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 […]
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 […]
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 […]
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 […]
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 […]
A strong Call-to-Action is needed to convert your blog’s visitors into new business opportunities. The most important key to converting your agency’s blog visitors into leads is to have a “call-to-action”. A strong call to action is a clear, simple and compelling offer that persuades your readers to take the action you want. Just having a […]
Park Howell, president of Park&Co, a full service agency that specializes in environmental marketing, provides a successful promotional campaign example for how he built awareness for his agency … by promoting its competition.
The traditional method of networking with business cards is one of the most cost effective means of marketing your agency but the online version provides greater opportunities for new business. Online business cards allows an easier and more efficient way to share, receive, organize and even track your cards than their printed counterpart.
A growing number of persons consider phone calls to be interruptive and annoying. The phone call is rapidly fading as a generation of e-mailing, followed by an explosion in texting and social media, has pushed the telephone conversation into serious decline.
Your agency’s new business program must be sustainable at the times when your agency is at its busiest. Too often new business development is put on the back burner until existing business decreases and a downturn begins. That creates a roller coaster effect on your agency’s pipeline of prospects which impacts agency income and causes you to accept the wrong type of client, from the wrong pool of prospects which do not fit your agency’s strengths and core competencies.
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.
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.
How Marketing Talent, Technology and Strategy Gaps Present Invaluable Opportunities for Agency Growth
“The marketing services industry is in a state of flux. As CMOs navigate the marketing talent gap, they are increasingly seeking performance-driven agency partners that are immersed in marketing technology and staffed with digital-savvy professionals. SMBs need partners that can deliver fully integrated solutions and in essence function as outsourced inbound marketing teams. Large enterprises commonly look for niche expertise in core digital disciplines such as content marketing, paid search, SEO, social media monitoring, and analytics to complement internal marketing teams.” Paul Roetzer
In this session of the Fuel Lines New Business Conference, Paul Roetzer, founder and CEO of PR 20/20, presented a high-level look at the industry trends driving transformation, and share insights into how advertising, digital, PR and Media agencies can evolve to meet demand and accelerate success.… Continue reading
Win more ad agency new business pitches. It’s easier than you think.
Peter Levitan has been described as a serial new business pitcher. He has delivered global, regional, and very local new business pitches for over 30 years. He has a Hall Of Fame pitch batting average.
Peter 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). … Continue reading
Bob Hoffman is one of the most sought-after speakers on advertising and marketing.
He has spoken all over the U.S. and has been invited to speak at conferences throughout Europe. Bob’s “Spotlight Lecture” at Advertising Week Europe has drawn almost 50,000 views on YouTube.
Bob was one of the keynote speakers at our inaugural Fuel Lines New Business Conference in Nashville, TN. He presented a refreshing take on the marketing industry in his presentation, Marketers Are From Mars, Consumers Are From New Jersey. … Continue reading
For over eight 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 target audience. It’s like a fishing expedition. You fish for a specific fish with a particular bait, you fish away from the boat (the agency’s website) so you don’t scare off the fish. … Continue reading