It’s summer thru September 22, 2022. I say to you, my great agency friends, this economy hasn’t gotten any better. And if you’ve noticed as I have, some of the big employers are now starting to reduce their payrolls. So compared to “up”, this is still a “Down” economy. My gift to you is below – tools for your business development toolchest. 

CONTENTS:  

1. They Ask – What Should My Agency Do Now? 
2. Agency and Client Advice From a Walmart Employee
3. I’ve Got a Friend, Really I do! She Will Explain
4. Going Out For Business! As Long as Supplies Last!
5. When Searching and Selecting an Agency, Site Visit Isn’t Optional
6. Still Doing Hacks? Here Are Two For Telephone Outreach
7. Would it make sense to get together and ZOOM?
8. Special Note – Actionable Payment Options Below

THEY ASK – WHAT SHOULD MY AGENCY DO NOW? 

Where will our fickle economy head next? Although many may choose to bury their heads in the sand, there will always be our forward thinker agencies who will push on. Now is the time to practice what selective prospecting is all about. You probably already have a list of potential candidates (if not, now is the time) but now classify them according to: 1. Critical 2. Essential 3. Optional 4. No! In other words, pursue those that will be critical, then essential during a down economy. Companies with frivolous products and services are less likely to survive. Don’t let those mess up your agency’s future. Stay in the trenches and stay focused.

AGENCY AND CLIENT ADVICE FROM A WALMART EMPLOYEE

I went “black mulch” shopping Saturday at a local Walmart. In the Gardening Center the lone on duty employee was an exit guard. I asked where I could find mulch; he suggested I travel to the other end of the building to look in the outside lot. By the way, he remarked, best you drive your car. I did, parked the car and went in. Found the same gent guarding a second exit door. Again he directed me outside. Once I load the car, I asked, what do I do?  Come back in and check out with Dave. I drove to the unsupervised lot, loaded my car and drove back to the entrance. The guard and I had now become fast friends. He led the way to find Dave. Those Gardening Center exit registers were absolutely unmanned. Cont.

I’VE GOT A FRIEND, REALLY I DO! LET HER EXPLAIN

I’ve got a friend who works for the publisher of a “small city” magazine group. There’s an interesting, learning situation in what she does along the lines of what most ad agencies (marketing firms) are also trying to do these days. As a sales rep selling space in these small “local” community magazines (containing local ads and local editorial) you’d think her job would be simple. Explain to prospects why local residents and business people would want to find and do business with local companies and local service providers. Particularly when so many economic factors encourage people to stay close to home. Hard to argue against that. So why isn’t she today’s Sales Hero? Cont.

GOING OUT FOR BUSINESS! FOR AS LONG AS SUPPLIES LAST!

That’s right, in this declared/non-declared recession/non-recession and for as long as our energies last, we’re offering agency search services to advertisers at absolutely no cost, as in “free.”

For Advertisers, you know the adage about advertising in a downturn, so if you’re looking to maintain or add to your existing customer base… use our tools and agency search service to explore the world of great agencies. Stateside and worldwide and as you need them. : https://lnkd.in/eW7-QVS

For Agencies, if you’re looking to connect with our advertisers to add and serve new clients in your roster… enroll now and build a magnetic profile. More than 500 data fields at your command. Select from three affordable plans! : https://lnkd.in/dhK3ksf8

The Internet’s Pioneer in Client/Agency Match-Making. AgencyFinder! (we’re not going anywhere)

WHEN SEARCHING AND SELECTING A NEW AGENCY, SITE VISIT NOT AN OPTION

“Dear Chuck, (she wrote) So glad you gave us process, tools and guidance to conduct our review. What an eye-opener! I came to you looking for someone to help us publicize our new software, a legal guide to living together. The basic premise offers self-help documents, akin to “wills” allowing the equivalency during serious illness or death. In particular, these documents are meant to serve the gay community. Starting with a broad brush, we worked through more than a few preliminary search engine selections; cont.”

STILL DOING HACKS? HERE ARE TWO FOR TELEPHONE OUTREACH

New Business – if you expect to make any progress, you Must Connect!  In trying to reach a pivotal player such as the CMO, you sent an email to warm things up. But was it delivered? Was it read? Now you’re dialing the phone you found in the data file. Is that the direct land line, cell phone or company cover phone? Does it ring to voicemail? One trick there is to ask for “Agent.” That’s code for Operator. Your question now is – I’m trying to reach he/she. Do you know if he/she is in today? If you hear “out, vacation, ill, family emergency” lay off for a while.

