TalentZoo.com |  Flack Me |  Digital Pivot |  Beneath the Brand Archives  |  Categories
New Business in a New Media World
By: Dwayne W. Waite Jr.
Bookmark and Share Subscribe to the Beyond Madison Avenue RSS Feed Share
New business in the agency sector is tough. If your agency isn't receiving tips on RFPs, or is far from being on the agency search consultant's short list, it is then imperative to have a new business strategy. But drumming up new business is not how it used to be.

The Art of New Business, a organization focused on helping agencies build new business competencies, had a guest post from a professional who seems to know a thing or two about new business in today's world. For the landscape here is not only new, but saturated. The author noted that in the UK alone, there are an estimated 17,000 advertising agencies, all vying for business.

Here in the U.S., the 4A's report that there are an estimated 13,248 agencies actively operating.

So what to do? 

We'll share the three tips that the author, Tom Martin of Converse Digital, recommends.

Overall, Martin wants agency folks to gut-check their digital presence. Clients are doing more and more research online, so if you're not providing them with an answer, chances are your competitor will.

First, Martin admonishes us to be an information source. Do you blog? Do you have some kind of digital arena where you can answer questions? Be your client's source of knowledge.

Second, Martin wants agencies to have a "funnel-optimized" website. Basically, make it easy for clients to provide information. The more information your website captures on clients, the wider your new business funnel will be, and ultimately the more business you have the opportunity of closing.

Finally, Martin suggests building a robust inbound marketing program, enabling your agency to know what is on the prospective client's mind before you even talk with them.

All in all, solid advice.

The writing on the wall suggests that agency competition is only going to get harder, so putting in these good practices now will prepare your agency for the storm that is coming.


Bookmark and Share Subscribe to the Beyond Madison Avenue RSS Feed Share
blog comments powered by Disqus
About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
Beyond Madison Avenue on

Advertise on Beyond Madison Avenue
Return to Top