Smart Agencies

3 Ad Agency Websites That Work

Peter · March 14, 2017 · Leave a Comment

Inspiration: 3 Ad Agency Websites That Work

Yes, another post on ad agency websites. This time I am writing about three very different approaches. All work. How do I know this? These agency sites deliver via unique approaches at a time when many agency websites act more like a ‘me-too’ non-sales oriented brochure. To start, here are some of my key website success points.

You will only get 8 seconds of a prospect’s attention. So, state your reason for being — fast.

That means, KISS — Keep It Simple Stupid.

Walk your talk.

Help me to want to meet you.

Try to look and sound different. The sameness of agency website messaging, look and attitude is distressing.

Your website is a sales tool. Worth repeating. It is a sales tool.

Use video to tell your story.

If you dig social, then deliver some highly targeted thought leadership. Provide more substance than a ‘me-too’ agency blog.

Entice a prospect to contact you. Friendly sales works.

The 3 Agency Websites.

1. HawkSEM

HawkSEM is a digital / PPC marketing specialist based in L.A.

Here is why I dig the HawkSEM website.

Slavish devotion to the agency’s Results / ROI positioning. That means their messaging supports their stance. As in: “No BS, just Results. Average Clients see a 4.5x ROI”
The positioning is client focussed.
Massive use of videos. Mucho people to watch on this site.
Sexy client list plus relevent cases plus video testimonials.
Very serious Google endorsement.
They ask for the order via simple offer… “Request a free consultation.” Not just the usual, all too usual, “Contact Us.”

This approach makes them successful.

2. Wise Branding Group

I’d never heard of Betsey Wise until I read her right-on quote in Ad Age’s “Agency Nostalgia Hits SXSW.” See what I mean (as in, this must be the dream of every employee working at WPP or Publicis):

“And this is what’s wrong with the agency model,” said Betsy Wise, CCO of her own branding group. “Too many people in a meeting, and not enough getting done.”

Ms. Wise was just joking about the room too full for her to even enter, but she was also kind of serious. She was there to talk about what agency workers can do to overcome the waning influence of their industry. She used to be in it, until she started her own company, and now sets her own hours.

“I’m working 30 hours a week, and I’ve easily doubled my salary, maybe tripled,” Ms. Wise said.”

Here is why I dig the Wise Branding Group website:

Super clean design.
The site’s navigation elements are the graphics / the graphics are the navigation.
Who We Are. / What We Do. / What We Believe? / Who We Serve / What We Are Up To. Is kinda all you really need to know.
I like the copy and its tone.

More? Could Wise add more stuff? Sure and it might help. Or, um, distract.

3. Joan.

More women. I am only saying this because Joan. celebrates women. Especially women named Joan. Need rationale?

“Throughout history, various Joans have shown up on the scene and completely changed the landscape — from rock and roll, to comedy, to helping put a new face on the protest movement of the 60s, and of course, to our favorite Joan, who triumphed on the French battlefields. These Joans knew that the combination of talent, ambition, curiosity, imagination, an eternal work ethic and a completely irregular perspective from the norm would allow them to question, challenge and change.

We take inspiration from these incredible women. And we hope to do some good in their name.”

Here is why I dig the Joan. website:

The name is intriguing.
The founders are named Lisa and Jaime.
Interesting, non-standard-resumes: “What happens when one of Fast Company’s Most Creative People in Business and Refinery29’s former COO start an agency?” And leadership positions at Widen + Kennedy and Pereira & O’Dell and Ogilvy and Mather, Saatchi and Saatchi, BBH NY and Fallon.
Sweet, diverse client list that includes: General Mills, Unilever, Jack Daniels, Coca-Cola, and Intel.
Joan. walks the talk. They are establishing: “The Joan Foundation for Diversity in Advertising.”

Ok, I admit it. Much of what I dig is Joans.’s straight forward approach to all of the reasons I’d give them a call. The site is tight.

6 Business Development Referral Strategies

Peter · February 18, 2017 · 1 Comment

6 Business Development Referral Strategies To Get, Well, You Know

Most of the advertising agencies that take me up on my Corleone Offer usually tell me that the majority of their client base growth comes from a positive client, friends, and family business development referral.

Perfect! A referral is a VERY hot lead.

However, for way too many agencies, referrals are a default sales tool. They get most of their new clients via referrals because they are not doing other forms of hard core sales. Simply put, they do not have a tight manageable sales plan that includes both in and outbound marketing.

