Update – New Agency Features
Flash Report – January 18, 2001
This BUSINESS DEVELOPMENT information is for agencyfinder.com Certified Agencies, Agency New Business Executives and agency subscribers. We communicate with registered member-agencies using e-mail.
CONTENTS:
1. Update – New Agency Features
2. Demo Search Example
3. Data Entry Accuracy
4. Introducing Jay Mangan
5. The “New Economy”
UPDATE – NEW AGENCY FEATURES
In our Flash Reports of Dec 18th and 26th, we directed you to your new data entry options. ON FEBRUARY 1ST, CLIENTS WILL START SELECTING AGENCIES USING THESE NEW OPTIONS. Take some time to review your agency profile; it could mean money in the bank.
We added 31 New Fields Served;
We added 23 New Services Offered;
We added 6 New Professional Organizations;
We added 1 New Market Specialization.
There were other equally important changes and additions; please review our earlier Flash Reports or simply visit your agency data @ http://agencyfinder.com/agencies/
DEMO SEARCH EXAMPLE
If you haven’t gone in to see what the
client search is like, this will help.
We conducted a demo search using the
following client parameters:
Existing Product
Existing Organization
Seeking: Integrated marketing communications
firm
Budget: $1,000,001 – $2,500,000
Covers: Advertising (fees, production
and media)
Seeking NEW agency.
SEARCH QUERY:
FIELDS SERVED: (as in – previous category
experience)
Automotive parts & accessories
Beer, wine, liquors
Transportation (other than airlines)
Vehicles (motorcycles, heavy trucks, etc.)
ERVICES DESIRED:
Account management
Account planning
Brand equity development
Broadcast production (radio)
Broadcast production (TV)
Collateral design & production
Corporate identity
Creative services
Direct marketing
Direct mail
In-store advertising and sales promotion
Internet marketing
Marketing plan development
Media buying
Media planning
Strategic planning & development
Trade show production
Web site design & development
MEDIA EXPERIENCE:
Business publications
Consumer Publications
Direct mail
Internet
Spot radio
Spot TV
Trade journals
MARKET SPECIALIZATION: Business-to-business Consumer – Male Consumer – Mature Consumer – Youth Dealer/distributor organizations ACCEPTABLE BILLING ARRANGEMENTS: Annual fee Cost-based fees Equity Flat negotiated fee(s) Monthly retainer Project billing Variable hourly rates for employee category MINIMUM YEARS IN BUSINESS: 2 years ACCEPTABLE LOCATIONS REGION: US New England (CT, MA, ME, NH, RI, VT) US East (DE, DC, MD, NJ, NY, PA, WV) US Southeast (AL, FL, GA, MS, NC, SC, TN, VA) US Midwest (IL, IN, IA, KS, KY, MI, MN, MO, NE, ND, OH, SD, WI) US Southwest (AR, LA, NM, OK, TX) US West (AK, AZ, CA, CO, HI, ID, MT, NV, OR, UT, WA, WY)
We searched until we broke through the 35 or fewer barrier and found 34 agencies. Each agency possess ALL the criteria called for above. The client search results are represented by the grid information at this link:
https://www.agencyfinder.com/advertisers/
demo/grid.html
The client’s objective is to narrow this group to 10 – 12 agencies; that’s when we intercept their search, conduct our telephone interview; provide our off-line consulting input and then reveal the identities of the agencies they selected. That’s when invitations get sent to their handful of selected agencies.
Hope this helps!
DATA ENTRY ACCURACY
You’ve heard it before -Garbage in/Garbage out. Our fancy, big-bucks sophisticated search engine can only select agencies by the information they entered. SO – please check again to be certain you have meaningful data at:
1. Headquarters location (Y/N)
2. Number of office sites (then list them)
3. Number of employees
4. Capitalized billings (check the $)
5. Year founded
6. Minimum account size (in billings)
7. Minimum account size (in fee income)
8. Essays & Case histories
INTRODUCING JAY MANGAN
I’m pleased to announce that James (Jay) H. Mangan, Jr. has joined Business Partnering International as Director of Agency Services.
As an Advertising Manager at Ethyl Corporation,
then GTE Wireless (Verizon), Jay recruited and retained agencies such as Arnold, Grey and BBDO. In addition, his expertise as New Business Development Director at local ad agencies and as an adjunct professor in Advertising at Virginia Commonwealth University, make him ideally suited to assist our Certified agencies and those that apply.
THE NEW ECONOMY
We wrote in earlier Flash Reports about the grand and hectic state of agency new business during the last few years. In this “New Economy”, things are cooling off fast. The dot.com fallout wasn’t unexpected, and the forecast for shortfall corporate earnings hasn’t come as the greatest of shocks,but NOW THERE’S NEWS THAT HITS CLOSER TO HOME.
This past weekend NBC, CNN and FOX all announced staff reductions (NBC – 600; CNN – 500/1000, largest in 20 year history); directly attributable to decreasing advertising revenues. And last week, the New York Times announced layoffs at their Web site for the same reason. THAT means overall client spending is turning down! Some agencies tell us they’ve gone from “too-busy-to-pay-attention” to shades of the early ’90’s. For those working on new business back then, any opportunity was welcome, worth close examination and consideration.
It’s not our place to chronicle all the reasons to get back to new business basics, but as teachers and consultants with new business credentials, it is our prerogative to urge everyone to do so.
In our last issue we mentioned Bob Seltzer (Ogilvy PR) talking at the Public Relations World Congress 2000 about the business downturn that will inevitably follow the current boom (Fall 2000), where he warned “There will come a time when we all will have to go hunting again” for new business. Looks like that time is now.
[Note: It can take 6 months or more to crank up a dormant agency new business system. agencyfinder has repeatedly delivered new business within days of an agency’s registration and data approval.]
Charles G. Meyst, Chairman/CEO
Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA
