found on one of the online agency directories. It’s typical of many of the profiles that you find for small to midsize ad agencies.
Agency Specializes in:
|Aviation & Aerospace||Fashion/Apparel||Planning & Consultation|
|Bilingual Marketing||Financial||Point of Purchase|
|Brand Development & Integration||Food Service||Point of Sale|
|Communications||Health Care||Public Relations|
|Consumer Marketing||High Technology||Real Estate|
|Corporate Communications||Internet/Web Design||Restaurant|
|Corporate Identity||Investor Relations||Retail|
|Cosmetics||Legal Services||Seniors’ Market|
|Direct Response Marketing||Leisure||Sports Marketing|
|E-Commerce||Logo & Package Design||Strategic Planning/Research|
|Engineering||Marine||Trade & Consumer Magazines|
|Entertainment||Newspapers & Magazines||Transportation|
|Event Planning & Marketing||Over-50 Market||Travel & Tourism|
On agency websites, agency directories, presentations, RFP responses, most agencies are inclined to check all the boxes and list all the categories they possibly can. Why? Because they are afraid that if they leave something out, they’ll miss out on a piece of business.
If you want new business for your agency, you need a point of difference and a narrower focus instead of trying to be everything to every company. Think narrow and deep instead of wide and shallow.
If your agency is trying to appeal to everyone it won’t appeal to anyone.