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Are You Using Media Best Practices?
by Tony Mikes
Lately we’ve been besieged by a rash of agencies licking their wounds because of media issues. This is not something that we see every day at Second Wind, and it may be merely an anomaly. But just to cover the bases, following is a partial list ... read more 
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Are Ad Agencies Doomed? We Think Not…
by Lauren Kozloff Sinrod
I recently read a blog post by Bud Caddell, Senior Strategist for the digital think tank Undercurrent. In a nutshell, Caddell acknowledged the ongoing, fever-pitch discussion swirling among agency folks regarding the model for the advertising age... read more
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Catalyst Offers “MOOOOORE” from Valley Dairy |
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Recession advertising emphasizes getting maximum return for your spending dollars. With many restaurants facing customer drop-off, Second Wind member agency Catalyst Advertising of Pittsburgh, PA, created a fun strategy to build traffic for area eatery Valley Dairy Restaurant. Using the tagline, “Eat Like a Cow,” the campaign features print, TV, POP and promotional items all inviting diners to “just ask for Moooore” to get a little extra food free of charge. See the video here, and samples from the campaign here. |
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Make Your Presentations “Stickier”
by Deborah Budd
One of the most challenging aspects of the ad agency business today is presenting ideas in new business pitches and creative presentations. Clients are wary of spending their much-reduced marketing budgets on ideas that agencies often explain poo... read more
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Lessons from Neiman Marcus
by Jeffrey Hedquist
Two months into a bright shiny new year, the sounds of holiday music may have faded. But hanging around homes throughout this great land are copies of that reminder of classic outrageous advertising—the Neiman Marcus Christmas Book catalog... read more
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The Ungar Group Promotes Haiti Relief in New Video |
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As the Haiti earthquake recedes from nightly news coverage, the crisis in that impoverished nation continues, even worsens. Rebuilding and support for the victims will take years of effort, as well as plenty of ongoing funding from rescue and charitable organizations. Second Wind member The Ungar Group of Chicago, IL, is doing their part with an agency-donated video supporting the American Red Cross Haiti Relief campaign, one of many ongoing awareness campaigns by relief organizations. ViaMedia cable channels will donate airtime over the next six months to the Ungar video. Donors can also go direct to these websites: American Red Cross; Habitat for Humanity; and Partners in Health. |
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RSW/US Survey Featured in AdWeek
Second Wind Marketplace partner, RSW/US, published their annual A Client’s Perspective on Agencies survey earlier this week. A key finding: agencies that claim digital expertise were ranked at between 1 and 5 on a scale of 1-10, with ten being excellent. This disconnect between agency and client perceptions of agency digital skills is harming many account relationships. “The agency that can help clients understand how to use social/digital and how to integrate these [media] effectively into more traditional initiatives will, in the end, win the day,” says RSW president Mark Sneider. Take a few moments to download the survey, which was also written up by AdWeek.
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Bouvier Kelly President Wins Prestigious PR Award |
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Denny Kelly, President and CEO at Greensboro, NC agency Bouvier Kelly, just received the 2010 Effective Communicator award from their local chapter of the Public Relations Society of America (PRSA). “Our clients and others familiar with her work will not be surprised at this recognition for Denny,” said BK’s vice president of PR Steve Powell. “Her ability to foster effective communication between a brand and those who relate to it is well known, and has helped shape Bouvier Kelly's knack for transforming brand communication into a relationship-building experience.” The award is the highest honor given by local PRSAs to communications leaders—those who make earnest, clear, consistent and proactive two-way communication a fundamental leadership element. Congratulations, Denny.
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Is Inbound Marketing an Answer?
by Lauren Kozloff Sinrod
Many marketers today try to generate leads the old-fashioned way, using trade shows, seminar series, direct mail, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising. Known as “outbound marketing,” me... read more
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20 Tips for Account Winning Pitches
by Paul Field
Eighty-five percent of agencies pitching new accounts neglect to focus on the issues concerning prospects. They focus on agency capabilities, not on the prospects’ needs. In fact, prospects say almost two-thirds of agencies clearly have done no ... read more
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GatesmanMarmion Wins PR Awards for Qdoba’s “Lucky Burrito” |
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You may recall a fun story we printed about member agency GatesmanMarmionDrake+Dave, the Pittsburgh-based agency behind the Qdoba “Lucky Burrito” campaign of 2009. The agency won three Renaissance Awards from the Public Relations Society of America (PRSA) for their Qdoba social media campaign, as well as for a CMTA NYC fundraising event, and their Arbarta newsletter, in competition with big agencies including Ketchum, Brunner, EuroRSCG and Burson Marsteller. Congrats to president John Gatesman and his hardworking and savvy staff!
