But First: An Advertising Agency Survival Guide
Here is a comprehensive guide that will help your agency become a winner in today’s crazy advertising marketplace – The Advertising Agency Survival Guide.
Part I: The Advertising Agency Position – The Heart Of Your Agency And Reason For Being
An updated look at how to build a smart advertising agency position (for 2020)… Agencies are wondering how to position themselves in the current environment. Some thoughts before I get to the detail on how to position your agency.
- If you have really worked on and delivered on a smart advertising agency position in the past couple of years, do not toss it away because it might not be a perfect business development strategy for early 2020. For Example, if you ‘own’ the positioning / expertise in travel and hospitality do not totally back burner that hard fought for brand equity. Sure, this is a currently weak category! But, when it comes back, and it will, you want to be the leader.
- In the meantime, if you are an expert in a weak client category, you might / will need to find a, hopefully short-term, advertising agency position for the current coronavirus world. An example would be to become a very strategic thinker, insight-driven agency. Be the idea guys. Have ideas that relate to your current and future clients – meet the current needs. Do and deliver market research. Drive respect for your brains. use this to stay in touch. Valuable insights will not be viewed as ass being too ‘salesy’.
Need one simple but, believe me ahead of your compeitive agency curve… do some reasech and thinking abut the new Tik Tok advertising world. Here is a link.
One more, why don’t you get one of your folks to start a Tok Tok channel. but, please do not make it about your agency. i have a few ideas. need them?
You’ve arrived at Part I of my three-part review of the art of advertising agency positioning. My perspective on this series is that you have to read all three parts to get the maximum benefit for your agency.
Read it all. As Enzo Ferrari would say: “Devi differenziare la tua agenzia. Per fare ciò, leggi tutte e tre le parti.”
Why start with Ferrari?
I think that Ferrari is a well-positioned brand (LOL, how’s that for an understatement!) Ferrari is known for its racing heritage, engineering, design and luxury. Everything they do supports their positioning and, importantly, sales.
At this point, you might be asking two questions.
- “What does Ferrari have to do with my advertising, digital or design agency?”
Well, your agency’s brand positioning needs to be as well designed and supported as Ferrari’s.
2. “Do I really need to hear yet another advertising agency business development consultant tell me that advertising agencies need to do a better job of positioning their agencies?”
Yes. Why? Because the great majority of marketing communications agencies look and sound too alike. Not sounding like the guy down the street will result in your driving a much more powerful agency
Before I get into the meat of the positioning issue, I’d like to help answer one of the most perplexing questions of our time: