Fueling Ad Agency New Business
Creating and maintaining agency new business is often harder than it should be because one key ingredient is often lacking. Positioning is the foundation of any agency’s new business program. It is also the area that many agencies have not addressed because of either procrastination or, more likely, their unwillingness to make the difficult business decisions. […]
For agency new business, you need to look at social media as a saviour not a nemesis; an asset rather than a liability; a time saver rather than a time killer. Having spent most of my advertising career in new business development I can tell you that social media marketing is the most efficient […]
A significant paradigm shift has taken place that impacts how ad agencies acquire new business that effects the knowledge and skills new business directors need to make it happen. With over 50% of client relationships lasting less than two years and the average CMO’s tenure is 27 months, the role of those charged with agency […]
Advertising agencies were reluctant to participate as social media was becoming mainstream because they saw it as a major commitment of their time without much value to show in return. A lot of negative perceptions of social media has been changed. But, I don’t believe the majority of agencies have yet to appreciate the huge benefit that social media can actually make new business easier.
The radio program Marketplace, is heard by an audience of more than 9.1 million unique listeners in the course of a week, on 486 public radio stations nationwide. I received a call today from a Fuel Lines reader who was excited to hear a Marketplace radio interview with ad agency president, Stephanie Holland, “No advertising love for single women”
Social media provides great opportunities for ad agencies to network with prospective clients. It is also provides opportunity to network with other agencies.
Small-to midsize ad agencies can generate new business through social media, but they need to start by answering two questions:
Who is our best target audience? What is our agency’s most appealing point of differentiation?
“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.”
Ad agency using YouTube as a way of creating appeal around their niche, which is marketing to women. This niche has provided the agency with discipline, focus and a clearer direction than ever before. It is a very strong point of differentiation.
Michael Gass, Business Development Consultant | Speaker | Author of Fuel Lines
Fuel Lines provides new business resources for Advertising, Digital, Media and PR Agencies.
It has been rated among the top 100 marketing blogs in the world, according to Ad Age’s Power 150.
Since 2007, Michael has helped pioneer the use of social media, inbound and content marketing strategies specifically for agency new business.
Read more about Michael
An essential component to your agency's new business program is a prospective client data base.
In my opinion one of the most accurate online database of marketing and advertising decision makers is Winmo. I highly recommend them.
I'm Michael Gass, I'm an author, speaker and a new business consultant to advertising, digital, media and PR agencies.
Since 2007, I have helped pioneer the use of social media, inbound and content marketing strategies specifically for agency new business.
Fuel Lines is my social media 'home-base. It has been ranked among the top 100 marketing blogs in the world, according to Advertising Age’s, The Power 150.
Learn more about me