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 […]
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 […]
There ARE strong numbers behind successful advertising, digital, media and PR agencies that are applicable to yours. Speaker, writer and ad agency consultant, David Baker led in a Fuel Lines’ webinar: “The New Business Metrics Behind a Successful, Growing Agency”. David speaks to, writes for, and consults with the marketing industry via ReCourses, Inc. He’s worked with 800 firms […]
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. […]
Within just the next three to five years, social media is anticipated to rise from the least likely method for CEOs to connect with their audiences to the second highest method, just behind face-to-face interactions. I was recently speaking to a sold out event for the Nashville AMA on the dramatic changes brought upon business […]
Business development has undergone a major change. 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, […]
Social media is a primary force that is redefining the role of the men and women who oversee the world’s largest companies. Brands no longer ignore social media. The importance of social media on business has dramatically escalated. We have moved through the “hype phase of social media when businesses felt compelled to participate because […]
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 […]
If you think social media is hard to comprehend – the answers may be in our past! I was reading an Ad Age aricle this morning, “Lee Clow on Advertising, Then and Now”. Ad Age has referred to Lee Clow as “advertising’s art director guru”. He was a personal friend of Steve Jobs for some thirty years. He’s known […]
A New Approach for New Business
New business has been a problem historically for agencies. It’s made worse with the paradigm shift in business development. The battle for new business has now primarily moved online.
My epiphany regarding this shift in new business practices came from a CMO study conducted in 2007, 80% of decision makers said they found their vendors not the other way around.
Interruptive type tactics such as cold calling and email blasts are ineffective.… Continue reading
A step-by-step guide to create a painless prospecting system.
Many agencies have historically struggled with prospecting for clients. Their struggles have been intensified due to the rise of social media, content and inbound marketing. Today’s prospects are more in control of the agency selection process than ever before. Instead of chasing new business, it’s now more important to be found.
Tom Martin has written a helpful guide-book on social selling, it’s called The Invisible Sale: How to build a digitally powered marketing and sales system to better prospect, qualify and close leads. … Continue reading
Enter to win a ticket to a one-day regional workshop, co-sponsored by Fuel Lines Business Development and AAF Orlando.
Here’s your opportunity to join Michael Gass on Friday, February 6, 2015, in Orlando, Florida for this ad agency workshop: A New Approach to New Business.
… Continue reading
The battle for new business has moved ONLINE. Interruptive type tactics such as cold calling and email blasts are INEFFECTIVE. It’s now more important to be FOUND than to CHASE new business.
The battle for new business has primarily moved online.
This is a one-day regional workshop, co-sponsored by Fuel Lines Business Development and AAF Orlando, will be held on Friday, February 6, 2015, in Orlando, Florida.
This workshop is designed to help agencies “jump-start” an inbound new business program within 30 days. A step-by-step process that’s been developed and implemented in over 200 advertising, digital, media and PR agencies in the U.S., Canada and the UK.… Continue reading
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.
I’ve worked face-to-face with more than 200 advertising, digital, media and PR agencies as they’ve struggled with the changes that have occurred in business development which was brought on by The Great Recession, the worst global recession since World War II.… Continue reading
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 sized agencies that has been helping owners grow their agencies since the mid 90s.
This past summer AMI partnered with research firm Audience Audit and Luth Research to conduct an original study exploring the reasons that CMOs and business owners hire agencies, what they’re looking for and how agencies can position themselves for relevance with their target customers.… Continue reading
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.
“Approximately half (47% of respondents) of advertising professionals surveyed, by Provoke Insights, say they are dissatisfied with the current internal approach to pitching.”
Pitching doesn’t have to be a crapshoot.… Continue reading
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 news. It tends to be all about the agency. A primary reason the blog does little to create new business opportunities.… Continue reading