3 Reasons Why Marketers Are Looking For More Specialty Agencies

In our 2018 RSW/US New Year Outlook Report, we unearthed a significant shift in the market that might have bigger, full-service shops concerned. Today, more so than years past, marketers are looking to fill specialty talent voids left by their roster shops at what could be considered an aggressive pace. In 2013, only 47% of…
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Where Will Your Prospects Spend This Year In Media?

On the subject of marketing spending expectations by type of media in our New Year Outlook Report, a bit of background to start: 2017 is the first year where marketers and agencies are actually aligned, versus previous years: In 2011, 85% of agencies believed their marketing counterparts would “Somewhat” or “Significantly” increase their Social Media…
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The Main Goal of Your First New Business Meeting Is Not What You Think

OK, the main goal of any first new business meeting is actually getting a second meeting, but that’s not what I’m thinking about as I write this post. Some agencies, regardless of how they’re driving their new business program, feel like first meetings with a prospect should be solid gold and close fairly quickly. Those…
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Combating The Agency New Business Dime-A-Dozen Mentality

Have you heard someone say, “agencies are just a dime a dozen?” Makes your blood boil? Mine too. Begs the question, “Why are agencies considered a commodity?” Maybe it’s because so many position themselves as one. I know – you care about delivering results. Your clients like you. You are integrated. And strategic. And you…
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Referrals On The Decline and In-House Agencies On The Rise-What’s An Agency to Do?

If you’re not feeling it yet, you will.  The changing agency and marketer landscape has significantly impacted the way agencies find and win new business. No longer can agencies exclusively rely on referrals and networking to drive the success of their firm. Once an almost exclusive source of new business for marketing agencies, referrals from…
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60% Of Marketers Get 6 To 10 Calls A Week From Agencies

From page 12 of our 2017 RSWUS Agency-Marketer New Business Report, we asked the question: How often do you get calls or emails from marketing service firms? Per the graph below, even on the low side, 39% of marketers told us they get calls and emails at least 1-5 times a week. For those of…
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Agency New Business Enthusiasm Growing

Enthusiasm

2017 is shaping up to be a pretty decent year…comparatively. In 2014, the enthusiasm for agency new business hit a low of 19%.  Only 19% of agencies believed that the year had brought them more opportunities than the previous year. In 2016, the enthusiasm meter ticked up quite a bit.  31% of all agencies that…
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69% Of Agencies Say It’s Tougher To Break Through To Prospects

My post title is a stat from our RSW/US 2017 Agency-Marketer New Business Report.  We asked agencies: “Why is it harder to obtain new business?” Per the graph above, the top answer was it’s simply harder to break through to prospects. I’ll get to that shortly. Looking at the other reasons given, 38% of agencies…
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85% of Agency New Business Directors last less than 2 Years

With the release of our 2017 RSWUS Agency-Marketer New Business Report, several stats are worth noting, specifically around new business director efficacy and tenure. One of the initial questions we asked agencies was “Have you hired a full-time new business hunter/director as part of your staff to prospect for leads in the past 3 years?”…
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A Brave New Agency New Business World

I sent the email below to a client after hearing they attained an initial project and thought I’d share my response to the news, as it has implications for all agencies, regardless of size/type: That’s great to hear! While I know it’s a small initial project, (and I know you know this…) here’s the deal…
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