How Long Does It Take For Agencies to Land New Business?

Standard

How Long Does it Take for Agencies to get New Business?  Longer than you want it to. Yes, New Business can take a very long time but most agencies don’t want to hear that.

The last thing that agencies have in New Business is patience.  Patience is what they tell clients when they are disappointed with the results of a campaign. These things take time agencies counsel. Be patient they plead.

I got an e mail from an agency New Business leader the other day. He was trying to do a little research on the typical sales cycle for advertising agencies to close New Business. He was encountering some internal resistance to his belief that New Business isn’t transactional selling and takes time to develop. Continue reading

Advertisements

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

Are Agencies Arrogant?

Standard

I had lunch the other day with a new client friend. Somebody who worked for a company whose logo would appear in every agency’s New Business deck or lobby wall if they had their business.

Look who we work for it would imply. We must be smart because successful companies work with us.

But sometimes agencies miss the chance to add those logos and show their smarts.

I was giving my client friend some advice on an agency search that she was conducting internally.

I would have loved to help her but that is how it goes some time.

She shared that she found some agencies very arrogant during her outreach to them. Continue reading

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

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.

Why Finding An Advertising Agency is Not an Easy Task

Standard

This is a blog I recently wrote for Marketing Executives Networking Group.

Now I imagine that if you were an agency owner reading this you could be a touch frustrated. You might respond, “Look I am right here. I am easy to find.” But that is not always the case.

I look for agencies all the time when I am conducting an agency search and it’s not an easy undertaking in the New Normal. Sure you can find the usual suspects but I want to go deeper than that and find emerging talent. Then again many established agencies are invisible. Continue reading