1. Search Consultants Sound Off: Reviews are Getting ‘Out of Control’
2. Your Thoughts & Input Please …
3. Knock, Knock, Who’s There?  No One …
4. Time for a New Agency Model
 
SEARCH CONSULTANTS SOUND OFF: REVIEWS ARE GETTING ‘OUT OF CONTROL’
 
Time-sensitive – catch this AdAge article before it expires …
 
http://adage.com/article/agency-news/search-consultants-sound-reviews-control/234565/? utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage
 
Monday I found this article in AdAge. It begins “Agency search consultants admitted that the process of agency reviews has gotten “totally out of control” during a session at the Mirren New Business Conference in New York this week.”  Co-incidentally I had been talking last week with one of our agency principals who attended. I had asked if they had a Search Consultant panel and he confirmed they had. He mentioned the advice you’ll find at the end of the article, specifically “The consultants advised that in order to get on consultants’ radar, they should provide quarterly updates about their agency, should be active in the blogosphere and on social media, and consider positioning themselves as leaders in specific categories.”
 
We get asked the same question all the time – How do we get on the consultants radar?  My answer has always been – get bigger!  I dont know why everyone beats this topic to death! The consultants in question and attendance at this seminar were the big boys and girls; those whose fees often exceed the budget of many much smaller clients. Why mislead small or mid-sized agencies. You dont get on their radar by sending stuff; you get on their radar when your capitalized billings are in the stratosphere of multi-millions. A client with a $40MM budget and able to afford these pricey match-makers isnt looking to hire an agency capitalized at much less than $80MM!
 
Check out the article; we found it interesting. I modestly reached out myself to toot our horn – selfishly I believe our business model is bulletproof and has in-fact stood the test of 15 years. There have been and are still some doubters (even among those receiving this message), but if you ask agencies that have been the recipient of some of our business, they are happy campers.
 
BTW,  Bill Crandall, my friend and long-time new business pit bull (at the moment his post is first and third) is looking for a new “Agency Business Development” assignment. If you need someone at your shop to take all the bullets of rejection, Bill’s your man.  Ask me for his contact info. 
 
YOUR THOUGHTS & INPUT PLEASE …
 
I’m inviting you to vent. How do you see the search business?  Getting better? Worse? More complicated? Overrun by Procurement? Clients demand too much and share too little? Clients taking too long? Clients going cheap? Maybe we can help.  I’ll hold your input confidential if you ask.
 
KNOCK KNOCK, WHO’S THERE?  NO ONE …
 
Last week we were preparing a list of what appeared to be qualified candidate agencies for client review. The client wanted to find and invite about 15. We started with a list of 45; after working our way through them all, we had to drop 15 – their websites were down, their phones were disconnected, and they were GONE! Some agencies are doing well in this economy, but I’m inclined to believe that some claims of prosperity are just creative copywriting!
 
TIME FOR A NEW AGENCY MODEL …
 
By Jove, one of my clever sarcastic confidants has found the answer to the oft asked suggestion that there needs to be a new agency model. He suggests, as seems to already be happening, the consolidation of many into one, let’s call it Government Advertising LLC.  They’ll be offices in each city and use facilities already there – now being used as US Post Offices. One grand agency; one single source; we eliminate useless pitches, no more conflicts, wow! Make sense?

1. What’s our Value to a Registered Agency? Let’s ask them …
2. Did You Get Our E-Mail That Announced – “New Client Interest in Your Agency”
3. Need More Clients? Watch for Your PitchCast Invitational Brief
4. Our Service is Nothing Without Clients – Watch their lips … 
5. Recent Agency Business Awards

6. Is it Time to be Fee-Paid?

WHAT’S AGENCYFINDER’S VALUE TO A REGISTERED AGENCY?  LET’S ASK THEM …

In this instance, your agency was selected in part based on your listed previous experience. 

Take a look at how your firm will appear to this client. Click on the link below and then enter your User Name and Password. If you find any errors or omissions in your report, fix them immediately. If you’re already fee-paid it confirms that.  If you need to re-up at the $500 initial installment, it reads: Our records indicate your agency is not fee-paid at the $500 minimum. If you wish to be considered as a candidate in this review, please make that payment now. Do so by credit card or agency check at this link:

10-10-2011

CONTENTS:

1. Here’s Your Profile Data – Just in Case You Don’t Have It
2. Fathom That – 10,024 Client Search Registrations
3. Where Have You Been? How About Checking In?
4. Latest Search Announcements Are Now On The Website
5. Clients Are Asking – Do You Offer These Services?
6. Rude, Rude, Rude & No End in Sight
7. New Business Talent Clearing House

HERE’S YOUR PROFILE DATA – JUST IN CASE YOU DON’T HAVE IT

You’re getting this e-mail either because you’re listed as the primary new business contact in your agency’s profile here at AgencyFinder or you’re the alternate new business contact. If that comes as a surprise, imagine the turnover we’ve seen and had to manage in agency profile data since we launched this agency/client match-making service back in 1997. In so many cases, the initial registration was done by someone in management. But we’ve had our share of “summer interns.” Whatever the case, your primary contact should be the most senior executive individual responsible for and authorized to act on new business, and the alternate should be a different person that can cover for the first. Here are your agency stats:

FATHOM THAT – 10,024 CLIENT SEARCH REGISTRATIONS

Back on September 7th, 2011, the counter at the bottom of our website homepage rolled over to 10,000. That’s 10,000 clients seeking to evaluate, find and hopefully hire a new marketing partner. That’s a significant number when you recognize that’s not just people who visited our site, but folks who took the time and made the commitment to fill in the forms, outline their perceived needs and ask for assistance. Not all are home runs, but historically, about half that register do go forward to finish.

We love large budgets and brand names (and know you do as well), but we’re also happy with the smaller budgets and regional clients for whom a great agency partner is just as critical. It’s always been our commitment to find each client a great agency partner (regardless of size or budget) from within our registrants! For the counter, look to the bottom at: https://www.agencyfinder.com/

WHERE HAVE YOU BEEN? HOW ABOUT CHECKING IN?

When we introduced our PitchCast service, it was offered as an RSS feed to let you know some details about the latest search registrations. With the introduction of our new site in May this year, that’s now a tab unto itself. That’s where you can check in advance to see if something is on deck that might be “perfect” for your firm. When that client does their search, if you make the initial cut, you’ll get our e-mail alert with the subject line “New Client Interest in Your Agency.” That means you’re one of just 35 or fewer that meets that client’s search requirements. If your attributes aren’t a match, you’ll generally hear nothing -but that’s where you can gain traction if you check periodically at PitchCast. If something looks to be a great fit, give us a call or drop an e-mail. We’ll check; even suggest the client check you out. And that’s a pro-active new business move we are happy to receive … https://www.agencyfinder.com/category/pitchcast/

LATEST SEARCH ANNOUNCEMENTS ARE NOW ON THE WEBSITE

If you’re interested in the latest search we just finished and are able to post, rather than us waiting to include it in the next Flash Report, Search Announcements now occupy their own place on the website. We post them as soon as we receive permission to do so, so check it out – now & frequently. There are a number now finished but those clients have asked us to delay posting. https://www.agencyfinder.com/newsroom/search-announcements/

CLIENTS ARE ASKING – DO YOU OFFER THESE SERVICES?

