Agency New Business Impacted by the Perfect Storm

By Michael Gass

In 2008:"The Perfect Storm" has rained on ad agency new business, particularly small and mid-size agencies. This year agencies have seen the following take place:

• Significant downturn in the economy


• Large cutbacks in advertising budgets


• Greatly diminished network and referral business


• Rapid growth and acceptance of new media, which now is mainstream among the general public


• Agencies unprepared and lacking competence in digital technology

There has been a paradigm shift in the way agencies acquire new business. The shift is attributable to Small advertising agencies have a commonality of problems acquiring new business:

• They don't practice what they preach by effectively promoting themselves


• In the sea of sameness among other agencies, they have no discernable point of differentiation


• Because of dependency upon personal networks and referral business, they are positioned only for local or regional accounts


• The new business program is tossed aside when the agency is busy, resulting in inconsistent new business practices


• They are pressured to pursue business that isn't a fit solely because a prospect has a budget

Small Ad Agency New Business Solutions:

1. Choose an audience, discipline and/or category that reflects your agency's core strength


2. Commit your agency to the development of a consistent new business program utilizing affordable new media tools to increase your agency's online "footprint," properly positioned to be found by your best target audience. An expanding, appealing online presence will generate awareness and leads for your agency.


3. Properly position your agency as having the marketing expertise for an audience, discipline and/or category to solve their marketing challenges.


4. Forge relationships and build trust through social marketing and the use of new media

Out of 156 of agency new business articles Michael has written so far this year, below are the ten most popular. The articles discuss new business tips, tactics, tools and trends for small and midsize advertising agencies.

1. Is it the end for cold calling as an agency new business tactic?
2. Major Shift in Advertising Means a Shift for Agency New Business Practices
3. 10 Questions to Ask Before Hiring Your Agency's New Business Director
4. Ad Agencies on Target by Blogging for New Business
5. Agencies Gaining New Business Opportunities Using Social Media
6. Four Ways Social Media is Changing Advertising Agencies New Business
7. Is Your Ad Agency "Connected" For New Business?
8. Top Ten Reasons Your Ad Agency Should Blog
9. Companies Using Social Media Marketing
10. A Revolutionary Time for Ad Agency New Business

Michael Gass is an agency new business consultant, primarily to small and mid-size advertising agencies. Michael works with marketing communications firms to create a more clearly defined focus and differentiating business strategy that will give them a competitive advantage for new business, a higher-profile reputation, and an improved ability to attract and win the clients they really want. For additional information please visit Michael's website at http://www.michaelgass.com his blog site at http://www.fuelingnewbusiness.com or call toll free 877.695.6466