9 Ways to Stay Focused on Ad Agency New Business

August 12, 2011

Photo credit toolstop

It is hard to stay focused and productive with so many workplace distractions such as laptops, smartphones, tablets and social media.

The new business director has to be like the rudder of a ship when it comes to new business and keep it consistently focused on new business.

I have been working in ad agency new business almost my entire advertising career. I’m   organized and disciplined but I’m  still constantly learning new techniques that lessen distractions and increase my productivity. 

Here are 9 ways that I’ve found helpful to stay focused on new business:

  1. Create an game plan every day. You can use a To Do’s app for your laptop, Smartphone or iPad/Tablet to schedule daily reminders that need to be accomplished as a way to stay focused throughout the day.
  2. Dedicate blocks of time to your most important tasks. Make a specific effort to not allow the distractions or disruptions of others break your focus. After that block of time is up, take a brief break, then begin to focus on the next block of time.
  3. Set times for checking email. A study showed that people distracted by incoming email and phone calls saw a 10-point fall in their IQs, the equivalent of losing a nights sleep. I would suggest avoiding checking your email as soon as you get into the office. One of the first tasks should be to create your action plan and get a good productive start on your work day. At pre-set times,  check and respond to your emails.
  4. Use noise canceling headphones. I don’t only use my headphones when I travel, I’ve found they help me quickly get into a ‘focused zone’ for completing task. I’m actually wearing them as I write this article.
  5. Take planned breaks. It is important to take a breather and it usually enhances productivity, especially if these breaks are pre-scheduled in between your major tasks for the day. This allows for a natural transition and a time to refocus from one task to another.
  6. At work focus on business and at home focus on your personal life. Its important to keep your personal and business life as  separate as possible. You’ll stay more refreshed, focused and productive.
  7. Be comfortable. I enjoy my work environment. My desk, my chair and computer screen are at the right height. I have adjustable lighting for my workspace. The temps just right. My office is organized. Everything is conducive to keeping my mind focused.
  8. Discipline your time online. To avoid distractions my browser’s homepage is set to Google Reader. Having my online content in one location is extremely helpful to avowing distractions online.
  9. Respect the time of others. Instead of calling for a 1 hour meeting, try cutting the time in half. Don’t send lengthy emails, do the extra work to create emails that are concise and to the point. Remember that everyone is busy and  keep the time of your calls to a minimum. Do unto others as you would have them do unto you. Respect to time of others and they will learn to respect yours.

Additional articles that may be of interest:

2 Comments | Best Practices, Time Management | Tagged: , , , , | Permalink
Posted by Michael Gass

Ad Agency New Business is Driven to Distraction

May 26, 2010

If you want to EXPAND your agency, NARROW your FOCUS.

Most small to mid-size ad agencies seem to be suffering from ADHD. They have attention deficit hyperactivity disorder when it comes to new business. There may be lots of hyperactivity but most of that activity is unfocused.

In turbulent times … the natural response is to try  and “be everything to everybody.” To appeal to more clients seems like common sense, but it’s exactly the wrong growth strategy. If you try and appeal to everyone, you will appeal to no one. The more profitable agencies by far will be the ones who have a strong FOCUS.

There are clear advantages for agencies that have and can maintain FOCUS when it comes to their new business program.  Here’s my top 10 list:

  1. Acquire new business with the least amount of wasted agency energy and resources
  2. A broader — not narrower — geographical market area
  3. A stronger win ratio for new business, because your agency is playing to its strengths
  4. A clear differentiation from its your competitors
  5. Become an expert and a recognized leader in your field
  6. Develop a well-defined set of criteria for identifying the clients who want your agency for what it does best
  7. More easily build awareness among the best prospects for your agency
  8. A stronger win ratio in new business, because the agency is playing to its strengths
  9. Fewer competitors, because there will be fewer agencies who do what you do
  10. Better margins, because specialists command premium pricing

How to keep your agency FOCUSED on new business:

First, have someone who is responsible for new business. If everyone is charged with new business no one is responsible.

Secondly, for a new business program to be successful, it has to be consistent. The measure for whether it is maintainable should be … what can is sustainable when our agency is at its busiest?

Third, to be consistent, the person charged with new business is empowered to set and maintains FOCUS for the entire agency. There will be constant readjustments needed to keep your agency headed in the right direction and pointed toward your best prospective client audience.

“As a general rule ad agencies try to be all things to all clients for fear of losing potential business. We were no different. But narrowing our focus on a particular target audience gives us a much better focus for new business and has led to more opportunities than we could have imagined.”

Stephanie Holland, President/Creative Director Holland + Holland Advertising, author of the blog She-conomy, A Guys Guide to Marketing to Women. She-conomy in the news: ‘She-conomy’ teaches marketers how to capture the biggest consumer demographic: Women

The graphic illustration used in this post is from the  Optical Illusion’s website. Check out their collection of illusions.

Additional articles that may be of interest:

 

10 Comments | Agency Leadership, Best Practices, New Business Tips | Tagged: , , , | Permalink
Posted by Michael Gass