As the complexity of our industry grows, clients are asking for more of the services they read about in the press or hear about from colleagues. At least with us, they’re more inclined to go looking for the service than for an agency type – like “digital.” We list over 1,000 services that agencies, pr firms and others have offered over the years and we added new ones when we were asked to do so. Here are some that aren’t claimed that often, but since they are offered as a choice to searchers, take a look and then update your fields where you can. We still welcome your suggestions for additions or deletions. Login here: https://www.agencyfinder.com/agencies/agency-login/

• Analyst relations
• Beta testing
• Budget estimating
• Business development training
• Business plan development
• College & university marketing
• Copywriting
• Creative services (experimental)
• Crisis management
• CRM (Customer Relationship Management)
• Customer satisfaction programs
• Custom publishing
• Database design and management
• DVD/CD marketing
• e-commerce
• Employee relations
• Employee training
• Environmental/ecology marketing
• Ethnic marketing
• Executive coaching
• Frequency marketing
• Fulfillment services
• Fundraising, foundation work
• Geodemographic mapping
• Green initiatives
• Infomercials
• Initial public Offerings (IPO’s)
• Interactive campaigns
• Interior design
• Intranets/extranets
• Investor relations
• Labor Relations
• Lead generation
• Loyalty marketing
• Mashups (combined web services)
• Media training
• Mobile marketing
• Off/Online games
• One-to-One marketing
• Pay-per-click marketing
• Product placement (TV, films & other)
• Podcasting
• Political campaign management
• Pre/Post IPO marketing
• Public affairs
• Recruitment advertising
• Recruitment, employee retention
• Rich media
• RSS content distribution
• Segmentation analysis
• SEM (Search Engine Marketing)
• Social intermediary marketing
• Social network marketing (blogs, buzz, Wikis)
• Speech Writing
• Sports marketing
• Technical advertising
• Telemarketing (inbound call center)
• Telemarketing (outbound)
• TV program content & production
• Videocassette marketing
• Viral marketing
• Virtual marketing
• Virtual world development
• Web 2.0 development
• Web applications development
• Web analytics
• Web site hosting
• Web video
• Widgets
• Word-of-mouth marketing
• Youth marketing
• RUDE, RUDE, RUDE & NO END IN SIGHT

If there’s anything we’ve been noticing as the years roll on is the rate at which business people have become so consumed with what they must accomplish in any given day that they’ve become – how can we politely say it? – RUDE!!!

Agencies report this and clients even have something to say. We experience it with both agencies and clients. Whether it be an e-mail (with read-receipt & priority) or voicemail, people tend not to reply. Yet in so many cases, a polite Yes or No-Thanks would suffice and put an end to more unnecessary communications. We started an informal poll and did hear one repeated comment that made sense. For those of the younger generation, with texting being so common, conventional e-mail or the “heaven-forbid” telephone conversation is seldom an option. Yesterday’s Parade Magazine ran an article precisely on this topic.

One agency exec who wrote me sent this: “It’s not just texting, people nowadays are just plain rude. For example, I can’t tell you how many times people have thanked me for getting back to them when I decided not to hire them (as employees), because I’ve gotten back to tell them we’ve chosen another candidate. Most job seekers say they go through the process with potential employers – meet, talk, email, etc. And then things go dead. 

Same with agencies – you may be in the running for an account and then the prospective client vanishes – even if you send them an email asking they let you know if they’ve made a final decision so that you can pull the tickler from your follow up file. No response. I guess people want to be “polite” or don’t want to say anything “negative”.  Nowadays not retuning phone calls, responding to emails, blowing off meetings or otherwise not understanding basic professional business etiquette has become the rule rather than the exception.”

What’s your experience? What’s your solution? We’ll be quick to share it!

NEW BUSINESS TALENT CLEARING HOUSE

No we’re not starting a head-hunter division! But I am suggesting and we’re happy to oblige – when an agency needs a Rainmaker or a Rainmaker thinks it might make sense to rain elsewhere, let us know. We’ll do what we can to put the parties together. Nothing fancy – just a simple e-mail that outlines the need …

11-16-2010

CONTENTS:

1. There’s a Time & Place for HTML
2. Agency New Business Pros say the Darndest Things
3. Three Remarkable Alternatives to Spec Creative
4. When your Website and AgencyFinder Profile Disagree
5. AutoZone Demands Pitch Ownership; Agencies Object

THERE’S A TIME & PLACE FOR HTML

Do you get the impression most emails (save for those between friends and colleagues) are rendered in HTML?
If that’s the case, then regardless whether it’s a newsletter, a white paper, a membership alert, or the ad that
it really is, they all look alike and they all look like ads. For your business emails, if you migrated from
plain text to HTML text and then to full HTML with graphics and visuals, you were probably proud of yourself.
But I’ll bet you also discovered it took considerably more time and effort to produce them that way. I won’t
labor the point.

I think there’s an argument and a place for that earlier plain text format – so in the interest of sharing pithy
new business topics you can use to win new clients, that’s the case with today’s Flash Report newsletter.
We’re doing this in a simple, straightforward format to get you the facts fast! Your thoughts?

AGENCY NEW BUSINESS PROS SAY THE DARNDEST THINGS …

With each new agency review, we’re destined to hear: “We don’t pay for leads; We don’t do spec creative;
How many agencies have been invited? How much of the budget is for agency fees? How many invitations can
we anticipate in the next 12 months? I don’t mind paying if we win and when we get paid; The majority of our
business comes from referrals; This isn’t a good fit (someone before me created our profile); Is this contact
the decision-maker? Is this client serious or is this just an exercise? There are better agency candidates
right in their backyard; We have yet to win one of these; Do you realize if we were to compete for this,
we’d end up spending $75,000 or more!”

As you might imagine, we’ve heard all these and then some. When someone is inquisitive and wants to know,
we’ll invest whatever time it takes to explain. All I ask is the opportunity to engage in a discussion that
weighs ALL the alternatives. Since we’re not a flat-file database or o-it-yourself-yellow-pages, we devote as
much energy assisting our searching clients as traditional search consultants do. But once we’ve helped the
client identify well-qualified agency candidates; once we reach out to our registered agencies using our
proprietary documents and introductory invitations, that’s where we differ from conventional search consultants.

We insist and want you talking directly to the client; you don’t need to talk to or though us. We’re not a filter
nor are we an arbitrator. Clients do keep us posted on progress; they tell us who called, who sent relevant
samples and agency materials, who they visited and who did and said what. That’s when we hear (here’s an
actual client comment) – “Unfortunately they didn’t submit the RFP on time. And when they visited in person
we could tell they weren’t familiar with our products, services or target market.”

I’m proud when we can invite and introduce a “fat double-handful” of our registered agencies to talk with and
compete for the business of that client that selected us to help them manage their review. Having done this
since 1997, and with that number of search engagements fast approaching 10,000, I know invited agencies
generally have little idea how much has gone on between us and that client since they registered and outlined
their agency “wish-list.” I’m not suggesting a “pity-party,” but it is worth knowing that we’ve had numerous
telephone discussions; that they’ve let their hair down to tell us precisely how it is, and we’ve supplied them
with search process suggestions, evaluation tools and guidelines for alternative final presentation concepts.

So when you’re in the thick of one of our client reviews, I invite you to talk to us straight, share your
concerns and tell me what you need to make an affirmative decision to contend. After all, we’re all
walking in similar “new business” moccasins!

THREE REMARKABLE ALTERNATIVES TO SPEC CREATIVE

We advise all clients not to request or encourage “spec creative.” Yet one agency’s “spec creative” is another
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
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 “get’s 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:

1. The Backward Glance – have the client reflect back (1-2 years) to a specific situation that occurred
(marketing challenge) where they have evidence of actual results. Outline that situation in it’s entirety, then
assign contenders the task of presenting specific solutions, including “spec creative” if they wish. Then compare
and contrast those proposals to what actually did happen.

2. The Dissimilar Business Model – have the client create a brief for a fictitious business situation (but
familiar to those at the client) clearly removed and distant 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!

3. The Surprise Model – 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 and 1 hour (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, with advance notice, 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.

WHEN YOUR WEBSITE AND AGENCYFINDER PROFILE DISAGREE

On September 29, 2009 we sent you email entitled “Prospects complained about your website.” It began … “I had
to write; too many prospects are complaining about agency websites. After you surface as a qualified candidate in
one of our client searches (meaning your agency has the vertical market experience, services, markets, size and
location they want), they get to see your public AgencyFinder profile. There, they can click on a link to your
website where they expect to find an enhanced and certainly colorful presentation of the data and essays they
found in our data files. But more often than not, they don’t!”

