Most Ad Agencies Fail at Negotiating for New Business

January 24, 2017 by Leave a Comment
ad agencies like lambs led to the slaughter

When it comes to negotiating contracts and service agreements, agencies are terribly naive, like lambs led to the slaughter.

My friend, Peter Levitan, ran business development and marketing at Saatchi & Saatchi Advertising Worldwide in New York and London, and bought and sold three of his own agencies (including Portland’s Citrus).

Peter has written the most complete ‘how-to-book’ on ad agency pitches I’ve ever read,“The Levitan Pitch. Buy This Book. Win More Pitches.” It’s the definitive how-to guide for every advertising, design, digital and PR agency that wants to increase its odds of winning new accounts.… Continue reading

Filed Under: Agency Compensation, Agency Leadership, Agency Pitches, Agency RFP Tagged With: , , , , , , ,

Hosting Events is Good for Ad Agency New Business

January 4, 2017 by
events for ad agency new business

Hosting your own events gives you control over the attendees, the agenda and the outcome.

Networking and trade show events for new business is often a total waste of time. Attendees are focused on their own personal agendas. A more efficient and effective way to spend your time is to host your own events.

Hosting events can benefit your agency in many ways:

1. Replenishes and Grows Relationships

Lasting business relationships don’t just happen. It takes a dedicated amount of time and energy to build them.… Continue reading

Filed Under: Fuel for Thought, New Business Events, New Business Tactics, New Business Tips Tagged With: , , , , , , ,

Top 10 Agency New Business Articles of 2016

December 30, 2016 by
Top Ad Agency New Business Articles

Take a look at the most popular articles of the year.

Every year we provide a list of articles receiving the most page views of the year that were published on Fuel Lines.

Which topics were the most popular with our readers in 2016?

Here’s the “Top Ten” list of the most-read articles. Some of them were written this past year. Some in previous years (oldies, but apparently goodies, according to our readers).

1. A Perfect Platform for Ad Agency New Business

How a personal blog can provide small to midsize agency owners with a perfect platform to create positioning of expertise and appeal to a very specific target audience.… Continue reading

Filed Under: Content Marketing, New Business Tips Tagged With: , , ,

Business Development is the Most Precarious Job in Advertising

December 13, 2016 by
ad agency new business is tough

 

The role of the agency new business executive is the riskiest position due a dramatic change in the way business is acquired and the skills rainmakers need to make it happen.

Business development has been dramatically altered. There are many people who have done this job in the past who do not know how to do it well now.

The average tenure of an agency business development director is now as low as two years.… Continue reading

Filed Under: Agency Leadership, Agency Promotion, Inbound Marketing, New Business Tips, New Business Trends, Social Media Tagged With: , , ,

The Strategy and Tools the Top Ad Agencies Use to Win New Business

October 21, 2016 by
new business training for ad agencies

Only 26% of agency new business directors are viewed as successful.

According to the same agency-marketer report, the tenure of a new business director is 2 years or less

To help better understand why agency new business executives are struggling and what they can do about it, I wanted to share a recent Webinar,“Selling Less to Win More Agency New Business.” You’ll discover the proven new business strategy and tools that the top 5% of agencies use to win new clients. … Continue reading

Filed Under: Best Practices, Content Marketing, New Business Tactics, New Business Tips, New Business Tools Tagged With: , , ,

What Is Your Lead Generation Process for Ad Agency New Business?

October 13, 2016 by
ad agency new business pipeline

Believe it or not, most small to midsize agencies have no consistent process for generating online leads.

Business development doesn’t have to be so difficult. With a little forethought and the creation of simple steps and processes, you can create a system that will make it much easier to kick-start your online leads.

Here are 7 ideas to help get you started:

1. Consistently Use Lead Generation Platforms

The battle for new business has moved online.… Continue reading

Filed Under: Best Practices, Inbound Marketing, New Business Events, New Business Tactics, New Business Tips Tagged With: , , , ,

Planning for Ad Agency New Business

September 21, 2016 by

Those charged with new business often neglect to plan their work and work their plan.

Agencies are great at analyzing and planning for their clients. But, when it comes to planning for their own new business they balk. It is a strange, but often occurrence. When an agency starts focusing on themselves, it causes their marketing minds to shut down.

Agencies can temporarily get away with no planning. When needed, they crank up their activities and beat the bushes for new business opportunities.… Continue reading

Filed Under: Agency Promotion, Best Practices, New Business Tips, New Business Tools Tagged With: , , , ,

Build a Community for Ad Agency New Business

August 25, 2016 by

Building an engaged online community should NOW be a core responsibility of business development.

The battle for new business has moved online which makes community development indispensable in marketing your agency online. Knowing how to build an online community has become an important skill-set for those charged with agency new business. Community development comes before business development.

How to Build an Online Community of Prospects

1. Create a Niche Blog

For over eight years, I’ve recommended creating a niche blog for agency new business and have helped create over 200 personal blogs for agency principals.… Continue reading

Filed Under: Agency Leadership, Content Marketing, Inbound Marketing, New Business Tips, New Business Trends, Social Media Tagged With: , , , , , , ,

Improve Ad Agency New business Leads with Authority Marketing

August 4, 2016 by
Authority Marketing for Ad Agency New Business

Leverage SEO and expert positioning!

Based on Google patents and documents, which explicitly state that Google prefers experts and authorities. John McDougall, the author of Web Marketing On All Cylinders and The Big Dog Authority Marketing Checklist, will show you how positioning your agency and team members as thought leaders is critical to digital marketing success.

One of the best tools for new business is leads from your website and blog but the days of easy SEO are over.… Continue reading

Filed Under: Agency Leadership, Content Marketing, Inbound Marketing, New Business Tips, New Business Trends, Social Media Tagged With: , , , , , , ,

Use The Right Bait When You Fish For Ad Agency New Business

July 27, 2016 by

How to put yourself in front of prospects so they can’t help but find you.

Since 2007, I’ve pioneered the use of social media, content and inbound marketing strategies specifically for agency new business. I originated a system that makes targeting, positioning and differentiation easier and helps agencies to find, attract and engage their best prospects online. I’ve trained over 200 agency CEOs and their senior management teams in all 50 states here in the U.S.… Continue reading

Filed Under: Agency Blogs, Agency Podcast, Agency Positioning, Inbound Marketing, Social Media Tagged With: , , , ,
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