Guest article written by Russ Cornelius, Managing partner of The Brand Establishment, an association of agencies whose owners are Certified Brand Strategists. I find it interesting that many agencies still consider brand development as developing a “wow” logo and ensuring that all marketing pieces have consistent messaging and look as if they are from the […]
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 […]
Full service advertising agencies are filled with talented people but often lack specialists that have a much narrower focus of expertise. Consumers, brand marketers and marketing channels have changed and so has the traditional advertising agency. Smaller agencies often possess specialties and a nimbleness that allows them to adapt quickly to a rapidly changing marketing landscape. […]
Building an engaged online community should now be a core responsibility of business development. Inspiration for this article came from Duct Tape Marketing’s founder, John Jantsch, from his recent podcast interview with Jeffrey K. Rohrs, Vice President of Marketing Insights for ExactTarget, Jeffrey is also the author of AUDIENCE: Marketing in the Age of Subscribers, Fans and Followers. […]
In light of the POG merger announcement it seems appropriate to review the benefits of independent networks. This guest article was written by Gary Burandt, the executive director of of the International Communications Agency Network, Inc. (ICOM), a $3 billion USD network of 90 independent agencies in 70 countries. Gary is an Ad agency veteran and has worked around […]
By: Lisa A. Colantuono, Co-Partner, AAR Partners, Co-Founder, Access Confidential. Lots of new business advice from AAR Partners has been given over coffee throughout the years regarding a myriad of topics. But one topic manages to pop up over and over when industry executives decide to create a “break-away” agency. The question is often asked, “What […]
A custom-built international network available “on demand,” at a price every agency can afford. I recently had the privilege to conduct a Social Media | New Business workshop in London. The event was sponsored by thenetworkone, one of the largest network of independent advertising agencies in the world. There were 9 different countries represented at […]
Ad Agency networks offer many benefits for small to midsize independent advertising agencies. This is a guest post written by my friend, Peter Gerritsen, president of Transworld Advertising Agency Network better known as TAAN, the oldest and among the largest ad agency networks in the world, with 52 member agencies operating in 32 different countries. Not […]
Belonging to an international network, agencies have instant access to a tremendous knowledge base, expertise and access to global creative. This guest post is written by Cheri D. Gmiter, the executive director of Magnet Global Network. She serves as the communications hub of this international network of independent advertising agencies. She has over 30 years of […]
An agency network that is focused on helping independent agencies to pitch, win and manage international accounts, themselves. I asked Julian Boulding, London England, to share information about an international agency network called thenetworkone, which he co-founded. This non-traditional network, provides a custom-built international network, that is available “on demand” for new business pitches and with existing clients […]
Stop selling your services, that’s not what prospects are buying.
Agency business development programs are too often sales focused. They’re built around outbound, interruptive sales tactics designed to start engagements with prospective clients. The prospects have little, if any, awareness of the agency or how they’re different from their competitors.
Success in “selling the agency” is proving to be extremely difficult. And when business development isn’t successful, they think the sensible thing to do is to step-up outbound sales with even more cold-calling or other interruptive type tactics.… Continue reading
Why is content such a valuable strategy to help agencies drum up new business?
I thought I would share a recent interview conducted by content marketer, Andy Baldacci. Andy hosts Hubstaff’s Agency Advantage Podcast where he helps agency owners grow their business.
If you’re skeptical of the value of content marketing for your agency or are worried that it will take too long to get results, this is the episode for you.
Click Here for a full written transcript and to listen to: Fueling Agency New Business With Content
Here are some interview excerpts on the importance of content marketing:
“The average Fortune 500 company has 17 agency relationships.… Continue reading
Delivering a presentation that moves prospects to action STARTS with the presentation deck.
I’ve reviewed hundreds of agency presentations. Could somebody please tell me why great CREATIVE PEOPLE become so BORING when creating a presentation?
PowerPoint and Keynote slides have the ability to empower your presentation or kill it.
Most presentation decks are created using PowerPoint. There are approximately 30 million PowerPoint presentations made each day. Though PowerPoint is the most popular presentation software, it isn’t my favorite.… Continue reading
When it comes to negotiating contracts and service agreements, agencies are terribly naive, like lambs led to the slaughter.
My friend, Peter Levitan, 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).
Peter has written the most complete ‘how-to-book’ on ad agency pitches I’ve ever read,“The Levitan Pitch. Buy This Book. Win More Pitches.” It’s the definitive how-to guide for every advertising, design, digital and PR agency that wants to increase its odds of winning new accounts.… Continue reading
Hosting your own events gives you control over the attendees, the agenda and the outcome.
Networking and trade show events for new business is often a total waste of time. Attendees are focused on their own personal agendas. A more efficient and effective way to spend your time is to host your own events.
Hosting events can benefit your agency in many ways:
1. Replenishes and Grows Relationships
Lasting business relationships don’t just happen. It takes a dedicated amount of time and energy to build them.… Continue reading
Take a look at the most popular articles of the year.
Every year we provide a list of articles receiving the most page views of the year that were published on Fuel Lines.
Which topics were the most popular with our readers in 2016?
Here’s the “Top Ten” list of the most-read articles. Some of them were written this past year. Some in previous years (oldies, but apparently goodies, according to our readers).
1. A Perfect Platform for Ad Agency New Business
How 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.… Continue reading
The role of the agency new business executive is the riskiest position due a dramatic change in the way business is acquired and
Business development has been dramatically altered. There are many people who have done this job in the past who do not know how to do it well now.
The average tenure of an agency business development director is now as low as two years.… Continue reading
Only 26% of agency new business directors are viewed as successful.
According to the same agency-marketer report, the tenure of a new business director is 2 years or less
To help better understand why agency new business executives are struggling and what they can do about it, I wanted to share a recent Webinar,“Selling Less to Win More Agency New Business.” You’ll discover the proven new business strategy and tools that the top 5% of agencies use to win new clients. … Continue reading
Believe it or not, most small to midsize agencies have no consistent process for generating online leads.
Business development doesn’t have to be so difficult. With a little forethought and the creation of simple steps and processes, you can create a system that will make it much easier to kick-start your online leads.
Here are 7 ideas to help get you started:
1. Consistently Use Lead Generation Platforms
The battle for new business has moved online.… Continue reading
Those charged with new business often neglect to plan their work and work their plan.
Agencies are great at analyzing and planning for their clients. But, when it comes to planning for their own new business they balk. It is a strange, but often occurrence. When an agency starts focusing on themselves, it causes their marketing minds to shut down.
Agencies can temporarily get away with no planning. When needed, they crank up their activities and beat the bushes for new business opportunities.… Continue reading