Since that time, more than a few of you took my suggestions to heart to be certain your website reflects your profile, but many have not. Ironically, on September 29th this year, the US headquarters of a UK research firm registered with us to find a pr firm to manage their $100K – $250K budget (fees and production). From their registration on the 29th through October 14th, we went back and forth, compiled and created a spreadsheet of 32 candidates from which the client was intending to identify 10 – 12 to invite.

Here’s what that client wrote me on Oct 14th: “Chuck, I just went through the entire listing of websites on your provided list and scanned them. I couldn’t find a single one stating they had an interest/presence in the Research vertical save for one, and that experience wasn’t at all relevant. I also reviewed all the listed clients since some don’t specify experience by sector. I also couldn’t find a single research client among any agency’s client listings. And most don’t seem to have a global focus. As of right now I couldn’t pick more than 2-3 I’d actually want to invite. (Those 2-3 at least seem to be globally focused with relevant B2B technology experience).”

She continued, “I’m sorry to say this as I know you’ve worked hard for me, and you’ve done a great job advising,
but it appears your pool of candidates are not right for me as they don’t actually have experience in my
industry. They shouldn’t have ticked the box.”

You know as we do that among those 32 were more than a few that met her specs, but it was not meant to be!
Please note – your website is a winner when it reflects what they saw in your profile.

AUTOZONE DEMANDS PITCH OWNERSHIP; AGENCIES OBJECT

On October 31st, in an article featuring the latest AutoZone review, ADWEEK reported that client demand for pitch
creative ownership is becoming more common, and pointed to recent examples. In one, agencies were being offered $30,000; in another they were offered more than $300,000. The feature article and subsequent reader comments might lead a reader to conclude:

Agencies take issue when more than a handful of agencies are invited as candidates …
Agencies take issue when asked to produce spec creative during a review …
Agencies take issue with the amount they’re paid for spec creative …
Agencies take issue when they’re not paid for spec creative …
Agencies take issue when there’s a consultant involved …
Agencies take issue with review procedures …

What’s frustrating are the criticisms but lack of any cohesive suggestion as to precisely how an agency review
should be run, and in so doing, be fair to all.

I suggest the missing element is that precise event, episode, exercise, interaction, intercourse, dialogue,
demonstration, presentation where the client is shown and acknowledges that the agency “Get’s It!;
Can Do It!; Will Do It!; Will make it Happen!”

What we need is a committee made up of agencies, clients and consultants to work that one out …

06-02-2010

CONTENTS:

1. Your First FlashReport?
2. Keep Agency Business Development Forthright & Ethical
3. Catherine Magee, the New Boss Lady
4. When You Need It; Your New Business Tool Kit
5. Powerful New Business Ally – Your Agency Tour
6. and finally, a special mention (and blatant plug).

YOUR FIRST FLASHREPORT?

If this is the first time ever (or in a long time) you’ve received our
FlashReport (registered agency newsletter), it may be the result of an
aggressive “update” campaign we recently initiated. The FlashReport is
meant only for registered agency personnel and normally sent to the
primary and alternate new business contacts in the agency profile.

Problem is – when either of those positions are vacated, all too often
no one at the agency makes the necessary updates, so for awhile,
sometimes a long while, our e-mails connect with no one. This recent
campaign involved phone calls whenever necessary, but in many cases,
we’ve used your website “contact” data to make our changes. If you are
NOT the agency’s primary or alternate new business contact, please
make the appropriate changes. E-mail us if you need your User Name and
password!

KEEP AGENCY BUSINESS DEVELOPMENT FORTHRIGHT & ETHICAL …

Forthright & ethical, as in respected and proper behavior in the
course of new client development. Interestingly, some industry
spokespersons have decided it’s their responsibility to define
“ethical” or “what’s proper” in new business development. Frankly, as
has always been the case, unless it’s against the law, every business
and every agency has the right to operate as they see fit. How you win
or lose is your business unless or until you break the law. However,
short of that, when a business model is flawed or when practices are
deceptive, the perpetrator will ultimately be found and suffer the
consequences of lost clients and lost revenue. Not to mention a
tarnished reputation.

On that topic, many agencies and pr firms depend upon a variety of new
business practices to identify and approach prospects, and they do so
to get face-to-face. Many agencies use in-house talent, but others
turn outside to hire sub-contractors, often referred to as “lead
generators”, a “new business agency”, “business development
consultancy”, “new business consultancy” or just “outbound
prospecting”.

Successful outreach programs (in-house or outsourced) generally
incorporate an initial telephone call to a pre-screened prospect; then
a sincere expression of desire to engage in meaningful dialogue on
this and future occasions; the sharing of marketing thoughts and
concepts that might apply; and the stated interest to “get-to-know”
and “earn-your-trust.” The ultimate objective is that “first meeting.”

When done by agency personnel, the caller introduces themself by name,
often including agency title, then agency name and city. In the course
of that, or more typically after subsequent conversations, they
suggest “since we’ve discussed concepts that might be helpful in your
business, would it make sense for us to get together and meet?” Most
successful dialogues of this sort take place between prospect and the
empowered business development director, someone who should and would
attend such a meeting.

Ironically, in an industry pollsters report already has a dubious
record for honesty and integrity, some agencies hire outsourced firms
that engage in deception from the onset. The caller uses an alias (not
their real name) and implies employment at the agency for whom they
are calling. (i.e – Good afternoon, this is Richard Alias with
Thompson Advertising in Cincinnati, OH). The meeting they’re selling
never includes themselves; they’re just selling appointments.
“Dialing-for-dollars” as it were … If the client wants to return the
call, they do so to an agency voicemail (alias name and all)
established with full knowledge of agency management and compliscent
in the charade. Agencies naively declare they only pay $200 or so for
an appointment. I mention we used to do the same, but our fee was
$400. Why? they would ask. Because we split the $400 with each client
that agreed to such a meeting …

There’s nothing wrong with outsourcing, but let’s lift the integrity
of the industry by guaranteeing the outsourced caller identifies
themselves precisely for what they are and what they seek to do. (i.e.
– Good afternoon, this is Richard Rightname with Appointments-R-Us;
we’ve been engaged by Sunrise Advertising in Phoenix to help introduce
them to great companies like yours that might be interested in their
services …) Clients will never object to that, and the honesty would
be refreshing! However you handle business development, keep it
forthright, ethical and clean!

For additional thoughts on all this; visit the article on our website.

CATHERINE MAGEE, THE NEW BOSS LADY

Whether you’re registered or contemplating registration, your primary
contact here is Manager of Agency relations. Kaille Padgett made
scores of friends during the seven years she was here; Jon Damiano
(with P&G and Reynolds Aluminum credentials) was with us for a shorter
period but brought a new perspective to the position. Now, although
I’m a bit tardy, I’m pleased and delighted to introduce Catherine B.
Magee. Catherine joined us in early January this year – let me tell
you more.

Catherine’s primary duties are to guide advertising agencies and
public relations firms through registration and profile development so
they can be found and introduced to any of the 800 clients expected to
use AgencyFinder to find and hire new or additional marketing service
providers this year.

Catherine brings a great deal of agency-side experience which I found
very appealing. She knows what it’s like to go through laborious
client RFP’s only to discover the client didn’t know what to do with
the information once they had it. Since the AgencyFinder registration
process allows agencies to submit pro forma information often required
in an RFP, clients are able to analyze important data instantly and
objectively during the first stages of the selection process, and
without employing an RFP.

