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Change Marketing Is A Powerful Place To Find Prospects

January 21, 2013 By NewBusinessHawk

Smart agencies target recent changes or appointments in the marketing, advertising or management areas with key companies or prospects they want.

Change equals opportunity; if you know where to look.

The old change management rule says the new contact can continue for two months to blame problems on the old ad manager who got replaced. The old agency is good for more than six months of grace. Often, as we all know from the constant agency churn, the new contact needs time and a great place to buy some time is to conduct an agency review. That will typically last for three months. Add to that the six months of grace to blame the old agency while they train the new one and the new contact now has nine months of running room.

Change means change. Understand this and target the newly appointed executives at brands you have an interest in. You’ll find them hungry for new ideas, new approaches and new ways of doing things that allow them to make their mark.

Take advantage of this and reach out. It only takes a two sentence letter: “Congratulations. I look forward to following your continued success.” That letter usually generates a “Thank You” response which in turn leads to more contact and more contact. If you’re good; and understand how to build relationships.

Change marketing is powerful strategy in this most mobile of all markets. Use it to your advantage.

Target the change you see all around you and you will have a continuing stream of new prospects to replace the ones who turn into dry holes along the way.

Need More Ideas For Growth Like This?

Every year, we help more agencies develop their growth plans than any other firm in the world. Build the type of agency you will always be proud of. Grab market share the easy way by finding it when the opportunity is right.

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We want to be your strategic counselor and your agency’s trusted advisor. Many agency presidents turn to us when it comes to improving their agency. We work with a wide variety of agencies from around the world. This perspective gives us opportunities that few firms ever enjoy, seeing the world’s best agencies up close and personal. We know what works and what is fantasy. And we help you avoid trial and error and that keeps you at the front of the line.

We start by earning your trust and respect.

We work in the world’s most difficult practice area because we deal directly with owners and operators of the best advertising agencies around. These presidents and CEOs wrote the book on entrepreneurial practices. They have no time for wasted time. They can spare no energy to chase castles in the air or to build empires on sand.

You see Sanders Consulting Group works only for agencies. We are on your side. We do no work for clients. And in today’s volatile market place, few consultants can claim that. We believe agencies need more friends like us.

Photo by `gilad

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New Business Ideas: 49 Growth Tactics

August 18, 2011 By NewBusinessHawk
An important review of many often-forgotten new business basics plus some other reminders that every business owner and new business pro needs to know. Use this list of our Top 40+ to spark some of your own ideas about things you need to do to get more new business now.

Low Hanging Fruit

Low hanging fruit - gets you most value for the least investment. Why stretch to reach way up there when there's one right here within arm's reach?

Grab the Low Hanging Fruit

NOTE: If you have any more please let me know and I’ll add them to the list!
1. Move into public relations
  • When the economy slows down and media spending falters.
  • Money spent by clients is usually all fee.
  • If you’re not into this, move that way now.
  • Expand that part of your operation.
  • Stress with all your clients. It’s a real money maker.
2. Dress the part
  • When business gets bad, this helps.
  • You’ll do better
  • When clients see you, they have more confidence in you.
  • Always dress one notch better than your prospects and clients.
3. Stimulate business signage
  • Walk in business can often be strong and highly profitable.
  • Many agencies in high traffic locations have reported surprising results by listing what they do: advertising, branding, digital, public relations.
  • Key what you want and refer the rest.
  • Walk in business is usually fee business which is good.
4. Get a strong/narrow focused point of view
  • Be clear about what you do.
  • Too many agencies hide the fact that they’re an agency.
  • Use a strong energy line as part of your corporate identity package.
5. Stress your benefits
  • You help businesses grow.
  • You move markets.
  • You generate results.
  • You return a lot for a little.
6. Get a new business lead going contest
  • Talk up new business with your staff.
  • Get them hunting for leads.
  • Ask everyone for three leads per month.
  • Everyone who does, goes to lunch with the boss.
7. Use your best new business assets better—your senior staff
  • Not always great at new business, but good to start building relationships
  • What you need are relationships and your senior staff are in the best position to get relationships started.
  • Senior staff are the ones who prospects want to see.
  • Get them “sharking” for you on major pieces of business whales
  • Get them a limited number of prospects to reach out to maybe 5.
  • You land one; the staff member gets a great reward.
8. Work one industry hard.
  • Agencies have conflicts. Consultants have areas of expertise.
  • Develop an area of expertise for your agency and work that vein hard.
  • Prospects respond well to category experts.
  • And industry experts can work ocean to ocean.
9. Work close to home
  • Most agencies drive by good accounts all day long.
  • Go “smoke stacking” for leads.
  • Look for successful businesses close at hand.
  • Remember the story of the prospector who was surrounded by acres of diamonds. But he stopped a foot too short.
10. Work your Direct Flight markets
  • Used flight schedules to target key cities
  • Follow one-flight rule
  • Helps speed up servicing distant accounts
  • A better story for prospects
11. Work your clubs and organizations
  • Relations are easy to make
  • Use as referral base
  • Don’t have to lead, just participate
  • Good source of leads
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