Time- sensitive practical powerful agency new business development content for marketing firms everywhere.
CONTENTS – New Business Tools & Tips for Going Mainstream Again
Seven Mission-Critical Hacks for Successful New Business Partnering
The Elephant Isn’t Always in the Room
Does Your Agency Really Need Its Website?
Wrapping up – Your Profile Investment is an Essential Decision
SEVEN MISSION-CRITICAL HACKS FOR SUCCESSFUL NEW BUSINESS PARTNERING
The majority of agency new business authors are of the “How To” variety. They volunteer pleasant, positive but not necessarily tried & true, battle- proven kinda stuff, but it’s the “makes sense, sounds good” kinda stuff. Not here. We’re an agency search consultant (match-maker) and get to hear from clients about (continued) 4-minute read
THE ELEPHANT ISN’T ALWAYS IN THE ROOM
Having played a pivotal role in hundreds of ad agency searches over our 20-years, we’ve witnessed surprise and disappointment. And the elephant isn’t always in the room. Whether you’re an agency or a client planning to search for an agency, (continued) 2-minute read
DOES YOUR AGENCY REALLY NEED ITS WEBSITE?
Before you had a website, probably before your time, you should have had an agency brochure. Something you kept in inventory for those times when a prospect conversation ended with “can you send me something?” Off went the brochure with an accompanying cover letter. This package was normally sent by (continued) 3-minute read
WRAPPING UP – YOUR PROFILE INVESTMENT IS AN ESSENTIAL DECISION
Mid-March, cash reserves will cover 30-days or more. Mid-April, reserves depleting, how long will this last? Mid-May, paying just “mandatories.” June is here, moving back into the mainstream. Need for fresh cash-flow from existing clients; need new clients as well. Consider your paid investment at AgencyFinder is an “essential.”
PAY NOW – Today invest just $500 for FasTrac Manager Plan , 24-months (normally 12) of client search inclusions and eligibility. Or for 24-months of fully-paid enhanced inclusions, select FasTrac EVP Plan at $2,995. Make Payments Here. If you need to budget, make quarterly credit card payments for 12-month plans. Call me on those. 804-346-1812
This BUSINESS DEVELOPMENT information is for AgencyFinder Certified Agencies, Agency New Business Executives and agency subscribers. We communicate to opt-in registered member agencies using e-mail. The contents of this Flash Report is the opinion of the writer and is not meant to be an infallible source of fact.
CONTENTS – Your Business Development Tools for 2020 Success – Lots to Digest
Catch an Unsuspecting Worm
If Your Website Has a Team Tab You Should Be There
Agency New Business Secrets Every Rainmaker Should Know
How to Generate Valuable Leads in Today’s Media Explosion
Cold Calling Works! But Ice Cold Calling Doesn’t!
Three Remarkable Alternatives to Spec Creative
Who is Going to Answer That Phone?
What Can We Do For You?
Upgrade Your Plan
CATCH AN UNSUSPECTING WORM
You’ve certainly heard it said – the Early Bird gets one. Everyone (clients and agencies) spend much of January planning what they will do starting February and that planning creeps into February. There’s still time – beat the crowd and pounce on unsuspecting advertisers with your focused and assertive outreach. Use e-mail, social, video, USPS and even telephone. In your phone outreach, don’t be dainty. When connected to the proper authority, suggest politely but boldly – “I thought you might be interested in a second opinion! Would it make sense for us to meet?”
IF YOUR WEBSITE HAS A TEAM TAB YOU SHOULD BE THERE
Most agency websites, in recognition of the fact that chemistry is a critical element in agency selection, see the wisdom in an agency “Team” tab. There you’ll find the smiling faces (photo or illustration) of the key players – at least that’s how they are presented. For a first-time visitor, they may care about your management, but if they want to reach out to hire an agency, they want the new business contact. If that’s you and you aren’t posted yet, show this to your boss and ask it be done. It needs your photo and a pleasing bio!
AGENCY NEW BUSINESS SECRETS EVERY RAINMAKER SHOULD KNOW
Every agency new business consultant has them; virtually anyone who’s taken a crack at agency new business development will claim to have some. There aren’t many real secrets, but there are some simple tips worth noting and worth doing.
In the “outreach” category, you need a computer, telephone with headset, and contact management software (ACT, Salesforce, etc.) That platform will give you a place to create prospect and client databases, plus it allows you to “auto-dial” anyone in the database and record your discussion notes “on-the-fly.” It’s absolutely THE most efficient way to manage business relationships. Anything less is cheating yourself and your agency.
In the prospect “first meeting location” category, if you were never in the audience for our presentation, you need to experience “The Agency Tour as a New Business Tool.” That presentation by our sister-company Sales Marketing Institute, Ltd. was being made to select agency gatherings back when AgencyFinder was born and still is. Telephone me and I’ll walk you through it.
In all your dealings with a prospect – know your agency, know your people, know what your agency has done and for whom, know what your agency can do and how, be punctual, be honest, be forthright, be sincerely enthusiastic, be inspirational. Don’t be “all that”, don’t be a bore, don’t hog the floor, don’t steal thunder from others.
Ask until you understand; then ask again. Restate what the prospect said, and look for confirmation. Don’t offer solutions until you’ve heard the problem. Don’t speculate (in their business category), but do speculate using fictitious examples to demonstrate how you think and how your agency does things. Be careful what you say about anyone to anyone. Assume that any two people of the opposite sex, today even same sex that work together, are much closer than it appears. Deal or no deal! Marketing, advertising and public relations are passionate processes. Find and pick passionate marketing partners; then have fun!
HOW TO GENERATE VALUABLE LEADS IN TODAY’S MEDIA EXPLOSION
When new business is your agency assignment, you’re faced with an awesome array of media and method choices to connect with prospects. You can choose between push and pull. Push using targeted email complete with drip marketing, or Pull with your agency website as content king. There’s merit to both but I suggest it’s time to look back at what was working pre-media explosion.
