Claiming an area of focus has long been an advertising agency business strategy. For many agencies, areas of focus evolved naturally, with successful work for one industry client leading to ...
What’s Your Core Competency? Simplify to Grow
“Total Immersion” New Business
The word “holistic” gets tossed around a lot these days. It is one of those jargon words that marketing people throw into a new business pitch or presentation in an ...
Effective Small Agency New Business Is All About Scale
If all agencies had to do every day was run their new business programs, a steady flow of new business would be coming through the pipeline.
Sadly, agencies DO have ...
read moreThe Perfect Client
It has always been true that for an agency to do good work and make a fair profit at doing it, the client has to be a “good” client. The ...
read moreSeven Steps for a Final Quarter New Business Push
With the third quarter already a month gone, we hope we’re in time to share a few reminders about closing out your year with a strong new business push ...
read moreHow Do You Get Referrals? Seven Tips for Agency New Business
Obtaining valid new business leads is a goal for all agency principals. And there are few leads as valuable as a referral, where the agency may assume they were recommended ...
read moreFinding Your Next Best Account Ever
Can you look at your present client list and say with conviction that they are all loyal, tied fast to your agency and sure to stay with you far into ...
read moreSurrounded by Gorillas
For a small to midsize agency, one of this business' most dangerous situations is having a large account. We define a large account—a “gorilla”—as one that controls more ...
read more13 Steps to Convert Referrals to Clients
No discussion of ad agency new business is complete without considering the value of a good referral. In fact, according to the most recent Second Wind Annual Agency Survey Report ...
read moreThe Structured Proposal
Writing a proposal is one of the most difficult things many of you must do as agency principals or managers. It is headache-inducing, trying to get inside your prospect’s ...
read moreTest Your Presentations by Pretending to Be the Prospect
Rehearsal makes you more confident. Confidence plays very well to a business audience. Yet too many ad agencies and marketing communications firms go into new business pitches with little or ...
read moreLanding The Big One! What Every Smaller Ad Agency Needs to Know
Winning a really big account can either float a smaller ad agency’s boat, feeding new growth for the agency and employees… or sink it under the weight of client ...
read moreYour Old Clients Are Your New Clients
Funny how things go in the agency business... You work hard, build great relationships, create great work, and before you know it the client moves on to bigger and, they ...
read moreWhen Down Is Up: Making the Most of Downtime
We heard an interesting fact from an agency principal not long ago. He said that his ad agency had been losing about $100,000 per year in billable hours through ...
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