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 … [Read more...]
12 Initial Steps for Ad Agency New Business Directors
If you are charged with developing a new business program for a small to midsize advertising, digital, media or PR agency, then this article is for you. I’ve often found that new business development people often lack experience. They also usually have responsibilities other than developing new business. If this is your situation, I’ve pulled together a list of brief steps to help you to get a jump-start on your new position. 1. Develop a SWOT analysis and conduct staff … [Read more...]
Is social media making many ad agencies look and act the same?
It's time to un-level the playing field. To have success with social media, agencies need to fly a differentiated social media flag. Small-to midsize advertising, digital, media and PR agencies tend to constantly promote how they are alike rather than how they are different from other agencies. They tend to look and sound just the same. When agencies gave up fighting against the social media tide and decided to dive in, instead of using this new communications channel to showcase how they … [Read more...]
50 of the Best Insights from Ad Age’s First Ever Small Agency Conference
Direct from New Orleans, some fresh ideas and insights for small-to midsize advertising agencies that are worthy of your review. Ad Age recently conducted its first-ever Small Agency Conference in New Orleans. They brought together a great group of group of speakers that shared their expertise delivering rich nuggets of information from the importance of having a unique agency culture; how to attract the best talent in the marketplace; using creativity to boost the bottom line; to the nuts … [Read more...]
The Top 50 Ad Agency New Business Articles
With almost 500 post on this blog, I thought it would be good to publish this top 50 post list. I've assembled the “best of” FUEL LINES agency new business articles based upon analytics of site visitors and their comments. This is an example of how you can optimize popular blog posts on your agency's blog. Here are also 10 Ways to Optimize a Popular Post on Your Blog, from ProBlogger. FUEL LINES Top 50: Ad agency having explosive new business growth by leading with social media The … [Read more...]
Ad Agency New Business Talent Becoming Harder to Come By
A lot of people who led new business programs in the past don't know how to do it now. The job of ad agency new business directors is becoming very difficult and complex. A significant paradigm shift is taking place that impacts how ad agencies acquire new business and the knowledge and skills new business rainmakers need to make it happen: According to a recent CMO survey, 80% of decision makers say they found the vendor, not the other way around. Client reviews in recent years have … [Read more...]
Through Social Media an Ad Agency Drives a Stake in the Ground
The advertising industry is changing rapidly. Some predict that we will see more changes in the next five years than we have the previous fifty. It is a time for the specialist not the generalist. The more profitable agencies by far will be the ones who have a strong focus and positioning. Small-to mid-size ad agencies should do for themselves what they do for their clients: develop a clear positioning that builds on the agency's distinctive strengths, differentiates the agency from its … [Read more...]
When Ad Agencies Should Be Leading in Social Media, Most are Overwhelmed
So many new media channels, so little time! Is Social Media Overwhelming Your Ad Agency? Barbara Bacci Mirque, executive vice president of the Association of National Advertisers, ANA, recently observed that, "More and more advertisers are leading their agencies into new media, not the other way around," and that "clients are the ones who are personally and professionally experimenting with new media forms and directing their agencies to look into them." "When I started out in this … [Read more...]
Ad Agencies Need A Consistent PR Strategy for New Business
One of the most effective forms of communications for ad agencies is a public relations strategy. The right PR strategy can properly position your agency in the minds of your prospective audience. Don Beehler, writes a blog specifically for small-to mid-size ad agencies, Telling Your Agency's Story, tips on how to use PR for ad agency new business. He recently wrote an article regarding the need for a consistent PR effort. Don writes, "Sporadic PR is a lot like sporadic exercise – … [Read more...]
Recession Creates Opportunities for Small-to Midsize Ad Agencies
The U.S. has experienced nine recessions since World War II, which means we’ve lived in recessionary times one year out of every six. A recessionary period is actually a great time to promote your agency an increase your market share and profits. In a recession, clients usually significantly cut their marketing budgets, even though it is the most important tool a business has during this difficult time. Ad agencies tend to do the same, having a hunker down and wait mentality. We are in … [Read more...]