CONTENTS:

1. A “killer” closing line for new business telephone outreach …
2. Whassup! You claim healthcare, but don’t respond to your invitation …
3. New Client Interest in Your Agency @ AgencyFinder.com – get one?
4. What’s on your mind?

A “KILLER” CLOSING LINE FOR NEW BUSINESS TELEPHONE OUTREACH …

Pro-active and professional agency new business telephone outreach is the proper combination
of “art” and “science.” As to its purpose, telephone outreach is to initially contact a qualified
prospect with the eventual expectation of getting a face-to-face meeting. Well, that’s not going
to happen (generally) on your first contact. But if you are patient and methodical, if you have
engaged in meaningful and helpful conversation that has demonstrated your firm’s sincerity,
resourcefulness, interest and ability to contribute, you’ll be on good ground to execute the
“killer” closing line …

Assuming you have had 3 or more good conversations and have peaked the prospect’s interest
by sending relevant material and suggestions, having shown that your firm may well have the
ability to improve their marketing position, you say … “prospect, we’ve had some good
conversations and covered lots of ground, but now I’m wondering … (pause) does it make
sense to get together and meet? (silence – say nothing until the prospect answers) Best
answer – I suppose so. (you help identify when, where and how). Alternate answer – Well,
I’m not sure (again, help suggest why and when). Last ditch answer – I don’t think so
(suggest a continuation of conversations and a chance to propose again!)

It works …

WHASSUP! YOU CLAIM HEALTHCARE, BUT DON’T RESPOND TO YOUR INVITATION …

Our database is deeper and wider than any other in the industry. More than 500 data fields get
your agency found. After you’re vetted by us and the client, you get your invitation. In some
instances, we even make trial outreaches by sending an e-mail to ask if the opportunity (we
define it) is a good fit. To save time for us, we suggest that no answer means no. But as a
courtesy we’d like to hear.

Please understand that if you claim it (experience, services, markets, etc.) you’ll have to prove
it to the client. If you need to update because your claims are no longer valid, you’re doing all
of us (you, us & the client) a disservice. Make a point to keep your profile accurate and current!
Fair?

NEW CLIENT INTEREST IN YOUR AGENCY @ AGENCYFINDER.COM – GET ONE?

No, it’s not a trick message and it’s not a shill – it’s for real. When a client has finished their
search using our search engine, they have to limit their candidates to 35 or fewer. If your firm
is one of those, you get this e-mail:

Good Day,

Your agency was just selected in the preliminary round of a new CLIENT SEARCH.
Since we started tracking such invitations on DATE, your agency has made it
to this stage X times.

NOTE: This is a courtesy advisory, not an invitation. Other than updating or correcting
your profile, you need do nothing. Our records do indicate your agency registration has
expired. So if you wish to be considered as a candidate in this review or others in the
future, please renew your $500 Manager registration now. That entitles your firm to be
found, invited and to engage in unlimited due-diligence telephone interviews and will
make your firm fee-paid at that level for the next 12-months. Do so by credit card
or agency check here: https://www.agencyfinder.com/agencies/subscription- payment/

Remember, AgencyFinder is a “Club” for New Business Professionals. The program
is simple and straightforward, and ROI is easy to identify and measure. Your Registration
Fee payment gets you up and running with minimum investment and delay. The balance
becomes due only when you accept your first pitch opportunity – which could be just days
away. Our fee covers an annual membership; not “per occurrence.”

SEARCHER DETAILS:

Seeking: Advertising
Budget: $1,000,001 – $2,500,000 (client to provide details during initial telephone interview)
Covers: Advertising (fees)
Fields Served: Fashion accessories, Fashion – Men’s & boys,
Client Location: OH USA

In this instance, your agency was selected in-part based on your listed previous experience.
To see 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. https://www.agencyfinder.com/agencies- bin/secure/manager/get_print_listing_user.cgi

If you’ve forgotten your User Name or Password, click below and enter your e-mail
address at Item # 2. https://www.agencyfinder.com/agencies/agency-login/ – or call us.

It’s significant your agency got this far. The client has reached the last stage of their on-line
search. They are now at the [CANDIDATE AGENCIES GRID], where they view each agency
report, work with us for our input, and use that information to compile their invitational short
list. If you make the next cut, you will hear directly from us. You are not advised if not
selected. In order to make that cut, the client will weigh any or all of the following factors:

o Error-free data entry
o Finished, compelling, error-free essays
o Completed case histories (more than one)
o Office Location(s)
o Number of employees
o Capitalized billings
o Number of offices
o Years in business
o Ownership
o Professional organizations
o Services offered
o Media experience
o Fields served
o Market specialization
o Business classification
o Compensation options
o Fee status

If you haven’t experienced our Demonstration Search, we’d suggest you do so.
See exactly what a client sees by following this link:

https://www.agencyfinder.com/agencies/online-demo/

If you have any questions or would like to know how to improve your firm’s “magnetism”,
give us a call.

— Charles Meyst, Chairman & CEO

WHAT’S ON YOUR MIND?

