Smart Agencies

Some Sweet Free Consumer Research Tools

Peter · August 24, 2015 · Leave a Comment

I Love Free Consumer Research Tools

I wrote about the new world of free (or virtually free) consumer research on LinkedIn. I discussed how I used Google Consumer Surveys to answer the question, “Have you ever considered retiring in Mexico?” The survey took about 10 minutes to set up and less than 24 hours for me to get 500 responses from my target group of 45 to 65-year olds. Surprisingly, 13% of this target group said yes.

OK, OK, it did cost me $50. But, really 50 bucks for a real survey is virtually free. (Yes, I know that serious researchers will have lots of questions about how Google runs these but, go with the flow.)

Another Google tool I use often (it is especially valuable to prove points in new business pitches) is Google Trends. Google Trends displays search history across the Google world view. Need to convince your client that she should hire Khloe Kardashian for its next social media program? Let Google Trends show you our wonderful world’s interest in this highly talented young woman.

There’s MoreFree Research Just For You

I am sure you know about Survey Monkey. Here are a couple of newbies.

Typeform is an online survey and form builder. From Typeform:

Online forms are an integral, if often unflattering, part of any modern business. By matching your style, both verbally and visually, typeforms transform the way you collect data, so you can put your stamp on what you ask.

What if there was a medium that can be both your promo flyer and your application form? A single tool that builds all sorts of competitions, with the perfect looks for social media. That’s what a typeform is.

Time and resources for developing landing pages, microsites and product presentations are scarce. Your project deserves to make a great first impression, and be ready to interact with visitors from the off.

Free Survey Creator. Surveys… fast.

Tally creates instant polls. Here is an example.

Need Some Help?

I’ve written about the power of research in new business pitches and how-to maximize effectiveness in my book, The Levitan Pitch. Buy This Book. Win More Pitches. By the way… Buy the book and win more new business.

Fucked Crisis Management ala Subway

Peter · August 21, 2015 · Leave a Comment

Subway’s ‘Fucked’ Crises Management!

Can it be surprising that celebrity endorsements can, and often, go South? Do we really know what our newest highly-paid celebrity endorser (FILL IN THE BLANK) does in his or her spare time? How do you vet this stuff?

ADWEAK Gets to the point once again… Imagine being in this room…

Why I Don’t Live In New York

Peter · August 21, 2015 · 3 Comments

Live In New York? Not.

I grew up on the upper west side of Manhattan. Central Park was my backyard. After going to high school across the street from Lincoln Center, I went to college in Boston and San Francisco. I returned to NYC to go into advertising and spent my formative advertising years at Dancer Fitzgerald Sample and Saatchi.

In the early 90’s we shut down the agency at 1 PM. This was rather easy as we were in the pre-24/7-Internet days. We weren’t as ‘on-call’ as we are today when its all-on-all-the-time. When we left the office, we left. And, our clients knew it. And, because it was the olden days before they really squeezed the hell out of our margins, my clients didn’t seem to mind.

Back To NYC.

Thinking about half-day Fridays reminded me of the incredibly stressful mad dash to get out on the Long Island Expressway before 1:30 to try to beat the rush hour traffic to the Hamptons where I had a house. Every summer weekend started with the MEGA stress of getting out of town and ended with the stress of trying to get back in.

So, here’s to my NYC buddies. Me… I’ll take Portland Oregon. And, yes I have a guest room if you ever want to really take it easy.

Which brings me to a point. Finally.

Who Would Invest In Your Advertising Agency?

Peter · August 18, 2015 · 1 Comment

Who Would Invest In Your Advertising Agency?

Sorry. Probably No One.

You are not alone. The vast majority of agencies are not worthy of investment. Would you invest in your competitors? Probably not.

OK, that’s them. What about you? Let’s solve this because a low-value agency to a prospective investor or buyer is a low-value agency to a prospective client. You are not alone if you are a me-too low-value agency. Unfortunately, it comes with the territory of the 2015 ad agency business model. The way out is to be different. Think you can’t do that?

G5 Did.

Way back in 2013, I wrote about Bend, Oregon’s specialist ‘advertising agency’ G5. I wanted to show you, Ms. Agency CEO, that there are advertising agency business models that actually…:

Attract high-margin clients. These are clients that do not need to be mega pitched and really want to love your expertise.

Are more efficient than your project-based approach

Are trully category specific. This is G5’s laser-sharp pitch: “G5 simplifies digital marketing by delivering best-in-class sites, search, and social for Apartments, Self Storage, and Senior Living properties.”

Are unique in a world of me-too agencies.

Leverage the power of digital marketing tech to help client’s grow the agency’s bottom line.

And… increase agency valuations. You do want to sell someday, right?

Way back in 2013 you had to take my word for it. Not anymore. I was right. This kind of agency attracts clients and investment.

G5 Raises $76 Million Investment Led by Peak Equity Partners

21 Ad Agency Business Development Must Do’s

Peter · July 24, 2015 · Leave a Comment

What Every Ad Agency Must Do To Grow

A simple fact: You have to decide to work at business development and then do the work.

Here are 21 ad agency business development actions that will absolutely result in growth.

Have clear attainable (or even audacious) business objectives – and, while you are at it, write a business plan to get there.
Nurture an agency business development culture from the CEO on down (or, is it up?)
Craft a business development plan with clear-cut objectives and strategies.
Have an effective sales pitch based on something your agency owns or can act like it owns.
Have an action-oriented hook that generates client interest and meetings. If not, go back to number 4 and work it out.
Make business development an integral part of your agency’s daily life.
Manage business development the same way you treat a client job. Have a process.
Know who is responsible for what and have a calendar.
Make sure that everyone in the agency knows that new business is everyone’s business and that no new business growth = staff reductions and possibly, I am afraid to say this, no new foosball table.
Have a list of the top clients you want and create a compelling sales pitch. I stress: compelling.
Design a sales-oriented agency website for that client who is only going to give you 8 seconds to make an impression. Your goal is getting them to contact you.
Use the website to deliver some human chemistry vibes. Please use video to bring your agency to life. A brief video.
Have a short list of the top clients you want, create personas and build a compelling sales pitch just for them. I stress: compelling. Put yourself in their shoes. They want to succeed at their jobs too.
Stay in touch on a reasonably regular basis via email (gently) or some other form of direct marketing.
Use social media correctly. That means having an objectives-driven LinkedIn, Twitter, blog, Facebook etc. strategy and the will to keep at it. Kill the program if you can’t keep it up. Dated blog posts are worse than no blog posts. I don’t even want to discuss having an empty aging Twitter account.
Consider concentrating on (and owning) a specific client category or becoming a media or technology or creative specialist. Pick one.
Learn to pitch like Steve Jobs (you already know this.)
Learn to negotiate like Steve Jobs. Most agencies have no clue how to negotiate.
Take this offer and contact me. I’ve been there and done it.
Buy my book.
Get a good night’s sleep.