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SMS Texting: The New Direct Response
by Lauren Kozloff Sinrod
We’ve all witnessed the horror of the earthquake in Haiti. We’ve also seen an interesting phenomena rise out of this natural disaster. SMS text messaging has given people the power to quickly and easily donate to help organizations responding to t... read more
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A Gem in the Crowd:
The Rise of Crowdsourced Marketing
by Lauren Kozloff Sinrod
The advertising business is all about creating big ideas that engage and resonate with consumers so that, ultimately, they buy our clients’ products. Sometimes, big ideas for brands don’t come from advertising agency creative departments, but dir... read more
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Traffic Rules to Live By
by Dawn Travelstead
Know your “power.” As the Traffic Manager, you have the power to move deadlines—so long as moving them does not hinder the overall workflow of the agency. There’s no need to seek approval from the account executive (AE), for example, IF y... read more
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What’s in Your Agency Forecast? |
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In the most recent Second Wind Quick Poll, we asked website visitors whether they forecast monthly agency billings or income. A firm majority of 62 percent said that they regularly forecast billings and income; 38 percent replied that they do not. Billings and income forecasting are useful ways to gauge potential cash flow, and to anticipate periods when extra projects or work should be sought. Forecasting also helps you determine when outsourced partners, freelancers and contractors may be needed, and can assist you in planning new business efforts to balance coming downturns. Forecasting also helps you keep the agency on target to meet your annual goals. Read more about billings forecasting.
For budgeting, do you forecast monthly agency billings or income?
YES - 62% (30 votes)
NO - 38% (18 votes)
Total votes: 48
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Have You “Friended” Traffic Patterns? |
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Our good friend Dawn Travelstead of Developware (makers of CurrentTrack® software), has added a Facebook page to her social media outreach. Traffic Patterns offers “advice and musings on workflow management in ad agencies, design firms and in-house marketing departments,” as well as interesting conversation among members. Dawn is a frequent contributor to Second Wind’s website (read her article above), and can also be found at her Traffic Patterns blog. Become a Traffic Patterns Facebook member.
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What Happens When Brands Put Customers Second
by Second Wind
In the era of social media, it is very dangerous to put your profits first and your customers in second place. Yet big brands continue to behave as if they are invincible to consumer backlash. Here is a case in point:
Warner Bros. Stud... read more
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Second Wind Has 350 Fans on Facebook.
Are You There? |
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Second Wind is proud to claim 350 Facebook fans as of last week. If you haven’t visited Second Wind on Facebook, please stop by. We offer daily updates of discussions, interesting posts, and industry news and commentary. Join the community! Share your own Facebook pages. |
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Moses Anshell Promotes “Squeeballs” for Nintendo Wii |
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Arizona-based Second Wind member Moses Anshell has been promoting Nintendo’s popular Wii gaming console with PR, game promotions and special events. Recently, they developed and executed strategies for a new family-friendly Wii game, “Squeeballs,” including sending the game to 100 game reviewers across the US, and giving 12 lucky reviewers a free game and “extras” package. They also created Facebook and Twitter accounts around game characters Bully and El Toro and produced viral videos. In addition, the agency just teamed Wii and retailer The Sports Authority to host workout events lead by TV-trainer Jillian Michaels to promote the new Wii Fit Plus. |
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Built to Last?
Sustainability Is the New Watchword
by Deborah Budd
We have all experienced the trauma of using a product over time, only to have it suddenly break or cease working… a few days after the warranty expires. It is such a common occurrence that we, as consumers, joke about it, especially where automob... read more
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SuperSaver Vouchers Offer Extended to January 31! |
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We are extending our exclusive members’ offer for SuperSaver Vouchers, good toward Second Wind Seminars through January 31, 2010. Apply these members-only Vouchers to substantially reduce the cost of employee training. Order now to apply vouchers to February seminar registrations! Vouchers are available for purchase until the end of this month—then they are gone until next December. Order using your Supersaver mailer, call 610-374-9093 for details or order online. And preview the full 2010 Second Wind Seminars schedule. |
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Clients Are Part of the Workflow Process
by Deborah Budd
One of the great challenges of the advertising agency business is working with clients whose workflow methods—and priorities—are often very different from our own. Many clients hand projects to their agencies and promptly forget about them, inclu... read more
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CounterpartCD Offers Seal of Approval |
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Memphis ad agency Counterpart Communications + Design works hard to deliver distinctive marketing campaigns to its many clients. In fact, they stamp their finished work with their own “seal of approval.” “It’s tiny and almost unnoticeable,” says president Sheperd Simmons, “but it’s our assurance of quality—the work will be excellent, because our name is on it too.” In 2009, the agency took home thirteen gold and two silver ADDYs from the Memphis Advertising Federation, including a Best in Show for their work for Architecture, Inc. |