Back in the day, when promoting agency business development training, we practiced what we preached – we armed ourselves with computers, a database of agency prospects, contact management software (ACT), send-me-something mailers, a headset and a whoopee cushion.
First we mailed manageable groups of teasing dimensional mailers. Then we started dialing for dollars. Nothing scripted, but I can assure you, the first few sentences were ingrained after a few calls; anything to start a pleasant, meaningful conversation. Then a simple question – what do you think of what I sent? We were looking for agencies that needed new clients, were prepared to work to earn new clients, and were willing (even back then) to invest $ in themselves.
Some calls were painful and some agency receptionists were their own worst enemies. Then again, some were absolute delights. Funny, but we could never predict who was coming next, but I can say that if we stopped because we were told no, or someone hung up on us, that was it for the day! So we learned to press on. Our earlier research had revealed about 35% of the client or advertiser universe was willing to talk to a new agency about a possible relationship. We assumed those figures applied to agencies as well, so we knew to press on. We also operated on the ten percent premise; that one out of ten in the database would find our offers interesting. So here’s the world’s best, most famous new business “cure” (updated for today’s many media alternatives) and probably no secret to you; you just needed to be reminded. Create and mail something (clever/topical dimensional mail via USPS), then pick up the phone and call prospects. Many will say no but somewhere between one and three may say yes. Remember, if you’ve had nine “No’s”, your next one is a Yes! Press On! Take control in this sea of options.
COLD CALLING WORKS! BUT ICE COLD CALLING DOESN’T
There’s been a significant sea-change to acknowledge and accept what now works in pro-active new business development. As we mentioned in “Secrets”, it wasn’t long ago that hundreds if not thousands of “Rainmakers” (how many recall that expression?) were busy sending clever dimensional direct mail packages. The content of those mailers posed a relevant question on a related topic with mention that the sender would call the week following. Those adept callers were gifted in the art of extemporaneous conversation and able to carry on to a follow-up conversation and ultimately to the powerful closing line – “Would it make sense for us to get together and meet?” This as we taught it to agencies from Seattle to New York to London, that’s a COLD CALL and it works!
Cold Calls work, day in and day out. Problem is, most agency folks either haven’t been trained properly or don’t have the personality to pull it off. Solution? Train people with the right personality. In contrast, without using the mailers, pull up your prospect list and dial the phone. Called party answers and you struggle to get traction. What do you say? THAT’S an ICE-COLD CALL – and few if any can pull that off. And be advised, those who suggest Cold Calling doesn’t work possibly want to make calls for you (big bucks at that), or they have some fancy e-mail program to sell. If you need help and some suggestions on that topic, let me know.
THREE REMARKABLE ALTERNATIVES TO SPEC CREATIVE
Here at AgencyFinder, we advise advertisers not to request or encourage “spec creative” in their final presentations. Yet one ad agency’s “spec creative” is another ad agency’s “demonstration.” But in general, spec creative to most means a sample ad or ad campaign that purports to represent an agency’s best thoughts for delivering “positive needle-movement” for the client conducting an advertising agency search and review. In the next breath, there seems to be agreement that a client deserves to see, in one way, shape or form, that an agency “gets it!” by demonstrating they will be able to deliver those positive results if hired and compensated to do so. Here are some alternatives we suggest:
The Backward Glance – have the client reflect back (1-2 years) to a specific situation that occurred with their brand (marketing challenge) where they have evidence of actual results. In their Presentation Brief they would outline that situation in its entirety, then assign contending agencies the task of presenting specific solutions, including “spec creative” if they wish. Then compare and contrast those proposals to what actually did happen.
The Dissimilar Business – have the client create a brief for a fictitious business situation (but familiar to the client) clearly removed and distinct from the client’s actual business. Let the contenders propose to this make-believe situation (with spec if they desire) but doing it this way, the client can witness the problem-solving skills of each agency without triggering agency concern that this creative might be “stolen” without compensation!
The Complete Surprise – client gives contending agency folks (no advance notice other than the fact they can bring as many and whoever they wish) a “surprise” on-site assignment. 2 hours (with client present and witnessing) to prepare; then 30 minutes to present. No tools other than flip charts and markers.
In numbers 1 & 2 above, and with advance notice, each agency is asked to prepare a “Presentation Invoice” with details to show time, rates and totals for the presentation as if the agency were already on-board. That gets presented following the formal presentation. This topic is considerably more involved than this short discussion allows, but if you’d like to chat or help us expand on this, give me a call or drop me an email.
WHO IS GOING TO ANSWER THAT PHONE
I know of agencies paying $4,000 to $5,000 monthly to have third-parties working elsewhere make outreach calls trying to find someone, almost anyone who will agree to a meeting with the agency brass. On a score from 1 to 10, I rate those meetings at a 2. But who knows, once in a while it’s possible to strike Gold, so if the numbers work, why not? Now let’s take a look at that practice. Contractors make the outreach call. That can be an expensive call. Let’s assume the Contract caller connects and has a good chat and asks for a call-back. Contractor has a process. Having implied he/she works for and at the agency, the number that was left goes to voicemail only, answered only in the contractor’s name and voice. That’s another story.
Now let’s say the prospect is in a hurry, so rather than waiting for a return call, they find and call the main number on the agency website. Now it begins – the looping “Who is going to answer that phone!” Agencies nowadays have voicemail to cover the desk, so we get the – “Thanks for calling AgencyOne. If you know the extension of the party you’re calling, enter it now. For an agency directory, press 1. For this and that, press this or that. For New Business Press 4.” You’re routed to the Marketing Department. “No one can take your call. Please leave a message.” But if someone does answer and they ask for the Contractor, it’s likely they could hear “sorry, sHe doesn’t work here!”
WHAT CAN WE DO FOR YOU?
Regardless of your registration level, you’re welcome to ask for our help and advice. If you have questions on agency business development, email us; we’ll respond or give you a call. Make sense? Email to with subject line – Need NB assistance.
