Bob Hoffman is one of the most sought-after speakers on advertising and marketing. He has spoken all over the U.S. and has been invited to speak at conferences throughout Europe. Bob’s “Spotlight Lecture” at Advertising Week Europe has drawn almost 50,000 views on YouTube. Bob was one of the keynote speakers at our inaugural Fuel […]
For over eight years I’ve prescribed creating a niche blog for agency new business and have helped create over 200 personal blogs for agency principals. A personal blog can provide small to midsize agency owners with a perfect platform to create positioning of expertise and appeal to a very specific target audience. It’s like a fishing […]
This is My Personal Story In Leading Ad Agency New Business I wanted to publically thank my good friend, Ken Henley, who is a Nashville artist that created my new caricature. Ken and I have known each other for years. We’ve seen a lot of changes within the advertising industry, but none as great as what […]
Growing your personal brand can greatly boost your agency’s new business opportunities. It makes sense for the principal to be the face of the agency. Not only are they the least likely to leave, but usually small to midsize agencies are built upon the vision, values and the type of culture that best suites their owners. And, agency owners […]
Rainmakers who were good at new business in the past are struggling today. According to a recent Agency-Marketer Business Report from RSW/US, the tenure of a new business director is 2 years or less. Only 26% of new business directors were viewed as successful. Why? I’ve worked face-to-face with more than 200 advertising, digital, media and […]
This data will help you think through how you want to position yourself with prospects and what kinds of clients are the best fit for your agency model. This is a guest post written by Drew McLellan. He’s a friend of mine who heads up the Agency Management Institute (AMI), an association of small to medium […]
The Levitan Pitch. Buy This Book. Win More Pitches. is the most comprehensive guide for developing a winning pitch management system that I have ever read. Pitching for new business is costly. A lot of time, money and morale are lost because of poor decisions, bad planning and a lack of adequately managing the pitch process. […]
A SMALL agency won BIG business through a strategic content marketing strategy. Despite their tradition with print-based content marketing, advertising agencies are struggling to understand and convert their content-marketing efforts into actual new business success. Why? Most are doing it wrong. Though many agencies now maintain blogs, the content usually highlights things like awards, hires and client […]
To be more successful, you’ll need to be less accessible. Owners of small to midsize agencies are a key to new business. You must manage your time wisely. Learn to say “no” to the wrong requests and “yes” to the right ones. This reminds me of the following quote from Michael Hyatt, author of the New York Times […]
You may not be a fan of Jordan Zimmerman, but you will miss a lot of valuable lessons about new business if you neglect him. I volunteered to read and write a review of Zimmerman’s book, Leading Fearlessly. After I read it, my first thought was, agency owners are going to hate this book. They’ll never […]
Too often good agencies succumb to bad writing. When it’s in high-stakes documents like proposals and client briefs, you put revenue at risk.
Emails, proposals, website copy, case studies – they’re all responsible for making a crucial first impression. Yet too easily agencies fall back on jargon, generalizations and wordiness when trying to get their message across. But when that game-changing RFP comes through the door, it’s your ability to write persuasively that distinguishes you from the competition and increases your chances of winning the business.… Continue reading
Agency new business is a very tough job.
There’s often a lot of rejection associated with the position of business development. It’s difficult to stay optimistic.
One thing that helps to inspire me are quotes that I pick up from my reading and from conferences and seminars. They condense wisdom into bite-sized memorable sentences that provide needed inspiration and motivation. Benjamin Disraeli, a British politician and writer, said it well,
“The wisdom of the wise, and the experience of ages, may be preserved by quotation.”
I hope my list of quotes provides a spark of inspiration for you:
- “What helps people, helps business.” Leo Burnett Tweet This
- “Brands are built around stories.” Bill Dauphinais Tweet This
- “Because somebody grows up being a social media native, it doesn’t make them an expert in using social media at work.” Dr.
How to create a predictable pipeline of leads through inbound marketing.
