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apr 05

Ad Agency New Business: Just Forget Your Social Media ROI

Okay, don’t literally forget it, but center your expectations around awareness and you’re going to be much happier.  The ROI will come. Take a look at an article this week from eMarketer about brands not concerning themselves so much with the specific ROI of social media but instead placing the value on insights and loyalty. […]

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mar 31

Ad Agency New Business: Talk About the Passion

Get ready for a very unscientific post, but an important one for your new business program nevertheless. I’ve had the pleasure of speaking at length, both on the phone and in person this week, with 2 of our agency clients. As Business Development Director at RSW/US, I talk to agency principals just about every working day, […]

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mar 24

Don’t Let “Meetings” Be The Sole Focus of Your Ad Agency New Business Effort

An excellent article from Blair Enn’s Win Without Pitching site called Meeting Madness contains several thoughtful insights on agency new business meetings, incentives and quality of meetings generally. As Blair points out midway through his article, some agency new business meetings just shouldn’t happen at all.  He goes on to say: The second lesson from my […]

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mar 17

Break Through the Clutter: Agencies, Please Stop Saying It (Although You Still Have To Do It)

It’s interesting how often we still see, in agency collateral or on agency sites, some variation of the phrase “we help you cut through the clutter.”  Please stop saying that.  It’s like saying, “our point of differentiation is that we’re unique.”   Ultimately, it actually ends up creating its own clutter when a prospect reads that. They’ll […]

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mar 10

Ad Agency New Business: Forget the Selling, Remember The Engagement

We celebrated an agency new business success yesterday as a fairly new client got their first win through our efforts. Particularly satisfying is the fact it happened after roughly 3 ½ months of prospecting. It doesn’t always happen that quickly, but always nice when it does. Think about the emails, mail or social media messages […]

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mar 10

Ad Agency New Business: Blogging Basics You Shouldn’t Miss

I occasionally like to get back to blogging basics and this post does just that.  Michael Gass, on his Fuel Lines blog, mentioned in his post 10 Tips for Writing for the Web for Ad Agency New Businesss a social media study by King Fish Media, HubSpot and Junta42, pointing out this stat: “Businesses (agencies) that […]

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mar 03

Ad Agencies: Focus On That 2nd Date To Close New Business

I was talking to an agency principal today about our services and asked about the challenges they’d faced in the past bringing in new business. She gave me an example of a very capable salesperson they hired who did a great job of opening doors.  The problem was that was it-a door opened and then […]

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mar 03

Ad Agency New Business: Measures of Success Start Before The Campaign

Reese Adams, Vice President of Account Management with Lewis Advertising in North Carolina was kind enough to share an often-asked question he received from a prospective client recently, along with his response.   The question was, “How do you measure success?”  Certainly, there are a myriad of potential variables involved and the question can be […]

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feb 25

In Agency New Business…Give Them the Dessert First

We recently spent some time internally at RSW/US doing some brainstorming on a few of our client accounts to find ways to beef up their performance.  Early on in the discussion with one of the accounts, we had the New Business Director articulate their client’s point of difference. While they certainly captured elements of it […]

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feb 17

Ad Agency New Business, Dinosaurs & The Holy Grail

  It’s been an interesting couple of weeks on the digital/traditional front. For example: two articles, both from agency principals, with their takes on traditional versus digital shops and the work they do, and to some extent, taking to task the digital agencies for viewing traditional firms as anachronisms. And as I read the above […]

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