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Client Onboarding

Secrets to Starting a Strong Relationship

Advertising agencies and marketing firms work hard to attract, pitch and win new clients. It’s an essential process for agency stability and growth to keep a steady stream of new clients moving in the door. But after all of the hard work of winning a new account, too many agencies falter in the first stage of the new relationship: bringing the new client on board.

This Powerpack offers best practice recommendations for client onboarding. It also discusses changing trends in agency-client agreements, and how to begin as you mean to go on—with a focus on client wants, needs and pain points.

 
Members have access to our complete library of POWERpacks as part of their membership.


24 pages
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Account Profitablity

Assessing Profitability of Current Accounts and Ensuring the Right Client Mix

The agency business is exciting, challenging and even fun. But it is all too easy to focus solely on account service, the creative product, and meeting payroll… and ignore key business indicators that can influence your financial success.

With that in mind, we offer this POWERpack to guide you toward regular review of your current accounts’ profitability, and careful pursuit of profitable new business. Following are tips and advice for assessing profitability, forecasting billings and tracking account profitability over time. We also suggest building a client mix that offers the best opportunity to increase your agency’s profitability through smart new business criteria and aligning agency values with new business prospects.

 
Members have access to our complete library of POWERpacks as part of their membership.


34 pages
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Choosing to Be Small

The Big Benefits for Agencies and Their Clients

Smaller agencies really do give clients more: more attention, more time, more personal service and certainly a lot more value for the money! Certainly some clients may be lured in by the glamour of working with “Big Agency X,” but that glamour may quickly wear thin in the face of less time and attention to their account.

Why should a small company or a growing mid-market firm entertain the thought of working with a small ad agency? We’ve put together this Second Wind Agency Powerpack to help you answer those age-old client questions, and address the value-added difference that working with a smaller agency can bring to your clients.

Members have access to our complete library of POWERpacks as part of their membership.


19 pages
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Aced It!

Using Personality and Intelligence Tests in the Hiring Process

At Second Wind, we advocate testing potential new hires to winnow the wheat from the chaff. Intelligence and personality testing help to better match candidates to positions; skills testing may also be important. Testing can eliminate ill-suited candidates and reveal unsuspected “gems” during the hiring process.

In this Powerpack we’ll show you how structured, consistent hiring procedures will greatly improve your hiring successes and help you grow your agency to new heights.

Members have access to our complete library of POWERpacks as part of their membership.


26 pages
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Agencies, Clients and Copyright Issues

The New Era of Artwork Ownership

Years ago... copyright was conceived as a way to protect the creators of artwork allowing authors to retain the rights to all publication, reproduction, performance and display of their works, thereby profiting from those. But copyright law is complex, and many agency-client relationships fall afoul over ownership issues. 
 
In this Powerpack we'll show you how to explain ownership to clients, address copyright in contracts and project agreements, cover rights tranfer in initial proejct estimates and how to cover yourself when working with freelancers.

Members have access to our complete library of POWERpacks as part of their membership.


23 pages
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The Compensation Dance

Retainers, Fees and Agency of Collaboration

Much like legal and accounting firms, agencies now bill much of their time by the hour, or by the project. But there are other methods of agency compensa­tion that offer benefits to clients, while ensuring their agencies can have some control over cash flow and some ability to project income.
 

We have examined agency compensation practices, and offer this POWERpack as an overview on how agencies can negotiate more client- and agency-friendly compensation arrangements... including a new approach, agency of collaboration, a modern take on the traditional agency-of-record status.
 
Members have access to our complete library of POWERpacks as part of their membership.


39 pages
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The Agency New Business First Meeting Guide

Call Strategy, Research, Landing a First Meeting, What to Do at the First Meeting, and How to Get a Second Meeting

Today, agencies must build reputation in new ways, so prospects take note when you call. It is critical for agency people to know as much as they can about the company or brand they are pitching, and use that knowledge to land a meeting. By offering smart thinking and potential solutions, you will connect with prospects and they will immediately understand you are serious about lifting up their business. Then, your agency can focus on the end goal of the first meeting—to get a second meeting.
 
A steady stream of new business is critical to agency survival, and to land new clients, you must get that first, face-to-face meeting. This Power Pack is a capsule view of the best practices for winning a first meeting, then pushing for ward until you land the account.
 
Members have access to our complete library of POWERpacks as part of their membership.


53 pages
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The Culture Advantage

How to Build a Rockin’ Culture at Your Agency

I think the next generation of folks coming into agencies has spurred renewed interest in agency culture. This “Millennial” generation has made it very clear that they want much more from their agency than simply a job. Most smart agency principals are now working to improve various employee-sensitive cultural factors, including décor, work shifting, socializing, financial transparency and workplace pride, to name a few.
 
This Second Wind POWERpack will enable you to move forward, becoming an agency that is rich in culture, employee pride and loyalty—a business ready to move into the future with renewed energy.
 
Members have access to our complete library of POWERpacks as part of their membership.