Peter Levitan & Co.
The New Business of Advertising
Having been a client once, I know (and, I suspect you know) that finding the right advertising agency is hard stressful work.
It can make or break your brand and slow down your marketing. Yes, it is just like dating.
So, why not a Tinder for agency searches? This new app is from Amsterdam’s Woedend! – an agency that clearly understands that creating their own brand awareness is a good thing. I can see Dutch clients being attracted to them.
Surprising? No.
Over the next few weeks, I am going to be writing about the costs associated with advertising agency new business programs and how to offset these costs by increasing your win rate and ROI. There are many costs to an agency beyond the high dollar cost. But, since the cash cost has the highest rate of winging… here you go. These calculations are from my pitch book and have been blessed as reasonable averages by my industry contacts.
Agency CEO’s and Business Development Directors occasionally use metaphors to help describe their business development efforts. One of the all-time favorites is how similar agencies are to cobblers and shoes. Cobblers do not have the time to make shoes for their children, and too many agencies don’t make the time to run smart business development programs.
Here’s another metaphor.
[Read more…] about Know The High Cost Of Advertising Agency New Business?
Here is a SlideShare presentation on how advertising agencies can write and publish a business-building book in 6 months. I know that this can be done. To-date, I have written two books and each took me about 6 months. Agencies with in-house writers and designers should be able to easily match me.
I wrote the presentation for HubSpot’s Inbound Conference. I’ll be giving it to an audience of advertising and marketing folks.
Books are a powerful marketing tool that builds credibility and enhances and supports branding. I’d like to think that this is what my new The Levitan Pitch. Buy This Book. Win More Pitches. will do for me.
FYI: This Advertising Agency Pitch Playbook (a pitching toolset) supports my book on advertising agency presentations and pitching… The Levitan Pitch. Buy This Book. Win More Pitches. It is the definitive ‘How To’ book on advertising agency pitching & winning. Look up to the top of this page to get a free chapter or just go for it and buy it (for the price of a couple of lattes, you will win more new accounts).
“Baseball is ninety percent mental and the other half is physical.”
– Yogi Berra
I love this famous quote because Yankee Hall Of Famer Yogi Berra is so right. By the time you make it to the majors, i.e. the opportunity to pitch for a new client account that might change the direction and fortunes of your advertising agency, you’ve done some serious mental work, and now it’s time get the physical part right.
If you are smart and beautiful, you are probably holding a copy of my ‘mentally physical’ book and that’s how you got here.
OK. OK. Let’s get on with it. [Read more…] about The Advertising Agency Pitch Playbook
There are very few first dates these days when it comes to B2B marketing and advertising agency new business. Your clients are finding you on your website and social media, especially LinkedIn, where they are perusing your profile. And, they are making buying decisions without you ever knowing that they are looking.
It is imperative that you manage this process. You have to be proactive and start selling way ahead of getting a phone call. This is a call that you won’t get if you don’t work hard at that pre-sale. One thing I often tell my agency clients is get that video of the agency people and your services up on your site right now. My video is right here.
Looking and sounding like every advertising agency in your consideration set will not get you considered.
[Read more…] about Social Media Insights For Advertising Agency New Business