Catherine’s agency-side experience includes tenure at
Lawler-Ballard/Earle Palmer Brown and Hawley Martin in Richmond, VA
and ten years’ Chicago experience at Campbell-Mithun and TracyLocke,
assigned to major national brands. She became almost bullet-proof when
she took on selling television for the CBS and NBC affiliates here in
Richmond, Virginia. At AgencyFinder, one primary responsibility is to
make sure we’re continuing to recruit and retain the best agencies in
North America and the UK to be part of the online portfolio that
clients access at no charge. Most importantly, she knows how much
time, energy, frustration and (mild) heartache is always part of the
conventional agency process, and she’s anxious to illustrate how
AgencyFinder, with our modest fees, will save an agency time and
money.

There’s a lot of ‘tire-kicking’ going on right now. That’s easy for
searchers to do online, and that’s why we insist on personal
interaction and telephone consults with every client. Our member
agencies expect that and Catherine makes certain they know that
happens.

“I see things from the perspective that only someone who has worked on
the agency’s side of the table can bring,” said Catherine. “I
understand where these agencies are coming from, having worked for
both large and mid-sized agencies. I also appreciate the pecking order
and political roadblocks that sometimes exist on the inside. The
system here allows us to make sure the right agencies are in the
running for the right accounts.”

Note: AgencyFinder assisted in the placement of over $294 million in
new business with registered agencies and PR firms in 2009. The
average account was slightly greater than $1 million.

WHEN YOU NEED IT; YOUR NEW BUSINESS TOOL KIT

We’re so much more than a directory or listing service; there’s no
comparison. Better put, we’re your partner in new business
“everything.” It’s easy to overlook or forget all you have access to
(as far as new business is concerned) as a registered member of
AgencyFinder. We recently updated that page on our website; I invite
and encourage you to view, then email or call to invite our
assistance. Check it out.

POWERFUL NEW BUSINESS ALLY … YOUR AGENCY TOUR …

Each and every client that uses our service is encouraged unmercifully
to embrace the virtues of conducting agency site visits and tours.
Don’t be bashful about making the pitch yourself. On a recent “food
service” win, the winning agency fought hard to convince the client to
visit their shop. To hear it told, apparently the client was expecting
a more traditional agency layout, only to be pleasantly surprised and
a bit overwhelmed to discover this agency had audio, video and print
production facilities above and beyond the norm. Although not needed
for initial steps in the relationship, the presence of those
facilities bode well going forward and in influencing the award
decision.

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-makers and preferences you can use to your
advantage later 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
“closing questions.” Make sure to learn what the client sees as “next
steps.” And try to be certain YOUR AGENCY is involved in those “next
steps!”

… AND FINALLY, A SPECIAL MENTION (AND BLATANT PLUG).

Any agency involved in B2B needs to consider attending the 2010
National BMA Conference June 2nd thru Jun 4th in Chicago. Our good
friend Gary Slack and his team have assembled a powerhouse event –
witness: After last year’s successful “UNlearn” conference, which drew
450 business marketers, this year’s “Engage” conference is expected to
draw 700+ and again sell out early.

To be held in a fabulous new state-of-the-art conference facility at
Chicago’s Swissotel, the conference will run from mid-day Wednesday,
June 2, through mid-day, June 4, for 48 straight hours of jam-packed
learning and networking.

Flash Report @ AgencyFinder – November 22, 2009

CONTENTS:

1. Rainmaker – Where art thou?
2. Prospects Complained About Your Web Site – Part II
3. Fishing for new business
4. Why would you call yours an agency?
5. … and finally

RAINMAKER – WHERE ART THOU?

Agency new business development has always been a cyclical thing; fight the uphill battle to find and land a new client; then abandon any business development regularity because that new client needs servicing. Then it happens – ouch! You lose or elect to drop a problematic client, so now it’s back up the hill again to fight for another victory. Agencies (as in ad, integrated, digital, sales promotion, media buying and public relations) use a combination of tools; flat or dimensional mailers, cold calls, follow-up telephone calls, self-promotion and publicity, speeches, seminars, networking, and even third-party outsourcing. Many have free or paid listings in shallow datafile industry directories; the smart ones have long been listed in Adweek and Redbooks.

Some elect to try to get the attention of traditional search consultants (those hired and compensated only by the clients) but in those situations, rarely does anyone but the larger agency find any traction.

But who should be the agency’s New Business Guru? Good question … Like it or not (not is the majority feeling), agency business development is a sales job. And for as long as I’ve been working in this industry, “sales” has been a dirty word!

I gave a speech at the Food Marketing Institute convention in San Antonio, TX a few years ago. An agency president acquaintance, semi-retired, had given his presentation the day before and left some handouts. In one section, to help members understand agency people, he made an argument I hadn’t consciously considered before – that most agency folks are introverts. So he suggested that given the choice, they would prefer not to be put in a position where they’d have to act assertively and certainly not like a “sales person!” Apparently, during my years at Sanders Consulting and Sales Marketing Institute teaching new business development, I’d been working with what may have been a fairly large universe of introverts since they often remarked: “I hate chasing prospects, but get us in front of a serious client, and we’ll close the business nine times out of ten! I heard their plea, so we built our match-making service to do just that. But none of this means an agency doesn’t need a “real” Rainmaker. So I’m asking – where have they all gone or where are they? Where are those “sales dogs” with thick skin and an “I won’t quit until” attitude? Where are the ones that can’t wait to ask for the order? Where are the ones with formal sales training? Where are the ones who ask “now that you’ve seen our presentation, would it make sense for us to get started on your account? Rather than “we look forward to learning your decision …” God that’s awful! Here’s my take at the moment. Most agencies need a Rainmaker (for real). Someone who’s been formally trained and has experience “walking the walk & talking the talk.” Interestingly, we have a top-ranked industry grad school in our backyard, but unless things have changed, they don’t offer even a single semester dealing with “how to get new clients for your agency. Is it any surprise then that the bottom fell out when clients stopped begging agencies to take their business? That reminds me, (no offense intended) but a new business co-coordinator or screener is no substitute for a sales dog! Important yes; a Rainmaker – no.

I know I’m pontificating, but it frustrates me to see and feel the talent void in our industry. I plan to address this topic in a White Paper, but for now, I have one suggestion. If your agency needs some help in new business, to supplement what you’ve been struggling to do alone, or if you’d like to pass the baton, look to find and hire an experienced and successful salesperson. You can teach them the agency business and what they need to know about

yours. But you CAN NOT teach sales skills to an introvert agency employee who shudders at the thought of making a phone call to a stranger. That’s it for now – get ready, 2010 is going to be a B@#4!**

PROSPECTS COMPLAINED ABOUT YOUR WEB SITE – PART II

Feedback; we get feedback!

Interestingly, my broadcast email of September 29th got more feedback than any email we’ve ever sent. It wasn’t the message itself (which without the provocative subject-line would have slipped into oblivion as most do) but I plead guilty to writing that on purpose. For those who got to paragraph 2, it said “I’m not speaking about your website specifically …” and I went on to explain. (If you missed seeing it and want to, drop me a note).

I concluded by writing: “Bottom line: Build and place a “Category” tab on your site – for current as well as past client categories. Feel free to copy those labels from your AgencyFinder record. For services (i.e. public relations, media relations, technical advertising) – make a similar and all-inclusive tab or list.”

We got email and I made calls to everyone who wrote. The preponderance was positive. Here’s an example: “We did not mistake your rant for anything more than general frustration and well-meaning advice addressing some of the issues that we recently diagnosed in our own website presence.

Part of the problem all of us agencies share, I’m sure, has to do with how rapidly we have been called upon to reinvent ourselves as viable resources for adding value. Conversely, clients and prospects are also redefining their expectations for agency relationships at the speed of the latest tool or technology. The result as you identified: lots of disconnects upon initial “presentations”.

Our challenge as an agency is to build a level of trust in a website that we have traditionally accomplished over time with more personal interactions. It’s no small task!”