That’s an open-ended question. If you have a question, or if something is on your mind,
drop me a note …

1. A Complicated but Successful World-Wide Agency Search
2. Check Out Our New US, UK & European Membership Plan and Accompanying Fees
3. Housecleaning Time – Out with the old; In with the new
4. Well Done Everyone; Well Done!
5. Free New Business Counsel – Always Have; Always Will
 
A COMPLICATED BUT SUCCESSFUL WORLD-WIDE AGENCY SEARCH (A short case history)

It was warm outside; you didn’t even need a sweater when the client registration from Yamabiko Corp popped up on my screen. The brand didn’t register but looking at the e-mail tag that read echo-usa.com, I knew. That was the beginning of a rather long and challenging agency search – to find the right agency, in the right place for the good folks at ECHO. “For more than 35 years, ECHO has been a worldwide leader in the development and manufacture of professional grade outdoor power equipment. Producing hand-held landscaping equipment for both the commercial and residential homeowner markets, ECHO prides itself on setting the industry standard for its dedication to new technology, quality products and its strong distribution infrastructure.”
 
The short version of the client assignment read: Yamabiko wishes to find a marketing firm which can assist with • Branding • Point of sale • Communications • Web strategy  Emphasis is on Europe, Australia, Russia and other key English oriented markets. This does not include North or South America.

Working with their General Manager, International Marketing, operating from offices in Tokyo and Chicago, he and we identified candidates in the US and UK. As is usually the case, their process unfolded like this:
 
We invite 15 or more. At that, 3-4 bail immediately for conflict, workload or budget. Next step in our process is the agency due-diligence telephone interview. At that stage, client or agency decisions eliminate 3-4 more. That means 7-8 elect to send agency brochures, relevant samples and a pitch letter. So far, no “face-time,” no travel expense, no spec anything. Clients that follow our advice now select agencies to meet. Where and how many? About 5-6 and at each agency, not the client’s HQ. That visit consists of an agency tour, their “dog & pony” presentation and a wrap-up Q&A. Plenty of time for conversation, case-studies, chemistry checks and that important question of identifying “who will handle our account?” The perfect 3-4 finalists invariably surface and everyone is generally happy.
 
Following our encouragement, as semi-finalists, the client visited and toured M&C Saatchi in Santa Monica, Sagon-Phior in Los Angeles, The Integer Group in Lakewood Colorado with a second visit in London, Gyro in London and Noah in London. As finalists, Integer (from their London office and with Tokyo partner) and Noah (from London and with Tokyo partner) traveled to Tokyo for final presentations at Yamabiko.

The last week in January we learned that Noah was declared the winner! To that, Cormack Moore, Founding Partner had this to say: “From our point of view the AgencyFinder process was a seamless one that involved a clear, uncomplicated process for both agency and client from start to finish. We believe the simple, yet very targeted selection criteria provided by AgencyFinder has resulted in a perfect client / agency fit. Early in the process we were able to establish direct contact with the client without an intermediary muddying the waters or trying to control the relationship. The result proves it works for both parties”.
 
I’m proud of the client, the agencies and our process – for a job well done!

CHECK OUT OUR NEW US, UK & EUROPEAN MEMBERSHIP PLAN AND ACCOMPANYING FEES
 
We’ve posted revisions to our membership plans along with adjusted and reduced accompanying fees. By example, Iridium is now our FREE level. Iridium is a white metal, so in the scheme of White, Silver, Gold & Platinum (if we were using those conventions) Iridium or white is the first level. Our second level is Director and when paid, offers agencies unlimited invitations and due-diligence client telephone interviews for 12-months. Our top level is Managing Director and when paid, makes the agency a formal contender in the first and all subsequent client reviews that occur in the 12-month period; Contender Fees now start at a lower level; an agency will never pay more than $5,000 in contender fees in one 12-month period.
 
Visit here for all the details: https://www.agencyfinder.com/agencies/north-american-subscription-plan/ &  http://www.agencyfinder.eu/agencyfinder-subscription-plan-uk-and-europe.shtml
 
If you have an incomplete profile there’s no reason not to finish it. The Iridium level (for a complete
and approved profile) is FREE,

HOUSEKEEPING TIME – OUT WITH THE OLD & IN WITH THE NEW
 
In our January Flash Report, we mentioned we’re planning some sweeping changes to our database profile elements. Eliminating some that few have used or claimed; then adding new ones that reflect the dramatic technology changes in our industry. When that time comes (we’ll give you adequate notice) you’ll want to login and make appropriate adjustments. What you claim is what you’re found for.   Here are some that are planned:
 
Services – Additions
Digital production
Experiential
Gaming (change from Off/Online games)
Mobile apps (change from Mobile marketing)
E-Mail Marketing/e-blasts (replace Direct e-marketing)
POP (Point-of-Purchase)
POS (Point-of-sale)
Product Launches
SEM (Search Engine Marketing) to SEM (Search Engine Marketing/PPC)
Logistics
Shopper marketing
Social media (LinkedIn, Facebook, Twitter, etc.)
Strategy & execution
 
Services – Deletions
Analyst relations
Audiocassette marketing
Frequency marketing
Geodemographic mapping
In-store advertising and sales promotion
Interior design
Intranets/extranets
One-to-One marketing
Podcasting
Recruitment, employee retention
Rich media
Social intermediary marketing
Social network marketing (blogs, buzz, Wikis)
Videocassette marketing
Virtual marketing
Virtual world development
Web 2.0 development
Web site hosting
Widgets

Agree; disagree? Suggestions?
 
WELL DONE EVERYONE; WELL DONE!
 
I wrote this before but it deserves mention again – “Well Done Everyone, Well Done!” I’m talking about work by our registered agencies. I was reminded that we seldom tell you or praise you … to share how impressed we are with your profiles, the marketing content and persuasive power of your websites and the astounding brands you represent!
 
