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Why SlideShare Is A Smart New Business Tool

January 15, 2014 By Peter Leave a Comment

According to SlideShare’s 2013 recap, my presentations and white papers were viewed 3,012 times and I uploaded 15 “SlideShares.”

Beyond these general stats, I can’t make a direct correlation between SlideShare and my new business leads. But, I’ll gladly take 3,012 views since I can’t imagine that my advertising industry targeted documents are being viewed casually. I’ll take the inherent branding as a positive.

Given SlideShare’s ease of use and LinkedIn relationship, why wouldn’t you want to add SlideShare to your personal or advertising agency content-based business development program? SlideShare obviously drives message reach. Here is a portion of my personal SlideShare report. You will see an uptick in October. I tested what would happen if I did a bit of promotion on my blog and Twitter feed. It worked. I love the smell of social media synergy in the morning.

Need More Reasons To Use SlideShare For Advertising Agency New Business

Slideshare is the world’s largest content-sharing community for professionals. Here is how SlideShare puts it on their SlideShare 101 page.

With 60 million monthly visitors and 130 million page views, it is amongst the most visited 200 websites in the world. Besides presentations, SlideShare also supports documents, PDFs, videos and webinars.

Here is another fact. I put up my presentation “24 Advertising Agency Positions For New Business Development” about 3 months ago and it has been viewed by over 900 people. Not too shabby for an easy upload and distribution of an existing presentation. The presentation is a repurposed use of Part III of my series on how to position advertising agencies. Here are other reasons why I use (and love) SlideShare…

It’s content marketing, baby.
It has that huge audience. According to comScore, SlideShare has 5 times more traffic from business owners than Facebook, Twitter, YouTube and LinkedIn (which now owns SlideShare).
SlideShare is primarily a business tool and has deep reach into my advertising industry target market.
Google loves SlideShare and SlideShare presentations and PDF’s get indexed immediately.
My SlideShare presentations and documents are automatically shared across LinkedIn.

So, without further ado, my “best selling” 2013 SlideShare presentation…

24 Advertising Agency Positions For New Business Development from Peter Levitan & Co.

Need some more facts? Here’s an infographic on SlideShare from Column Five Media.

How To Name Your Advertising Agency: Part Two

November 23, 2013 By Peter 1 Comment

This is Part Two of the two part series on how advertising agencies name themselves. Other than the gyrations that agencies constantly go through with how to design and redesign their website; what and how they name themselves is one of their most important branding decisions. Part One is right here.

Just a reminder… I worked for three ad agencies. Two were “founder” agencies: Dancer Fitzgerald Sample (remember “Where’s the beef?”) and Saatchi & Saatchi (which bought Dancer) and the other was my very own Portland agency with its “current usage” name: Citrus. Or, as one of our creative directors thought was critical to our success, citrus, with a lower case “c.’

The Naming Process

Yes, there is a process to naming. I believe that selecting a name should be one of the most important elements of your new advertising agency’s marketing plan (a new name also works for agency’s that need a facelift and repositioning.) And, importantly, this process deserves your team’s best thinking and the time to ensure that you have selected the most powerful name possible. Most of us thought hard about what name to give our kids or the letters on our vanity license plates. Your company deserves this as well.

Objectives & Positioning.

You cannot begin to name your brand without establishing a clear brand positioning and business objectives which in the case of ad agencies sometimes just means sounding cool. In San Francisco alone, agency names span Muh-Tay-Zik Hof-fer’s self-love (OK, maybe its just name-play) to Argonaut’s promise of brand voyage (I assume) to Engine Company 1 (yes, you guessed it) to Butler, Shine, Stern & Partners and Goodby Silverstein & Partners’ authenticity (for old times sake) to BarrettSF and its hope for BarrettNY — I suspect. [Read more…] about How To Name Your Advertising Agency: Part Two

Advertising Agencies: “Do Not Pitch”

October 6, 2013 By Peter 1 Comment

Cruise around the world of advertising agency new business consultants and you will often hear that ad agencies shouldn’t ever have to pitch for new business. The “pitch” for not pitching is that if you do a well-targeted, brilliant in-bound marketing program you will get direct “I love you, I want you” incoming from all the qualified new clients you desire. Cool. You’ll get all the new business you want without the cost and hardship of pitching.

This “win without pitching” dream does come true for some agencies. And, I do discuss how to build and run targeted in-bound programs with my clients. These programs include the hyper-targeting of specific clients and selected categories and the employment of SEO best practices (understanding your target market; smart keyword strategies; use of longer posts; syncing your blog, Twitter, LinkedIn and Slideshare, channels; leveraging YouTube.)

However, for the vast majority of agencies, in-bound marketing simply isn’t enough.

Telling Advertising Agencies “Do Not Pitch” For New Business Is Simply BS

I’ve been involved in advertising agency new business since my first pitch (we won) for Western Union’s EasyLink email service in 1984 (yes, this was the first commercial email service — just a touch early.) I’ve run business development at Saatchi and my own agency. Guess what, unless you are the darling of ADWEEK; just won the Gold Lion and some Clios; do Apple or Samsung or Coke advertising; have some form of secret sauce (you are the first ad agency to actually get mobile advertising with ROI proof); have an outrageous database of marketing friends for continuous referrals or are well-know as a category expert…

Fuhgeddaboudit. Chances are rather high that you will have to pitch the accounts that you want. Sitting back and waiting for those love-child clients to call you ain’t going to keep your agency afloat. Wishing that you will never have to pitch is lunacy.

So, please, win without ever pitching? Maybe for the 1%. But, not the other 3,999 agencies.