UPGRADE YOUR PLAN
If your firm isn’t already at one of the paid levels, I can’t imagine anyone from your agency enrolling here, building your profile and then NOT wanting invitations from clients looking to hire. Our free Iridium plan is essentially a business card listing, so if you want to engage a client prospect with your due-diligence call and interview, you need a paid registration. Smaller agencies generally select our Manager Plan; larger firms seem to prefer the EVP plan. For complete details start reading HERE; then finish HERE. Questions? Just ask!
Thanks for taking time to look this over; as we have since 1997, we look forward to getting you face-to-face with a great prospect. Then & Now – We built it for you!
This BUSINESS DEVELOPMENT information is for AgencyFinder Certified Agencies, Agency New Business Executives and agency subscribers. We communicate to opt-in registered member agencies using e-mail. The contents of this Flash Report is the opinion of the writer and is not meant to be an infallible source of fact.
CONTENTS
Chairman’s Audit – Our Holiday Gift to You
All You Want for Christmas, Hanukkah or Posadas Navidenas is …
Dare You Call Prospects Between Christmas and New Year?
Wrap Up 2019 Agency Financials with a 2020 Renewal
Find Some Gems in Our Inventory
What Can We Do For You?
CHAIRMAN’S AUDIT – OUR HOLIDAY GIFT TO YOU
Nothing beats the close-up eye of our Chairman Chuck Meyst. So if you’re paid at any of our program levels, Chuck will personally review and audit your profile to offer suggestions for improvement. Depending on schedules, your report will either be by phone or email. To participate, email with Audit Me in the subject line. Just in case (i.e.- junk filters), do again a week later. If not currently paid, do so at: https://www.agencyfinder.com/agencies/plans-and-prices/
Suggestions: When’s the last time you checked your profile and gave it a solid once-over? Most importantly, how about Account Status? If not showing Active (bold line 4, Report #13), that explains “no invitations!”
Here’s a short but important check-list:
Paid? See top line of Your Confidential Report #13
Last modified? Top of Confidential Report #13
Power Index – shoot for perfect 100
Essays – all finished & submitted?
Added or lowered number of offices?
What’s the latest employee count?
Is Capitalized billing correct?
Account minimums correct?
Contact info correct?
Primary & Alternate – different peeps?
Ask Chuck to audit and advise.
ALL YOU WANT FOR CHRISTMAS, HANUKKAH OR POSADAS NAVIDENAS IS A NEW MARKETING AGENCY
Many company execs get the itch in early fall. Take a look at the advice we give them when they are searching.
DARE YOU CALL PROSPECTS BETWEEN CHRISTMAS AND NEW YEAR?
As someone responsible for business development at your agency, do you traditionally whip yourself into a frenzy leading up to the holidays, trying to close prospects on the cusp? You may have thought about using that somewhat sacred time what for many is “vacation time” between Christmas and New Year. This year that’s a short, precious 3 days of Wednesday, Thursday and Friday after Christmas. There are as many opinions on this and what to do as there are days in December. But I say “Go for it!” That’s based on years of experimentation. As a bottom-line I suggest – when you call and there’s no answer, leave them alone until next year. But when you call and they answer, wish them happy holidays (or your preference), then see if they might have time to talk. For those I found in, they were generally forgiving of your interruption and happy to talk and at a relaxed pace. Choose carefully and judiciously, but ask a closing question – “would it make sense for us to get together and meet?”
WRAP UP 2019 AGENCY FINANCIALS WITH A 2020 RENEWAL
Is your fiscal a calendar year? Maybe it doesn’t matter. If you’re of the opinion and financial inclination to work a few more expenses into 2019, then if not already, we invite you to renew and select one of our great bargains at Plans & Prices. They’re all good so you be the judge. If you’re a small-to-medium agency, the Manager Plan makes sense. If you’re a bit bigger, the EVP Business Plan is popular. Whatever your choice, just Do It! Plans & Prices
FIND SOME GEMS IN OUR INVENTORY
Many have asked for it and so have we – try our new website search feature. 22 Years of everything under the sun! At the Magnifying icon on the header, enter Lowe’s and read about our first engagement. Not only a significant $100MM budget at the time, on our suggestion, Lowe’s spent $120,000 to pay each of 6 finalists $20,000 for spec creative.
WHAT CAN WE DO FOR YOU?
Regardless of your registration level, you’re welcome to ask for our help and advice. If you have questions on agency business development, email us; we’ll respond or give you a call. Make sense? Email to with subject line – Need NB assistance.
Thanks for taking time to look this over; as we have since 1997, we look forward to getting you face-to-face with a great prospect. Then & Now – We built it for you!
This BUSINESS DEVELOPMENT information is for AgencyFinder Certified Agencies, Agency New Business Executives and agency subscribers. We communicate to opt-in registered member agencies using e-mail. The contents of this Flash Report is the opinion of the writer and is not meant to be an infallible source of fact.
CONTENTS
Want Your Due-diligence Interview With a Client?
Make the Agency Tour Your New Business Secret Weapon
A Little Dab’ll Do Ya! Name That Product!
Better be Prospecting in Your Junk Folder
Try Out Our New Search Feature
What Can We Do For You?
WANT YOUR DUE-DILIGENCE INTERVIEW WITH A CLIENT?
We don’t introduce you to prospects you have to pursue, but advertisers that have already checked you out and want to speak with you. To be clear, we’re not a “lead machine.” Your invitation from us is both an introduction and an opportunity to contact and establish a day and time for your due- diligence telephone interview. It’s a telephone grip & grin, ask & answer, your chance to decide if this account is worth your time and effort. And clearly, it’s your chance to sell yourself.