Over the years, I’ve reminded you more times than not how important it is for your profile to be current and as magnetic as possible. But I haven’t told you how absolutely impressed (often “blown away!”) we are with your essays; the variety, successes and grand storytelling in your case histories, and finally the incredible brands posted to your client lists. To any observer, it would be easy to conclude that our agencies represent the majority of the world’s finest marketers …
 
It’s our assessment you’re responsible for outstanding work for great clients throughout England and North America. And that’s driven home daily as we navigate our way through your agency profiles and websites fulfilling our role to guide clients to highly-qualified marketing partner candidates!  
 
I had to write to say thanks and congratulations!  Keep up the good work!  Well done everyone …

FREE NEW BUSINESS COUNSEL – ALWAYS HAVE; ALWAYS WILL
 
Not wanting to start an avalanche, I do want to mention 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 cant 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?

1. How to Integrate Your Local Search With AgencyFinder.com
2. New Database Elements are On Their Way – Please Comment
3. How’s Business in Your Neck-of-the-Woods?
4. What Did You Do With the Last 2 Weeks in December?
5. What’s with This “New Client Interest in Your Agency” E-Mail?
6. Start 2014 in the Affirmative! Being Fee-Paid Makes Sense
 
HOW TO INTEGRATE YOUR LOCAL SEARCH WITH AGENCYFINDER.COM
 
With the advent of Local Search at Google, things changed dramatically in the SEO universe. If you’re an agency with a single location and you’ve made the necessary tweaks to your website, page titles and keywords that make it clear you’re in CITY, USA, then you’ve done what you can to be found. But are there enough potential clients in your neck-of-the-woods to satisfy your new business acquisition requirements? In most cases – NO.
 
Clients conducting an initial agency screening often search for “advertising agencies.” Google sees that as a search for a brick & mortar business, so they rack up local agencies. That’s not helping your firm if you’d like to be found by a desirable client in your sweet spot more than 300 miles away. How does that client find you? They find you through your AgencyFinder profile. With our database of agencies we’re found in all the major city-centers. Let us do what we can for you. Be certain your profile is current and fee-paid.
 
NEW DATABASE ELEMENTS ARE ON THE WAY – PLEASE COMMENT
 
We’re planning some sweeping changes to our database profile field elements. Eliminating some that few have used or claimed; then adding new ones that reflect the dramatic technology changes in our industry. When that time comes (we’ll give you adequate notice) you’ll want to login and make appropriate adjustments. What you claim is what you’re found for.  
 
If you have suggestions for additions or deletions, please drop me an e-mail entitled Profile Data Elements. Thanks!
 
HOW’S BUSINESS IN YOUR NECK-OF-THE-WOODS?
 
Our universe is bigger than our back yard. So when the press reports the economy is improving, that information often clashes with what we hear from our agencies far and wide. It’s hard to reconcile against reports of bankruptcies or agency closings (we know that with disconnected phones and e-mails that bounce!).
 
Help me with some crude research … how’s business in your neck-of-the-woods?
 
WHAT DID YOU DO WITH THE LAST 2 WEEKS IN DECEMBER?
 
That was one of the longest non-productive down-times we’ve seen in some time. One juicy client registration in particular on December 30th went unresponsive until January 7th. As we always do, our attempts to connect, first by e-mail, then by phone went unanswered. We audit each client before you hear about them, and we didn’t want to be obnoxious, but come on! Good news – we finally got an affirmative response January 7th. “Been on extended Holiday and needed to catch up!”
 
What were you doing?
 
WHAT’S WITH THIS “NEW CLIENT INTEREST IN YOUR AGENCY” E-MAIL?
 
From time to time (and often we hope) you’ll see these e-mails. They’re not bogus; they’re triggered by a client’s real search. When a searching client is nearing the end of what they can do online, they’re encouraged to continue until they’ve cut the candidates to 35 of fewer. We contend that’s more than enough to evaluate. At that point, each agency in that pool (35 or less) is sent that e-mail. These aren’t sales probes, they’re legitimate notifications of client search activity. Their meant to give you a chance to “fine-tune” your profile in anticipation of their closer look.
 
It’s not an invitation so you’re not asked to accept or decline; you’re just meant to “tidy up” if your profile needs it. Here’s what those e-mails look like. They read in-part …

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

Good Day!

We thought you’d like to know that your agency was just selected in the preliminary round of a new
CLIENT SEARCH. Since we started tracking such invitations on DATE, your agency has made it to
this stage XX times.

Budget: $YYY – $XXX
Fields Served:  Travel,
Client Location: City, State

In this instance, your agency was selected in-part based on your listed previous experience.
 
===================================================
 
START 2014 IN THE AFFIRMATIVE!  BEING FEE-PAID MAKES SENSE
 
AgencyFinder is a membership situation. Pay up-front and you’re fee-paid for 12-months.  That means all the client invitations you can handle for no additional charge. 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.” Our affordable $500 Registration Fee is meant to be paid in order to activate your profile, let you be found in a search, be invited and introduced to a client and hold your “due-diligence” phone interview. All that for just $500!
 
Some ask us – “What happens if we aren’t paid?”  You’ll see it happening all around you, but you’ll be outside looking in!
 
This message isn’t to say you’re NOT fee-paid, but I am inviting you to become fee-paid if you’re not. Not certain? Reply to this e-mail and ask.