My bottom line? Learn how to win more of the pitches you should be invited to. I’m going to start to write about how to pitch. It will be a good “pitch” for my business.

And…. Here is how to position your agency so you might win those pitches you are invited to.

Yo!… Don’t miss any of my brilliant (LOL, but I mean it) thoughts on new business.

Sign up for my weekly newsletter.

My Blog & SEO & Traffic & Incoming Leads

August 15, 2013 By Peter 1 Comment

A friend asked me what words and phrases were used in the past week to find my website via search engines (mostly Google.)

So, just for SEO edification and to show you that I have my Keyword strategy down, here is what my blog activity looks like. As you might expect, some visits have turned into leads and some into assignments for my business development consultation.

If you are wondering what the term “Talking” is all about… go here.

Search	Views
talking	87
peter levitan	43
zillow	21
advertising agency business plan	20
linkedin app	19
business plan for advertising agency	17
advertising agency business model	17
people talking	14
ad agency business plan	14
ad agencies on vine	10
business plan advertising agency	9
how to get new business in advertising	9
ad agency new business development	8
ad agency new business	7
ad agency business development	7
advertising agency new business plan	5
advertising agency business development	5
digital agency business plan	4
advertising agency new business development	4
new business development advertising agency	4
ad agency business development strategies	4
advertising agency it outsourcing	4
positioning advertising agency	4
marketing agency business plan	4
creative agency business plan	3
creative agency	3
how does an advertising agency market for new clients?	3
advertising agency pinterest	3
new advertising agency business model	3
business development plan advertising agency	3
peter a levitan	3
new business development strategies for advertising agencies	3
mobile advertising agency	3
software for advertising agency new business	3
is an advertising company a good business?	3
business development plan for an advertising agency	3
what companies outsource their advertising?	3
developing new ad agency sales	3
somersby cider	3
advertising agency new business	3
541-419-2309	3
best social media agency	3
business development in advertising agencies	3
agency positioning	3
steve klinetobe portland	3
ad agencies on pinterest	2
advertising agencies app developers	2
agencies like wexley school for girls	2
design agency business plan	2
zillow.com	2
business development for advertising agencies	2
advertising and design agency business plans	2
how to build an advertising agency	2
talk image	2
business plan digital agancy	2
talking people	2
babyboom generation	2
how to do a sales business plan for digital advertising agency	2
digital agency business plan template	2
somersby apple	2
nissan vine commercial	2
how to get more business in advertising	2
advertising agency importance to business	2
isuzu sex	2
elements of advertising	2
advertising agencies business plan	2
pinterest for advertising agencies	2
billionaires in ad agency	2
some business model for advertising agency	2
booz allen hamilton leagas delaney	2
agencies new business consultants	2
vine as an advertising tool	2
ad agencies on instagram	2
widelux	2
how to build an advertising agency client list	2
advertising agency business plans	2
building the new ad agency	2
marketing agency for zillow	2
talk	2
ad agency vines	2
new business development for advertising agencies	2
average savings for age 55-64 is $65,000	2
business plan digital agency

Four Reasons For Advertising Agencies To Want A Car Account

August 14, 2013 By Peter Leave a Comment

… And One To Help Go Get That Car

As an addendum to my Advertising Week Social Club “Dreaming of a Car Account?” interview with Nielsen’s Ian Beavis, I offer some more thoughts on why you should go after a car account.

Big Bucks

Not that you didn’t know this but these guys spend big bucks. According to Kantar Media, in 2013’s first quarter alone, automotive manufacturers spent $1,971 billion and $1,381 billion respectively on manufacturer and dealer advertising.

According to Ad Age, General Motors spent $3.59 billion on advertising last year while Toyota spent $2.86. For contrast, Hyundai and Kia spent only $776 million and $1.26 billion.

Big Media

Again, no surprise that auto accounts use all types of media, which offers agencies of all stripes the opportunity to customize services for manufacturers and dealers. According to Ads24’s most recent Path to Persuasion (P2P) Wave 4: Automotive (passenger cars), “Usually, the most effective media mixes include media formats that play differentiated roles across the Path to Persuasion.”

Big Noise

Just as a reminder… Has anyone not seen Audi’s “Prom”?

https://www.youtube.com/watch?v=ANhmS6QLd5Q

Or, Volkswagen’s “The Force” (with 58 million YouTube views)?

https://www.youtube.com/watch?v=R55e-uHQna0

Or, Kia’s “Hamster Rap”?

Or… Chrysler and Eminem?

https://www.youtube.com/watch?v=SKL254Y_jtc

Big Love

Toyota has been with Saatchi & Saatchi (nee Dancer, Fitzgerald, Sample) since 1975. Car accounts are hard to move.

“A car account always has been a rite of passage in the world of agencies,” said Jon Bond, co-chairman of Kirshenbaum Bond Senecal & Partners. “It’s like being a made man in the Mafia, but … today, you can get whacked the next week.”

Big Need

Two of the more interesting questions and answers from my interview with Ian Beavis, EVP Automotive at Nielsen and ex auto CMO point to the fact that agencies can find a wedge service into auto accounts. Go for it boys.

Levitan: A final question. Agencies have a hard time creating a competitive agency brand positioning. Any insights and advice you can give to the agency world on how to be distinctive in this highly competitive category?

Beavis: You rarely hear of an agency being a business solution provider, as it just doesn’t sound cool or creative. A good agency solves a client’s business issues and is a partner. Very few qualify and even fewer truly embrace this challenge.

Levitan: What are the current digital hot buttons at car companies?

Beavis: Quality lead generation and follow up. It is the top priority with all OEMs

So, be smart, be distinctive, be a problem solver… get going.