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