Fueling Ad Agency New Business
Women are now filling one of the more critical roles in agency management, the pursuit of new business. This position in the past had been held mostly by men. Some sources say that upwards to 75% of agency new business directors they talk to are women. The trend is significant, these people say, because the new business position may be a possible path to agency leadership, which has been nearly closed to women.
More clients are making social media a top priority. But according to a recent survey, conducted by TNS Media Intelligence/Cymphony, “traditional ad agencies just don’t get it.” The research found that the typical agency is poorly structured to help navigate the social landscape. The report goes on to say that agencies have very little practical […]
I’ve been conducting some online ad agency research this morning. I must have reviewed over a hundred agency profiles. Not many stand out, just more and more of the same.
Below is an example, a portion of the profile of a 6 person ad agency, found on one of the online agency directories. It’s typical of many of the profiles that you find for small to midsize ad agencies.
For new business larger ad agencies are going to tout their “BIGNESS” as an advantage over the smaller agencies.
If small agencies don’t position themselves in the marketplace the larger agencies will do it for them. They will position smaller agencies as being a design shop, able only to handle project work and smaller accounts. They will say smaller agencies are lacking in strategic thinking and are creatively inferior.
Just because you have an agency eNewsletter opt-in form on your website doesn’t mean people are going to automatically sign-up. You might need to incentivize your online audience to subscribe. RedPepper, a fast growing ad agency in Nashville, offers an opportunity to win an iPod for those who subscribe to their Enewsletter The Seed.
With the rise of ecommerce and online marketing, article marketing has developed into a great new business tool for ad agencies. Short articles that relate and are of benefit to your target audience, position you as an expert. Once written you make these articles available for distribution and publication. There are a number of sources for online distribution. Well written content has potential of gaining you and your agency credibility with your target audience.
Ad agencies need positioning because prospective clients have lots of choices—and if you don’t stand out, you are going to struggle with new business.
In a recession your competition steps up their new business activities. Small-to midsize agencies are out trolling for more business. Larger agencies are willing to accept smaller accounts when business is tight.
Here’s a reminder for those charged with ad agency new business … You have to periodically step back and smell the roses or you will easily burn out. My wife insisted that we take a break. So we’re spending a long weekend here in Panama City, Florida. I could get into working full time from […]
Blogs, email, if they are not relevant and delivering consistent value to those reading them, then what’s the point? Please take the poll and let me know how I can better help you with your agency’s new business and social media. Multiple answers are allowed. You can also list specific requests using the “other” answer […]
Michael Gass, Business Development Consultant | Speaker | Author of Fuel Lines
Fuel Lines provides new business resources for Advertising, Digital, Media and PR Agencies.
It has been rated among the top 100 marketing blogs in the world, according to Ad Age’s Power 150.
Since 2007, Michael has helped pioneer the use of social media, inbound and content marketing strategies specifically for agency new business.
Read more about Michael
An essential component to your agency's new business program is a prospective client data base.
In my opinion one of the most accurate online database of marketing and advertising decision makers is Winmo. I highly recommend them.
I'm Michael Gass, I'm an author, speaker and a new business consultant to advertising, digital, media and PR agencies.
Since 2007, I have helped pioneer the use of social media, inbound and content marketing strategies specifically for agency new business.
Fuel Lines is my social media 'home-base. It has been ranked among the top 100 marketing blogs in the world, according to Advertising Age’s, The Power 150.
Learn more about me