Agency Search for Mid-to-Small Agencies

Let me start by saying that if you’re a mid-to-small size agency and you want to be considered for searches that come the way of our sister group, RSW/AgencySearch, they are all about helping Marketers find better mid-to-smaller size firms.  Simply register on RSW/US’ site (at no cost to you) and RSW/AgencySearch will reach out if something fits the bill, promise.  We’re much more mid-to-small size agency friendly:  Register

Now on to the story…

Attended the Mirren New Business conference in New York a couple of weeks ago.  It was a great program.  Not only did we learn a lot from the marketers and agencies that were present, we also re-affirmed many of the processes and principles we apply to our outsourced agency new business programs here at RSW/US.  A good number of the agencies present were mid-to-small sized agencies that likely also found the sessions to be of great value and inspiration.

This is the second time I’ve attended Mirren, and the one session that has to be somewhat discouraging for mid-to-smaller size firms is the search consultant sessions.  A number of the top search consultants sit in front of a room in front of a lot of hungry agencies, all staring them down, longing to strike up a one-on-one conversation.

In both sessions I’ve attended I’ve heard the same questions asked: ”how do we get recognized by you – how do we get included in your searches”.  Well the simple answer is you won’t unless you are super agressive, get the big account break and promote the hell out of it, and/or are masters of showmanship and have no problem spending time on the speaking circuit, writing a book, or just being a plain ole’ publicity hound.

Just like your prospects, these guys and gals of the agency search community have thousands of agencies knocking on their door trying to get attention.  I don’t want to be totally discouraging, because one consultant did suggest that a nice way to do it is send a well presented portfolio at year end of the new work you’ve done for the year.

Most of what they get is candy and other holiday treats.  This consultant said, the heck with that…send me your work as the present.  Have to admit, another didn’t want to discourage the showering of gifts – which I’m sure is where most stand on this subject.

The other piece of advice one of them gave was, tell me why you’re different.  You can’t be all things to all people.  You can’t be specialists in all industries.  Where’s your sweet-spot?  No different than reaching out to prospects.

They also said if you’re filling out an RFI or RFP, keep it brief and give me what I need.  You can go off script a bit and be creative (which we at RSW/US suggest you do), but give them what they want.

If you are going to make a go of it, the best place to start is the AAAA’s site – they have a nice list of all major search consultants.   Send a letter, drop an email, place a call.  Begin the process of letting them know you exist and then drop in on them once a year.