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 […]

3 Ways to Capture More Leads for Ad Agency New Business

Trent Dyrsmid ad agency new business

Guest post by Trent Dyrsmid. Trent is an online marketing expert, author, speaker, and the founder of BrightIdeas.co. His podcasting audience is made up entirely of ad agency professionals, small business owners, and independent marketing consultants. Trent has produced over 100 episodes. Are you struggling to increase your firm’s revenue? Are you losing out on price? Do […]

How to Build A Platform for Ad Agency New Business

Michael Hyatt Platform for ad agency new business

If you’re serious about taking your agency to the next level, “you can’t succeed without a platform.” Most agencies were late getting into social media. Then they literally “jumped in” with little to show for their time and effort. It takes more than a completed check-list for having an agency blog, Twitter, Facebook and LinkedIn accounts […]

20 Top Inbound Marketing Resources for the Paradigm Shift in Ad Agency New Business

top 20 inbound marketing

Advertising agencies, PR firms and digital shops should reverse their new business efforts from “Outbound Marketing” techniques to “Inbound Marketing.” There is a dramatic paradigm shift for acquiring new business opportunities for advertising agencies, digital shops and PR firms. Agencies need to rethink their approach to new business and intensify their focus on inbound tactics, such as […]

Ad Agency New Business 101: Conduct a SWOT Analysis

SWOT Analysis for Ad agency New Business

A SWOT analysis is a good starting point for someone who is charged with creating new business opportunities for a small to midsize advertising agency, PR firm or digital shop.   Part of Steve Jobs’ 12 Rules of Success: Perform SWOT analysis. As soon as you join/start a company, make a list of strengths and weaknesses […]

5 Tips for Using Direct Mail for Ad Agency New Business

direct mail ad agency new business

Direct mail isn’t dead as a tactic for ad agency new business. When everyone Zigs, maybe you should Zag. So much attention is being given to online tactics, it may be a good time to do the opposite and utilize some offline tactics such as direct mail to raise awareness for your agency and stay […]

Ad Agency New Business: Tips for Eliminating the Tire-Kickers

How not to waste time with unqualified prospects. It isn’t difficult to secure meetings with prospective clients of small to midsize ad agencies. What is key is to get appointments with qualified prospects that have the proper budget and a readiness to spend money for an agency’s services. There are a lot of prospects out […]

12 Tips for Building a Rewards Program for Ad Agency New Business

12 tips for ad agency new business

Everyone in the agency should contribute to new business and one of the best ways to encourage lead generation is through a referral program. A referral program is one of the most cost-effective and efficient methods for generating new business for small-to-midsize ad agencies. Here are my 12 tips on how to create or enhance […]

Executing Your Agency’s New Business Strategy Requires a System

A plan is just a plan, wishful thinking, until it is executed. How many annual planning meetings has your agency gone through the motions of creating a strategic new business plan only to have it fail in its implementation? Maybe next year, instead of focusing so much attention on the plan, use annual planning to […]

The Future of Ad Agency Promotion at Events Through Social Media

  Social media can enhance your special event experience and make networking for new business easier. Without a doubt an industry trade show or conference has been a beneficial professional networking event for business opportunities. Social media has transformed these events and taken them to a new level. “I think social media is changing the […]

Attentionomics Needed for Ad Agency New Business

Presentations for Ad Agency New Business

 Every ad agency presentation needs to focus on capturing and keeping your audience’s ATTENTION.

Keeping your audience’s attention is the rule that matters the most.

If you want to reach your audience, you must have something significant to say and be passionate. Genuine passion will attract attention and attention will lead to action.

A lot of agency presentations are nothing but recycled insights or predictable services. They use the same agency speak with nothing note worthy or memorable.… Continue reading

3 Things An Ad Agency New Business Director Needs for Success

ad agency new business training

How ad agencies acquire new business has changed dramatically and that effects the knowledge and skills new business directors need to make it happen.

People who have done this job in the past are struggling. The tenure of a new business director is now two years or less. In a recent survey conducted by RSW/US, only 26% of new business directors were considered successful.

A 4A’s report sited that 90% of agency staff say they have to figure things out on their own due to the lack of training.… Continue reading

To be an effective writer, spend more time planning and less time writing

content marketing for ad agency new business

Successful writers spend 75% of their time in the preparation and editing process and only 25% of their time writing the content.

There are big rewards from content marketing, but it’s also a big challenge. Writing is a process that takes time and effort. Even the best writers have difficulty putting their ideas into words.

Most of us aren’t born with the gift for writing. We have to work at it. 

According to a study conducted by McLuhan and Davies, a Toronto based consulting firm specializing in communications training, effective writers spend:
  • 40% of their time planning
  • 25% of their time writing
  • 35% of their time revising

Less effective writers usually spend:

  • 20% planning
  • 60% writing
  • 20% revising

Here is an easy to follow formula that will help fuel your writing:

1.

Continue reading

A Fresh Look at How to Market Your Ad Agency for New Business

Marketing Your Ad Agency for New Business

Stop selling your services, that’s not what prospects are buying.

Agency business development programs are often sales focused. They’re built around outbound, interruptive sales tactics that are 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.… Continue reading

How to Fuel Ad Agency New Business With Content Marketing

content marketing for ad agency new business

Why is content such a valuable strategy to help ad 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

Boring Presentation Decks Kill Ad Agency New Business

ad agency new business

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

Most Ad Agencies Fail at Negotiating for New Business

ad agencies like lambs led to the slaughter

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 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 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

Top 10 Agency New Business Articles of 2016

Top Ad Agency New Business Articles

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

Business Development is the Most Precarious Job in Advertising

ad agency new business is tough

 

The role of the agency new business executive is the riskiest position due a dramatic change in the way business is acquired and the skills rainmakers need to make it happen.

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