Ad Agency New Business-Playing The Short Game

For this post, I want to give a shout-out-to all of you in the new business trenches, whether you’re a new business director or a partner at your firm. It’s no newsflash to point out that this business is hard. A short, entertaining story to illustrate my point (at my expense): When I started at…
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You’re An Agency-Stop Agonizing And Embrace It

There was a panel at Advertising Week in New York of independent agency leaders who were all asked: Is now a good time to open an advertising agency? (I’m sure you have thoughts on the question.) Spoiler alert-the answer was a resounding yes from the panel and I think the recap on The Drum is…
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Tips and Tricks from the New Business Pros – Second in a Series

We recently completed a series of internal sharing session with our New Business Directors.  The purpose was to exchange best practices used when reaching out to marketers. Our first in this series focused on email practices:  Tips & Tricks #1 This second post will focus the things we do to help our clients close business.…
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Advertising Can Sell But Not Always Instantly

I follow Derek Walker (owner of Brown and Browner in Columbia, SC) on LinkedIn, primarily because he speaks his mind on the industry and typically posits something thought-provoking. Or sometimes just shakes things up, either way, he’s a worthwhile read. In this post, Derek’s talking about the efficacy of an Allstate spot, and as ever,…
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Agency New Business: Treat Your Clients Like Prospects

How do your clients perceive you, in terms of your services? Do you have certain clients who only take advantage of only one or two aspects of your business? The answer to the second question is often yes, and you need to work to change that perception. Easier said than done I realize, and there…
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Your Agency’s Website Is A Visual Elevator Pitch

Wikipedia defines Elevator Pitch as a short sales pitch, that is a summary used to quickly and simply define a process, product, service, organization, or event and its value proposition. Does your agency’s website tell your target audience who you are, what you do, and your value? In 20 or so seconds? I look at a…
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How Often Should You Follow-up with Prospects?

It is crucial that you constantly follow-up with your prospects… and often. How often should you follow up with prospects? In my experience, the answer is, more than you think. Recently, I reached out to one of my clients asking how their follow-up was going on a prospect that had shown interest a few months back.…
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CMO Tenure, Agency New Business, and The Revolving Door

I didn’t see much chatter on some recent CMO stats-some good ammo for your agency new business efforts. Average CMO tenure=4.1 Years That might be surprising to you, given the seeming tendency towards revolving doors for the average CMO. (It was 23 months in 2006 BTW.) In the article I linked to above, a tenure…
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Why Agencies Need to Do it Differently

think differently

I just finished presenting a webinar to about 100 agencies that was designed to help them understand that they need to start thinking about things differently if they expect to survive long-term. And it goes a lot further than just doing all the things we’ve told agencies in our Agency of the Future Infographic about…
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The 3C’s to Successful Pipeline Building

Consistency

The 3C’s to Successful Pipeline Building. Too many agencies prospect in fits and spurts. Too many agencies are terrible at marketing themselves. Too many agencies don’t take the time to build an organized new business process. Winning new business starts with building a solid pipeline of potential opportunities. Building a solid pipeline starts with developing…
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