CONTENTS – New Business Tools & Tips for Mainstream Business Development

1.  Ann Landers Faux for the Advertising Agency
2. Ann Landers Faux for the Advertising Industry Client
3. Tried and True Advertising Agency Biz Development Process
4. Pump Up the Cure for Agency New Biz – Check Out the Options

ANN LANDERS FOR THE ADVERTISING AGENCY

Dear Chuck, Help! We have a website as do thousands of agencies and expect it to bring prospects to our doorstep. It does but 99% of the inquiries tend to be junk! When I ask how they found us, they say they Googled us. When I dig deeper it turns out we are nothing like they want or need – other than what they thought was our location in Denver. (we’re in Cleveland) Now what?

Dear Help, Oh that monopolistic Google! But you raise an interesting point. Sounds like their primary match was for location, as in “local search.” On that they are admittedly great. But more than that they are sketchy. Recognize Google finds you based on the sparse data in your website. Think about that for a minute. I looked at yours and it’s like most agency websites. Graphically attractive, even impressive with a moving video homepage showing a smattering of client work. However your Meet-the-Team photos aren’t captioned with names, titles or job function so that leaves me nowhere. Many of your other location photos appear to be stock shots that don’t mix well with the team shots. And on location I’m surprised they found you anywhere since at Contact Us you do what so many offer – a “fill-in-the-blank-and-you’ll-be-lucky-if-we-respond” form. So for starters, no location and no size really.

But most clients first and foremost want an agency with experience in their business, their vertical. You show some examples but no clear pic-list that would offer comfort. I could go on but I think you get the picture. Bottom line – Google is great when you’re looking for local pizza, auto repair and a plethora of retail establishments. Google ads aren’t much better since your placement is heavily weighted on what you paid and not what you really should be found for. If you want qualified visitors, enroll in one of the few true match-making database services like our AgencyFinder.com.

ANN LANDERS FOR THE ADVERTISING INDUSTRY CLIENT

Dear Chuck, Calling 911! Our company is a bit over five years old. For the first 2 years I did what I could to promote and market the business. Then we cast about in our city, found and hired a relatively new ad agency in their fourth year. In the beginning and for quite some time, things went well as the agency executed many of what were my ideas. Now as we approach three years in, traffic, inquiries and business have dropped off considerably. I’ve moved on to other priorities but without my input they seem incapable of generating any fresh, productive thoughts or ideas. Now what?

Dear 911, You must be fairly talented. Take heart, your situation is not so unusual. Many talented clients love to instruct the agency in “how to do” and “what to do”, and agencies that are good at following instructions (I’m oversimplifying) have great relationships with those clients. But as you have seen, the agency’s work is seldom better than their instructor’s portfolio. Unless you were trained in marketing, public relations or some combination, you will, if not already, reach the end of your talent bank.

If you feel you’ve given your agency enough time and opportunities to confirm they aren’t holding back any genius, and in all honesty their and your decline is not a COVID epidemic, then it’s time to find a new partner. For this new agency search, take advantage and engage one of the free true match-making database services like our AgencyFinder.com. During your early interviews, query how they feel about their preference for creative flow – as in, are they looking for you to lead (as before) or do they want to do most of the initiating. Based on your experience, you will be in a position to make a wise selection and appointment. Best of luck!

TRIED AND TRUE ADVERTISING AGENCY BIZ DEVELOPMENT PROCESS – FOR SOME

We’re all motivated by a multitude of factors, from fear, peer pressure, pride, recognition, money and in employment as reward and recognition, development, leadership, work life balance and work environment. But what about the simple choice of deciding “what to do?” Instructions for that are in the “book.” For most of us it doesn’t hurt to look.

PUMP UP THE CURE FOR AGENCY NEW BIZ  – CHECK OUT OUR OPTIONS  

Darn clients, they aren’t knocking on your doors often enough! But you aren’t the only agency in that position. While you do your thing, our job has always been to introduce your agency to clients looking to hire an agency. We don’t do leads (another word for mailing list); we deliver introductions via invitations. If you want to actively participate in any of our agency searches by conducting your due-diligence interview, you’ll need our annual Active or Manager Plan to put you in that loop. Renew or Register now and receive the following:

1. 12-month active candidacy in any and all client searches
2. 12-month active paid participation in any and all due-diligence client interviews
3. Individual agency profile audit, analysis & assessment
4. One-on-one profile counsel for magnetism and appeal

One low price – Pay or Renew Here

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Thanks for taking time to look this over; as we have since 1997, we look forward to getting you face- to-face (or Zoom) with great prospects.

Then & Now – We built it for you! And importantly – have a great Holiday Season!