Your 2020 Advertising Agency New Business Plan
I admit it. I am going to repeat myself (you’ll know it if you’ve read some of my 600+ blog posts). The marketing communications service industry must have a solid advertising agency new business plan to survive in today’s disrupted and lower margin marketing world.
Wha? Agencies do not have a solid plan? According to ad world research, most do not. I’ve seen stats that say only 40% of advertising agencies have solid active business development plans.
While repeating some of the core tenets of sales, I’ll add some new thinking based on my working with agencies in the USA and around the globe.
That said, the bottom-line for building a productive advertising agency new business plan is to do the sales plan actions that are tried and true – with the objective of standing way out. That means having the goal of being unignorable. Not easy, but a ripe goal to pursue.
These actions are general sales actions that are modified for selling a highly competitive service like your advertising agency. By the way, congrats if you’ve gone beyond just offering a service to having a tool or system that you can resell. Give me a shout and I’ll show you examples of what I mean.
You have to break out of the competitive pack. I don’t care if you’re a two-person or a multi-national. You need to say something to a prospective client that stands out and makes them want to make direct contact or say yes when you ask to speak with them.
The agencies that win today deliver messaging that is: well-targeted, succinct and competitive.
Because of this starting point, distinctive agency positionings help clients to quickly recognize the agency’s expertise and value.
I’ve put “winner” agencies into three messaging buckets. They tell prospective clients: ‘what we do’, ‘how we do it’ and ‘who we do it for’ to illustrate the strength of their individual positioning strategy.
The Start Here is without question your agency’s positioning. [Read more…] about The Basics: An Advertising Agency New Business Plan