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2000-2009: Living in Interesting Times
by Deborah Budd
It’s hard to believe that the first decade of the millennium is nearly over. (Yes, we know… the purists will say the decade began in 2001 and won’t end until next New Year’s Eve. Just go with me…) The decade began with such hysteria (remember Y... read more
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Second Wind 2009 Annual Agency Survey Report |
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We’ve crunched the numbers, and are pleased to present the 2009 Annual Agency Survey Report. This valuable report provides a picture of the smaller and midsize ad agency business across North America. Use it to assess where your agency stands in comparison with similar firms, and to identify trends that may help with business planning. Member agency principals have already received their copies via email. Because survey financial data is from fiscal year 2008, numbers do not reflect current agency financial status. Please contact us with questions or comments. We will not publish a hard copy of the Survey this year, so download your copy now. Thanks to all who shared data. |
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Use the Monthly BYOC to Improve Agency Performance
by Beth James
As you RESTART your business for 2010, one area to review and improve is employee communications, with the goal of increased engagement and productivity. Many smaller agency owners get so wrapped up in day-to-day operations, new business pursuit,... read more
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Emotional Engagement Through Experiential Marketing
by Deborah Budd
Engagement is not just about having the consumer take action. It means the individual has formed a deeper affinity to a brand, on an emotional level: the level where brands need to connect to gain favorability over competitors during customer con... read more
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Stop and Plan Each Day
by Tony Mikes
At a recent Second Wind ZOOMGroup meeting of agency presidents, I asked a simple question of each participant.
“How do you work ON your agency each day, and not IN your agency?”
The answers were interesting. Many agency principal... read more
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Door Number 3 Pro Bono Strategy Reported by Inc. |
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Second Wind Member Door Number 3 developed a new strategy for keeping valuable staff during the recession. They took on more pro bono projects, allowing staff to do great work and, incidentally, building a stronger agency portfolio while expanding area business contacts. Inc. Magazine covers the strategy in its current issue, and looks at other pro bono initiatives among small businesses.
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New Mobile User Insights
by Second Wind
Mobile users are not identical to Web users. They have different needs, wants and preferences. Early mobile users were younger, predominantly male, affluent and tech-savvy. But newer user groups include busy white-collar professionals, multitas... read more
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The Importance of a Traffic System
by Dawn Travelstead
The goal of any traffic department, whether in an ad agency, design firm or public relations organization, is to increase the organization’s efficiency and profitability. This can only be accomplished by reducing and ultimately eliminating false ... read more
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Agencies Customize New Business Templates
In our last Quick Poll, we asked Second Wind Online users about writing new business proposals. Sixty-six percent said they create their proposals from scratch; 33 percent use half templates and half custom pages; and 2 percent rely on purcha... read more
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Are H1N1 Flu Shots Covered by Health Insurance?
The publishers at HR.com, an online community of HR executives, professionals and suppliers, this week shared notes about employer-based insurance and how insurers are covering H1N1 flu vaccinations. Agency principals or human resources directors should check with health insurers to see how, or if, they are covering flu shots. To encourage employees to get inoculated as soon as shots are available in your area, share this info with your employees.
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Kick-Starting 2010
by Paul Field
Amazingly, the advertising business is not listed as a leading economic indicator. Don't know how they missed that one! As always when the economy bumps and grinds, we seem to be the canary in the coal mine. Now I'm seeing some agencies that ha... read more
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Digital Billboards v. Mobile Marketing
by Lauren Kozloff Sinrod
A Second Wind member was recently faced with a dilemma: one of their clients insisted on a digital billboard campaign, while the agency knew this client did not have the budget, and also knew a digital outdoor program was not the optimal way to re... read more
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Crosby Boosts Kaiser Permanente with Mobile Campaign |
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Crosby Marketing of Annapolis and Bethesda, MD, built a mobile outreach campaign for healthcare giant Kaiser Permanente aimed at building a new prospects list and enabling ongoing communication and relationship building. The Mobile Wellness Coach delivers daily health tips, healthful recipes, information and more directly to registered mobile users among a targeted group of Federal employees. The campaign generated 1,000 opt-ins over three months.
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Fluid Studio Leads a Social Life |
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One of the best things about working at Second Wind is learning new methods from our successful members. Fluid Studio of Bountiful, Utah, is one Second Wind agency that lives social media as a business strategy. You only have to visit their social-driven website to appreciate their grasp of tactics. This is not your granddaddy’s agency website – or even your dear old dad’s. Take a look to see the future of online agency self-promotion. We especially like how they cross-link social content with agency services. And their strategy pays off; check their lengthy client list. Bountiful certainly lives up to its name!
