“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 […]
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 […]
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 […]
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 […]
Growing your personal brand can greatly boost your agency’s new business opportunities. It makes sense for the principal to be the face of the agency. Not only are they the least likely to leave, but usually small to midsize agencies are built upon the vision, values and the type of culture that best suites their owners. And, agency owners […]
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 […]
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 […]
Content marketing is the fuel for an inbound marketing strategy for new business, if done the right way. It is now one of the most effective tactics to attract prospective clients, build their trust and gain a positioning of expertise. According to a research report by DemandGen, from a B2B buyer survey, 82% of surveyed senior […]
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 […]
“People trust brands that have people they can trust.” Not only will a poor personal brand damage your agency’s brand, I believe a non-existent personal brand does so as well. Steve Farnsworth writes and speaks about how smart companies can effectively integrate social media, PR and content marketing into their marketing mix. He is also the Chief 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.