However, after three or four futile attempts it’s time to sleuth! Make note of the extension dialing codes (i.e. 2, 3, 4-digits) and punch in random extensions. When someone finally answers, ask for that CMO by name, as if you were expecting them to be the answering party. The party should say ‘this isn’t so and so,’ then ask to be transferred. If the internal phone system uses Caller ID, that call will show as an inside or “allowed” call.  Bingo CMO!

WOULD IT MAKE SENSE TO GET TOGETHER AND ZOOM?

I confess, it’s just like we taught the agencies attending our new business seminars. If you want to get down to business, you need to get face-to-face with your prospects. In today’s world, that also includes ZOOM. So, this long newsletter may have exhausted you, so how about we take a break and get together face-to-face on ZOOM. If your profile needs finishing or if you need to select a paid plan, let’s talk it over. Call me at 804-346-1978, email or text me at 804-370-1747.

SPECIAL NOTE – ACTIONABLE PAYMENT OPTIONS BELOW

Details at 2021-2022 Agency Plans and Prices

Being Fee-Paid just makes sense. (all annual programs)

1. Iridium – Free
2. Active Plan – $295
3. Manager Plan – $500
4. Director Plan – $2,000 – $5,000
5. EVP Business Plan – $2,995

    Click Me!

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!

CONTENTS: The Down Economy – Special Edition 

1. Should you try to sell agency services in this depressed economy?
2. Is this economy a topic of conversation with prospects?
3. Do you know why it pays to advertise in a down economy?
4. Should your agency be advertising in this economy?
5. What’s so special about this economy anyway?
6. You’re a new biz pro – what should you be doing these days?
7. How about an email “Dear Abby” editorial angle?
8. Closing Question – Would it make sense to get together and meet?

It’s summer; if you’ve been at the beach with your head in the sand, you may have missed it. But my friends, compared to “up”, this is a “Down” economy.

The bad news– your agency will probably need to make some serious topic and tactical adjustments. Good News – by comparison, you have just a few.

Let’s bullet yours (in no special order)

Should you try to sell agency services in this depressed economy?

• You betcha Sherlock
• Some clients will need more; some will need less
• So crank up your inquiring and creative mind

Is this economy a topic of conversation with prospects?

• Yes, unless yo u want t hem to think you’re an idiot
• Yes, in a positive, let’s find a solution, kinda talk
• No if you’re going to do nothing but whine

Do you know why it pays to advertise in a down economy?

• If you don’t already, Google “advertise in a down economy”
• Ask some of your existing clients about their experiences
• For those that didn’t, try to find and share some horror stories

Should your agency be advertising in this economy?

• Simply put, your firm needs to set a great example
• Sell your boss; then share what and how you’re doing with prospects
• Share results and great stories where you can

What’s so special about this economy anyway?

• Look closely, there’s nowhere to hide
• Anything and everything is heading in the wrong direction
• The consuming (as in buying) public is being hammered!

You’re a new biz pro – what should you be doing these days?

• Working hard and smart to protect your home-front (spouse, children, animals)
• Digging deep in your prospect folders for good but neglected prospects
• Offering a face-to-face Audit – at a quiet venue away from their office

How about an email “Dear Abby” editorial angle?

• Use your own name (as in Dear New Biz @ Smith Agency)
• offer unusual, dramatic if possible and applicable case histories
• Spin up one that isn’t finished – and ask for advice

Closing Question – Would it make sense to get together and meet?

• Set the stage for your face-to-face first meeting
• Make sure you have reached out and spoken more than a few times
• Your lead-in – we’ve had some great conversations, now, would it make sense…

Now, Being Fee-Paid makes sense. Details at 2021-2022 Agency Plans & Prices

• Iridium – Free
• Active Plan – $295
• Manager Plan – $500
• Director Plan – $2,000 – $5,000
• EVP Business Plan – $2,995

     Click Me!

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!