1. Tis the Season for Agency New Business 2013
2. History Lesson – Who was the first search consultant?
3  AgencyFinder Client Terms; Read what they agree to
4. Maybe You Can Tell Us – Why the Indian & Mid-Eastern Registrations?
5. Cold Calling – Is It The Death Rattle? (New Business Hunters – 24 comments)
6. Agency New Business Pros say the Darndest Things
7. Need Some Introductions? Being Fee Paid Might Help

TIS THE SEASON FOR AGENCY NEW BUSINESS 2013

After 16 years and counting, you might say we can manage an agency review with our eyes closed. In some respects, that’s about what it’s like trying to find a new marketing partner using an on-line directory. This is just my way of making the point that nothing short of a broad, deep, detailed current database coupled with experienced “human” consultants offering guidance and clarification is the proper way for a client to manage a successful agency review – regardless of the budget.

Now to the point of seasonality … if you’re a “new business kinda person” you too should already know there are certain times of year when hunting is good and other times when it’s not worth the effort.  To summarize:

Not worth it:  August; November thru December; January thru February
Better: March thru June; September;
Best: July; October and anytime you choose to chase (meaning keep you new business
motor running at all times …)

Clients tend to increase their search activity in those same months, but they will also look anytime the need dictates, so if you haven’t recently, jump in and update your profile with us. Login then enter your User Name and Password (both are case sensitive) Remember – there is no cost to update …

HISTORY LESSON – WHO WAS THE FIRST AGENCY SEARCH CONSULTANT?

For years I’ve been trying to discover … who was that clever person or persons who managed to convince a client (as in advertiser, etc.) to hire and PAY THEM to find vendors (agencies) that were already spending small fortunes and human effort in new business activities to link up with clients who needed to hire someone? The following analogy is more than silly, but imagine some consultant starting a service called “Auto Parts Finder” and charging Joe Home Mechanic a fee to introduce them or point them at Advance Auto Parts, AutoZone, NAPA, etc …

On the other hand, I do know that those auto parts vendors spend more than a small fortune in advertising and website construction so Joe Home Mechanic can find them for free. Matter of fact, the entire Advance Auto Parts IT department is right down the hall from us here in our building. And to the point, AutoZone registered with us for help on one of their searches.

So, do you know who was Number One? Please share …

AGENCYFINDER CLIENT TERMS; READ WHAT THEY AGREE TO …

We’ve been asked often enough that I know many of you have never found your way to the Advertiser Terms & Conditions page that defines what an advertiser or selector consultant agrees to in order to use our services (at no cost). Take some time to see what’s expected of them. https://www.agencyfinder.com/define-your-ideal-agency-for-us/advertiser-terms-and-conditions/

MAYBE YOU CAN TELL US – WHY THE INDIAN AND MID-EASTERN AGENCY REGISTRATIONS?

Sure as the sun rises and sets, we’ll see agency registrations for firms in India or countries in the mid-east. There they are, day after day, with attractive websites and impressive client lists, yet the majority of the visual work features what look to be American or European models. In all the time we’ve been getting their registrations (which incidentally few get around to finishing) we have yet to see a registration from a client (advertiser) in their part of the world.  Go figure …

COLD CALLING – IS IT THE DEATH RATTLE? (NEW BUSINESS HUNTERS – 24 COMMENTS)

I’m not sure when it was launched, but the group I like on LinkedIn is New Business Hunters.  From what I’ve seen so far, the followers and contributors appear to be experienced and sensible; not beginners who should have registered elsewhere!

Not certain about the date on this posting other than 23 days ago, but Mike Lee, Managing Director, Headway Business Development posted what turned out to be a debatable topic, and that was questioning the value of “cold calling.” I’ve been both an advocate and practitioner of “outreach marketing” and when it’s done properly by a seasoned individual, it’s far from “cold” calling. Go to LinkedIn and read for yourself. Feel free to contribute as well.

AGENCY NEW BUSINESS PROS SAY THE DARNDEST THINGS …

With each new agency review, from the invited agencies we’re destined to hear: “We don’t do spec creative; We don’t pay for leads; 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 do-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 their RFD soon enough. And when we visited their agency, we could tell they weren’t familiar with our products, services or target market – in other words, they made virtually no investment to win our business!”

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 beyond 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!

NEED SOME INTRODUCTIONS? BEING FEE-PAID MIGHT MAKE SENSE IF YOU’RE NOT

Technically our AgencyFinder new business service is a membership situation. Pay up-front and you’re fee-paid for 12-months.  That means all the client invitations you can handle for no additional charge. Our service isn’t free to agencies and it never was, but it is offered to searchers (clients/advertisers) at no cost.  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 their’s based on a kiss or physical embrace. That’s a different profession with much higher rates. Our dainty $500 Registration Fee is meant to be paid in order to activate your profile, to let you be found in a search, to be invited and introduced to a client and hold your “due-diligence” phone interview. All that for just $500!

Some ask us – “What happens if we aren’t paid?”  We answer – “You’ll see it happening all around you, but you’ll be outside looking in!”

This e-mail isn’t to say you’re NOT fee-paid, but I am inviting you to become fee-paid if you’re not. Not certain? Reply to this e-mail and ask.

Battling a challenging economy and an ever-changing media landscape, advertising agencies and public relations firms still face an uphill battle for new business in 2013.

But that’s no reason to despair.

Looking back, there have always been two distinct philosophies and approaches to agency and PR firm business
development; pro-active outreach (chase) and inbound marketing (be found).