And yes, here’s one expressing a contrary view: “With subject lines like this you’re headed for the SPAM filter, and rightly so!”

FISHING FOR NEW BUSINESS

You may have seen something like this yourself. There he is, Mr. Swaggerman. He’s a lucky guy, he’s in Vegas at the crap table; he picks up the die, cocks his well-oiled throwing arm, the tingle of a winner vibrating on his palm. Over the din the dealer shouts – “Hey buster, you need to put some chips on the deck!” Mr. Swaggerman shouts back – “You mean I have to pay to play?” “You bet Mr. Swaggerman, there ain’t no free rides.” – Ain’t life grand!

In case Mr. Swaggerman comes our way, we built ourselves a fairy tale.

WHY WOULD YOU CALL YOURS AN AGENCY?

Each of our registered agencies has to decide what they want to be called; the “handle” by which they are found. The choices we offer are:

* Advertising Agency (SIC 7311)
* Direct Marketing Firm (SIC 7331)
* Integrated Marketing Communications Firm (Not yet classified)
* Media Buying Firm (SIC 7319-9902)
* Digital and Interactive Media Firm (Not yet classified)
* Public Relations Firm (SIC 8743)
* Sales Promotion Firm (SIC 8743-9904)
* and Minority owned and operated

We also offer the following, although they are “not yet classified” by the Federal Government. Branding Firm, Design Firm, Experiential Firm, Live Events Firm, Research Firm and Web Development Firm.

Over the years, I’ve talked with many agencies about what’s best – and I can report that from the client’s (searchers) standpoint, they’re much less concerned about that “handle” than they are about the services they need. If everyone called themselves a Marketing Firm, that might just do it! The topic just popped up in AdAge and our wise friend Mike Carlton tackled that topic back on November 10th.

I highly recommend you read it – I think you’ll find it interesting.

… AND FINALLY.

First off … Happy Holidays!

Here in the US, the season begins with Thanksgiving on Thursday. This newsletter has also been sent to our member-agencies in the UK; Adam Whittaker and Sam Reardon Smith will post you on your news separately. We do hope everyone will be able to savor some “down-time” to enjoy family, friends and pets!

We’re optimistic about the months to come; for AgencyFinder and the clients and agencies we serve. We strive to be an irreplaceable element of your new business process. Please let us know if there is anything else we can do.

As we have since 1997, we look forward to getting you face-to-face with a great prospect; now approaching 10,000 such instances.

Then & Now – We Built it For You!

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, VA 23060
Voice: 804.346.1812

Flash Report @ AgencyFinder – June 21, 2009

CONTENTS:

1. How to stretch your new business budget; Even if you don’t have one!
2. When the topic is budget – whose budget are we talking about?
3. 47%of AgencyFinder agencies secured new business in 2008
4. Talk about outrageous – Hank Blank tells us “Why Agencies Don’t Want New Business!”

HOW TO STRETCH YOUR NEW BUSINESS BUDGET; EVEN IF YOU DON’T HAVE ONE!

It’s true for us all; with less to spend we need to work hard to make what we have do what’s needed – even if our budget bucket account is approaching empty. Getting or keeping your agency visible to prospects should be something you know how to do, so as long as that pipeline still has some life left, what you spend next is under your control.

Some suggestions . . .

1. Start when they telephone: incoming callers normally hear (including referrals) – “If you know the extension of the party you’re calling, enter it now … Or, If you know the name of the party you’re calling, enter it now …” How about re-sorting that sequence to begin with: “If you’re interested in talking with us about your account, dial #1 now!”

2. Open Your Kimono: When you’ve got a prospect to the stage where it “makes sense to meet” face-to-face, do not succumb to their invitation to make a capabilities presentation at their place. Rather, invite them to come to you for an agency tour and staff introductions. What better place for that presentation; for a guided tour; to meet the agency poodle or pit-bull; to ride in the agency Hummer; or dine at the agency’s country-club! (in searches we manage, we ALWAYS push for the agency visit).

Whether you travel to them or them to you, the costs tend to wash. But maybe you have a carriage-house on your property or you belong to a club with reduced-rate lodging. When they’re on the road traveling, you’re at home getting work done. If you can, offer to pick up the tab for their trip, since you were prepared to pay for yours. If you’re strapped for cash, purchase and pay for their airline and lodging with company credit cards. You’d do the same if traveling, right?

3. Steal Some of Our Ideas: The more you know, the better. Don’t go face-to-face with a prospect unless and until you learn what you need to know to evaluate the opportunity, and to decide what you can afford to invest in pursuit. Be sure you’re right for each other; ask what we ask them. WHEN THE TOPIC IS BUDGET – WHOSE BUDGET ARE WE TALKING ABOUT?

I don’t need to remind you that things are tight. Agencies large and small, full service, pr, interactive, East to West tell us it’s a struggle to keep the doors open and they report it’s hard to find prospects willing to consider new marketing partners. Yet that flies in the face of what we hear from clients; they tell us they need to fine-tune, to focus-in and to keep spending, but they also admit to needing fresh new thinking from a fresh new marketing partner.

The truth is somewhere in the middle.

When we interview agency applicants, they often ask about our client budgets; how big, what does it cover, are they looking for an interactive agency, etc. Big: less than $100,000 to more than $100 million; Cover: they expect whatever it takes to protect sales at last years numbers, or increase 2009 figures by X%; Looking for: most clients aren’t shopping for a specific discipline but rather a series of services, and they’re not particularly fussy about what you call yourself.

That conversation segues into inquiring about the agency’s new business development budget. The answer and what the agency does in the way of “process” helps us discover if we’re talking with a “player.” More often than not (covering lots of agencies of different size and specialization), we learn there is NO specific budget. Other than the
individuals’ salary, there is no pre-approved repository that Mr. or Ms. New Business can draw from to pursue business in general, or a specific hot opportunity. That’s like “Gentlemen, start your engines” – on an empty tank!

Maybe that explains why, in agency interviews and on the topic of our subscription plan fees, we’re the recipient of tons of creative thinking. Most volunteer they’d be happy to pay us far beyond our published fees, if they win the business and when they get paid. Its the IF and WHEN that our accountants object to. Where we’ve carried the conversation forward and volunteer the traditional 10% finder’s fee, the response is OK – on net. As in, after there’s nothing left.

We’re not talking about the initial no-brainier $500 payment, but our annual fee – the $5,000 balance due. But only due and payable if and when the pre-screened and qualified agency has held their no-obligation prospect telephone interview, and has decided to contend and compete for the business. Most agencies agree that our business model is fair and equitable; especially those who have benefited over the years. That model hasn’t changed appreciably since 1997 (including the rates). However, our management has a reputation for being “most reasonable,” so when a smaller client budget doesn’t support the full fee, those fees are adjusted on a “case-by-case” basis. You always have the chance to accept or decline in such a negotiation. If agency business development budgets were calculated as agencies often recommend to prospects, what should the new business budget be for an agency capitalized at $45 Million?

1. $4.5 million (10%)
2. $450,000 (1%)
3. $45,000 (.1%)
4. $4,500 (.01%)

Answer (it depends …) But give pause to what the prospect would think if you compared “percentages.”

We all know some agencies are paying $4,000/$5,000 each month to telephone appointment setters; they attend out-of-town “how to conferences” and put their notebooks away afterwards; they purchase massaged “hot-prospect” lists (that still need to be called or mailed to); they take 2-day “grip & grin/kiss & tell” cruises at $20,000 per head; or remarkably, they retain a qualified consultant that actually teaches them and then tests to see if they learned something.

You can’t kid a kidder. We’re proud of our long business development heritage, our experience as a search consultant organization (some 9,000+ encounters) and of the value we deliver for a meager $5,000 per year! Thanks for your trust in AgencyFinder …

HERE 47% OF AGENCYFINDER AGENCIES SECURED NEW BUSINESS IN 2008

Recently we were asked what percent of our paid agencies won a piece of business last year. I’m sure we could pull those stats together, but frankly, our rather small staff is more than busy interviewing clients, registering agencies and managing the complexities of client searches.