CONTENTS:  

1. Working from Home Isn’t Such a Bad Norm
2. Being Fee Paid Will Make Sense if You Aren’t
3. How to Onboard New Clients at AgencyFinder.com
4. Three Quick Ways to Improve Your New Business
5. As You Resume, Consider Upgrading Your Plan
6. Time to Pull Out Your Favorite Tchotchkes
7. What Can We Do For You

WORKING FROM HOME ISN’T SUCH A BAD NORM

Seems like we’ve all become accustomed to the “talking Head” look, and no one is surprised or bothered when a child or dog passes by in the background. It’s the admission and acceptance that we can all work from wherever we wish and it doesn’t compromise the quality of the work we do or the resulting results. This therefore may represent a real breakthrough for how and from where we work.. But what hasn’t changed – children home from school needing attention, needing care and feeding, and anything to keep them occupied (and quiet). This time though, background noises don’t require an apology.

BEING FEE-PAID WILL MAKE SENSE IF YOU AREN’T

Our AgencyFinder search service has always been free to clients but our agency new business service isn’t free to agencies.  In a way it’s the e-Harmony or Match.com of the advertising industry, at least from the standpoint that our fees, like theirs, pay for “opportunity introductions.” Like theirs, our fees aren’t a function of victory nor are theirs based on a kiss or physical embrace. That’s a different profession with much higher rates. Our dainty $500 Annual Manager Plan fee is paid letting you be found and introduced to a client, to hold your “due-diligence” phone interview. All that for your $500 initial installment. More detail here at Plans & Prices.

HOW TO ONBOARD NEW CLIENTS AT AGENCYFINDER

For an agency that’s participated in any of our client agency searches, you know the drill. But if you’re a recent enrollee or haven’t seen traffic you hoped for, this is for you! But also a good veteran refresher..

First some facts: We’re a search consultant with a large proprietary database of enrolled agencies

1. All agency profile data was contributed by that agency – it was not curated (scraped)
2. We are not a directory. Prospects don’t navigate the site looking at your bits of data
3. Your agency becomes a candidate when your data matches the prospect’s search
4. Your paid status entitles you to participate for 12-months in any and all reviews
5. Your candidacy is not a function of your paid status (you don’t pay to play)
6. At Manager or EVP you’re eligible to hold your due-diligence interviews
7. At EVP you are paid to participate in all phases of all* client reviews
8. Prospects will see your profile when you’re a matched candidate
9. Your “free” Iridium profile is an elaborate business card

Steps to ensure your agency’s participation:

1. Enroll and enter your data at ENROLL NOW
2. Complete INITIAL data entry where called for
3. At STOP – Tick any and all that apply
4. Confirm there is a fee for our services
5. Check your email and capture your login data
6. Build an AgencyFinder email folder
7. Login and build out your profile – data entry plus essays
8. Set Your Record Active when fully finished – review first
9. Email to schedule audit & review
10. When invited in client search, PLEASE RESPOND always
11. If participating, read and follow search instructions
12. Best of Luck! (call Chuck to discuss)

To become an active and eligible candidate:

1. Review finished profile and make needed edits
2. Study Agency Plans & Prices to weigh your options
3. At minimum, select and pay for Manager Plan
4. Do not OPT OUT

THREE QUICK WAYS TO IMPROVE YOUR AGENCY’S BUSINESS DEVELOPMENT
Lord knows how many agencies or pr firms or whatever there are – that’s always been debated. However Goto LinkedIn and they report 5,415 Agency New Business Hunters group members; 32,227 Global Business Development group members; 326,857 CMO Network group members. Your quick and easy ways to improve are:

1. Join LinkedIn (if not already), then join Agency New Business Hunters, Global business & CMO Network
2. Post meaningful content regularly in all three
   3. Retain an agent – one who will introduce you to new clients

First two are self-explanatory. For # 3, you’ve already retained AgencyFinder as your agent. As such and with a paid profile, you benefit from introductions to qualified, serious advertisers who are hiring.

AS YOU RESUME, CONSIDER UPGRADING YOUR PLAN

Urgent – 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 but not a ticket to the show, 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 HERE; finish HERE. Questions? Just ask!

TIME TO PULL OUT YOUR FAVORITE TCHOTCHKES

You tell me; has email become complicated or what? Has social media become complicated or what? Has reaching prospects become complicated or what!

Yes, Yes, and Yes. But there are times when what was old is new again. I’m talking about old-fashioned direct mail (no offences meant to those in the industry).