In pro-active outreach, someone at the agency or an outside contractor has to initiate contact with a prospect by
mail, e-mail or phone – often called cold calling.  Meyst remarks “With tongue-in-cheek, some suggest that,
without permission, this is tantamount to stalking and thats against the law!” 

The opposite approach (i.e. inbound marketing), requires inquiries triggered by social media, speaking
engagements, referrals, website traffic and industry “finder” services.

Meyst summarizes: “Agencies use more new business programs than you can count, but the successful ones
follow some fundamental rules that make them effective:

1. Make someone responsible. New business is NOT everybody’s business at the agency. Hire someone or pick
someone and make their employment dependent on some form of measurable success. In most cases, that
will be meaningful, face-to-face meetings with pre-qualified prospects. But not “landed” business – too
many others at the agency can affect that, one way or other.

2. New business is NOT a natural talent.  See to it that your new business pro gets professional sales training
from professionals. A webinar here or there does not qualify. Like CLE credits, new business training should
continue.

3. Relax your spam filters! Any IT Director can keep e-mails out. The whole idea is to let prospects (including
Certified Search Consultants) find you and make their inquiry.

4. Let your website tell your story.  Prospects want to know what you’ve done (show them category experience),
services you offer, where located, who and how many work there and who runs the place (pics and bios).
Until they “friend you” they won’t care much about your blog. And please – don’t make that your home page!

5. Chase or Be Found. For those who chase, consider the universe. In categories where they advertise, youll
find more than 11 million companies. But screen for annual sales over $1M and that count drops to 700,000.
If these are your prospects, you need to know what kind of clients and type of business you handle best.
Know where you can find them and how your approach will resonate.

As important as selection criterion is for any business youre chasing, its even more important for those
clients who are actively seeking a new advertising agency or PR firm to define what they seek.

Hoover’s database identifies 48,500 marketing service agencies (SIC 7311 & SIC 8743) in the USA today. Break
it down to those firms with 6 or more employees and the count drops to 8,600. At 25 employees, the count
drops to 2000!  A surprisingly small and suspect universe. 

The AgencyFinder finder Process

For those that shudder at the thought of making hundreds of phone calls, there’s the “finder” model (i.e. –
AgencyFinder.com) where experience confirms searching CMO’s are looking to find and hire new or additional
marketing partners now, not sometime down the road!  In that example, the precision of the finder process
quickly narrows the search to a bucketful of qualified candidates. The AgencyFinder staff even does the
heavy lifting sending invitations and a Request for Dialogue to the client-selected agencies. To wrap
it up, their staff also fields questions and provides guidance to both client and contending agencies.

If your marketing firm doesn’t have a relationship with a “finder” service, it’s time to explore one!

About AgencyFinder

Founded in 1997, AgencyFinder’s agency search and match-making service is offered at no cost to
advertisers and their marketing staff. The service is funded through subscription fees paid by
voluntarily registered agencies seeking to be found and hired.

1. Why Are Most Advertising Agency Websites So Dreadful?
2. AgencyFinder is a “Club” for New Business Professionals – Special Offer!
3. What Agencies Can Learn From Architects
 
WHY ARE MOST ADVERTISING AGENCY WEBSITES SO DREADFUL?
 
Paul Gumbinner, President of The Gumbinner Company, executive recruiters for the advertising industry; Contributor to Adweek and Ad Age; Glass collector; Former Chairman of Urban Glass; Blogger, created a small stir with his blog post last Tuesday on the state of agency websites and I weighed in. Check it out:
 
http://viewfrommadisonave.blogspot.com/2013/01/why-are-most-advertising-agency.html 
 
We did something similar within an e-mail September 29, 2009 entitled “Prospects complained about your website” when I wrote:
 
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 non-confidential AgencyFinder file. There, we give them 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. More often than not, they don’t!

I’m not speaking about your website specifically, but I am writing because the newer generation of agency websites are often off-target, limited in scope, confusing and frankly – poor new business tools! For example, when an “integrated marketing communications firm” surfaces because they claimed they offer public relations, media relations and technical advertising, but when the agency website makes no mention of any of that, guess what? Best case – the prospect complains to us. So we spend time (fighting on your behalf) and when we know for certain, we suggest they just “trust you!”  Worst case, if we can’t confirm, you get dropped from consideration and we too are now suspicious of your data. Doesn’t do any of us any good.

In an email earlier this year, in the same vein, I wrote about “category experience.”  Pardon me if I shout!!!, but a current client list is more often to your disadvantage than advantage. Clients are more likely to see what they perceive as a conflict than a reason to invite you. Beyond that, client names or logo-links are time-wasters (unless the brands are abundantly clear – BFGoodrich, Wal-Mart, etc.) Clients do not have time to poke around an agency playground!

Bottom line: Build and place a “Category” tab on your site – for current as well as past client categories. For services (i.e. public relations, media relations, technical advertising) – make a similar and all-inclusive tab or list.

P.S. – Another pet peeve. All else being equal, clients select agencies for “chemistry”. Why then would any agency site fail to highlight (in photos and bios) their significant others? As I read again for the thousandth time “our (un-named, un-numbered, un-credentialed) staff has X years of experience”, I find myself about to choke!

Then we did an update on November 16, 2010 here:
 
https://www.agencyfinder.com/2010/11/theres-a-time-place-for-html/
 
Your agency website will play a more important role today than ever before. I’m happy to critique yours if you like.
 
AGENCYFINDER IS A “CLUB” FOR NEW BUSINESS PROFESSIONALS – NOW ON SALE!
 
We’ve always been a unique service for new business pros. If that’s your job responsibility, you’ll appreciate the power and precision of our process and how we go about conducting a proper agency search.  Viewed from the agency perspective and from that of the client as well, we’re often likened to the e-Harmony or Match.com of the advertising industry.
 
Our records show it’s time to renew, so you’ll appreciate our affordable $500 registration fee that activates your profile; gets you unlimited invitations and client introductions so you can hold your “due-diligence” phone interview to evaluate the opportunity. NOW ON SALE! Register or renew before February 28, 2013 and get 2-years (24-months) at that level for the price of one. All that for just $500. If you like that option, you might also favor our Budget Option. Saves you $1,000!

WHAT AGENCIES CAN LEARN FROM ARCHITECTS
 
We get periodic White Papers from Mike Carlton, whose slogan is “Improving the business of advertising agencies.” His piece this month was particularly interesting since I’ve heard agencies use architects from time to time to disclaim calling for “Spec Creative,” suggesting that certainly an architect wouldn’t do that. His paper doesn’t address that issue, but what he does cover is worth the read. He introduces it this way:
 
“Agencies and architects are alike. Both create concepts and designs and then supervise their implementation. But, there is one big difference. Agencies pay bills for clients. Architects don’t. Here’s what this means, and what you can do about it.” 
 
http://www.carltonassociatesinc.com/wp1.cfm?id=24
 
Here at AgencyFinder, I have used lawyers to make the spec creative comparison, but I don’t anymore. I brought that subject up with our law firm (second largest in Virginia) and to my surprise heard that they now go to great lengths (including what we might call spec) to land a new corporate client. Bottom line – you need to do whatever you can and within reason to demonstrate to your prospects both that you “get it” with respect to their business challenges, and that you will be able to do something positive about it! Call it spec or whatever, you need to do something!

1. How-To Business Development for 2013
2. AgencyFinder is a “Club” for New Business Professionals – Now On Sale!
3. You’ve Got a Powerful New Business Tool – Be Sure to Use It!

HOW-TO BUSINESS DEVELOPMENT FOR 2013

If you’ve been sitting in your new business chair for more than a few years, you know agency business development is cyclic. There’s a sine wave to it; gigantic peaks coupled with bottomless valleys. This year and particularly the last few months, after elections and heading to the fiscal cliff, it’s been hard to find much optimism and the valleys are back. Avoid letting your agency drop into one.

First, eliminate simple inefficiencies. In good times, maybe you can afford to let an errant agency telephone-answerer blow off a call from a prospect, but not now. So test your system. Ask a trusted friend to make a shill call as a prospect. Have them call your agency and introduce themselves with this line: Were looking to hire an agency; who can I speak with at your firm about that? See how polite, efficient, accommodating and helpful your gate keepers really are. Have your friend get names and take notes. If all goes well, they can reveal their assignment to the ultimate recipient, and that they scored well. If it didn’t go well, let your agency management address the transgressors but get things fixed.

Second, prospects that telephone don’t generally know who to ask for. Adjust your voice-mail system to answer like this: Thanks for calling AgencyWinner.com; we appreciate your call. If you’re looking for a new or replacement agency, dial 911. Only after that announcement, continue with the conventional -If you know the name or extension of the party you’re trying to reach, you can dial that now. Have 911 programmed to reach out to a series of prepared and rehearsed sales people. (if the word sales offends you, sorry)
 
Third, pay close attention and handle any inbound inquiry with kid gloves. Pay ten-times more attention to an AgencyFinder introduction. In both cases, you’ve probably done very little in a pro-active sense to generate that call, so do not overlook this “bluebird” – someone you did not have to mail to, telephone or even stalk to get them to reach out to you.

Fourth, install as many affordable and manageable outreach systems as you can to reach out to qualified prospects. Run them regularly and religiously. Use legitimate lead sources like Hoover’s; avoid like the plague the spurious e-mail list brokers (love to hear of any legitimate vendors). There’s much to be said for the USPS.

Fifth, subscribe to and install select inbound lead generation and introduction services that work. There aren’t many to begin with, and AgencyFinder was the industry’s first.

Finally, review these suggestions and above all, avoid falling into any valleys. You don’t want to have to turn on, crank up, dust-off your long-abandoned, seldom-used outreach system and find yourself battling head-to-head with agencies that never dropped their guard!

AGENCYFINDER IS A “CLUB” FOR NEW BUSINESS PROFESSIONALS – NOW ON SALE!
 
We’ve always been a service for new business pros. With that assigned job responsibility, you’ll appreciate the power and precision of our process and how we go about conducting a proper agency search.  Viewed from the agency perspective but from that of the client as well, we’re often called the e-Harmony or Match.com of the advertising industry.
 
You’ll appreciate our affordable $500 registration fee that activates your profile; gets you unlimited invitations and client introductions so you can hold your “due-diligence” phone interview to evaluate the opportunity. All that for just $500. NOW ON SALE!  Register or renew before February 28, 2013 and get 2-years (24-months) at that level for the price of one. If you like that option, you might also favor our Budget Option. Saves you $1,000!

Study your options here: https://www.agencyfinder.com/agencies/north-american-subscription-plan/
 
YOU’VE GOT A POWERFUL NEW BUSINESS TOOL – BE SURE TO USE IT!

When offered, would you rather meet the prospect for the first time at their business or your agency? Anyone who has tried both will tell you the agency visit coupled with an agency tour is the killer. For that reason, each and every client using our service is repeatedly encouraged to embrace the virtues of conducting agency site visits and tours as part of the process to identify their finalists. 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 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. Its only natural to introduce the players at each station and a perfect nvironment 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 among the visitors 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 be certain YOUR AGENCY is involved in those next steps!

1. To All Our Friends Affected by Hurricane Sandy
2. The First Day of the Rest of your life is Wednesday November 7th
3. Pre-Holiday Cheer – Hurricane Sandy to Cost Ad Industry $500 Million
4. He or She Who Looks Out for Themselves – Watch for Our E-mail Campaign
5. Oh Great; One Month Until They Regulate the Internet 
6. Being Fee-Paid Might Make Sense if You’re Not
7. Check Out Our PitchCast Activity
 
TO ALL OUR FRIENDS AFFECTED BY HURRICANE SANDY
 
To all the victims of the storm, in your offices and at home – we wish you health, shelter, warmth, water, food, electricity, gasoline and a speedy recovery. We also wish you success and efficiency dealing with those you’ll need to depend on to make you whole again.  Here’s to a quick restoration …
 
THE FIRST DAY OF THE REST OF YOUR LIFE IS WEDNESDAY NOVEMBER 7TH
 
It should come as no surprise – Tuesday November 6th is election day. Please be sure to exercise your right to vote; your destiny and those of millions depend on you to do so!  It’s sure been a long slog for both candidates.  Word from our agencies across the country is that most folks have been in a holding pattern.  Holding off on major decisions of many types, but particularly those that have anything to do with advertising and marketing. We’re hearing two schools of thought from our agencies and advertisers alike as it relates to the B2B marketplace:
 
1. If Obama is re-elected many small and medium-sized business owners will ask “Now what?” But then, invariably with a significant delay in time, they’ll bite the American bullet to dig themselves out and forward. For the moment at least, they will again demonstrate the good-old American spirit. It remains to be seen what the long-term future holds …
 
2. If Romney wins, those same small and medium-sized business owners will claim to see the light. Their enthusiasm for moving forward and getting on with business will happen quickly. It remains to be seen whether that enthusiasm and encouragement will do the trick.
 
What’s been your view?  How do you see business starting November 7th?
 
PR-HOLIDAY CHEER – HURRICANE SANDY TO COST AD INDUSTRY $500 MILLION
 
Last week after Sandy had passed, AdAge ran their story with this lead – “The climate for growth among U.S. ad companies had already been looking stormy for the second half of 2012, and now, Hurricane Sandy is leading to a worsened outlook.” In case you missed it, the story continues here: http://adage.com/article/news/analyst-hurricane-sandy-cost-ad-industry-500-million- revenue/238067/
 
This morning there’s an updated story with this lead: “The effects of Hurricane Sandy will reverberate for weeks as marketers and agencies across more than a dozen states tally storm-related losses and make up for lost business days.” Read it all here: http://adage.com/article/news/sandy-s-wake– cost-adland/238129/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage
 
The old saying “new business is the lifeblood of your agency” is still true today. In hard times, my experience as a new business consultant shed light on the fact that agencies ultimately chose to let their formal new business process slip away or drift into disrepair.  With all the roadblocks ahead, this isn’t the time to let your guard down … call us to chat about your options!
 
HE OR SHE WHO LOOKS OUT FOR THEMSELVES – WATCH FOR OUR E-MAIL CAMPAIGN
 
We’ve been preparing for quite some time now for a fall 2012 e-mail blitz.  Had it not been for the debates and the election, they would have been out by now. With agencies going out of business or shrinking to survival size, we’ve got room for some fresh thinkers, for agencies that are actively seeking new clients and have the time and resource to do so. We’re scheduling a series of 3 messages, and although we’ve tried not to duplicate, you might receive one yourself. If you do, smile when you recognize an old friend, and if appropriate, forward to someone you know that might benefit.
 
OH GREAT! ONE MONTH UNTIL THEY REGULATE THE INTERNET
 
Just ran across this cheery bit of news that would surely impact our industry (had you heard the rumblings?) The story begins “Better enjoy Facebook while you can. A U.N.-sponsored conference next month in Dubai will propose new regulations and restrictions for the Internet, which critics say will censor free speech, levy tariffs on e-commerce, and even force companies to clean up their e-waste and make gadgets that are better for the environment.”  Read it all here: http://www.foxnews.com/tech/2012/11/01/one-month-until-regulate-internet/? intcmp=obinsite#ixzz2BI492ClJ

BEING FEE-PAID MIGHT MAKE SENSE IF YOU’RE NOT
 
Technically our AgencyFinder new business service is a membership situation. Pay up-front and you’re fee-paid for 12-months.  That means all the client invitations you can handle for no additional charge. Our service isn’t free to agencies and it never was, but it is offered to searchers (clients/advertisers) at no cost.  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 their’s based on a kiss or physical embrace. That’s a different profession with much higher rates. Our dainty $500 is meant to be paid in order to activate your profile, to let you be found in a search, to be invited and introduced to a client and hold your “due-diligence” phone interview. All that for your $500 initial installment.
 
Some ask us – “What happens if we aren’t paid?”  We answer – “You’ll see it happening all around you, but you’ll be outside looking in!”
 
This e-mail isn’t to say you’re NOT fee-paid, but I am inviting you to become fee-paid if you’re not. Not certain? Reply to this e-mail and ask. 
 
