Some of the best ideas for posts come from the agencies we talk to every day. A recent case in point: this week I was discussing a few facets of ad agency new business: agency specialization, prospect qualification and agencies being able to “walk the walk.” As the story goes, this agency had several […]
In an insightful post by John K Thompson on the Chief Marketer blog called To Avoid Overload, Engage Your Audience, John begins by pointing out the all-too-many outlets of information available to us. Too many twisty knots of overloaded information confusion, and not the filters to hand me what I need when I need it. Too […]
I wrote a post not too long ago about some rookie new business mistakes we see agencies making online (like not linking to your blog from your site, no social media buttons on your homepage, etc.). Consider this post something of a part two. A brief list below of online occurrences that, best case, will […]
We talk a lot about consistency of outreach on this blog and in this post, I’ll give you an ad agency new business secret-3 guidelines you can actually use. We were speaking with a potential client recently about our services and specifically the need to reach out with value. He wondered aloud what that “something […]
If we can sing our own praises very briefly, we’ve had some strong client wins lately and one in particular that was a reminder of what you should, or really must do, before you go into that first ad agency pitch meeting. This particular RSW/US client is a B2B communications firm and their prospective client […]
Case studies are often the bane of our clients’ existence, especially at the beginning of a targeted new business effort. There’s a lot of craft that goes into any given case study (I know, I’m preaching to the choir on that point). Length, form, and content are only some of the factors that go into […]
The daunting cold call, a process that really shouldn’t be if you handle correctly, but even then, agencies often forget everyone is calling your prospects and not just your competitors. Although we actually don’t like to refer to it as cold-calling, because literally calling someone cold is ineffective, but I’m probably preaching to the choir […]
I have carried an Ad Age article (dated July 31, 1995-When to Take My Name Off the Door) around with me since the day it was released, posting it on the various walls of marketing and marketing service companies I have worked for. It currently sits on the wall of my office at RSW/US as […]