In case the word is not in your vocabulary, Webster and others define it as “an object that is decorative rather than strictly functional; a trinket.” Some tchotchkes got downright large. Agency creatives built or branded crazy, intriguing, funky, silly but all very clever assemblages and the new business team shipped them to carefully curated prospects. Well done, they brought at least a smile to the recipient. But they got to the intended. Some examples.

WHAT CAN WE DO FOR YOU?

Every year, save the past few, there has been 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 staying or moving, if there’s something you need with regard to agency business development and you don’t find it here, let me know.

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!

CONTENTS:

1.  Agency Business Development During Wartime
2. Who’s Paying Attention to Advertising at a Time Like This?
3. Going Out For Business! Could be the Last Notice
4. Working CMO’s – Even in Todays’ Turbulent Times …
5. New Business When People are Paying Attention
6. A Prayer for Volodymyr Zelensky
7. What Can We Do For You?

AGENCY BUSINESS DEVELOPMENT DURING WARTIME

(Written “pre-invasion”)

Dear Chuck,
I’m a new biz guy with a medium-sized agency in the Midwest. If it hasn’t been bad enough for the last two years, now I (and we) have to look for and capture new clients during the course of a “world war!” And talk about “teasers” – the administration should be congratulated for hanging us all out there, wondering when Russia will invade Ukraine. With today’s marvelous International news reporting, there’s no way to isolate us (me and my prospects) from what’s happening and when our economy will take the hit. And should we think clients aren’t meant to moderate their marketing and advertising accordingly? Silly not to. So how can I push when they are wanting to pull?

Dear Pusher,
I too am wondering where our fickle economy will head next. Although many may choose to bury their heads in the sand, there will always be the forward thinkers who will push on. Now’s the time to practice what “selective prospecting” is all about. You probably already have a list of potential candidates (if not, now’s the time) but now classify them according to: . ; . ; . ; . ! In other words, pursue those that will be critical, then Essential during war time. Companies with frivolous products and services are less likely to survive themselves. Don’t let those mess up your agency’s and your future. !

WHO’S PAYING ATTENTION TO ADVERTISING AT A TIME LIKE THIS?

Many folks were “chatty chatty” during COVID days, ignoring pandemic’s grip on the country along with that on advertising and merchandising. Without pausing, Linked posts advertised “How to Get That Prospect to Return Your Call,” or “Is it Impolite to Telephone Right After Your Introductory Email?” No bother – people couldn’t go to work, they were losing jobs, clients were at home and more precisely, people were dying. In spite of all that, there was no shortage of LinkedIn Lead Program posts – bless their little hearts!

But something changed, and in a big way! With Russia’s invasion of Ukraine, LinkedIn now is heavily populated with tributes to the fearless Ukrainians, to the leader in President Zelensky, to mothers, wives and children hunkered down in subways or building basements. I celebrate the humanity and I’m OK that many are turning their attention, their hearts and their prayers – to the people of Ukraine and, to the people of Russia as well!

GOING OUT FOR BUSINESS! COULD BE THE LAST NOTICE

That’s right, for as long as our energies last, we’re offering agency search services to advertisers at absolutely no cost, as in “free.”

For advertisers, if you’re looking to add to your existing customer base… use our tools and agency search service to explore the world of agencies. Stateside and worldwide and as you need them.

For agencies,  if you’re looking to add and serve new clients in your roster… enroll now and build a magnetic profile. More than 500 data fields at your command. Select from three affordable plans! (if already enrolled, be sure to finish your profile)

WORKING CMO’S – EVEN IN TODAYS’ TURBULENT TIMES … WE CAN ACCOMMODATE YOUR AGEANCY SEARCH

Ironically, our earliest marketing proposed “ , ” Your safest bet at the moment may well be from home. Our complimentary on-line and consultant-assisted process can be managed from wherever you are. (this is how a client finds your agency)

1. 1. On-line you select from thousands of domestic and International agencies. Invite your favorites to engage for a due-diligence phone interview.
   2. Then for those that come forward, your offered details give them what they need to furnish you with relevant samples, case histories and evidence of suitability.
   3. Next, if circumstances allow, visit (actually or virtually) those that made your next cut. Call for a mandatory agency tour. Meet the team, see their facilities. Identify your finalists.
   4. Finally, call them to your HQ, in-fact or virtually. It’s your process, so you identify finalist assignments. And all this can be done in 30-60 days. Let us prove it!

