Subscriptions Aren’t Just For Consumers: Here’s How B2B Companies Can Use Them
Convenient transactions are great, but feeling like an “insider” is even more appealing. People want to be a part of a VIP community with exclusive access to products and services. In this piece I recently contributed to Forbes.com I discuss [...]
Who should be your agency voice?
If you’ve heard me say it once, you’ve heard me say it 1,000 times — it’s tough to be a generalist out there. In simplest terms, it means your competition is everyone from the 16 yer old kid who builds [...]
There’s a reason why most people do not own agencies
I know it’s a rare individual who can weather the rocky road that is agency ownership. After spending more than a decade working with over 250 agencies a year (and doing it for my own agency for 25 years) I [...]
Agency Owners Should Leverage These Client Trends To Solidify Their Services
As the pandemic fades, many agency owners are breathing a sigh of relief. I understand the urge to take a break and slow down but now isn’t the time. The agencies that remain flexible and continue to invest in business development [...]
Tips for Tracking and Measuring Marketing Results
Marketing campaigns take a lot of work. From scoping and strategizing to executing and reporting, even small campaigns can involve multiple moving pieces and lots of planning. With so much work involved it’s important to understand if those efforts have [...]
How to Use Emotional Theory to Create a Cultlike Brand Following
The content that leaves the strongest impact doesn’t detail a product’s every bell and whistle. Instead, it makes us feel something: happy, relieved, sad, angry, scared, etc. In this piece I recently contributed to SpinSucks.com I discuss how to use emotional theory [...]
Should Your Agency Offer Programmatic Advertising Services? Here are Key Reasons Why
If you’ve found this article, you probably already know that programmatic advertising is growing—fast. In a few short years, the share of digital ads run programmatically has skyrocketed from zero to 85%, and it continues to climb year over year, [...]
When was the last time you sent flowers?
I read a statistic once about the frequency of floral deliveries in relation to the length of the relationship and as you might imagine, the longer the relationship had been around, the less often flowers got sent. It was an [...]
What Broken Promises Do Inside Agencies
Right now, many agencies struggle with the same serious problem. This issue can drag down profitability, lower employee engagement, and harm the reputation of the offending company, and in many cases, the biggest offenders are agency leaders. Unfortunately for clients [...]
What’s new at your agency?
Like it or not, our clients expect us to be ahead of the curve. They’re counting on us to keep learning and evolving our services to keep up with the constant motion that our industry (and culture) is experiencing. How [...]