Why You Need To Love Your Clients Every Day

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What can agencies count on every day?

Each day and in every way another agency is trying to pitch your clients.

You can count on it.

I have talked to many clients that share their stories.

They only listen when there is an alignment of their pain and an agency’s outreach but that only happens when the planets align.

Once upon a time a long time ago I was doing a want to see what’s out there agency search.  The client had a potential need in the future and was trying to get ahead of the game.

Agencies came in to show their Capabilities.

Some did it better than others.

One agency stood out and the CEO told the Marketing lead to stay in touch with the folks.

The same night or the next day I was copied on an email to the CEO from the Marketing lead saying I get so many of these emails that I don’t really look at them.

But I saw this one.  It was from an agency with experience in their category that had recently lost an account because of an acquisition.  The new parent company brought in their own agency to take over the marketing.

How many times has your agency heard that news?

How did the agency react?  They went after all the other companies in the category.

I have been in the meetings at many agencies when they got the bad news that they were in a review or worst were fired.

First the agency was in denial and frustration. After that it went into the emotional mode.  We have done so much for them.  They were nothing when we started to work with them.

Let’s screw those guys.

Let’s reach out to other clients in the category.  That is the first reaction of every agency that I have worked at.

Emotional yes.  Smart no. Following your emotions to try to have a meeting with a prospect in your category that is probably happy with their agency is not a good use of your time.

Much better use of your time is to invest in your current client relationships.  Relationships aren’t about the work that you do.  Relationships are about being connected with your clients in every way possible.

So how much do your love do you give your clients every day.

Do you call them every day?

Does the Principal of your agency have lunch with each client lead once a month or once a quarter?  I doubt it.

I once worked at a great shop where the President did that diligently.  We rarely lost a client and got lots of referrals.

If your agency focuses on loving the ones you are with you will be more successfully than trying to chase strangers.

You can connect with Hank on LinkedIn:

http://www.linkedin.com/in/hankblankcom

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Read: Are Marketers Still Stewarts of the Brand.

What’s Wrong with Client Agency Relationships?

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How To Fire Your Ad Agency.

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I got a call from a client friend of mine the other day. He asked me “How Do I Fire My Agency?” I had never been asked that before. I have been fired by a client or two when I worked for agencies so I know how bad news feels.

I have also met many agencies while conducting agency searches for clients and I know that some agencies deserve to be fired.

He shared that the agency had been with them for a number of years.

I immediately said that you should do it in person. They aren’t local he replied. Then by phone and a letter but not just an email I added. I have talked with him many times over recent years about the agency in question and he had shared his frustrations that they weren’t staffed correctly and had become order takers.

I guess the chicken had come home to roost. Continue reading

How to On Board a New Agency.

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Or a new client.

It’s all the same from both sides. It’s about liking each other, trusting, dependability, availability, watching backs, and responsiveness.

You can’t get that without establishing a strong relationship.

That is the end result that you both want.

Correct on boarding is key to great outcomes.

I have done many reviews for many clients.

When I complete reviews I tell clients that I am a bad guy and they are the good guy. That they should call the winning agency instead of me.

I make the hard calls to the agencies that didn’t win. They always want to know what they did wrong which is very difficult to answer. Closing between good agencies is often a nuanced decision. Eliminating a weak agency is simple. Continue reading

Why Agencies Don’t Have A Clue About New Business.

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Successful agencies that I’ve met, and I’ve met many all over the country, really know how to get New Business.

They are focused and determined so nothing will get in their way.

Just like a Marathon runner, they know that you have to focus on your investment of time and the finish line which can seem many foot steps away.

I get emails from strangers at agencies all the time.

They tell me they would appreciate it if I could refer them to any of my contacts who might be looking for marketing and advertising help.

Let me stop what I am doing to make money in my life.

After all I have just known you for a minute.

Not going to happen. Continue reading

How To Succeed As A New Business Person?

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So you want to be an agency Rock and Roll star?

Work on New Business. If you win, you will have pats on the back, promotions, and smiles from everyone until it ends.

If you aren’t making it rain then everything changes as fast as a game of Red Light, Green Light.

New Business is a hard road my friends. Van Morrison has a song called Philosopher’s Road where he sings about turning Lead into Gold.

That pretty much summarizes what New Business is all about.  Turning lead into Gold. Simple as that. As difficult as that. Continue reading

Are Agencies And Clients Competitors?

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In the New Normal, absolutely true.

The sand boxes changed long ago.

Somebody sent me an article recently from the Harvard Business Review.

It was called six reasons why marketing is moving in-house.

It contained the usual suspects.

Agencies are slow.

Agencies are stuck on advertising.

Then the bullet to the heart. Are agencies attracting the best digital marketing talent?

In the New Normal, clients and digital agencies are often doing the same thing on opposite sides of the street.

Managing websites, SEO, PPC, Social Media, E Commerce, etc. etc. etc. Continue reading