CEOs Can’t Afford to Ignore Social Media

the social ceo

Social media is a primary force that is redefining the role of the men and women who oversee the world’s largest companies. The importance of social media to business has dramatically escalated. We have moved through the “hype phase of social media when businesses felt compelled to participate because it was such a fad. We have […]

Hosting Events is Good for Ad Agency New Business

events for ad agency new business

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 […]

Five Billion Reasons to Change the RFP for Ad Agency New Business

RFP for Ad Agency New Business

Inspire your clients to abandon the RFP.  The RFP (Request for Proposal) process is the way a lot of clients evaluate and select an advertising or marketing partner and keep prices down. But Cal Harrison, president of Beyond Referrals, states that the RFP process is actually an unsophisticated, and inefficient, process based on questionable science. It actually increases the […]

Persuasive Writing for Ad Agency New Business

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 […]

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 […]

The Riches are in the Niches for Ad Agency New Business

Creating a niche for ad agency new business

A perfect platform for new business. For over ten 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 […]

Agency New Business Has Dramatically Changed

Michael Gass Fueling Ad Agency New Business

   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 […]

Is The Shoemaker’s Daughter Syndrome Costing Your Ad Agency New Business?

shoe cobbler and ad agency new business

If you’re suffering from the Shoemaker’s Daughter Syndrome, you may want to consider closing the gap between what you recommend for clients and what you use for your own purposes. Guest article by Gerry Black, Direct Response Copywriter/Marketing Consultant. Over the years, I have come across many clients and agency owners who exhibit this classic disconnect phenomenon. […]

Why are ad agency new business executives performing so badly?

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 […]

Learn to Say NO for Ad Agency New Business

say no for ad agency new business

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 […]

Ad Agency New Business is Harder Because One Key Ingredient is Lacking

Ad Agency New Business Missing Ingredient

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

Positioning is the foundation of any agency’s new business program. It is also the area that many agencies have not addressed because of either procrastination or, more likely, their unwillingness to make the difficult business decisions.

“Contrary to common belief, all agencies have pretty much the same basic capabilities, and processes. They all claim to have proprietary tools, and they may have different labels for what they do, but the approach is essentially the same at big or small agencies.” – Avi Dan, Forbes contributor who has 30 years of leadership experience with top global Madison Avenue agencies.

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Report: Thought Leader Survey for Ad Agency New Business

Ad Agency New Business Survey

Most agencies have an active new business plan but 67% of responders don’t view their program as successful.

“When it comes to new business, it’s important that agencies never become complacent, even when times are good. In order to nurture and grow a vibrant agency, there must be a steady stream of new business opportunities in the pipeline. Clients can be unpredictable and losing a piece a business without replacing it quickly can be detrimental to an agency’s future.” – Laurie Mikes, Chief Operating Officer of Second Wind

I was asked to be part of the annual Thought Leader Survey conducted by RSW/US, a full service, outsourced agency lead generation and new business development firm.… Continue reading

Ad Agency Prospects are Looking for Expertise 

ad agency new business

Agencies fail to realize the importance prospects place on having a knowledge of their industry and a positioning of expertise.

Small to midsize agencies continue to promote themselves as full service, even though it’s rare for an agency to have a full service client. They use “full service” to broaden their appeal to most prospects. But these old adages are true, “a jack of all trades is master of none” and “when you try to appeal to everyone, you appeal to none.” 

Isn’t it time to drop the “full service” way of thinking for new business?

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Describe Your Ad Agency in Six Words or Less

ad agency tag lines

Here’s a challenge for advertising, digital, media and PR agencies.

Let’s take it one step further … Can you describe your agency in six words “without” using these 10 Things Ad Agencies “usually” Say About Themselves?

Ten things agencies are most likely to say about themselves:

  1. Full service
  2. Comprehensive solutions
  3. Great ideas
  4. Results oriented
  5. Integrated marketing approach
  6. Wide range of experience
  7. We are strategic
  8. Great chemistry
  9. Out-side-the-box
  10. Award winning creative

If you are up for the challenge, share your description in six words or less in the comment section below.… Continue reading

Successfully Executing a New Business Strategy Requires a System

A System for Ad Agency New Business

A plan is just a plan until it’s executed. Execution is the battleground that determines success or failure.

According to the RSW/US survey report,

66% of agency execs stated their new business hire was unsuccessful because the person lacked a methodology.

How many annual planning meetings has your agency gone through to create a strategic new business plan only to have it fail in its implementation? Maybe this year, instead of focusing so much attention on the plan, use annual planning to create a dynamic process for execution.Continue reading

Making Time for Ad Agency New Business

A Calendar for Ad Agency New Business

Time Management: If it’s not on your calendar, it doesn’t exist.

The working atmosphere of an ad agency is chaotic. It is an environment that is in a perpetual state of distraction.

Have you often reached the end of a day with nothing to show for it? I know exactly how you feel. An entire day can be disrupted by just one phone call or email.

One of our biggest challenges for new business is knowing what to work on each day.… Continue reading

Social Media Isn’t Working for Ad Agency New Business

social media and ad agency new business

 

If your agency’s social media participation isn’t developing new business leads, it’s important to know WHY. 

From my experience, most agencies finally got on board with social media in 2010. They created their agency’s blog, Twitter, LinkedIn, Facebook and Instagram accounts and jumped in.

70% of marketers report that social media marketing delivers poor or average return on investment.

Many agencies thought that by merely having a social media presence, it would give them social media credibility.… Continue reading

Podcast: Inbound prospects in 30 days

Inbound Marketing for Ad Agency New Business

How to speed up the process of developing inbound leads for ad agency new business.

I recently had the pleasure of being interviewed by Jake Jorgovan for this episode of his, Working Without Pants Podcast, sponsored by Outbound Creative.

I share in-depth tactics to help agencies with their inbound marketing strategies. A lot of agencies have a hard time seeing new business results from inbound marketing, or success is taking a long time. I show ways that inbound and social media can start creating an impact within 30 days.… Continue reading

8 Primary Problems for Ad Agency New Business

Problems for Ad Agency New Business

 

Agencies have lots of problems when it comes to new business.

Almost my entire career in advertising was spent in business development. I’ve been a consultant to advertising, digital, media and PR firms for over ten years. I’ve worked one-on-one with over 270 agencies. From my experience, new business is becoming more complex and challenging. 

Here are eight of the most common problems of small to midsize agencies and what to do about them:

1.  

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CEOs Can’t Afford to Ignore Social Media

the social ceo

Social media is a primary force that is redefining the role of the men and women who oversee the world’s largest companies.

The importance of social media to business has dramatically escalated. We have moved through the “hype phase of social media when businesses felt compelled to participate because it was such a fad. We have entered a productive phase where companies are starting to crack social’s code to turn it into a genuine marketing advantage.… Continue reading