We just don’t have the resources to answer that or the other “statistics” requests that come our way.

When asked such questions, we defer to the fact that certain things here are confidential, and that’s that. That includes any “list” of our registered agencies, although our Search Announcements and rotating logos reveal quite a few agency names. If you or a client wants to know if an agency is in our database, entering their name at the Adweek Agency Namefinder will tell the tale.

Statistics are often misleading. An agency’s success in attracting and getting new business here at AgencyFinder is a function of the agency record, i.e. – agency experience (category experience, markets served, services offered, etc.), completeness and persuasiveness of their essays and case histories, record currency and the precision of the match to specified client needs. Not all agencies are identical. Beyond that, ours is a “match-making” service and we play no role and are not responsible for what any agency does following our introduction. We have never promoted our business on promise or probability, just as our agencies know not to promise specific marketing results. We advocate based on our years of a consistent and publicized track record of bringing real, pre-screened client opportunities coupled with a professionally and personally managed search process. Our staff has done so on 9281 occasions (today’s number). Our “human component” is unique to AgencyFinder and represents skills and experience related not only to the client search process, but to agency business development. You won’t find a better or perfected model elsewhere.

When you attempt to compare us with others, it’s virtually impossible to do so on an “apples & apples” basis. How do you compare our 12 years and thousands of searches to one that is new? How do you compare our “managed process” with a “flat-file” un-managed directory? You don’t …

STARTING SLOW; FINISHING SLOW

We don’t need a survey to let us see that client registrations, then client searches and client awards are starting slow and finishing slow. Not the pace last year at this time (we’re down about 10%) but that’s not bad considering … But clients are taking quite a bit longer to ponder their candidates, to weigh and re-adjust their budgets and expectations, and then to walk the candidate agencies through their paces.

If only we could all count on things staying the “same” for awhile …

TALK ABOUT OUTRAGEOUS – HANK BLANK TELLS US “WHY AGENCIES DON’T WANT NEW BUSINESS!”

Such balderdash I told Hank. They’re dying for it. So he suggested I purchase his CD to hear his side of the story. I did; now you can, too. I even posted a recommendation on his LinkedIn site: “Hank’s a man after my heart – he’s a New Business Guru! Having seen it from both sides (agency & client), he knows it’s not a territory for novices or virgins. I’ve heard his new CD and Hank gets to the point – new business is not an accident waiting to happen! No one will ever share the “whole truth & nothing but the truth”, but his CD covers a bunch. Buy it. Take what you learn there; then become an AgencyFinder member. That’s the best of both worlds!!!

http://www.hankblank.com/index.php

… AND FINALLY

The rumors and reports seem to be unanimous – we’re all working harder than ever for less than ever, but at least it’s keeping food on the table and gas in the tank. If you’re lucky, you can sneak some quality time-off! We are experiencing much of the same, but at least the tunnel for everyone seems shorter and open at the other end. Pass the word; tell your friends; let us help them find and hire you!

P.S. – It’s time for a website redux here; we welcome your thoughts and suggestions. 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!

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, VA 23060
Voice: 804.346.1812

Flash Report @ AgencyFinder – March 3, 2009

CONTENTS:

1. The world’s most famous new business cure for an ailing agency
2. Amber alert; Green alert – Not your usual match-making assignment
3. An agency guide to writing RFPs that actually work
4. What is your agency’s economic stimulus plan?
5. May we introduce you to Asgar?
6. AgencyFinder.eu London moves to new quarters

THE WORLD’S MOST FAMOUS NEW BUSINESS CURE FOR AN AILING AGENCY

Allow me to modestly declare that I hold a field-accredited PhD in business development and cut my teeth in agency new business at Sanders Consulting Group from 1990 – 1994 working from Richmond, Virginia.

Now I learn that we were plugging away in the midst of a recessionary period ourselves, but since the media had not yet pronounced it so, we were essentially oblivious to the fact. I do know (and we taught it as well) that you had to make your own new business, and that was true then and it’s still true now.

We practiced what we preached – we armed ourselves with computers, a database of agency prospects (eventually about 7,000), contact management software (ACT), send-me-something mailers, a headset and a whoopee cushion.

Then we started dialing for dollars … Nothing scripted, but I can assure you, the first few sentences were ingrained after a few calls. We were looking for agencies that needed new clients, wanted new clients, were prepared to work to earn new clients, and were willing (even in those times) 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.

Sanders conducted some research back then, and we learned that at any given time, about 35% of the client universe was willing to talk to a new agency about a possible relationship. We assumed those figures applied to agencies as well (as clients), so we knew to press on. We also operated on the ten percent premise; that being 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 wanted to be reminded. 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 of this economy where you can.

That’s All Folks!

AMBER ALERT; GREEN ALERT – NOT YOUR USUAL MATCH-MAKING ASSIGNMENT

Feb 17, 2009. 6:34AM – Houston, TX We took a call from good neighbor Tony trying to find a pr firm to help Annabelle’s family get national publicity on this kidnapping. He sent this announcement:

“Authorities have issued an Amber Alert for a 5-year-old girl who was taken by her biological parents during a supervised visit at a Conroe restaurant. Conroe police say Annabelle Williams-Forlano was abducted about 8:40 p.m. Monday from the Chuck E. Cheese’s restaurant on Interstate 45 near FM 242.

The girl was in the custody of an aunt and uncle, who brought her to the restaurant for a supervised visit with her parents, Angela Faith and Carl Forlano, police said. During the visit, Faith, 46, grabbed the girl and ran outside. She and Forlano fled with the child in a white pickup truck that did not have license plates, officers said. Witnesses were unsure about the make and model of the truck.

Police have not said why the parents lost custody of Annabelle, but they said the girl is believed to be in danger. Annabelle is 3 feet 4 inches tall, weighs about 35 pounds and has brown hair and eyes, police said. When last seen, she was wearing a pink shirt and jeans, a white Hannah Montana jacket and pink fringed boots. Anyone with information on her or her parents is asked to call Conroe police at 936-522-3200.”

We sent the following e-mail blast to our Houston agencies:

Tony XXXX from Houston called AgencyFinder this morning looking for a PR firm to get national publicity for that Amber Alert. They have plenty of press inside Texas but need to extend publicity beyond the state borders. If you and your Houston colleagues are willing and/or able to assist, please call Tony directly at 936-827-XXXX. oyce Berger with Arriba Public Relations Responded:

You threw an arrow in my heart. I have a five year old granddaughter – turning six tomorrow. We’re helping.

Green Alert – The Happy Ending

Joyce Berger sent us the following update: “Arriba completed a national press release last night … which we were holding until today at the request of the FBI. Had a great personal interview with Annabelle’s uncle (legal guardian) and decided to take him live. So we had an independent camera crew set up and ready to shoot an interview with him and his wife – to send out to API and the wires over the weekend.

However, the wonderful news is that the FBI found Annabelle somewhere on the outskirts of Ohio (reportedly OK physically). Kurk Nielsen (the uncle) has just left Houston to pick her up. Hopefully permanent happy ending.”

Regards, Joyce.

AN AGENCY GUIDE TO WRITING RFPS THAT ACTUALLY WORK

Thanks to Carey Jernigan, Vice President, re:group incorporated in Ann Arbor, Michigan for bringing this well-written White Paper to our attention. It’s meant to be shared with any client you know (or hear about) that has threatened to author the infamous RFP! We probably can never stop them from being written, but we should do what we can to encourage that they be workable, palatable documents. Check it out at: http://www.regroup.us/povpapers/index.html.

WHAT IS YOUR AGENCY’S ECONOMIC STIMULUS PLAN?