But, the issue of the paucity of sound agency sales plans is another story. This post is all about how to goose referrals so you get all of the ones your agency deserves.

The secret? Be proactive… Ask and ye shall receive.

Referral Strategies

A key to having a robust referral strategy is to make sure that your current clients are aware that you actually want referrals. Referrals from happy customers are one of best ways that B2B companies generate new business. OK, this isn’t a huge surprise. However, what is surprising how few companies have a dedicated strategy for fostering these valuable personal hand-offs.

4 Obvious, Yet Wonderful Benefits Of A Referral

A referral is a white-hot lead. If we assume that your happy customers are savvy enough to recommend you to the right potential customer then you are well on your way to establishing a valuable conversation and a new business win.

The closing ratio of referrals is higher (it has been reported that the closing-ratio of a referral is 6 times greater than an unqualified lead.)

For the obvious reason that a referred prospect is generally a very motivated buyer, the referral-generated sales cycle can be as much as 75% shorter.

A referral strategy is cost-effective and will reduce your sales expenditures – free is good. Free is a great place to start.

6 Effective ‘Active’ Referral Strategies

I’ve generated referrals from existing clients and customers using the following set of strategies. Given the fact that you are talking to happy customers or friends, these strategies will be a very efficient use of your “sales” effort.

Start with an objective. Know what increase in referrals you are targeting and what type of clients you want. Unqualified referrals are not a good thing.
Determine which of your clients or friends, these could be people you talk with or people you stay in touch with on social media platforms like LinkedIn, Facebook and Twitter are contacts that might know the people or businesses on your prospect list. Do the research to help your clients help you.
Go ahead… ask for referrals. Some referrals come because your client or buddy is specifically asked if they know of a good company in a your business category. Some come because your customers love you so much they actively ‘sell’ you. Some need to be stimulated to think about how to help you. It’s OK to ask. It is also wise to let them know what type of referral you are looking for. Take away as much guess work as you can. Make it easy for them to refer you. But, do not overdo it. Clearly, you do not what your clients to feel burdened.
However, before you ask, make sure that your current clients are motivated to refer your service or products. I’ve written about how to determine which of your clients might be referral magnets. Check out: Is Your Agency Loved?
You might need a bit of time to massage your clients through the delivery of unexpected services ahead of directly asking for their help. As they say, give and ye shall receive.
A big must. If you get a referral, make sure that you keep the referrer informed about your conversations and any progress. Don’t forget to say thank you. If you actually win new business, you might want to consider sending a gift as follow-up.

Referrals are nice, but one eventually runs out of friends with friends. How to deal with this unfortunate fact? Have a broader sales plan.

Minimalist Advertising Agency Websites

Peter · February 1, 2017 · Leave a Comment

Minimalist (Advertising Agency) Websites

Say this out loud:

“Your advertising, digital or design agency has only about 8 seconds to get the attention, interest and then drive an action from a website visitor.”

That is what 8 seconds in the land of website lead gen looks like.

I have been studying the design and sales savvy of advertising agency websites since the mid-1990’s. Over time the advertising world has seen the gamut of design directions. Super static to (over-used) FLASH to today’s (over-used) WordPress themes with their ubiquitous vertical scrolling. After looking at hundreds of websites, I’ve concluded that minimalist websites that deliver easy to digest interest win.

Sameness.

While every agency wants to have a truly kick-ass website, many, if not most, look alike – or, at least, share a small range of key elements. There are many reasons for this. Agencies love the latest shiny design object (back to scrolling and carousels); agencies essentially say the same thing (note the similarity of brand positions and sales propositions) and many website designers are looking at competitor sites for inspiration. They also scour the website awards sites including:

Awwwards.

CSS Design Awards.

CSS Winner.

FWA.

The Webby Awards.

Communication Arts.

Wow, that should keep you busy.

It’s Sales Stupid.

Design sameness aside. Regardless of what design direction an advertising agency is using – the agency website must first and foremost act as an effective sales tool. You’d think this would go without saying. But…

As I have pointed out, your agency website might get no more than a 8 second ‘hard’ look by a prospect. Because of this, I have come to the conclusion that the most effective approach is for an advertising agency to design with one thought in mind: K.I.S.S., Keep It Simple Stupid. I will highlight a few lean and mean websites below. But first, here is my one-note advertising agency website design wish list.

