Marketing

Instant Social Media Content For Your Brand And Advertising Agency

June 16, 2020 By Peter Leave a Comment

I’ve updated this blog post about, well, I’ll repeat the title for you, and especially Google. Instant Social Media Content For Your Brand And Advertising Agency.

OK, I admit it, there is no totally instant social media content. But, there is fast. In fact, fast and good. In fact, there really is fast + good + cheap. Which, as you might suspect, will make a brand and any advertising agency very happy.

I have used a few different methods to accelerate the generation of my more than 700 blog posts. Try a few of these on for size.

TikTok

I am going to write about TikTok in detail in the very near future. TikTok which, given its size and growth, is the most underutilized advertising agency business development social media platform. Hmmm. Why?

Here is what I think. Some possible agency excuses not to use TikTok…

TikTok is too young.
Too international.
Too new. As in, why should I bother? Um, remember when you didn’t use Instagram?
None of my clients have asked about it.
Worse… I do not have a TikTok account.

Interviews

Interviewing an expert, or even a consumer in your client’s or client industry or target market can take as few as 5 minutes up to say 45. A 45-minute interview will deliver approximately 8,000 words that you could cut up into 4 2,000 word blog entries or whatever you like to do with social media content, ur, I mean highly valuable insights. My book on presenting and pitching has multi interviews that I also amplified into blog posts. You bought the book so you’ve read those interviews and will now win more pitches – right?

I was recently interviewed for the Working Without Pants podcast. After Selling Your Agency, was published, I sent it to Rev.com and now have an 8,000-word transcript I will soon edit down into bite-sized blog posts. One will be a foundational blog post on how and why to sell your agency.

Do Videos

Easy… just turn on your webcam (or iPhone) and talk. I mean, you are an advertising agency, right? You can do this and start to own some SEO juice on YouTube. Less easy, but easy enough ideas: Go on the street and do some interviews (social distance yourself, please) or do a webcam interview with a genius (remember you can turn that into copy via an audio transcription company like REV.com.)

Rip Off A Podcast

Here’s a post I created by responding to the Adage interview with Lindsay Slaby. I took the interview, sent it to rev.com for transcription, and commented on what Lindsay was saying. Easy, smart, and brilliant. All around. Here is the blog post that was created by borrowing some content from Ad Age, Ad Age Small Agency Conference Podcast.

Do Your Own Podcast

I have a new Advertising Stories podcast. I interview people. They talk to me. I, well do not steal, but I do get lots of smarts out of their mouths. Plus, the entire process is essentially free.

Do A Google Survey

Five New Advertising Agency Marketing Resources

April 15, 2020 By Peter Leave a Comment

Hi. Thanks for visiting. Here are five new advertising agency marketing resources. I think that they are all well designed for today’s marketing environment. I mean, today’s difficult and crazy marketing environment.

First, About You. And, Time To Pivot.

I’ve been thinking hard about the ‘what and how’ of B2B marketing in the time of the Coronavirus – how is that for a DUH? Why?… because I think that a good portion of the marketing and advertising agency industry is in deep navel-gazing mode. In particular, I’m talking about advertising and marketing communications agencies that are a bit stuck when it comes to their own marketing. Phase 1.0 was freakout and cost reduction. Phase 2.0 seems to be the frozen era (OK, not for all. But, I talk to a lot of agencies and this is what I am hearing). Now, Phase 2.5 offers the question: what are we gonna do to grow?

Clearly, the marketing world is working on thinking through (in descending order): How? to even survive what could be a looong journey; What? might market/client segments should a communication agency’s B2B marketing address/attack (intelligently); and What? form should the agency’s in and outbound marketing even look like? Doing a bit of pivoting is in order. Scenario planning and being proactive is in order.

About Me Being Like You.

Hey, I’m thinking about the same stuff. After all, my client base is primarily comprised of advertising, PR and digital agencies. If this group is frozen, I have to figure out how to market to it. Somedays, I even wonder if y’all will want to market hard again. Me? I dig marketing in a downturn. It makes me sharper.

Sharper? Here are some of the marketing resources that I’m looking at or about to use. I’ll keep you posted on what I eventually employ and how. In the meantime, here you go. I will be adding them to my master Resources list – check it out.

Five New Advertising Agency Marketing Resources. All Designed To Help Your Agency Grow.

Listen Notes. “The most comprehensive podcast database online. Discover the best podcasts. Search podcast show notes and audio transcripts by people, places, or topics.” One way to leverage this search engine is to see if there are any podcasts that might want to interview you re your expertise.

Anchor. “Anchor is an all-in-one platform where you can create, distribute, and monetize your podcast from any device, for free.” Yup, a free, podcasting development tool. Worth a look-see if you want to be like Kara Swisher and Scott Galloway.

Artlist. Great name and URL, right? Royalty-free music for your videos and podcasts.

