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 […]
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 […]
Those charged with new business often neglect to plan their work and work their plan. Agencies are great at analyzing and planning for their clients. But, when it comes to planning for their own new business they balk. It is a strange, but often occurrence. When an agency starts focusing on themselves, it causes their marketing minds […]
“A good plan is like a road map: it shows the final destination and usually the best way to get there.” – H. Stanley Judd, Author, Think Rich While there are many things that go into a successful ad agency new business program, one that is often overlooked or underutilized is the strategic use of public […]
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. The battle for new business has moved ONLINE. Interruptive type tactics such as cold […]
Speaking at events attended by your best prospects will provide you with instant credibility and create immediate new business opportunities. Public speaking is an excellent tactic for business development, particularly for small to midsize agency owners. Having the opportunity to speak in front of a highly targeted, interested group of prospects is the most effective form […]
Learn how to accelerate your agency’s positioning, inbound lead generation, network and referral business. Since 2007, I’ve conducted over 200 new business workshops for agencies in North and South America and Europe. No matter what country, I find there are some common problems when it comes to business development that makes it harder than it needs […]
Building an engaged online community should now be a core responsibility of business development. Inspiration for this article came from Duct Tape Marketing’s founder, John Jantsch, from his recent podcast interview with Jeffrey K. Rohrs, Vice President of Marketing Insights for ExactTarget, Jeffrey is also the author of AUDIENCE: Marketing in the Age of Subscribers, Fans and Followers. […]
Given that 83% of human learning occurs visually, Pinterest has great potential for ad agency new business. Pinterest, a pinboard-style social photo sharing website, continues to create a lot of buzz as one of the hottest social media platforms since Twitter. This unique social media service attracts more than 1.5 million visitors a day and already […]
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
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
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
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.
- 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
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
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
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
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 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
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