 NEW BUSINESS WHEN PEOPLE ARE PAYING ATTENTION

As long as Putin doesn’t commit any unpardonable sins, we will return to some semblance of normal (he says with crossed fingers). At that time, if you and your agency have room for a new client or two, be polite – let them find you; let them seek you out. That’s what AgencyFinder had always been about. And from us, no big puffed up pursuit or pitch, just the suggestion you find a plan you like and buy it! Plans & Prices Call or write with questions.

 A PRAYER FOR VOLODYMYR ZELENSKY

History has found the Ukrainian president, and his courage is remarkable to witness.

Credit Franklin Foer, The Atlantic

Before he became the president of Ukraine, Volodymyr Zelensky played the part on television. He created and starred in a comedy series, Servant of the People. His character, a high-school history teacher, is surreptitiously recorded by one of his students as he passionately rants against the tyranny of corruption in his nation. Without his knowledge, the video goes viral. Without campaigning or even wanting the job, the teacher is improbably elected president of Ukraine. The humble everyman, out of his depths in nearly every respect, goes on to become a heroic leader of his country.

Entertainers who enter politics are rightly treated with suspicion, because they are experts at the most dangerous part of the job, the manipulation of mass emotion. And in Ukraine, any outsider who rises to power engenders even greater suspicion because the assumption is that they must be doing the bidding of some shadowy force or other. As Zelensky has stumbled through his actual career in politics, those doubts have dogged him. It sometimes seemed as if he governed as an amateur doing his middling best, someone simply playing the part.

But in life, as in the fictional version he created, Zelensky, slightly diminutive and gravelly-voiced, has been subjected to the most intense stress test of character. In the course of the past terrible week, he revealed himself.

Yesterday, Zelensky told a videoconference of European leaders that they would likely not ever see him again. The whole world can see that his execution is very likely imminent. What reason does he have to doubt that Vladimir Putin will order his murder, as the Russian leader has done with so many of his bravest critics and enemies? Zelensky’s fate is so clear that Washington offered to extricate him from Kyiv, so that he could form a government in exile. But Zelensky swatted away the promise of safety. He reportedly preferred that Washington deliver him more arms for his resistance: “The fight is here. I need ammunition, not a ride.” Full article w/subscription

WHAT CAN WE DO FOR YOU?

Every year, save the past few, there has been 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 staying or moving, if there’s something you need with regard to agency business development and you don’t find it here, let me know.

==================================================================

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!

CONTENTS:

 The Elephant Isn’t Always in the Room

1. Critical Look at the Ad Agency Partner Search Process
2. Where Are You Working Today? Traveling to Clients?
3. Is Your Agency Still a Great Place To Work?
4. Is Our AgencyFinder Really Worth It?
5. Make Your Selection from Plans & Prices
6. What Can We Do For You?

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, 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/

WHERE ARE YOU WORKING TODAY? TRAVELING TO CLIENTS?

Does anyone work in the agency anymore? Seems everyone, literally everyone is working from home. Not only agency new business personnel, but tech support, phone solicitors – everyone! And oh the search for a friendly full face. Can we continue to really communicate or “create” if we hide our face and muffle our voice? You tell me.

IS YOUR AGENCY STILL A GREAT PLACE TO WORK?

Part and parcel of the piece above, if you do now or occasionally come to work “in” the agency, is it still a great place to work? Do you appreciate contact with other human beings and colleagues you are meant to share a similar ambition with – as far as the agency is concerned? Is the chemistry, the enthusiasm, the shared visions and the ability to create still there? Regardless, most of us would like to get back to much of what it was!

IS OUR 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/ Over the years our agencies have snared some great, challenging, rewarding client business – many modest in size but many in the multi-millions as well. See that you get yours.

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 Interactive Media Firm; under Services we offer Digital production; Under Media Experience we offer Digital; I don’t want your firm outside looking in! Then and if not, Set Your Record Active!

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, save the past few, there has been 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 staying or moving, if there’s something you need with regard to agency business development and you don’t find it here, let me know.

==================================================================

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!

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!

