Agency New Business Prospects on the Rise – So Beware!!

In our latest survey featured in Monday’s Adweek (2012 New Year Outlook Report – Agency and Marketer Expectations for the Coming Year), Agencies are feeling pretty good about the prospects for new business in 2012.

A lot of Agency enthusiasm for 2012 (as reported in our survey) is driven by the number of new business opportunities increasing year over year and Agency principals expecting the increase to continue well into 2012.

45% of Agencies state that they saw the number of new business opportunities increase in 2011 versus 2010.

A whopping 72% of Agency principals believe that the new business picture will be especially bright as we move into 2012.

So what does this mean for you?

If you don’t have a program together to capitalize on this anticipated growth, get on it.  If you arent’ seeing the opportunities for new business growth, you probably should take a hard look at what you’re doing and try and diagnose what is wrong.  The business is out there and principals tell us that they only plan on getting more aggressive next year.

82% of Agency principals tell us that they will get either “somewhat” or “much more” aggressive in 2012 when it comes to winning new business.

A key consideration as you move into this year is establishing a new business prospecting plan – and sticking to it.

Make this the year that you are no longer the Cobbler’s Child.

Make this the year you set up a structure in your Agency (or outside of your Agency) to create a marketing and sales program for your own firm.  With many large Agencies now vying for business that in the past proved too small for consideration, small and mid-size firms will have to work harder to capture the attention of Marketers and successfully win over their hearts and pocketbooks.