CHECK OUT OUR PITCHCAST ACTIVITY
 
PitchCast is a short synopsis of select and recent new business registrations with AgencyFinder in North America and the UK. Read the description, then if you see an opportunity you think looks right for your agency, make sure your profile is up-to-date and accurate. If your firm is particularly qualified, you might also drop us an e-mail to explain. This is a summary page on our website and not the same as the PitchCast Invitational Brief.
 
Check it out here: https://www.agencyfinder.com/category/pitchcast/

1. We Now Work From Two Directions to Find You New Clients
2. BTW, Your Agency Didn’t Make the Cut (and Here’s Why)
3. Great, Another Search Consultant With a Clever Angle …
4. No E-Auctions or Reverse Auctions at AgencyFinder
5. Check Out Our PitchCast Activity
 
WE NOW WORK FROM TWO DIFFERENT DIRECTIONS TO FIND YOU NEW CLIENTS
 
Ever since 1997, our elaborate search engine algorithms pluck your agency to the surface if your data fields equal or exceed what the client says they want. But if you haven’t updated your profile to reflect that new client from last week or last month, (worst case last year or two) that unchecked data field could have you outside looking in.
 
That’s why we now give you and other agencies in the region an opportunity to evaluate a current client opportunity and come forward to claim interest. We send you our PitchCast Invitational Brief – and when you identify one in your sweet-spot and ask to qualify to participate in that review, you need to act promptly. Your profile must be current, your Power Index (AFPI) should register 90+, you’re asked to author a special PitchCast Essay
or send relevant samples and you need to be fee-paid on the initial $500 portion. When that’s the case, we’ll present your agency credentials for client examination, coupled with those that surfaced in the initial algorithm search.

This way, if you slipped through our search filter, you still have a chance to participate. This feature was introduced earlier this year.
 
BTW, YOUR AGENCY DIDN’T MAKE THE CUT (AND HERE’S WHY)
 
This is “Important Agency New Business Topic # 1.”  And I’ve mentioned this more than a few times before.  When your agency first surfaces as a qualified candidate because your profile lays claim to desired category experience, we guide the advertiser (as in the searching client) to your profile and then your website. And I promise you – they are expecting to find some evidence on your website to confirm why you surfaced in the first place.  Specifically, if the client search outline specified they wanted an agency with Healthcare experience, they better find something about healthcare on your website or you’ve lost them!
 
It’s not hard to make your website “search friendly” and not just for AgencyFinder searches. Good bets include a “Client Tab” with recognizable healthcare brands and logos; a “Work Tab” where they can find your work for healthcare (but label each as such); a “Client List” with equally recognizable names; a “Legacy” client list for clients not current; a “Client Category Tab” where I encourage you to copy and paste that list from within your AgencyFinder profile and post it; and finally, keep your client list in your profile up-to-date. In managing the review and supplementing what our search engine does, our staff look there to see what we can find as confirming evidence.
 
Just last week, for our first pass, we furnished a client with a robust list of 42 qualified candidates so they could select the 15 or so they wanted to invite. The client identified 12 and wrote this: “I checked out the websites and unless I’m missing something, the majority of them appear to have no experience with our target market – architects, design firms and spec writers, or experience in our category ‘building materials’.  But to move the process along I’ve selected the following:” The client asked us to select agencies to finish out their list (just in case you wondered if we get involved).
 
Find time to check out your firm’s website – if your experience is not clear and evident, please make it so!
 
GREAT, ANOTHER SEARCH CONSULTANT WITH A CLEVER ANGLE …
 
Let’s call this new consultant CarFinder.  Following his advocacy, rather than “level the playing field” and ask what you want in a car, and rather than learning about your family, your work, your education, your income, your favorite recreations and lifestyle, he’ll present what he thinks you might like. Consider his potpourri of metal and rubber.  A Rolls-Royce convertible, a Volkswagen, a Hyundai, a Shelby Mustang, a Fiat, a McLaren and a Harley Electra Glide to mix it up. He’ll take you into his CarFinder Search Suite (twin 58″ flatscreen monitors) where each dealer gets a chance to play his “E-Auction Dollar-for-HorsePower Game” – a Skype-enabled low-bidder-wins scenario! Imagine the tension, excitement, the electricity and ups and downs as Rolls and Beetle each slowly lower their price to $18,500. OMG, you want the Shelby price to come down …  Why won’t Ford ever haggle!
 
Yes, another clever angle on the agency search, designed to give each agency the enviable opportunity to prostitute itself when there’s excess capacity to sell. I sense this will be an overnight sensation. More details here  at AdAge (may need to be a subscriber)
 
NO E-AUCTIONS OR REVERSE AUCTIONS AT AGENCYFINDER.COM
 
Ironically, and the timing was probably just an accident, AdAge drops another blockbuster (Another Wrench in the Pitch: Agencies Lament Rise of E-auctions) that prompts these comments …
 
Back in early 2000, my now-deceased partner came to me all excited.  His was a website-building company and their new client ran an “art” auction. Dick came to me back then, all smiles but lacking advertising industry experience. He outlined this “really neat auction model” where we’d post the client specs and give our registered agencies the chance to bid on the business. That would have made us the first search consultant to use a Reverse E-Auction, but after I took time, with patience and purpose to explain you don’t EVER bid on creativity, Dick and I put that plan in the trash.
 
My suggestion for dealing with the “Auction” model?  Either refuse to participate, or win the business and then give the client what they paid for.