Simple (and fast) is good. I am a fan of simple, fast read design. If all you have is a few seconds, you better use that brief time to your advantage. While there is no ‘perfect’ home page, I suggest that this is when you better tell your story. Just to point to one website that gets this need for simplicity, I point you to M&C Saatchi’s website. This agency simply wants you to know that they are important.

Deliver Your Sales Message. Virtually every agency I work with points to Droga5 as being a favorite. OK, we know that they are good at what they do. But, as of today, one thing they do do is to tell a website visitor that they win awards. I don’t care how sophisticated a client is. They love agencies that win third-party awards. Proof of success. Full stop.

Chemistry wins. I made a big point in my book on presenting and pitching that interpersonal chemistry is often the deciding factor in agency selection. Why is this? Well, again, most agencies are kinda alike and when pitching they share very similar attributes based on the client’s initial selection criteria. And, let’s face it, pixels aside,… people buy people. Being liked is nice. So, why not use your website to introduce your interpersonal chemicals. London Advertising does this.

A Minimal Minimalist Website List.

I am not going to re-belabor the minimalist point. Here are just a few that work for me. This isn’t an extensive list. I am just providing a look at UBER minimal to show that less can be more. Sorry, I had to say that.

(By the way, sorry for the spacing below. WordPress is failing me — funny in a post about website design.)

Humanaut – A ‘cool” agency.

Anonimo – ~~Possibly~~ Mexico’s leading creative agency. They, um, do not need to overpopulate their website.

Cropmark – Yes, a European design agency.

HDF.LA – A fashionable L.A. based lifestyle agency.

Bolden – Impossible to ignore.

Will Marijuana Get Advertising Agencies High?

Peter · January 17, 2017 · 1 Comment

Will Marijuana Get Advertising Agencies High?

This is an update to a post I wrote in July, 2015. I must admit that I was right then that marijuana will get advertising agencies high. High as in offering a brand new multi-billion dollar product category that needs agency services. All of them – product design, PR, PPC, SEM, website design, social media, print advertising and on and on. The reason for this update is the Newsweek article, “Here are the businesses taking marijuana products into the mainstream”. Here is a bit from the article. I suggest that your savvy agency will figure out how to get on board this fast moving train.

“With roughly 22 million Americans consuming marijuana on a monthly basis in 2015 and nearly 37 million people admitting to using pot at least once a year, marijuana brands and companies are increasingly looking to reach new consumers with upscale products that go beyond weed’s reputation as an easy high for people who like to wear tie-dye shirts and listen to mellow music. The push is aimed at offering a greater variety of ways for people to consume cannabis, whether they are first-time users or people who may have smoked grass back in the day and are looking to ease back into the drug now that it is legal.

“If you look at what traditionally people think of when they think of a pot shop, they’re thinking of a place with Bob Marley posters in it. There’s nothing mainstream about that. That’s not how you sell anything, but for some reason, that’s how people think you sell pot. That’s got to evolve,” Adam Bierman, CEO and co-creator of MedMen, a California-based marijuana management firm, said during a phone interview.

The marijuana industry is now a $6.7 billion business, according to Forbes. Figures this high aren’t easily achieved, especially not with down-market products sold in cramped stores covered in marijuana symbols, Bierman said.”

FYI, the photo of the Bob Marley product above is from Portland’s Bridge City Collective, a two-shop business that I invested in two years ago. I saw the marijuana train coming down the track and got on board very early. I am including the photo because it is an excellent example of where marijuana industry branding is heading.

—

So, Will Marijuana Get Advertising Agencies High?

Yes.

But, do not take my word for it. 502DATA is a website that reports on Washington State’s marijuana industry. Take a look at the sales numbers and… you tell me? Will marijuana get advertising agencies high? Um, drive advertising agency revenues higher? Seems logical.

Here are sales numbers for Washington’s producers, processors and retailers in today’s early-stage market. Then imagine that this is a national business that will inevitably experience consolidation.

But, for now just be amazed at the growth of a brand-new product and service category. A big one. Total 2015 Washington marijuana sales could go beyond $400,000,000 in 2015. [Read more…] about Will Marijuana Get Advertising Agencies High?

Is Advertising Art?

Peter · January 4, 2017 · 3 Comments

Is Advertising Art? Yes and No. Thoughts on 2017.

Here are some thoughts about the business of advertising that I will explore in 2017. A key one for me is thinking about the value-oriented question: “is advertising art” or is “advertising science” and how the recent move to data-love effects what you are selling to your agency’s current and future clients.