CONTENTS – New Business Tools & Tips for Going Mainstream and Getting Back On-Line

1. Pray That Our U.S. Citizens & Afghan Colleagues Can Leave Safely
2. The Waning Days of Summer – Deja Vu All Over Again
3. Three Quick and Easy Ways to Improve Your New Client Development
4. Does Your Agency Really Need Its Website?
5. Your Agency New Business Expenses Are Essential
6. Oil and the Squeaky Wheel

PRAY THAT OUR U.S. CITIZENS & AFGHAN COLLEAGUES CAN LEAVE SAFELY

The challenges of the business world pale in comparison to the challenge of staying alive! Those we care for will need God’s help, so pray when you can spare the time.

 THE WANING DAYS OF SUMMER – DJ VU ALL OVER AGAIN

As in days past, late summer Fridays used to be a time when agencies worked half days; and quit early for a long weekend. Then to the beach, to the lake, to the desert. Now for many, this coming late summer Friday could be just another day working from home, debating whether the children should go this time for Critical Learning in school, or will I still have my job at the agency. Maybe for those that are lucky, summer is a “split-the-difference.” Whatever it is for you, I do hope you are safe, healthy, compensated and having some degree of “fun!” We MUST get forward and out of this COVID-19/Delta variant universe!

THREE QUICK & EASY WAYS TO IMPROVE YOUR NEW CLIENT DEVELOPMENT

ADWEEK reports 14,000 US agencies, where 2,085 received Federal funds. Goto LinkedIn and they report 5,384 Agency New Business Hunters group members; 32,227 Global Business Development group members; 262,835 CMO Network group members. Your quick and easy ways to improve are:

1. Join LinkedIn (if not already), then join Agency New Business Hunters, Global business & CMO Network
2. Post meaningful content regularly in all three
3. Retain an agent – one who will introduce you to new clients

First two are self- explanatory. For #3, you’ve already retained AgencyFinder as your agent. As such and with a paid profile, you benefit from introductions to qualified, serious advertisers who are hiring.

DOES YOUR AGENCY REALLY NEEDS ITS WEBSITE?

Silly question you might say, but what’s your website for anyway?

Before You Had Your 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. That conversation and package was normally sent by the person charged with agency business development and followed a meaningful telephone conversation. The cover letter was written accordingly.

A good Agency Business Development person (ABD) would make a follow-up call to confirm package receipt and continue with a probative conversation. Using what was learned during that call, the ABD now sent a very carefully considered and grouped collection of materials designed to emphasize and confirm the agency’s suitability and candidacy for handling the client’s business. This process was carefully tailored to each client and each client’s interest; when speaking with a B2B client, there was generally no “show and tell” of fashion-related experience. Conversely fashion prospects were not burdened with industrial examples. Thinking back, didn’t this all make sense?

What’s Your Website Today?

What’s your website today? A pithy mini tome declaring purpose and intent; a collection of everything you do and have done; an introduction to The Team with photos and bios, text hopefully appealing to all visitors, samples of current work in all categories, a listing of current but seldom past clients, concluding with a “Contact Us” page. Not necessarily in that order, but available for viewing.

Many variables determine why an agency is selected by a client, but all will agree that “chemistry” or likeability plays a deciding factor in the final selection. Knowing that, good agency people also know that “chemistry” plays a factor from the very beginning. Meaning – “You never get a second change to make a first impression” and undeniably the ABD can make or break your chance for success from the get-go.

If that’s the case, why not give your ABD star billing on the Contact Us page? A handsome photo, and brief but credentialed bio, and multiple contact options. And while you’re at it, if your ABD is engaged in multiple forms of proactive outreach, rather than pointing to your website in those materials as your competitors do, suggest they engage in an initial telephone conversation; then respond with a “custom digital agency brochure” tailored to that discussion.

How About A New Website?

As to your website? How about other alternate versions – just a powerful page or two featuring a vertical market, then declaring your understanding of the importance of relationships and of one-to-one conversation. Agency-to-client and client-to customer.  Let them know your initial conversation will lead to a uniquely-selected collection of samples and examples specific to their interest and needs. Not like other “we-do-it-all” agency websites.  Incorporate the latest tools to let them schedule a day and time for their call and conversation. Confirm by email plus a real honest-to-goodness agency business card via USPS.

Oh BTW – agency websites are used to recruit new hires too. But rather than burdening someone on staff who often has limited HR experience, why not engage an employee search consultant to narrow the field and present only qualified candidates? (as they’ve done for years)

YOUR AGENCY NEW BUSINESS EXPENSES ARE ESSENTIAL

The agency community encourages clients to keep advertising in down and now unusual times. The same applies to agency spending for business development. As one of our voluntarily registered agencies, you benefit since advertisers seek us out, typically when they have already decided on finding a new or replacement agency. And they don’t tire-kick. We’re not a directory either, so clients are granted consulting assistance in their search and selection process.