You want to attract new clients from outside of your current sphere of influence, spend less time on unqualified prospects, avoid client reviews, and build a predictable pipeline of targeted accounts. And you can accomplish everything on this wish list with blogging. But there’s one problem: Writing quality content and connecting this with lead generation isn’t easy. It’s time-consuming. It takes takes time to show returns.… Continue reading
Prospective clients shouldn’t hire a marketing agency that can’t market themselves.
I wanted to share some excerpts of an interview conducted by Jami Oetting, content strategist for Agency Post, an online publication for agency professionals. The subject of the interview is Douglas Burdett, former artillery officer, Madison Avenue ad man, stand-up comedian and the principal of Artillery, a small agency in Norfolk, Virginia. Douglas provides a good example of how agency promotion has evolved. The primary battle for new business has moved online. … Continue reading
The Barkley agency has created a number of thought leadership platforms that drive new business.
In this session of the Fuel Lines New Business Conference, Jeff Fromm, Executive VP at Barkley, shares how his agency has created a number of thought leadership platforms that drive new business. One of the most successful has been built around Millennial Marketing.
Jeff states, “In 2010, after losing the Sonic account, I went looking for a niche for new business that was consistent within Barkley’s brand authority and discovered a topic that hadn’t been covered well, Marketing to Millennials.”
Here are the results:
- Barkley has conducted some of the most extensive research ever done on millennials.
In recent studies, agencies have expressed that new business is more difficult than ever before, but it doesn’t have to be.
Don’t get me wrong, new business has historically been a problem for agencies.
- Most small to midsize agencies have no positioning and no point of differentiation. They look and sound the same.
- They are often treated as vendors because they lack a positioning of expertise.
- Most don’t have a target audience thus, no focus for business development efforts.
How Marketing Talent, Technology and Strategy Gaps Present Invaluable Opportunities for Agency Growth
“The marketing services industry is in a state of flux. As CMOs navigate the marketing talent gap, they are increasingly seeking performance-driven agency partners that are immersed in marketing technology and staffed with digital-savvy professionals. SMBs need partners that can deliver fully integrated solutions and in essence function as outsourced inbound marketing teams. Large enterprises commonly look for niche expertise in core digital disciplines such as content marketing, paid search, SEO, social media monitoring, and analytics to complement internal marketing teams.” Paul Roetzer
In this session of the Fuel Lines New Business Conference, Paul Roetzer, founder and CEO of PR 20/20, presented a high-level look at the industry trends driving transformation, and share insights into how advertising, digital, PR and Media agencies can evolve to meet demand and accelerate success.… Continue reading
Win more ad agency new business pitches. It’s easier than you think.
Peter Levitan has been described as a serial new business pitcher. He has delivered global, regional, and very local new business pitches for over 30 years. He has a Hall Of Fame pitch batting average.
Peter ran business development and marketing at Saatchi & Saatchi Advertising Worldwide in New York and London, and bought and sold three of his own agencies (including Portland’s Citrus). … Continue reading
Bob Hoffman is one of the most sought-after speakers on advertising and marketing.
He has spoken all over the U.S. and has been invited to speak at conferences throughout Europe. Bob’s “Spotlight Lecture” at Advertising Week Europe has drawn almost 50,000 views on YouTube.
Bob was one of the keynote speakers at our inaugural Fuel Lines New Business Conference in Nashville, TN. He presented a refreshing take on the marketing industry in his presentation, Marketers Are From Mars, Consumers Are From New Jersey. … Continue reading
For over eight years I’ve prescribed creating a niche blog for agency new business and have helped create over 200 personal blogs for agency principals.
A personal blog can provide small to midsize agency owners with a perfect platform to create positioning of expertise and appeal to a very specific target audience. It’s like a fishing expedition. You fish for a specific fish with a particular bait, you fish away from the boat (the agency’s website) so you don’t scare off the fish. … Continue reading