Why are ad agencies so bad at new business?

ad agencies are bad at new business

Business development doesn’t have to be so hard for small to midsize agencies.  I’ve spent almost my entire advertising  career in business development. I can tell you from my experience that agencies are historically bad when it comes to marketing themselves. It’s as if they lose their marketing minds. They tend to forget the very […]

Email Marketing Compliance for Ad Agency New Business

email newsletters can spam act

Can I buy email addresses and email those people that haven’t opted-in? – The List of do’s and don’ts on CAN-SPAM Guest article by: Dave Currie, CMO, The List and CEO, Catapult New Business This is probably the most commonly pondered and asked question by new business teams contemplating the implementation of a proactive new business […]

Study: 12 Tools That Most Ad Agencies Use for New Business

guide to ad agency new business tools

The 2013 Mirren-RSW/US Definitive Guide A helpful resource for any agency owner or employees involved in agency new business. RSW/US and Mirren Business Development co-sponsored a study of tools for new business. They surveyed over 300 agency principals and senior executives to better understand what tools agencies are using and which are the most effective. “New […]

Creating A Website That Works for Ad Agency New Business

1 a website that works

How to simplifying the web design process and provide creative focus specifically for new business.  Your agency’s website is an important tool for new business. It is the primary platform for your agency’s credentials, capabilities and case studies. It is the primary platform to showcase your creative work. But, from my experience, most agencies are […]

Study: What Users Want from Mobile Sites

10 best practices mobile websites

A recent survey leads to 10 Best Practices for Ad Agency New Business. A mobile-friendly site can help your agency connect with customers and increase new business opportunities but a bad mobile experience can drive your prospects to your competition. Mobile users actively seek out and prefer to engage with mobile-friendly sites. It is now a critical […]

10 Tips to Supercharge Your Energy for Ad Agency New Business

energize ad agency new business

Agency new business does not come from burning ourselves out, grinding ourselves down or using ourselves up. Last year I felt lethargic. I went to my doctor for a checkup. Beyond being overweight and overworked there was nothing physically wrong with me. What I needed was a change of direction. I did a thorough self […]

Be Sure to Backup and Protect Your Agency’s Content Marketing Investment

VaultPress advertising agencies backup

Don’t wait for a catastrophic loss of data to start properly backing-up and protecting your content marketing investment. I’ve been writing for my agency new business blog for 5 years now. It is my passion and livelihood. But it took an event of lost data to make me as passionate about securing my investment. I […]

Pixar: 10 Tips for Creating Appealing Stories for Ad Agency New Business

story shots for ad agency new business

A powerful story is your secret to connecting with prospective clients. Developing the ability to craft compelling stories is an important skill set for agency new business. Stories engage attention and inspire action. I have witnessed my fair share of agency presentations. Most provide thorough content based upon good research, but what is often lacking is […]

Blair Enns: 12 Revolutionary Proclamations for Ad Agency New Business

blair enns win without pitching ad agency new business

How to win new business without pitching, reclaim control of client engagements and stop giving away your thinking for free.  My friend, John Sharpe,  has spent nearly forty years in the ad agency business and the last twenty in business development exclusively. He is a personal friend and mentor with an impressive resume. So when […]

16 Systems to Simplify Ad Agency New Business

systems for ad agency new business

Every agency needs detailed methods, procedures and routines for consistency and success in new business. Small to mid-size agencies have common problems when it comes to new business: They often excuse their inconsistency by being the cobbler’s children who have no shoes. It’s time to visit the shoe store! Acknowledge the importance of new business and […]

How to Read a Book a Week for Ad Agency New Business

Reading for Ad Agency New Business

How to read 10 times more books in a fraction of the time. 

If you’re serious about content marketing, know that reading fuels your writing.

Content marketing is proving to be beneficial for gaining a positioning of expertise and thought leadership. It can improve current client perceptions and aid in client retention. It has also become the magnet for generating online leads and creating new business opportunities without having to pitch for them.

To consistently provide content that is of value to your target audience, you must have a good reading program.… Continue reading

Ad Agencies: How to Lose the Fear of Positioning

Thought Leader Survey for Ad Agency New Business

Creating and maintaining agency new business is often harder than it should be because one key ingredient is often missing.

I was recently included in RSW/US Thought Leader panel. Along with providing questions for their Thought Leader survey, each panelist provided Agency New Business advice and participated in an interview with RSW/US Owner and President, Mark Sneider. RSW/US is a full service, outsourced business development group for agencies.

Although each panelist presented different questions for the survey, a common thread across many of them centered on the need for an agency to have strongly differentiated positioning.… Continue reading

You need to do this one thing to build your ad agency’s brand …

writing for ad agency new business

 

If I were the owner of an advertising, digital or media agency, to build my agency’s brand, I would WRITE! 

This isn’t a new discovery for me. Since the beginning, I’ve written my way into a thriving new business consultancy. My blog provides a consistent flow of inbound leads. I’ve never had to make a cold call for any new business. The reason – I’ve always written helpful content to a clear-cut audience.

“Fortune 500 companies have an average of 17 agency relationships.” Association of National Advertisers (ANA)

Prospects are looking for expertise.Continue reading

Use Your Personal Facebook Profile for Ad Agency New Business

Facebook for Ad Agency New Business

The new normal for new business integrates your personal life and your work life.  

If you really want to generate new business through social media – get personal. Learn to use social media to humanize your agency. It’s the secret sauce that most agencies have neglected. 

Because of technology and social media, the line between your personal and professional life has blurred. 

Social media is all about people connecting with other people. When I’m helping agency owners to integrate their personal social media accounts into their new business program, I often get push back, especially if they’re boomers.Continue reading

Persuasive Writing for Ad Agency New Business

1 jody

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

50 Ad Agency New Business Quotes

fifty quotes for ad agency new business

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: 

  1. “What helps people, helps business.” Leo Burnett ‪Tweet This
  2. “Brands are built around stories.” Bill Dauphinais Tweet This
  3. “Because somebody grows up being a social media native, it doesn’t make them an expert in using social media at work.” ‪Dr.
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Ad Agencies: How to Seduce Prospects Without Giving Your Work Away for Free

Jami Oetting ad agency new business

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

Marketing Your Ad Agency Should Be A Priority for New Business

Douglas Burdett ad agency new business

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

Ad Agencies: How to Stop Chasing New Business

Jeff Fromm fuel lines new business conference

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.
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Inbound Marketing For Ad Agency New Business

Michael and Terri Gass

Michael and Terri Gass

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.
Continue reading