Viewing entries tagged
winning new business

Your Ideal Client Doesn’t Care about Your Agency’s Credentials

Your Ideal Client Doesn’t Care about Your Agency’s Credentials

Do you know who your ideal clients are?

When I pose this question to the agencies I work with, they usually summarize information like job titles, types of companies, and professional responsibilities.

It's an accurate answer. Nothing wrong with that, right?

But, when you rely only on data like this, the basis of your pitch becomes a set of facts and figures. You recite your credentials, erring on the side of more information, rather than less. After all, you want to demonstrate your thoroughness and ability to anticipate their every need.

The thing is, we buy based on emotion. In fact, the more complex a buying decision, like evaluating a new agency, the more likely it is that we rely on feelings versus details. It’s an emotional short-cut, a “gut feeling,” that indicates we’re making the right decision.

It’s not that your agency credentials aren’t important to your prospective clients. Your prospects use them to rationalize their emotional gut feeling. The mistake some agencies make is neglecting to think about their prospects as irrational, emotional creatures.

You're a sophisticated marketing practitioner, so this is stuff you already know and likely apply in your work every day. I'm sure you would never agree to develop a marketing strategy for a client without a detailed customer persona.

 So, do you know who your ideal client is? Read more.

Your Ad Agency’s Top New Business Priorities in Q4

Your Ad Agency’s Top New Business Priorities in Q4

When I was on staff leading new business teams at ad agencies, I spent many an August working late nights and weekends in overly air-conditioned offices instead of enjoying the lazy, hazy days of summer.

I attributed this spike in new business activity to summer vacations – not mine but the client’s. I imagined the client realizing somewhere in July that the agency search she’d planned to do that year hadn’t started yet. But if she could rally and send that RFP before her vacation started, the agencies that received it would have a couple of weeks to respond while she enjoyed the beaches of Nantucket.

Maybe you spent your summer pitching a lot of business and not resting too much – and I hope that most of those pitches ended successful—but as we move into Q4, you should be focused on two priorities. Read more.

Do Awards Help You Win New Business?

Do Awards Help You Win New Business?

Thanks to Publicis Groupe’s CEO, Arthur Sadoun, it was an especially headlined-filled week at the Cannes Festival of Creativity. Sadoun’s announced that Publicis Groupe would take a one-year hiatus from awards shows and other industry events to focus on building out a network-wide, AI-enabled platform called Marcel. It sparked surprise and skepticism (among other things) from both marketers and agencies (some of them Publicis executives who were as surprised by the announcement as everyone else, apparently).

It got anyone with an opinion about creative awards coming out of the woodwork to express it–including me.

For most of my career, I’ve had mixed feelings about awards shows. Do awards materially affect the ability to win new business? And is it commensurate with the massive investment of time and money that competing for them requires?

I don’t think it is for most agencies. In my latest post, I’ll tell you why and offer a few suggestions for other, more efficient ways to redirect that budget.

How to Re-Engage Cold Prospects and Win More Business for Your Ad Agency

How to Re-Engage Cold Prospects and Win More Business for Your Ad Agency

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.