Want More New Business? Read the Want Ads.

Standard

New Business is a difficult challenge for most agencies and service companies.

I have written a blog in the past called Are Most Agencies New Business Efforts a Waste of Time? You see many agencies chase prospects where there is no pot of gold at the end of the rainbow. I know from my agency search practice that many great brands have a larger brand footprint than budget. Agencies give them proposals that are way over their head.

I’ve heard ,“These guys are big. I bet you they have a huge budget.” One too many times. Continue reading

Advertisements

What I Learn By Visiting Advertising Agencies.

Standard

I like speaking to AAF and AMA Chapters. I have spoken in Amarillo, Fort Worth, Louisville, Jackson MS, New Orleans, Great Falls, Duluth, Biloxi, Mobile, Norfolk, Milwaukee, Phoenix, Oklahoma City, Little Rock and other spots like Nashville, Louisville, Omaha, Lincoln, and Tucson to name a few.

Every time I travel to a town I have some down time. Most likely in the morning prior to presenting. I can do emails in my hotel room anytime but I can’t meet people in whatever town everyday. So I send out emails to ad agencies in those cities saying I am coming to town.

I have conducted agency searches for Jenny Craig, Jacuzzi, Villeroy & Boch, Toyo Tires and other companies and coming to your town I write. Have anytime for a coffee I ask? Continue reading

The Secrets of Agency New Business.

Standard

I have conducted agency reviews for clients like Jenny Craig and Toyo Tires. I was the fly on the wall.

I have won lots of New Business for agencies and supported myself for over a decade by creating my own salary.

So here are the key secrets I have discovered about New Business.

There are none. None. Nada. Zero. None. Aucun.

Sorry.

“I don’t want to hear that Hank. I want the easy answer.” Continue reading

How Agencies Can Get More New Business in the New Normal

Standard

I could have called this article Does Your Agency Have Vision or Passion or Leadership?  What most agencies think is vision is a positioning line. Vision isn’t copy.  Vision is a belief that translates into action.   It is an ethic that fosters a culture and an aggressive approach to New Business.

I had lunch the other day with a Chief Technology person for a bicoastal agency.

I had never met her before and was chasing her for something else. Continue reading

Why I Hate Conducting Agency Reviews.

Standard

Agency reviews are my perfect straddle

I can blend both sides.

In the end I have to tell every  agency except one this is the end.

I don’t want the review to end

I have smelled the scents of the chase

Everyone likes the action

In the end I have to pick up the phone.

I have procrastinated about it way too long today but I can’t pull the trigger.

I don’t want to make the call.

I have worked their hours many times. . I was in their place.
I had to pick up the phone and explain to everyone who wanted to know.

I feel both sides.

The new  agency world  is a tough game.

I am always proud that my agency brothers and sisters made it a tough call.

Connect with Hank on Linkedin, Twitter, or Facebook:

    

Watch: How Agencies Can Get More New Business

You may also enjoy this article on Why Finding An Agency is Not an Easy Task.

How Agencies Should Respond to Client RFP’s

Standard

I got an email the other day or a comment on a blog that I had written called Why Agencies Shouldn’t Respond to Client RFP’s. It came from an agency owner with a smart idea.

When he receives an RFP from a client he sends them his agency’s RFP questionnaire. He couldn’t share it but I have drafted my version. Continue reading