I’ve been told our pricing is complicated. Let me simplify – the $500 annual Manager Plan is the minimum if you want your due-diligence interviews. The Annual EVP Plan at $2,995 covers everything for 12-months. If you want to engage it’s one or the other. Click here
MAKE THE AGENCY TOUR YOUR NEW BUSINESS SECRET WEAPON
Would you rather meet a prospect for the first time at their business or at your agency? Anyone who has tried both will tell you the agency visit coupled with an agency tour is the killer. And don’t be bashful about making that pitch yourself. Some tour tips. Your tour is best orchestrated to move from station to station as much as possible like a job moves through your agency. Many of our agency students have built a tour outline that suggests a route that follows the production of a magazine ad. Begin your tour where the ideas begin; then move forward to whatever constitutes the next step. It’s only natural to introduce the players at each station and a perfect environment in which to discuss that technology or agency strength. If you’re actually using a mock ad and having it unfold as you progress, you have a perfect opportunity to seek input from your visitors. What they say and how they answer will reveal decision-making cues and preferences you can use to your advantage when you really start pitching! Save your conference room for last; to serve to field last-minute questions, re- affirmations, and your chance to ask your closing questions. And be certain YOUR AGENCY is involved in their next steps!!
A LITTLE DAB’LL DO YA! NAME THE PRODUCT
Talk about branding! Talk about slogans! Talk about a history! An older friend of mine went shopping at Rite-Aid the other day to get a new tube of X! He swore what he had at home he bought 20 years earlier when he had hair that needed control. If you’re a young’un you probably don’t know what I’m talking about. Nor did the young gent at the front counter. When the 50’s female manager was asked where he could find Brylcreem, she remarked – “A Little dab’ll do ya! and went right to it.
Short history lesson: Brylcreem is a British brand of hair styling products for men. The first Brylcreem product was a hair cream created in 1928, by County Chemicals at the Chemico Works in Bradford Street, Birmingham, England. The cream is an emulsion of water and mineral oil stabilised with beeswax. Their jingle was created by Hanley M. Norins of Young & Rubicam.
BETTER BE PROSPECTING IN YOUR JUNK FOLDER
I don’t know about your agency, but here at AgencyFinder we want to see each and every new business inquiry that comes our way. We’re on the lookout for prospective client (advertiser) registrations and inquiries (the pre-cursor of an agency search) and the registration of each and every agency looking for new clients. For that reason, we keep a sharp lookout for scams and viruses – exposure is the price we pay to be certain we miss nothing!
Some of our and even YOUR best new business opportunities may be found in your junk folder. Even with our open and generous protocols, from time to time we find something precious trapped in there that didn’t make it to our Inbox. So each and every day at end-of-day, we carefully navigate from top to bottom, looking for gold. If you aren’t already in the habit of doing that, I suggest you start.
TRY OUT OUR NEW SEARCH FEATURE
You’ve been asking for it and so have we – try our new website search feature. 22 Years of everything under the sun! At the Magnifying icon on the header, enter Lowe’s and read about our first engagement. Not only a significant $100MM budget at the time, on our suggestion, Lowe’s spent $120,000 to pay each of 6 finalists $20,000 for spec creative.
WHAT CAN WE DO FOR YOU?
Regardless of your registration level, you’re welcome to ask for our help and advice. If you have questions on agency business development, email us; we’ll respond or give you a call. Make sense? Email to with subject line – Need NB assistance.
Thanks for taking time to look this over; as we have since 1997, we look forward to getting you face-to-face with a great prospect. Then & Now – We built it for you!
This BUSINESS DEVELOPMENT information is for AgencyFinder Certified Agencies, Agency New Business Executives and agency subscribers. We communicate to opt-in registered member agencies using e-mail. The contents of this Flash Report is the opinion of the writer and is not meant to be an infallible source of fact.
CONTENTS
Hot Topic – Does Your Agency Really Need Its Website?
Pay-to-Play – There Ain’t No Free Rides! Any Real Action Will Cost You.
Smile – But Not Because You’re On TV!
To Be Eligible Update Your Profile Now
Try Out Our New Search Feature
What Can We Do For You?
HOT TOPIC – DOES YOUR AGENCY REALLY NEED ITS WEBSITE?
Before you had a website, you should have had an agency brochure. Something you kept in inventory for those times when a prospect conversation ended with “can you send me something?” Off went the brochure with an accompanying cover letter. This package was normally sent by the person charged with agency business development and following a meaningful telephone conversation. The cover letter was written accordingly. A good “agency business development person” (ABDP) would make a follow-up call… (continued)
PAY TO PLAY – THERE AIN’T NO FREE RIDES! ANY REAL ACTION WILL COST YOU.
Between Google and some of the so-called “directories”, they’ve been sucking out all the oxygen but failing in the delivery. Our job has always been to introduce your agency to clients looking to hire an agency. We don’t do leads (another word for a mailing list); we deliver introductions via invitations. If you want to participate in any of our agency searches and receive an invitation, our annual Manager Plan puts you in that loop. Renew or register now before September 30, 2019 and receive the following:
12-month active candidacy in any and all client searches
12-month active paid participation in any and all due-diligence client interviews
One-on-one profile counsel for magnetism and appeal
One low price – Enroll Here(registered agencies only)
SMILE – BUT NOT BECAUSE YOU’RE ON TV!
There’s more to a pretty smile than pearly white teeth – they have to be straight too. Do you remember or did you actually experience what it took to straighten teeth? Metal bands around each tooth, then wires wound through and around each tooth, then the dentist twisting those wire until your face hurt! You couldn’t really smile for fear your lips would get stuck on those damned wires! Well, this client needs … (continued)
TO BE ELIGIBLE UPDATE YOUR PROFILE NOW
We’re just finishing up the eligibility list for agencies destined for an invitation. Based on the client’s selection criteria, we started with those identified by our search engine. But then we do what we later ask the client to do – spend time to review each agency profile, then their website. In our examination, if we see a profile that hasn’t been recently updated, we’re inclined to pull them from consideration. Since each agency inclusion is based on the data, we assume we can’t trust their content when dated. Your agency may be a perfect fit, but if not updated recently, you may be pulled. So update now!