Tell us; tell us how they cry! It’s a fair question. You have to grow if your client spend is shrinking. So how are you positioned to grow revenue in spite of the current economy? What is your agency’s economic stimulus plan? Have you considered breaking into a new category or vertical market? Maybe it’s offering a new line of services like mobile or interactive. At AgencyFinder we’re looking for opportunities for your agency. We stepped out on a limb to investigate the Administration’s economic stimulus plan to spend $1 trillion dollars and went looking for agency opportunities. If we invited you in a review where your agency had relevant category experience and the client was primed to spend $1 trillion dollars in 2009, how long would it take your business development person to get on the horn and investigate? How long does it take to count to One?

To help us investigate this opportunity-laden land of the new Obama administration, we turned to an advocate of small to mid sized U.S. businesses, Mr. Cian Robinson. Cian specializes in government contracting. He works with firms that want to gain serious consideration from government agencies in need of his clients’ products and services.

What we found was interesting. It’s actually a little more complicated than filling out a form and calling your congressman for some introductions. If your agency wants consideration for any of the $1 trillion spend about to happen this fiscal year, you need to be on a G.S.A. schedule.

For those unfamiliar with the term G.S.A. schedule, G.S.A. stands for General Services Administration as in the U.S. Government’s indispensible resource for access to qualified government contractors. A “schedule” refers to the way the G.S.A. categorizes the different types of service and products the government contracts out and the list of contractors associated and approved to offer services and products in those categories. If you are not on a schedule approved by the G.S.A., you won’t see a dime of government spend.

So how do agencies benefit from this G.S.A. schedule? And what schedule(s) best fit an agency? How do you get your agency on schedule? Cian has the answers and I suspect you’ll find this eye-opening. The GSA provides an Advertising & Integrated Marketing Solutions (AIMS) schedule. It is for customers (e.g. government agencies) that need assistance educating the public. This may include developing an interactive recruitment plan for the U.S. Army, or something as simple as placing media buys in a region for the U.S. Census.

Contracts are awarded to advertising and marketing firms that can assist government agencies in accomplishing its goals. Under the AIMS Schedule (check this out), a multitude of services are available and are categorized into 5 groupings for ease of reference.

Each of the five schedules must be completed and then submitted to the GSA. After receipt, the GSA enters negotiations with your agency. This is the process where the agency negotiates a “rate card” per say for its products and services.

Once on schedule your agency is eligible to be contracted directly by the U.S. government agencies and their prime contractors with or without the benefit of an RFP process, depending on the need. You still need to market your agency as you would if you were entering into any other new category, but without getting on schedule, you’re not even in the game. Are you interested? Would you like to pursue a G.S.A. schedule? Or talk with a government contracting specialist to help you construct, negotiate, and navigate your way into getting on schedule and submitting for U.S. government contracts?

To learn more about the implications of driving new revenue to your agency’s bottom line, click here and tell me so:

MAY WE INTRODUCE YOU TO ASGAR?

We can’t control who stops by to register at AgencyFinder, and we do get all kinds. In some cases, the phone and fax are bogus, but generally not so for the e-mail address.

When the phone bombs out (we telephone them all), Kaille sends this little diddy: “Thank you for your inquiry @ agencyfinder. We tried to give you a call but found the phone number you provided incorrect, so I thought I’d follow by email. Feel free to poke around at www.agencyfinder.com, but just to clarify, our service is offered at no cost and is also confidential, so we encourage you to take advantage.

Just let us know what you need and we’ll be glad to help. (yes, believe it or not, we are that kind and that helpful.) It’s that simple. If AgencyFinder isn’t the best avenue for you, we can lead you to some other resources. If you found what you needed, please let me know that as well.”

In one such recent incident, our registered client “Asgar” replied: “No way I’m returning to your site, I can’t seem to find the time to fill out elaborate surveys these days.”

I hope you feel as we do – the process of selecting a new marketing partner takes time, and at that, Asgar wouldn’t be a good catch!

AGENCYFINDER.EU LONDON MOVES TO NEW QUARTERS

Adam Whittaker, Sam Reardon Smith, Heather Bourne and crew have moved to fresh new quarters in the ever so achingly trendy Shepherds Bush; just down from the Beeb, across the Green from Westfield (the largest shopping mall in the UK) and over the road from The Shepherds Bush Empire, the best gig in the country by a mile. In Adam’s words, “if you fancy popping in for a chat there is ALWAYS something to do afterwards or before if you get here early. We’re 30 minutes from Shoreditch, 20 from the City and 10 from Soho and the West End.” Check it out! … AND FINALLY.

2009 has already demonstrated it’s going to challenge the very best at agencies of all shape and size. Like we said last month, the “business” of business development has never mattered so much to so many.

Our staff here in the US and our folks in London will continue to do all we can to turn up and turn out every viable new business opportunity we can find or that finds us. All of that in an effort to remain a vital part of your firm’s new business process. Please let us know if there is anything else we can do to make this year a successful one for you.

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!

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, VA 23060
Voice: 804.346.1812

Flash Report @ AgencyFinder – January 15, 2009

CONTENTS:

1. Your agency web site can be a new business magnet!
2. Each new business lead is precious.
3. New business tools – add them to your toolbox.
4. Clients always search for free – but they’re not free to abuse our agencies …
5. How about fresh, upbeat, provocative essays for ’09?

YOUR AGENCY WEB SITE CAN BE A NEW BUSINESS MAGNET!

Your website can and should draw clients like a fire attracts moths. But when our staff consultants check out agency candidate websites before the clients do (to remove those not fully qualified), I’m dismayed at the “disconnect” that exists about “category experience.” Yet when you ask a client for their first selection criteria for agency credentials, they’ll tell you “experience in our business.”

Most agency websites have a Client tab. There you find current client names or logos. You’re lucky if you recognize more than a few. Some are hyperlinked, but with limited time and a long list of

“first-cut” agencies, clients don’t want to poke and ponder. It takes precious time to identify the business category of an unfamiliar client name, and a website visit doesn’t always help. The typical Client Tab offers little to indicate the agency’s category experience nor does it do justice to clients long-gone.

Clients, their names and logos will come and go, but Category Experience is forever. Be sure you have a Category Experience Tab. Feel free to pull and post from our database fields (click here).

EACH NEW BUSINESS LEAD IS PRECIOUS

If you’re like the majority and want every opportunity you can get, when you began the new year Monday, everything associated with new business needed to count.

FYI, on average, about half the clients that register go forward and have us manage their agency or pr firm search. The other half tell us they already have some “recommended” agencies (thank God for such a quality resource …) or they elect not to return our calls and emails.

That doesn’t mean you shouldn’t “professionally” jump on their bones though, so in those cases, we’re going to distribute that contact information, along with whatever we have on their agency requirements – and do so for free (no strings attached) to qualified and/or nearby agencies. That goes for any agency already paid at the $500 level or those already fully fee-paid. Tell them AgencyFinder sent you, but show them no mercy!

NEW BUSINESS TOOLS – ADD THEM TO YOUR TOOLBOX

New business is like anything else; it’s a process and you need tools and techniques to do it correctly. We’ve assembled some fundamental items and information you should find helpful in your task (click here).

Finally, add this invigorating fuel to your new business engine. A colleague in London sent us a lovely, inspiring PowerPoint presentation. Find it at Meet the Team; then below the photo array click on An Upbeat Look at 2009.

CLIENTS ALWAYS SEARCH FOR FREE – BUT THEY’RE NOT FREE TO ABUSE OUR AGENCIES …

Sales professionals advise “remove barriers to the sale,” so we’ve always offered our service to advertisers for free. We want to accommodate all “qualified” clients, but free doesn’t mean at the expense of any agency.

And AgencyFinder is only free when subject to defined exceptions. I urge you to read our Terms and Conditions for Clients.