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50% off all Manuals now through December 31, 2009 |
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| Second Wind has been a leading trainer of advertising agency principals and employees since 1988. For a limited time, you can purchase our informative training manuals for 50% off the published price. Take this opportunity to build your library and prepare your agency for 2010. Enter code MAN50 at Checkout. |
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Proposals Aren’t Persuasion
by Deborah Budd
Ah, the new business proposal… the bane of most ad agency principals’ business lives. Don’t you just loathe having to assemble that tedious document for prospects? RFPs are especially onerous, with all of their nit-picking requirements that must... read more
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Mint.com Self-Manages Marketing to $170M Cash Deal
by Second Wind
If ad agencies and other marketing firms aren’t quaking in their boots about whether the Web 2.0 era has irrevocably impacted their businesses, they should be. As more and more companies shift ad budget dollars online, they are discovering that t... read more
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Callahan Creek Celebrates ADDY, Adds Staff |
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Callahan Creek of Lawrence, KS, is still celebrating winning an AAF Silver National ADDY award for its work on the CommunityAmerica Credit Union Member Owner Manual. Earlier in 2009, the firm won four Gold and four Silver ADDYs from the AAF ninth district competition out of nearly 500 entries. And while many agencies are downsizing, Callahan just hired a new account executive and two account coordinators, growing their already sizable employee roster. Welcome aboard, Sara McBride, Keisha Townsend and Marissa Sharkey!
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More on Credit Card Payments |
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We recently published an article about ad agencies accepting client payments by credit card, and shared input and feedback on this trend from Second Wind members who discussed the topics in our Forums. Since then, Second Wind’s bookkeeper Audrey Brossman shared some additional comments we’d like to pass on to you. Read More.
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Making Your Public Relations Modern
by Lauren Kozloff Sinrod
Public relations is evolving before our eyes. A new type of press release, the social media release (SMR), is beginning to dominate the public relations scene and is becoming the standard among journalists and PR people seeking to use social medi... read more
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Quick Poll Says Agencies Pitching More New Business
In our most recent Quick Poll, we asked agencies about new business pitching over the first three quarters of 2009. Fifty-five percent said they are pitching “more new business than normal.” Fourteen percent said they’re pitching at normal level... read more
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Bodine Marketing Group Welcomes Fourth Generation |
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| When founded in 1931, Second Wind member Bodine Marketing Group of West Conshohocken, Pa., served clients including Hires Root Beer and Campbell’s Soup. Today, their clients include Bayer Consumer Care products, Chinet disposable tableware, Wyeth Pharmaceuticals and Amerigas. Jim Bodine, president, is the third generation of Bodine leadership at the firm. This week, Jim proudly announced the fourth generation, son JD Bodine, is joining the agency after working for several years as a brand manager at The Natural Marketing Institute, an international strategic consulting and market research firm with a focus on health, wellness and sustainability. Congrats to the Bodines and the agency! |
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Skyline Exhibits Offers Ten Marketing Tips
The folks at Skyline, leaders in trade show and events exhibits, have a resource-packed website that currently offers the article, “10 Things I Wish I Knew Before I Started in Marketing.”
These are important insights that all marketers need to think about. Bookmark it now!
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Can Your Clients Pay With Credit Cards?
by Second Wind
“We are a small marketing company, and we find more and more of our vendors are requiring payment in advance of services, whether for printing, ad placement or sign manufacturing. Under our current billing procedure, it typically takes 30 days be... read more
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Mobile Marketing: A Marketer’s Dream Come True?
by Lauren Kozloff Sinrod
Remember when a phone was just for phone calls? Today’s mobile phones give us the ability to text, go online, view video, locate the nearest restaurant or gas station and find out what our friends are up to. We can Tweet, post pictures to Flickr... read more
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Mine Paul Field’s New Business Insights
As you dig deeper into Second Wind’s Knowledge Base
for help with new business methods, tactics and tips, look for consultant Paul Field’s
many contributions. Here are three to get you started: How a Six-Person Agency Won a $5 Million Account;
Finding a Great New Business Director
and New Business Planning – Getting Started.
Watch for more new business help from Paul next week. And subscribe to his monthly newsletter, InView.
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The Dangers of Agency New Business Social Media
by Mark Sneider
Social/digital media should play a part in any agency's new business development effort. However, there are four things an agency principal should consider when building a program.
- Social media is passive. Just because yo... read more
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Pitching the Right Stuff – Local and Online
by Deborah Budd
If you are a fairly typical Second Wind advertising or design firm, you are relatively small in size (averaging around 15 employees and around 2.5 million in AGI), and serve primarily local and regional clients. Many of those clients are B2B firm... read more
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Don’t Blink – The Digital Future Is Here
by Deborah Budd
Interactive marketing has been a focus for many agencies and their clients since the Internet became a force to be reckoned with. But the past few years have brought enormous changes in how our clients’ customers use online tools and communities ... read more
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