TRY OUT OUR NEW SEARCH FEATURE
You’ve been asking for it and so have we – try our new website search feature. 22 Years of everything under the sun! At the Magnifying icon on the header, enter Lowe’s and read about our first engagement. Not only a significant $100MM budget at the time, on our suggestion, Lowe’s spent $120,000 to pay each of 6 finalists $20,000 for spec creative.
WHAT CAN WE DO FOR YOU?
Regardless of your registration level, you’re welcome to ask for our help and advice. If you have questions on agency business development, email us; we’ll respond or give you a call. Make sense? Email to with subject line – Need NB assistance.
This BUSINESS DEVELOPMENT information is for AgencyFinder Certified Agencies, Agency New Business Executives and agency subscribers. We communicate to opt-in registered member agencies using e-mail. The contents of this Flash Report is the opinion of the writer and is not meant to be an infallible source of fact.
CONTENTS
Three Remarkable Alternatives to Spec Creative in the Final Round
How Ad Agencies Came to Be (Should Agencies be Called Agencies?)
Special Limited Time Offer – Manager Plan Plus Profile Audit
Try out Our New Search Feature
Choose from Plans & Prices
What Can We Do For You?
THREE REMARKABLE ALTERNATIVES TO SPEC CREATIVE IN THE FINAL ROUND
Invariably the client conducting an agency review will ask your agency during the early stages for “some ideas”, some indication of how you would handle their account. After all, they’re looking for a partner they can trust. If not during the run-up, spec creative will be a factor in their final presentations. Giant clients working with giant agencies have elaborate, time-consuming and expensive assignments and we don’t address those here. Our suggestions are for small-to-medium sized agencies in their reviews. See Three Remarkable Alternatives
HOW AD AGENCIES CAME TO BE (SHOULD AGENCIES BE CALLED AGENCIES?)
Unless you’re an old-timer, you may not know how “agencies” came to pass. Mike Carlton tells a great story about the birth and evolution of today’s agencies and then raises an appropriate question – should agencies be called agencies? I’m equally interested to learn about the first “agency search consultant.” That person who convinced an advertiser to pay to learn of agencies that were themselves going to be paid handsomely later. Stay tuned … SeeThe Agency Story
SPECIAL LIMITED TIME OFFER – MANAGER PLAN PLUS PROFILE AUDIT
Our job is to introduce your agency to clients looking to hire an agency. We don’t do leads (another word for mailing list) but deliver invitations. The Manager Plan puts you in that loop. Renew or register now; first 20 agencies to do so will receive the following:
12-month active candidacy in any and all client searches
12-month active paid participation in any and all due-diligence client interviews
One-on-one profile counsel of magnetism and appeal
One low price – Enroll Here(registered agencies only)
TRY OUT OUR NEW SEARCH FEATURE
You’ve been asking for it and so have we – try our new website search feature. 22 Years of everything under the sun! At the Magnifying icon on the header. In particular, enter Lowe’s and read about our first engagement. Not only a significant $100MM budget at the time, on our suggestion, Lowe’s spent $120,000 to pay each of 6 finalists $20,000 for spec creative.
CHOOSE FROM PLANS & PRICES
Check all our options. To participate in client searches, position your firm at Manager Plan. Or select EVP Annual Business Plan @ $2,995 for less than what many pay for monthly phone calls. Save $2,505 over the Director Plan and you’re fee-paid for 12-months. Upgrade or Enroll Now.
WHAT CAN WE DO FOR YOU?
Regardless of your registration level, you’re welcome to ask for our help and advice. If you have questions on agency business development, email us; we’ll respond or give you a call. Make sense? Email to with subject line – Need NB assistance.
This BUSINESS DEVELOPMENT information is for AgencyFinder Certified Agencies, Agency New Business Executives and agency subscribers. We communicate to opt-in registered member agencies using e-mail. The contents of this Flash Report is the opinion of the writer and is not meant to be an infallible source of fact.
CONTENTS
How to Generate Valuable Leads in Today’s Media Explosion
Make the Agency Tour Your New Business Secret Weapon
Agency Quiz #2 – Only for New Business Pros
Try out Our New Search Feature
Choose from Plans & Prices
What Can We Do For You?
HOW TO GENERATE VALUABLE LEADS IN TODAY’S MEDIA EXPLOSION
When new business is your agency assignment, you’re faced with an awesome array of media and method choices to connect with prospects. You can choose between push or pull. Push using targeted email complete with drip marketing, or Pull with your agency as content king. There’s merit to both but I suggest it’s time to look back at what was working pre-media explosion.
Back in the day, when promoting our agency business development training, we practiced what we preached – we armed ourselves with computers, a database of agency prospects, contact management software (ACT), send-me-something mailers, a headset and a whoopee cushion.
First we mailed manageable groups of teasing dimensional mailers. Then we started dialing for dollars. Nothing scripted, but I can assure you, the first few sentences were ingrained after a few calls; anything to start a pleasant, meaningful conversation. Then a simple question – what do you think of what I sent? We were looking for agencies that needed new clients, wanted new clients, were prepared to work to earn new clients, and were willing (even back then) to invest in themselves.
Some calls were painful and some agency receptionists were their own worst enemies. Then again, some were absolute delights. Funny, but we could never predict who was coming next, but I can say that if we stopped because we were told no, or someone hung up on us, that was it for the day! So we learned to press on. Research revealed about 35% of the client or advertiser universe was willing to talk to a new agency about a possible relationship. We assumed those figures applied to agencies as well, so we knew to press on. We also operated on the ten percent premise; that one out of ten in the database would find our offers interesting. So here’s the world’s best, most famous new business “cure” and probably no secret to you; you just needed to be reminded. Mail something, then pick up the phone and call prospects. Many will say no but somewhere between one and three may say yes. Remember, if you’ve had nine “No’s”, your next one is a Yes! Press On! Take control in this sea of options.
MAKE THE AGENCY TOUR YOUR NEW BUSINESS SECRET WEAPON
Would you rather meet a prospect for the first time at their business or at your agency? Anyone who has tried both will tell you the agency visit coupled with an agency tour is the killer. For that reason, each and every client using AgencyFinder to find an agency is encouraged to embrace the virtues of agency site visits and tours as part of the process to identify their finalists. Don’t be bashful about making that pitch yourself.
