When I started RSW/US, I believed that in order for us to succeed long-term in the world of agency new business, we needed to base our existence on the principles of Leo Burnett – and always recognize that we needed to continuously think about how to add value to our agency new business efforts beyond […]
What’s the agency new business email subject line Kimberly-Clark responded to? We’ve Got The Goods That’s it-that’s the subject line. Not particularly explosive is it? But it doesn’t always have to be. You know about the importance of subject lines, you read about them, but how often do you think about them? How often do you change […]
The three ingredients for ad agency new business success? Awareness, Consistency and Persistence. But prior to implementing these ingredients, you need to have your positioning tightly scripted. Not a literal script, mind you, but a concise overview that conveys who you are, what you do and why a potential client should work with you. So […]
Bringing in advertising agency new business has never been more interesting. New technologies continually add layers of convenience and effectiveness while also adding layers of time many of you don’t have in learning and implementing those technologies. With these new technologies also comes an attitude from many agencies that traditional prospecting is dead, doesn’t work. Depending on their definition […]
Ad agencies are cautious because they don’t want to be pigeonholed as too broad (full service) or too specific (digital) and so instead use fluffy words that don’t convey what they functionally do. Take agency sites (or collateral) for example, here are some random blurbs taken from real agency sites: -Deep strategic insights -Focusing on the power […]
Take a look at your average ad agency web site today-2002 comes to mind. If you are engaged in finding new business for your agency in any form-where do you drive them to find out more about you? In almost every case, it’s to your site, or landing page, microsite, etc. (And BTW, you’d better […]
The great dilemma: hire an outsourced company like RSW/US or hire an internal new business person, perhaps one who has the fabled “ultimate agency new business Rolodex”-it’s a difficult decision. I’m not going to give you all the self-serving reasons why you should go with a company like ours, because we’re not always the right […]
A few thoughts on agency new business via an interesting Forbes article by Eric Jackson titled The Seven Habits of Spectacularly Unsuccessful Executives. Three of the seven “habits” distinguished themselves in their application to the agency world and agency new business. It’s Good to be the King 1. They see themselves and their companies as […]
A quick post focusing on “the now.” Take a minute to think about your current clients. Don’t Forget Thinking about your new business plan ongoing is, of course, critically important, but three things in regards to current clients you shouldn’t forget: 1) Do you have a plan to retain current clients? If not, you need […]
A tale of agency new business positioning from sunny California: We were there for a new client kickoff, had beautiful weather and an hour or so before the meeting and decided to take in the neighborhood. We essentially walked around the same block a few times and the second time around, I noticed a Mandarin restaurant that I could have sworn was on the other side of the block. Well, there were in fact two Mandarin restaurants in the same block. While not shocking, it was strange that they would do so little to differentiate themselves. Not knowing how old each restaurant was, perhaps the neighborhood just really loved their Mandarin cuisine? Agency New Business Positioning-All the Same Fast forward to a few hours later in our new […]