Clients are told that AgencyFinder is a step-by-step “consulting process” they’ll use to find and hire plus it’s a database of pre-screened, qualified advertising and public relations firms. More than that, we’re not a “list broker” or “list source.” An early-stage client email advises: “It’s important to make another distinction – clients that want just a “list” and plan a hiring process that deviates substantially from our model should find candidates at flat-file agency directories such as Adweek and Redbooks, or by Googling and then managing on their own.”

We’re much, much more than most people think … HOW ABOUT FRESH, UPBEAT, PROVOCATIVE ESSAYS FOR ’09?

Check your essays; you might find that this new economy calls for a fresh perspective and a different viewpoint.

You can make changes anytime, so how about an inventory of text options for each essay and then test them; rotate them. Remember, in new business, birds of a feather want to flock together. Do what you can to help alleviate the fear component that will surely guide and control marketing decisions for some time to come.

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, VA 23060
Voice: 804.346.1812

Flash Report @ AgencyFinder – November 6, 2008

Contents:

1. Will your agency survive this crisis?
2. Record month for search registrations
3. Exclusive offer to agencyfinder’s registered agencies
4. Time to sign your work
5. Free new business counsel – always have; always will
6. … And finally

WILL YOUR AGENCY SURVIVE THIS CRISIS?

What happened to new business activity at your agency starting early September, as hurricane Ike headed towards Galveston Island? Never in our 12-year history have we seen business come to such a screeching halt as it did for the majority of businesses here in the US. Interestingly, our client “search registration” link serves as a fairly precise economic barometer, and it began to slow in early September as the hurricane threat began. We weren’t alone, as agencies began to report that

clients everywhere seemed mesmerized and suspended in space by what would happen next and to whom. Of course, the political conventions were also crowding the airwaves.

Then, just when it looked like we had escaped a serious threat to the economy, we got pounded by the market crash and the government’s plan, and it’s clear this hurricane won’t be passing anytime soon. Here at AgencyFinder and in our London office as well, we don’t see this anything like the usual “economic slowdown;” we see this as a series of mini hurricanes heading for any and all agencies already sitting on shaky ground. This situation doesn’t lend itself to pulling out the “It pays to Increase Spending in Down Times.” It’s far more serious than that. For many, this may be “pass or fail” time. That’s why we’re beginning a four-message e-mail campaign this week that takes the topic head-on. The headline above is one example. We see this as such an important admonition that we’re sending it to registered agencies; to some additional contacts at those agencies; and then to agencies that haven’t yet registered. Our June FlashReport offered some tips for protecting your agency in “difficult times” – go back a re-read what we offered. For now, here’s our message: Industry pundits predict and it’s already happening … clients will suspend advertising or cut drastically. Some agencies will be forced to reduce staff. Marginal agencies will close. Loose clients needing a replacement will turn quickly to the Internet and that’s where they’ll engage AgencyFinder.com, the “Search & Find” standard-bearer since 1997. That’s why AgencyFinder needs to be in your new business tool kit.

P.S. – Breaking news Monday Nov. 3rd – from the AAAA newsletter quoting Adweek: Credit Crunch Tightens Agency Coffers – Agency holding companies are responding to worsening financial conditions by clamping down on travel and entertainment expenses, instituting hiring freezes, reevaluating bonuses, and, in some cases, laying off workers.

RECORD MONTH FOR SEARCH REGISTRATIONS

The omen showeth itself … The ink was barely dry on my prognostication (last paragraph above) when we recorded a record month for client and consultant registrations – 92! I have little more to say other than to report – only time will tell.

EXCLUSIVE OFFER TO AGENCYFINDER’S REGISTERED AGENCIES

Registered agencies with AgencyFinder (meaning those agencies that have completed surveys and have paid their $500 registration fee) are able to receive a WebLetter account at no charge (an annual value in excess of $1,200). Here are the conditions:

1. The WebLetter account can be used for agency self-promotion purposes, only.
2. The agency’s use of the WebLetter account will be reviewed every six months by Peer360. Improper use of the account or lack of use may result in suspension of the account after review.
3. The agency must make arrangements directly with Peer360 for training or for the development of custom web templates (all services provided by Peer360 for a fee), if desired by the agency.
4. Peer360 and Brand Central Station will provide current marketing content to all AgencyFinder-related accounts for use on an “as needed” basis.

Interested? Then let us know and we’ll set up a teleconference with a Peer360 representative right away. TIME TO SIGN YOUR WORK

Tough times call for new tactics.

You should do almost anything to increase your firm’s visibility. I wrote about this before, but now it’s time to do something about it: Sign your work!

Everywhere and anywhere you can, mark your client work with your agency imprint. Writers, photographers and illustrators do it; so can you! I’m told it’s practiced in some parts of Europe. To again share my thoughts, I’m repeating something we published on January 27, 2004:

What if your agency really practiced branding?

Real branding (let me repeat – Real Branding) may be a partial answer to what ails some agencies. Specifically, the downfall and demise of agencies like D’Arcy, Bates, Earle Palmer Brown, Hample/ Stefanides, HDC, BaylessCronin and some other twenty-two more U.S. ad agencies begs the question – how can agencies with great client rosters simply slip away, or be disassembled and distributed as piece-parts? How can their peers or an admiring public let that happen?

But what even suggests that peers or the public have any idea who does what and when? If the public did know, might it be less likely that a great Brand (agency) could simply be put to rest without cries of complaint and alarm? We kicked this topic around before – see our Special Edition Flash Report 10-24-2002. Based on feedback since, we’ve had conversations with agencies AND clients – to ask what might happen if agencies really did brand themselves. Imagine if your agency were to “sign & brand” every ad you produced. Translated – a small but visible agency mark, logo and credit line (or voiceover), similar to a photographer’s or illustrator’s credit line that states “Proudly produced by X Agency, Chicago, IL”. As best we’ve come to know, it’s not being done by anyone.

Agencies generally remark – “clients wouldn’t allow it”, or “clients wouldn’t pick up the tab”. Yet photographers and illustrators have been doing it for years, and not because they work without payment. Publishers pay and allow it; why can’t clients? Is it just a question of asking permission? On the pay-for-it issue, if there’s value, an agency should be happy to pay for their pro-rata portion, or reduce production costs accordingly. After all, that’s positive exposure and an investment in new business development. When we discussed this with clients, they weren’t put off as agencies thought they might be. Some were quick to see the merits. This could be a quid-pro-quo thing. Many consumers (and industry peers) are passionate about who does what work (for example, stay behind in the theatre to witness those who remain to study credits).

Consider an extreme analogy – imagine if an agency of some renown (a you-know-who) that wouldn’t normally, did work for a regional men’s fashion chain and marked or branded that work. What might “those in the know” think about the connection or the implied endorsement? If the consumer didn’t recognize the agency brand (regardless of size), a quick Internet search would be educational. And that grand agency brand might have complimented the client. Likewise, a great client brand could compliment an agency. When chatting this around, the topic of copyright also comes up. But we’ve touched on enough for now – it’s time to move on. However, your thoughts are welcome, AND, if you already do this, are you willing to tell us (and others) about it?

FREE NEW BUSINESS COUNSEL – ALWAYS HAVE; ALWAYS WILL
by Charles G. Meyst, AgencyFinder Chairman

I’m not wanting to start an avalanche, but I do want to mention that we’ve always been willing to provide no-cost new business development advice and counsel to any “paid-up” Certified Agency if you are willing to call and ask. You may have to work to catch one of us, but it could make the difference for you. We can’t fit in back and forth email on that topic, but if you want to chat, it does work to send an email to alert us to the fact that you plan to call. Then give us 24 hours and ring us! ‘Nuff said?

… AND FINALLY

We’re very excited about the changes we’ve made and the opportunities now facing AgencyFinder and the clients and agencies we serve. We’re always striving to do a better job and become an irreplaceable part of your new business process. Please let us know if there is anything else we can do to make AgencyFinder ever better.

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!