Peter Levitan & Co.

The New Business of Advertising

Marketing

Advertising Agency Business Development Seminar @ Portland Ad Fed

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Agencies love their friends, their Rolodex’s (yes, we still use this word) and claim that they win more business from referrals than any other new business method. 3 reasons why:

  1. Friends are friends and friends have friends.
  2. Friends should recommend you.
  3. Current and past clients should recommend you. See “The One Number You Should Grow” from the Harvard Business Review.

But, there is a point when you run out of friends with friends and then its time to actually do some real business development. That’s why Rebecca Armstrong, Principal and Managing Director at NORTH; Ryan Buchannan, CEO eRoi and Peter Levitan, CEO Peter Levitan & Co. — oh, that’s me are speaking on how to grow your friends, contacts and prospect lists.

It is: An Advertising Agency Business Development Seminar – “New Business Is More Than A Big Rolodex”

Date: November 21.

Place: Portland, Oregon

Info from The Portland Advertising Federation (yes, new website coming soon….)

Need some language:

The more prospective clients you get to know, the more new business you will win. It’s that simple. Or, is it? New business is a presentation and hands-on workshop designed to help advertising agency management and employees create enlightened new business programs that will get more meetings and build relationships with the right prospects.

We will work together to examine and discuss a range of business development techniques used by successful agencies. We’ll explore list building and how to create and deliver compelling client insights that will grab the attention of the client-side decision makers you want to meet with – well before they put out that RFP. This seminar is for all agency employees because new business should be an agency-wide goal.

New Improved Advertising Agency Search Process: ANA / 4A’s

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Advertising Agency Pitching. Oh, The Uncertainty. 

Unfortunately, most client agency reviews come with a great deal of uncertainty. They shouldn’t, but that’s the way it is — or should it be?

The 4A’s and the ANA understand this issue and recently published a new set of guidelines for the advertising agency search process in their report “Agency Selection Briefing Guidance.”  From the ANA/4A’s:

The 4A’s and ANA believe there is an opportunity to further improve the agency search process by developing best practice guidance tools around the subject of briefings throughout the agency selection process.

And…

The ANA/4A’s task force believes that every phase of a review, or agency search, requires a thoughtful briefing that
provides specific direction to the agency. The review process should provide escalating information to the agencies as
the review progresses from the initial phases (e.g., RFI, RFP, credentials) to the later phases (including any strategic
and/or speculative work and finals presentations).

The report divides the search process into three phases.

  1. Initial list / RFI Phase
  2. Semi-Finalist RFP Phase
  3. Finalist Phase

This is an important tool that both agencies and clients should read and use for guidance. I think that when you are asked to pitch a new client that you share this document. While it might seem forward and somewhat pedantic of you, I’ll suggest that making the prospect aware of this ANA perspective will be proof of your professionalism and might even help the client tailor their process for success. And, hopefully, yours.

Ad Agency… Should You Use Facebook?

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Should ad agencies be using Facebook in their client’s online media program? Not according to a scathing new Forrester report. Read Forrester’s open letter to Mark Zuckerberg.

A graphics fan? Here is the most damning chart…

Forrester Report Says Don’t Dedicate A Paid Ad Budget For Facebook Business Insider

 

And, for a distillation of the Forrester report, here is Business Insider’s take.

I’ll digest the report just like you.

Should Your Agency Be Using Facebook As A business development Tool?

I have been amazed by the amount of time and energy that advertising agencies spend on their Facebook marketing. I mean, really, do you think that Facebook marketing is actually going to drive ad agency business development efforts? When was the last time you “liked” another agency’s Facebook page? Do you think that your future clients are hanging out on your Facebook page? Really?

Need some help with your agency’s social media program? This guy can help.

How Digital & Mobile Should Your Advertising Agency Be?

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And the answer? Mucho.

Check out the facts from eMarketer on adult media consumption habits. The dramatic double-digit shift from traditional to digital shouldn’t come as a surprise. But, its worth a hard look by agencies that are planning services and staff skills for the future.

(Mobile, anyone?)

eMarketer-Share-Media-Consumption-by-Medium-2010-2013-Aug2013