Here are some tour tips. Your tour is best orchestrated to move from station to station as much as possible like a job moves through your agency. Many of our agency students have built a tour outline that suggests a route that follows the production of a magazine ad. Begin your tour where the ideas begin; then move forward to whatever constitutes the next step. It’s only natural to introduce the players at each station and a perfect environment in which to discuss that technology or agency strength. If you’re actually using a mock ad and having it unfold as you progress, you have a perfect opportunity to seek input from your visitors. What they say and how they answer will reveal decision-making cues and preferences you can use to your advantage when you really start pitching!
Save your conference room for last; let that serve to field last-minute questions, re- affirmations, and your chance to ask your closing questions. Learn what the client sees as next steps and be certain YOUR AGENCY is involved in those next steps!
AGENCY QUIZ #2 – ONLY FOR NEW BUSINESS PROS
Long before AgencyFinder was born, we were new business consultants. That’s why we share new business tips. This quiz, and others we’ll drop in from time to time, are for that reason.
THE QUIZ: You’re excited about making this next call. You finally learned the name of the influential VP of Marketing. You’ve got a compelling and well-rehearsed pitch that’s bound to make your point. You dial the phone, and his assistant answers. With articulation, precise diction and a bright, full smile you are asked – “Will Mr. Tetras know what this call is about?”
You answer: (Your Options)
How would I know, is he some kind of telepathic mind reader?
Of course he won’t; not until I tell him!
He and I haven’t had a chance to discuss this, so the topic will be new.
I’m our agency’s president, so I’ll let him know when he comes to the line I’m taking my time to call as well…
If you picked “1, 2 or 4”, I hope new business isn’t your full-time job! Let’s hope “3” will get you past this gate keeper. What you’re really being asked is “Does Mr. Tetras know you, and will he take your call?” After all these years we’re still amazed when we hear it. And Yes Virginia, they still ask that!!!
TRY OUT OUR NEW SEARCH FEATURE
You’ve been asking for it and so have we – try our new website search feature. 22 Years of everything under the sun! Magnifying icon on the header.
CHOOSE FROM PLANS & PRICES
To participate in client searches, position your firm at Manager Plan. Or for less than what many are paying just for monthly phone calls, select EVP Annual Business Plan @ $2,995. Save $2,505 over the Director Plan and you’re fee-paid for 12-months. Upgrade or Enroll Now.
WHAT CAN WE DO FOR YOU?
Each year there’s a new batch of enthusiastic agency new business folks. Some come to that table with previous experience; others are brand- spanking new. So – regardless of your status, if there’s something you need with regard to agency business development and you don’t find it here, let me know.
This BUSINESS DEVELOPMENT information is for AgencyFinder Certified Agencies, Agency New Business Executives and agency subscribers. We communicate to opt-in registered member agencies using e-mail. The contents of this Flash Report is the opinion of the writer and is not meant to be an infallible source of fact.
CONTENTS
Traditional versus digital: Why does it even matter?
Should agencies abandon SEO for themselves?
There’s been an important change at Iridium
What’s your best bet for a Biz Dev service?
Recent New Business Assignments
What Can We Do For You?
TRADITIONAL VERSUS DIGITAL: WHY DOES IT EVEN MATTER?
Traditional media has met its match with the advent of digital, and the advertisers have been weighing out the pros and cons for each medium to make spending decisions ever since. Media players however, are now saying the debate should stop because at the end of the day, content is king. More here: https://www.agencyfinder.com/2019/04/traditional-versus-digital-why-does-it-even- matter/
SHOULD AGENCIES ABANDON SEO FOR THEMSELVES?
Back on May 14th Peter Levitan stated: “Google is going to screw your ad agency. Or better said, they are going to mess with your organic listing. Which means, that your ad agency will be harder to find. And, therefore screwed. Many of the ad, digital, etc. agencies I talk with tell me that their SEO is not delivering the power that it once did.” And he went on – in case you didn’t see it. That raised the question – with more than 40,000 “agencies” (some even suggest more than 100,000) they’re all building and tweaking their SEO to make themselves stand out in a sea of sameness. At this point and under the Google umbrella, the only real distinction one-to-another can be location, even down to street number. I don’t write code but believe that Google’s cataloging of agency particulars is not yet deep enough to discriminate as clients would wish, since agency websites are themselves lacking in attribute content. That makes Google just a giant Yellow Pages. We had that years ago.
Add curated alpha sort agency directories to the mix and this conglomeration is now forcing things back in the direction from whence we came. Back apparently to what Dave Currie with The List refers to as “proactive prospecting apps like Winmo.” Take a tour of the roster of agency search consultants as I did and you’ll note many are no longer in business. Scarcity and dilution takes its toll.
Realistically – how can 40,000 agencies differentiate themselves one from another? Maybe it makes sense to resort back to techniques and programs en vogue before the Internet. Food for thought – invent something new (Yes Virginia, we know about LinkedIn).
THERE’S BEEN AN IMPORTANT CHANGE AT OUR IRIDIUM
Iridium was always and still is a soft landing at AgencyFinder; it’s a free 12-month listing only; a close look at all that’s going on, and a free listing in Namefinder.
But note the change – you can be found but not invited, and you aren’t eligible to hold the crucial due-diligence client interviews. If your budget allows, put yourself in the active pool of considered and competing agencies at either our Manager Plan or EVP Business Plan. If you’re a player, Manager Plan is a must.
WHAT’S YOUR BEST BET FOR A BIZ DEV SERVICE?
Good question and you decide. We’re an on-line search consultant. Our search algorithms identify our agencies as candidates when they satisfy the clients’ attributes. These are and/and propositions, meaning your agency must have claimed each and every attribute called for by the client. What we aren’t – we are not an RFP aggregator. Nor are we an open directory where clients are challenged to discriminate, find and then invite on their own. Rather, by the time you get your invitation, we and the client have examined your profile and your website. It’s up to you during the due-diligence interview to “cement” your candidacy. All that for your $500 annual investment. Study, then select your option at Plans & Prices: https://www.agencyfinder.com/agencies/plans-and-prices/
Build your profile: You have the opportunity to build your agency’s profile by selecting from more than 500 data fields. And that’s how you get found in a client search. Maybe you already updated your content with regard to “digital”, but if you do offer digital services like everyone seems to these days, best you go back and claim them! Under Business Classification we offer Digital and InteractiveMedia Firm; under Services we offer Digital production; Under MediaExperience we offer Digital; I don’t want your firm outside looking in! Then and if not, Set Your Record Active!
Crucial registration hack – clients seldom select other than advertising agency or integrated marketing communications firm when they start their search, so you should select one or the other yourself. Let your services (i.e. digital, public relations, direct marketing, etc.) make further distinctions.
RECENT NEW BUSINESS ASSIGNMENTS
Client: CooperSurgical Location: Trumbull, CT Budget: $500,001 – $1,000,000 Client-Category: Cosmetics, toiletries, feminine hygiene products, Pharmaceuticals Awarded to: Gold PR New York & Irvine, CA Contender: Havas Formula, New York, NY
Client: Building Decarbonization Coalition (BDC) Location: Petaluma, California Budget: $350,000 in fees Client-Category: Environmental (as in Green), Non-profit Awarded to: School of Thought, San Francisco, CA Contender: Augustine, Roseville, CA
Client: PeerStreet Location: El Segundo, CA Budget: $100,000 in fees Client-Category: Financial services, Mortgage Lending, Real estate – residential Awarded to: Something New, Los Angeles, CA Contenders: Departure, San Diego, Sagon-Phior, Los Angeles
WHAT CAN WE DO FOR YOU?
Every year’s there’s a new crop, a new batch of enthusiastic agency new business folks. Some come to that table with previous experience; others are brand- spanking new. So – regardless of your status, if there’s something you need with regard to agency business development and you don’t find it here, let me know.
This BUSINESS DEVELOPMENT information is for AgencyFinder Certified Agencies, Agency New Business Executives and agency subscribers. We communicate to opt-in registered member agencies using e-mail. The contents of this Flash Report is the opinion of the writer and is not meant to be an infallible source of fact.
CONTENTS:
The Elephant Isn’t Always in the Room – Blogs & More
Critical Look at the Ad Agency Partner Search Process
Need an Experienced Biz Development Peep?
Searches Working their Way in the Weeds
Is AgencyFinder Really Worth It?
New Business Awards
Make Your Selection from Plans & Prices
THE ELEPHANT ISN’T ALWAYS IN THE ROOM – BLOGS & MORE
Having played a pivotal role in hundreds of ad agency searches over our 20-years, we’ve witnessed surprise and disappointment. And the elephant isn’t always in the room. Whether you’re an agency or a client planning to search for an agency, it’s important to stress that there are no hard and fast rules for running an agency search, nor are there any laws on the books that dictate the “process” or penalties for non-compliance. More here: https://www.agencyfinder.com/2019/03/the-elephant-isnt-always-in-the-room/
A CRITICAL LOOK AT THE AD AGENCY, MARKETING PARTNER SEARCH PROCESS
Maybe it’s obvious, but if the objective is to find and hire the very best agency as a partner to foster the success of a brand, then beginning that search with the most qualified candidates is imperative. That’s neither an easy or simple assignment. More here: https://www.agencyfinder.com/about/ad-agency-marketing-partner-search-process/
NEED AN EXPERIENCED BIZ DEVELOPMENT PEEP?
At the moment we have a few worth examining. From time to time we hear from talent looking for a new assignment, or an agency or client looking for new talent. If you are either, let me hear from you please.
SEARCHES WORKING THEIR WAY IN THE WEEDS
In case our search engine misses your firm, or if you can make a compelling argument to justify a connection or invitation, check out our PitchCast postings. It’s an early look at Whassup! https://www.agencyfinder.com/category/pitchcast/
IS AGENCYFINDER REALLY WORTH IT?
Good question and you decide. We’re an on-line search consultant. Our search algorithms identify our agencies as candidates when they satisfy the clients’ attributes. These are and/and propositions, meaning your agency must have claimed each and every attribute called for by the client. What we aren’t – we are not an RFP aggregator. Nor are we an open directory where clients are challenged to discriminate, find and then invite on their own. Rather, by the time you get your invitation, we and the client have examined your profile and your website. It’s up to you during the due-diligence interview to “cement” your candidacy. All that for your $500 annual investment. Study, then select your option. https://www.agencyfinder.com/agencies/plans-and-prices/
Build your profile: You have the opportunity to build your agency’s profile by selecting from more than 500 data fields. And that’s how you get found in a client search. Maybe you already updated your content with regard to “digital”, but if you do offer digital services like everyone seems to these days, best you go back and claim them! Under Business Classification we offer Digital and InteractiveMedia Firm; under Services we offer Digital production; Under MediaExperience we offer Digital; I don’t want your firm outside looking in! Then and if not, Set Your Record Active!
RECENT NEW BUSINESS AWARDS
Client: AAFP (American Academy of Family Physicians) Location: Leawood, KS Budget: $1,000,001 – $2,500,000 fees & production Client-Category: Associations, Institutions, Unions, Medical Physicians Groups Awarded to: VMLY&R, Kansas City Contender: Preston Kelly, Minneapolis, MN
Client: PeerStreet Location: El Segundo, CA Budget: <$100,000 fees Client-Category: Financial services, Mortgage Lending, Real estate – residential Awarded to: Something New, San Diego Contenders: Departure, San Diego, Sagon-Phior, Los Angeles.
MAKE A SLECTION FROM PLANS & PRICES
We’re heading into Spring when everything begins to tic up. If you’re interested in participating in any appropriate client searches, then position your firm at least at the Manager Plan level. Options & Instructions at: https://www.agencyfinder.com/agencies/plans-and-prices/Select something.
WHAT CAN WE DO FOR YOU?
Every year’s there’s a new crop, a new batch of enthusiastic agency new business folks. Some come to that table with previous experience; others are brand-spanking new. So – regardless of your status, if there’s something you need with regard to agency business development and you don’t find it here, let me know.
This BUSINESS DEVELOPMENT information is for AgencyFinder Certified Agencies, Agency New Business Executives and agency subscribers. We communicate to opt-in registered member agencies using e-mail. The contents of this Flash Report is the opinion of the writer and is not meant to be an infallible source of fact.
CONTENTS:
Holiday “Agency Shoppers” Should Begin Now
Responding to Requests for Proposals
A Little Dab Will Do Ya! Name the Product
Meet My Friend Bill Crandall
Is AgencyFinder Worth It?
New Business Awards
Make a Selection From Plans & Prices
What Can We Do For You?
HOLIDAY “AGENCY SHOPPERS” SHOULD BEGIN NOW
With barely more than two months remaining, I was thinking of you and your agency gang. It seems most years about this time, clients register to find a new agency before the new year. One look at the calendar says time is already tight, so we caution clients they need to get crack’n! Do they heed our advice? Is a client a client? At the beginning Yes, but if they drag their feet, they still don’t want to move the December 31st goal post. I contend it’s the sign of a bad sign when the client moves to impose a burden on the agency candidates during the holidays. To that end, we sent this missive to more than 1MM members in our LinkedIn groups. Check it out: https://www.agencyfinder.com/2018/10/all-you-want-for-christmas-hanukkah-or-posadas- navidenas-is-a-new-marketing-agency/
RESPONDING TO REQUESTS FOR PROPOSALS
Blair Enns pioneered his “Win Without Pitching” business and continues strongly today. For your agency’s lead new business person, this article and this process is a MUST!
Talk about branding! Talk about slogans! Talk about a history! An older friend of mine went shopping at Rite-Aid the other day to get a new tube of X! He swore what he had at home he bought 20 years earlier when he had hair that needed control. If you’re a young’un you probably don’t know what I’m talking about. Nor did the young gent at the front counter. When the 50’s female manager was asked where he could find Brylcreem, she remarked – “A Little dab’ll do ya! and went right to it.
Short history lesson: Brylcreem is a British brand of hair styling products for men. The first Brylcreem product was a hair cream created in 1928, by County Chemicals at the Chemico Works in Bradford Street, Birmingham, England. The cream is an emulsion of water and mineral oil stabilised with beeswax. Their jingle was created by Hanley M. Norins of Young & Rubicam. Now read about their first model Tony Gibson: https://www.theguardian.com/news/2001/apr/30/guardianobituaries
MEET MY FRIEND BILL CRANDALL
Bill’s a guy who posts to LinkedIn almost every morning; sometimes again in the afternoon. Bill’s a “new business guy” and we met years ago. His posts are filled with useful, valuable, well-written, pithy, sometimes controversial information. His knowledge of “new business” and things general and specific about our industry is incredible. We got talking about LinkedIn as a business development tool. So I asked how many and how often he gets inquiries. His answer shocked me! Don’t take my word for it, look him up, become a follower and then reach out to Bill. I asked for his resume and here goes… https://www.agencyfinder.com/2018/10/meet-my-friend-mr-bill-crandall/
IS AGENCYFINDER WORTH IT?
Good question and you decide. We’re an on-line search consultant. Our search algorithms identify our agencies as candidates when they satisfy ALL the clients’ attributes. These are and/and propositions, meaning your agency must have claimed each and every attribute called for by the client. What we aren’t – we are not an RFP aggregator. Nor are we an open directory where clients are challenged to discriminate, find and then invite on their own. Rather, by the time you get your invitation, we and the client have examined your profile and your website. It’s up to you during the due-diligence interview to “cement” your candidacy. All that for your $500 annual investment. Study, then select your option. https://www.agencyfinder.com/agencies/plans-and-prices/
You have the opportunity to build your agency’s profile by selecting from more than 500 data fields. And that’s how you get found in a client search. Maybe you already updated your content with regard to “digital”, but if you do offer digital services like everyone seems to these days, best you go back and claim them! Under Business Classification we offer Digital and InteractiveMedia Firm; under Services we offer Digital production; Under MediaExperience we offer Digital; I don’t want your firm outside looking in! Then and if not, Set Your Record Active!
NEW BUSINESS AWARDS
This has been an unusual summer! Lots going on but spotty finishing up. Some are close, so I’ll show what closed and give you a taste of what’s out there:
Client: ZPower Location: Camarillo, CA Budget: $250,001 – $500,000 Fees & Production Client-Category: Medical Aids & Devices, Electronics Awarded to: modo modo, Atlanta GA Contenders: Sagon-Phior, Los Angeles, Departure, San Diego, CA, Skona, San Fran, CA.
Client: ICIMOD Location: Kathmandu, Nepal Budget: TBD Client-Category: Non-profit, Environmental, Research Organizations Awarded to: Contrast&Co, Annapolis, MD Early Contender: Monogram Group, Chicago, IL
Still Open: Association Membership Website, Midwest, Budget $1,000,001 – $2,500,000 Fees; (website development); (Still cooking)
Yoga Studio, Georgia, Budget: $75,000 – $150,000 Fees; (Finished but not fully awarded)
We’re heading into the fall season when everything begins to tic up. If you’re interested in participating in any appropriate client searches, then position your firm at least at the Manager Plan level. Options & Instructions at: https://www.agencyfinder.com/agencies/plans-and-prices/Select something.
WHAT CAN WE DO FOR YOU?
Every year’s there’s a new crop, a new batch of enthusiastic agency new business folks. Some come to that table with previous experience; others are brand-spanking new, when you’ve been at it as long as we have, you sometimes forget what newbies want and need. So – regardless of your status, if there’s something you need with regard to agency business development and you don’t find it here, let me know.