Things have tightened up here and everywhere. Paid agencies always get preference in all client searches. If you want to participate, select and pay for  Active Plan or Manager Plan. Almost “chump change” in the scheme of business development expenses. If you have the funds go all the way with our super-saver EVP Business Development Plan. One single payment for the entire year. Full details here.

GREASE AND THE SQUEAKY WHEEL

You’ve heard the expression “the squeaky wheel gets the grease?” It means the issue that makes noise of some sort gets attention. So it may not come as a surprise to you that we depend on your registration fees to fuel our efforts on your behalf. Efforts to connect and capture clients who are looking and ready to hire a new or additional agency partner. For project work (rather common these days) or AOR. I tend to be a bit repetitive because we aren’t like the directories or the conventional search consultants. I urge you to read to understand how our model is different. Point in question – if your agency isn’t currently paid, you’re going to be watching from the sidelines. But if you want consideration and an introduction to those clients, get yourself paid – certainly at our least expensive point of entry – our Active Plan. It’s as low as we can go and you can pay by credit card. For the All Options story go here. And by all means, please finish your profile if it isn’t!

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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!

Time-sensitive practical powerful agency new business development content for marketing firms everywhere.

CONTENTS – New Business Tools & Tips for Going Mainstream and Getting Back On-Line 

1. Thank Goodness, Prepare for the Office Commute. It’s Back to Work.
2. In Line at Churchill Downs, Betting on Maiden Lane, Ticket-Taker asks for $50…
3. Tried and True Advertising Agency Biz Development Process – for Some
4. It Keeps Coming Up Time and Again – Come On Guys, What’s a Lead?
5. Pump Up the Cure for Agency New Biz – Check Out the Options

THANK GOODNESS, PREPARE FOR THE OFFICE COMMUTE, IT’S BACK TO WORK

I’ll bet you never thought you’d be praising the day you went back to work in the office. Even if you’ve enjoyed “working from home”, distractions abound and it’s hard to put them aside. However, you must admit you’ve gotten to know your children and your wife/husband/partner as you hadn’t before, and even your dog(s) respect and obey. Now the challenge is to find that delicate balance that had been missing. Here’s to yah! Best of Luck.

IN THE LINE AT CHURCHILL DOWNS, BETTING ON MAIDEN LANE, TICKET TAKER ASKS FOR $50..

I (me/him/he) entered the advertising industry almost by mistake when my wife and I launched a city magazine in Richmond Virginia. My credentials – few to none, although I was and had been a “sales kinda guy” for years. The magazine sales staff sold and often produced their ads and at one time I suggested we had the largest agency in Richmond based on client volume. I fondly recall pitching agencies the magazine (Richmond LifeStyle – grew to 176 pages perfect bound w/4C and B&W) having little idea how they made their money. Jump ahead through multiple client marketing roles, then to Sanders Consulting teaching agencies new business process. There I learned how agencies pursued new clients and how they made their money. There weren’t many options – telephone, Yellow Pages, direct mail, some email. Can you name a few more? Today the list is endless and who pays what for what is all over the map. Hence the question of pay-to-play.

TRIED AND TRUE ADVERTISING AGENCY BIZ DEVELOPMENT PROCESS – FOR SOME

We’re all motivated by a multitude of factors, personally 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.

IT KEEPS COMING UP TIME AND TIME AGAIN – COME ON GUYS, WHAT’S A LEAD?

Gimme a lead! Gimme a lead! (Is that like Gimme an A!) As a regular reader of LinkedIn it’s getting so every other post is an ad for “leads.” I read LinkedIn for inspiration and ideas but it’s getting to be saturated with distractions. I hope my tome on leads will clarify some of what we’re all seeing. Con’t

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 Manager Plan to put you in that loop. Renew or Register now before June 30, 2021 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

Time-sensitive practical powerful agency new business development content for marketing firms everywhere.