What I Think We I Will Be Talking About This Year

Is advertising art or science? We’ll it used to be very much art. Today, it has become, in my estimation, too scientific. I find that it is getting harder to find the big advertising ideas (name five from 2016). You know, the ideas that resonate, hit the emotions, get talked about. These big, brand-building, sales-generating “ideas” seem to be lost in a world of ever evolving tech / digital platforms and data mining.

Sure, this could simply be ‘good-old-days ad veteran speak’. But, no… While I grew up on mega-buck TV shoots, I also moved into the digital world in 1996 (founding NJ.com then ActiveBuddy) and ran a ‘digital’ agency in Oregon – so, I’m not too-stuck-on-good-old-days afterall. I just miss the time when people stood around the company water fountain and talked about advertising.

Today… we are simply not spending enough time thinking about the BIG ideas that drive humans to pay attention and to act (to give a shit) and then to want to do the action you, as a marketer, want them to do. We spend too much time talking about the technology and targeting that puts boring ad ideas in front of people. Boring.

Does the technology work? Facebook advertising fibbing / bullshit – again and again (the BIG 2016 story). And then there is ad fraud. Billions? Wasted? Clients have woken up. This should be interesting.

The business of advertising sucks (Part I). I talk with dozens of agencies. Most, even shops up to 200 people (I won’t even get into the networks) are barely making it. Why? Well, most do not really know what business they are in. They like making ‘ads’ and using the latest ad tech. But, they do not know how to make money. Most, the vast majority of agencies, do not even have a business plan that spells out the path to success. Please, start with a plan. And, given the pace of change, review the plan every year.

Ultimate bottomline: Most agencies do not have a marketing plan.

ADHD. In addition to not having a business plan, many agencies do not run a consitant marketing program. Many (most agencies) do not run their sales plan with any consistancy. They: Start – Stop – Start – Stop. They clearly have some form of attention deficit problem. Agency leaders have to treat business development like they treat an agency client. Do not take your eyes off the new business ball.

The business of advertising sucks (Part II.) I was blessed during the first half of my advertising career. We got paid well by the 15% commission system. This ended for me about 1989 when a new CMO at my Northwest Airlines client wanted to reduce that to 8%. Get this, this cut took us from $9 million in revenue and $3 million in profits to about $4.5 million in revenue. All of a sudden we were opporating at a loss – if we did not cut back on our service. We didn’t and it didn’t matter because, of course, the new CMO wanted to hand the account to another (read: his) new agency. OK, its 2016 and you guys are now chargeing by the hour. I witnessed this problem at my Oregon agency. The problem? Not so much that we got paid less. But… the problem of getting paid by labor hours for creative sevices. The value my agency provided clients far exceeded the hourly rates we could provide in an industry that had become based on low costs. There was always another agency that would work for a lower hourly rate.

Ready? Sell your agency? Sorry, most owners will never be able to sell their agency. Ever.

Why? Most agency owners are not building a business for sale. That means that they do not have a product or service that someone else will want and want to pay big bucks for. You can build a valuable agency. But, you have to make the goal of building value part of your plan. A part of your business plan. To get there, figure out what kind of agencies are getting bought (most sales are local) and have the type of agency that another wants to buy.

Process equals success. Having a clear, well-managed agency process is critical. Agencies have to find as many repeatable systems as possible. Otherwise, you are doomed to the world of over-work and low-margins. Read this: Advertising Agency Process and Profitability. It is long. It is based on how my agency built a system for profitability. An agency I was able to sell.

There is much more. But, I have to go now. Adios and —– Feilz Ano Nuevo!!!

OK, Back To The Art Of Advertising

One more thought. You are in the advertising industry. This means that you have to connect with hearts and minds in order to cause the action you seek. This means that a form of art is involved.

Sure you have to use advertising technology to get the word out (that’s all that overwhelming stuff in the Lumascape at the left). But, you will not get the results you want until you spend some time making advertising art that connects, inspires and informs.

Soooooo, as a New Year’s gift, I give you a very brief definition of art. Think of this Richard Serra video the next time you crawl into the ad tech wormhole. Who is Richard Serra? From Gagosian, his dealer…

“Richard Serra is one of the most significant artists of his generation. He has produced large-scale, site-specific sculptures for architectural, urban, and landscape settings spanning the globe, from Iceland to New Zealand.”