An ad agency principal who is an example on how to use content marketing and social media to build awareness and new business opportunities for your agency. I am a Bob Hoffman fan. I have read everything he has written, from his book The Ad Contrarian, to every ADWEEK and blog post article and now […]
Social Media = transparency and you can’t be more transparent than ad agency CEO Bob Hoffman. If you are an agency CEO and don’t have a blog, you are missing a prime opportunity to develop a following of loyal fans, ready to do business with you and your agency.
The best “tell-tale” sign that an agency is doing well or that we may be moving out of the current recession is when agencies are hiring.
Bob Hoffman, CEO of Hoffman/Lewis Advertising in San Francisco sent me a heads-up on a new post he had written for his blog, The Ad Contrarian. Instead of using a “head-hunter” Bob’s agency is using his social media network to fill the following 12 positions:
“In turbulent times … The natural response is to “try a little bit of everything”; to expand your services, broaden your capabilities, and try to appeal to more clients. It seems like common sense, but it’s exactly the wrong response. The best growth strategy — in good economies or bad — is to decide what not to do.”
Bob Hoffman, CEO Hoffman/Lewis advertising in San Francisco and St. Louis and author of The Ad Contrarian blog provides a excellent example of an agency’s blog that has potential as a great tool for new business.
Writing a book a book can put your agency on the map. It benefits new business. When I started my blog I tried to be strategic and think further down the road. Surely there were ways to reuse the content. One of the ways that I identified was a book.
I’ve already written about social media’s impact upon ad agency new business: Four Ways Social Media is Changing Advertising Agencies New Business. I also believe that social is having great impact upon advertising and marketing. It is affordable, timely and easier to measure than traditional media.
These are my personal opinions, observations and tips that have been honed and refined over this past year. They are part of my overall philosophy of incorporating social media into your agency’s new business program.
The most effective, in fact, the only way to build a brand is to sell someone something.
It often comes as a shock to ad people when we find out how little the marketplace cares about our cleverness and our hipness. Apparently, consumers are more concerned with their own self-interest than with our brilliance.
“Go against the grain. Every agency is trying to convince clients that they can do it all. Instead, be an agency that does only one thing really well. Specialize in retail, or become expert in marketing to Mid-Westerners, or only work on luxury brands, or only do creative work. Find something you can be famous for.” Bob Hoffman