CONTENTS – New Business Tools & Tips for Going Mainstream 

1. You Think That’s Scary? How About Finding and Landing a New Client…
2. Brandtelling for Business, a B2B Gift From Communication Strategy Group
3. 24 Years and Counting; What’s Been Our Purpose?
4. Agency Biz is an Investment – Check Out Our Options

YOU THINK THAT’S SCARY? HOW ABOUT FINDING AND LANDING A NEW CLIENT …

High windy places, looking down, questionable footing – would you do that? It’s not my cup-of-tea but it seems to be the fad these days.  Like rock climbing, bungee jumping, cliff diving and more. That was my headline for yesterday’s LinkedIn post – to announce the good and bad news that Setup’s newly released study reported -“nearly one-third of U.S. brands may be contemplating switching up their ad agency in the next six months.” There’s more of that scary and good news here:

BRANDTELLING FOR BUSINESS, A B2B GIFT FROM COMMUNICATION STRATEGY GROUP

The principle at one of our great enrolled agencies wrote me the other day to say – I recently published a brief eBook about using brand storytelling to build and share your brand story with prospects, customers and your community. Please download a copy and let me know what you think. If you think it makes sense to share with your network, please send them our landing page link. Thank you!  Arthur Germain  Principal & Chief Brandteller Well I loved it and thought you would as well.  When I reminded him our audience is “agencies” Arthur added that’s OK because – often we receive referrals from agencies that are not focused on B2B branding where we will develop the messaging as they develop the website or other creative content.  So https://bit.ly/csg-b4b-ebook

24 YEARS AND COUNTING; WHAT’S BEEN OUR PURPOSE?

This morning I was reading – We are God’s masterpiece. God made us so He could love us and we could fulfill God’s purposes in this world. At different seasons of life, we may struggle to see what that purpose is. But we never have to doubt that it is there. Before we were born, God gave us a purpose! What areas in your life are you not being you? Why do you think you are allowing that to happen? Was AgencyFinder.com my purpose? We didn’t get rich; I didn’t build a vast empire but as I look back and forward, I’d like to think that in some way we’re able to help each and every one of our enrolled agencies. And from what was always said at the time, clients that came here to look for, find and hire an agency, they too were satisfied. And I’ve enjoyed interacting with almost everyone, while the development of our AgencyFinder platform, with its complexity and power has continued to challenge my education. Thank you God!

AGENCY BIZ IS AN INVESTMENT – CHECK OUT OUR OPTIONS 

Between Google and many 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 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, our annual Manager Plan puts you in that loop. Renew or Register now before April 30, 2021 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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Time-sensitive practical powerful agency new business development content for marketing firms everywhere.

SPECIAL REPORT – HOW TO ONBOARD NEW CLIENTS AT AGENCYFINDER

For an agency that’s participated in any of our client agency searches, you know the drill. But if you’re a recent enrollee or haven’t seen traffic you hoped for, this is for you! But also a good veteran refresher..

FIRST SOME FACTS:

1. We’re a search consultant with a large propriety database of enrolled agencies
2. All agency profile data was contributed by that agency – it was not curated (scraped)
3. We are not a directory. Prospects don’t navigate the site looking at your bits of data
4. Your agency becomes a candidate when your data matches the prospect’s search
5. Your paid status entitles you to participate for 12-months in any and all reviews
6. Your paid status has no effect on your candidacy (you don’t pay to play)
7. At Manager or EVP you’re eligible to hold your due-diligence interviews
8. At EVP you are paid to participate in all phases of all* client reviews
9. Prospects only see your profile when you’re a matched candidate
10. Your “free” Iridium profile is an elaborate business card

STEPS TO ENSURE YOUR AGENCY’S SELECTION AND PARTICIPATION

1. Enroll and enter your data at ENROLL NOW
2. Complete INITIAL data entry where called for
3. At STOP – Tick any and all that apply
4. Confirm there is a fee for our services
5. Check your email and capture your login data
6. Build an AgencyFinder email folder
7. Login and build out your profile – data entry plus essays
8. Set Your Record Active when fully finished – review first
9. Email to schedule audit & review
10. When invited in client search, PLEASE RESPOND always
11. If participating, read and follow search instructions
12. Best of Luck! (call Chuck to discuss)

TO BECOME AN ACTIVE AND ELEGIBLE CANDIDATE

1. Review finished profile and make needed edits
2. Study Agency Plans & Prices to weigh your options
3. At minimum, select and pay for Manager Plan
4. Do not OPT OUT