I’ve spent my entire working life in the Advertising world. When I started my career there were basically two kinds of agencies, Advertising and PR.
Today, the marketing world is much more fragmented and segmented as Marketers like to say.
In the New Normal,Advertising is also Digital Marketing, Social Media, Lead Gen, Analytics, SEO, Content Marketing and any other segment you work in and promote.
In the Old Normal my elevator speech would have been much shorter but life changed the course of the world that some companies can’t see.
Most companies look for talent in the old way. They model the future, on the hiring practices of the past when trying to attract their future. That’s how I was hired so let’s repeat it. In the New Normal if you say that’s the way it’s always been done you will be disrupted. Continue reading
I had a Starbucks with a stranger the other day.
I asked him how he got connected to me.
He said I helped one of his friends get a job at a great company.
I didn’t readily recall her name but her photo on LinkedIn returned her to my memory.
I never got any business leads from her after she got the job but I got a lot of nice projects from her company. Any connection? Who knows?
I helped her during the Great Recession. Remember the Great Recession? It started a year after the first iPhone was introduced almost to the day. Continue reading
I am always amazed when I reach out to agencies by email and even phone calls when I am doing an agency review that some agencies don’t respond. I get nada.
Imagine the fact that you have to chase an agency when you could be a conduit to New Business.
This has been consistent over the years for all the agency searches I have conducted for brands from Jacuzzi to Toyo Tires.
I often wonder why? Do they think I am trying to sell them something?
Maybe agencies are skeptics. After all when your business is basically selling new ideas then you may get tired of being sold.
Maybe people have changed. Certainly the business has. Continue reading
Things have rapidly improved for most advertising agencies especially if they have a strong digital game or are a digital firm. You no longer have to chase every sniff of potential income. Thank God.
With these improvements have come the discovery or confirmation of one of advertising’s greatest operating tenets. It costs almost as much to service a smaller account as a larger one. And since many clients with smaller budgets aren’t really the best marketers, you get other headaches.
They often don’t really understand all the pieces and stages of the digital process so there are too many revisions and changes etc. You get the drift. You have lived this before and remember the frustrations.
So how do you catch bigger fish? Well you have to go where they go to start and this is Conferences. Continue reading
What do you do? Good question. I was at the PRSA Western District Conference in LA recently.
Very few Advertising folks go to PR events. That is why I go.
There was an evening networking event and somebody asked me what I did? It stopped me for a while.
I don’t know why. I know what I do. Sort of anyway.
I always have my business cards in my back pockets. Both of them.
A lot of people would say I am a networker.
I always hand out my cards showing the back first. It says BLANK in large letters. Most people like that.
Always gets the conversation started. The smiles and the chuckles. That’s why it’s there. I’ve never changed the back. I have changed my job descriptions on the front over the decade I have been in business. Continue reading
Yes You Don’t Know Me. Painful.
I went to a networking event where I have spoken before. Around the time the iPhone was launched in 2007. Ancient history.
I didn’t know as many people as I thought I would.
None of the regulars came up to me and said “Hi Hank, how are you.” No strangers came up to me and said “I’ve heard of you.” I was alone in a crowd.
I suddenly recognized that I was a stranger at this event because I hadn’t been there in a while. Continue reading
Hey the New Year has started. It’s time to get some New Business.
Everyone is jacked up. It’s that time of the Year.
Smart New Business folks would have lined up January meetings in December. Their calendars are full with what they want to achieve versus random outreaches to strangers.
I got an email from a stranger on 1/6 at nine in the morning.
He shared his name and offered to be my preferred web development company. He would be happy to offer advice on my site. My site is not as important as my content these days.
He would love the possibility of helping each other out, but I didn’t feel much of what’s in it for me in his email. Then again he wasn’t thinking of me when he crafted it because he doesn’t even know me. He was thinking of his own needs. Continue reading