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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.

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.

The Real Power Of Video

Peter · July 21, 2015 · 1 Comment

The Power of The Advertising Agency Video

Putting a video on your website will increase your odds of selling your advertising agency’s services. I’d like to think that most agencies get this. But, not all do. Here are some compelling stats to help you make sure that you use the power of video on your website.

59% of senior executives prefer video over text. (Source: Brainshark)
The average user spends 88% more time on a website with video. (Source: Mist Media)Of the 80% of internet users who watched a video ad, 46% took some sort of action after viewing the ad. (Source: Video Brewery)
About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video. (Source: Eloqua)
Zappos has reported that placing a video on a sales page increases sales impact from 6% to 30%.

Surprising? I didn’t think so. So… how do advertising agencies use video on their websites to help sell the agency?

Four Ways Advertising Agencies Use Video As A Sales Tool

6 Social Media Tools To Spy On Droga5 and Ogilvy

Peter · April 6, 2015 · 1 Comment

How To Use Social Media Tools To Spy On Droga5 and Ogilvy

I admit it. I put the powerful word ‘spy’ and the agencies Droga5 and Ogilvy in the headline to get your attention. Droga5 and Ogilvy are rather famous so the use of their names should get me some extra views from agencies that are interested in having a better understanding of these industry leaders.

I’ll use them as examples of how you can use some social media tools to spy on any agency competitor or even your perspective clients. I found these tools while building out my advice to my agency clients on how they can create a smarter, more effective blog strategy. An obvious point is coming.

Understanding what keywords, blog subjects, and Tweets are working for other agencies (and prospective clients) will help you write and market blog posts that will work harder to drive traffic back to your website.

To understand what will social media tactics will work for you, it is a good idea to look at what currently works for your competition. To get there, I use a couple of primarily free tools. Most of these tools have a more robust paid version. Dig in. [Read more…] about 6 Social Media Tools To Spy On Droga5 and Ogilvy

Fame and Advertising Agency Business Development

Peter · March 31, 2015 · Leave a Comment

Fame For Advertising Agency Business Development

I have an objective that I give to all of my advertising agency clients. I tell them that they need to include FAME as an agency marketing objective. My primary point is that in a universe of 4,000 agency brands in the USA and possibly dozens in their home town, standing out from the clutter is an essential goal. Sounds obvious, right? However, most agencies do not actually have FAME as an objective. Or, maybe more to the point, they don’t actually work hard to be famous.

I put David Ogilvy’s’s photo on the left because he just might be the most famous man in the history of advertising. He worked it. In addition to founding one of the world’s most well-known agencies, he wrote three seminal advertising books that propelled his FAME: “Confessions of an Advertising Man” (1963), “Blood, Brains and Beer” (1978), and “Ogilvy on Advertising” (1983). These books formed the platform for his agency’s thinking and awareness. This is an important point. I’ll come back to it.

What is Fame?

Google defines fame as, “the condition of being known or talked about by many people, especially on account of notable achievements.”

Known and talked about. Interesting, right? One of those easier said than done things. But, I can virtually guarantee you that if you do not make fame an agency objective, chances are you will not get there. [Read more…] about Fame and Advertising Agency Business Development