How agencies can reinvent themselves by developing consulting services to open the door for new business. For too long advertising agencies have been treated as vendors. They claim to be different, but most are pretty much the same and sameness always breeds differentiation based on price. There has been little innovation from agencies to migrate […]
Online information makes researching salary ranges easier than it has ever been in the past. For agencies to grow new business, they have to attract and retain talent. The turnover rate within the industry is over thirty-percent. It’s time for agency owners to get serious about inspiring their employees and keeping them happy. And, according […]
For small to mid-size ad agencies, it’s time to address the cost of creating advertising in terms of time and money. All our clients want to know is this – Can your agency solve my problems quickly and at less cost? Advertising agencies aren’t changing of their own accord, they are being changed. We’ve seen digital […]
“We need to stop SELLING and start TELLING.”
Your agency is probably already pretty good at storytelling. But how about story-teaching?
Park Howell founded Park&Co, an award-winning brand and creative consultancy, in 1995 in Phoenix, Az. The agency ignites the growth of purpose-driven people, products, companies and causes through the power of storytelling. Park was named Advertising Person of the Year in 2010 by the American Advertising Federation of Metro Phoenix. The following year, his agency was recognized among the Top 10 Impact Companies in Arizona by the Phoenix Chamber of Commerce.… Continue reading
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
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
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
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
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.