Have you ever said to yourself in the final weeks of December, “Wow, the advertising business got a whole lot easier this year!”?
I didn’t think so.
We often see the mounting complexity, shrinking budgets, and unexpected competitors more clearly than we see the opportunities.
But the opportunities are always there. Sometimes they’re more evident when we stop reacting for a moment and observe what’s around us. And this is a great time of year to do just that.
As we slide down the back end of December, here’s what I think did the most to shape the agency new business in 2017 and where opportunities may lie in 2018.
I’m often surprised by how many ad agency executives ignore their own network of contacts. Somehow, between servicing current clients and chasing after new prospects, these valuable contacts get taken for granted.
Your network is one of the best sources of new business you have, but it needs care and feeding. One way to do this is through a re-engagement campaign.
“But that’s an email marketing tactic,” you might be saying to yourself. And you’d right. But, as I explain in my recent guest post on HubSpot’s marketing blog, you can adapt it to generate new business leads quickly and efficiently. After all, it’s easier converting someone who knows and likes you into a prospect than it is building a whole new relationship.
Imagine a couple of common scenarios - an important RFP has just landed in your in-box. Or, an important client has just asked you for a proposal that will significantly expand the amount work you do for them. Do you...
...tangle yourself in boilerplate language that you've recycled from a past proposal?
...jump in without a clear content strategy?
...suffocate your language with esoteric terms that the client can't relate to?
If any of this sounds familiar, you might want to check out my recent guest column on Agency Post. I've noticed that ad agencies get into some bad habits that, if broken, would make proposals not only easier to write but also more effective at what they’re meant to do - win you more business.