NinjaOutreach. “Create effective influencer marketing campaigns by filtering through millions of influencers insights to find the one that captures your target audience’s attention.”

Famebit. From YouTube itself… “The Leading Marketplace for Influencers. Powered by data, we built the best in class tools to connect brands with the right creators, enabling branded content that reaches the right audience and inspires action.”

LOL. Want Two More?

I have two more very interesting advertising B2B tools. But, I am saving them just for me. When I use them, I’ll let you know and i’ll add them to the next email about resources. Or, if you are interested, and in the hurry you should be in, give me a shout.

Ad Agencies And The Art Of Philanthropy

April 14, 2020 By Peter Leave a Comment

The Art Of Philanthropy In The Time Of Coronavirus – A Smart Business Move For Ad Agencies

This is an update to my original 2013 blog post – Ad Agencies and the Art of Philanthropy.

I am updating because it is a good time, Coronavirus and all, when people kinda wake up and think a bit more about being philanthropic. This is, of course, good news. However, I think that while giving to the needy or other good causes is a good thing for the world, it is also a smart business strategy. I view giving as a win-win and something, even if clearly a business tool, a great thing to do.

The Art Of Philanthropy and Your Ad Agency

My buddy Russ Stoddard, the main man at Boise’s Oliver Russell agency, woke up one day and asked how he could take his local agency to become global and unignorable. His solution was to rebrand the agency as… We Are A Social Impact Branding Agency. It worked. Oliver Russell went from local to global. Plus, they are also helping numerous good causes while growing the agency. They delivered on the art of philanthropy. A good thing.

Need some more inspiration? Here is a link to Russ’s book: “Rise Up: How to Build a Socially Conscious Business” – a potential blueprint for your agency.

The great majority of advertising agencies have one or more nonprofit clients. It is a wonderfully symbiotic relationship. The nonprofits get high-level creative and the agencies get to feel good, look good to their communities and, most importantly, provide important services to charities.

This charitable work is also good for the agency’s new business program. If done correctly, the nonprofit relationship is strategic. One agency that gets it is Portland’s Grady Britton. You can read about their multi-year program in my article, “An Agency That Does Good” on the Agency Post.

I’ve felt so strongly about the symbiotic aspect of charitable work that I’ve always recommended a strategic approach to my clients. Below is how I’ve represented this concept. If you agree with me, please pass this on to your clients. At a time of reduced government spending, it is important that agencies play a more assertive role in selling the benefits of Strategic Philanthropy.

Strategic Philanthropy Is Good Business…

A Coronavirus Ad Agency Business Plan

April 8, 2020 By Peter Leave a Comment

A Coronavirus Ad Agency Business, Marketing, and Personal Plan

Noah Kagan and my thinking on your coronavirus ad agency business plan.

You know who I am, right? Regardless, here is my Advertising Agency Survival Guide. Please read and make adjustments to how you run your agency. I want you to view the video below so my guide will open up in a new window.

Next, I am going to continue to write about what I think you should be doing. Yes, I admit it, I know what I am talking about. Plus, maybe, more importantly, I know WHO knows what THEY are talking about. Like the video below from Noah Kagan – AppSumo guy.

Do you know Noah Kagan? He is the Chief Sumo at Sumo Group — where he helps entrepreneurs kick more ass. Before that, he was employee #30 at Facebook, #4 at Mint, and worked at Intel.

Key Noah Kagan Coronavirus Ad Agency Business Plan Advice – Important Stuff

This one from me… I think that anyone over 55 should go mostly cash. I mean, what part of this economy is going to spring back in the next 12 to 24 months? OK, maybe DTC, oil, three retailers, three airlines, Uber, online learning… + Companies with mucho cash.

Watch your costs. This is the only thing that you can control. Make the necessary cuts early.

Market your ad agency. More blog posts, more insight-oriented content, PPC ads. How about some research in your expert categories?

Partner. Maybe even buy a cheap but smart small agency that adds to your overall offer. Are you “full service”? if so, get really full service and buy a PPC agency.

Help your clients with their payments before they cut you off.

Now, The Video, Recession Proof Business Strategies

Noah’s Main Points. My Interpretation.

Pay very close attention to your revenues and adjust your net income. Every 7 days.

Look at your agency website traffic and conversion rates, email signups (you have an email program (right?) and whatever you track. Pay attention to your brand.

Market your agency. Keep at it. But, be cool about it. No sales pressure. Insights, show empathy, please.

Have 20 months of capital for business. 12 months personal (at least). Look, I know that having cash is hard for some people. Like, you need to live. But, I am putting my pessimistic hat on. If we are about to go into a depression rather than a recession… be ready. I do not want to be a downer. But, this is the advice I give to my kids too.

And, Please Talk To Me

Remember the.. Advertising Agency Survival Guide.

How To Position An Advertising Agency – Part I

April 1, 2020 By Peter 6 Comments

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?

Part 1

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: