Marketers, There Isn’t an Algorithm to Finding The Perfect Agency

From Match.com and OkCupid to Hinge and Tinder, online and mobile applications are taking the dating world by storm, however, the algorithm-driven processes used by these sites don’t work for finding agency relationships. Data-centric tools such as Sortlist claim to help marketers find their “soul mate” agency, much like what Match.com promises to do for singles. Sortlist and similar platforms use system intelligence to match an advertising agency and in-house marketers looking for services. But an algorithm will never be able to replace real human connection when it comes to matching agencies and companies. The AOR Model Goes MIA Today, the traditional “agency of record” model is rapidly disintegrating. Clients used to be willing to ride out the valleys of their agency relationships, knowing that the peak was around the corner. As the number of advertising disciplines continues to increase, clients are less likely to believe that any one agency can be an expert in all of them, so they seek specialists for each task. This changes their agency relationships as well, causing them to switch partners on a project-by-project basis — and making it all the more tempting to use an automated system for the selection process. Where’s the Chemistry? Marketers don’t just need an agency that meets their advertising and communications needs, they need to share a special chemistry with a partner. Tools such as Sortlist attempt to speed up the process by using context and data, but no amount of technical intricacy can mimic the human touch provided by consultants, recommendations, and word of mouth. People in the agency world understand this better than people in any other industry. Our work is based on the fact that buying decisions are rooted in emotion–that’s [...]

By |August 23rd, 2017|

Don’t Be Held Hostage by Your Rogue Tech Team

Some things creep up slowly in life, like global warming and receding hairlines. Now you can add to that list: The reign of a digital team in agencies. As digital advertising continues its double-digit growth, more and more agencies routinely rely on tech-driven campaigns to keep the lights on. And as web, mobile, and social command larger and larger chunks of clients’ budgets, the teams tasked with executing these campaigns often start calling the shots. In a well-run agency in which all departments communicate effectively and honor agency protocol, a powerful digital team can retain its autonomy without much trouble. Unfortunately, when team members stop respecting agency leadership and begin doing their own thing, they can drive projects over budget and behind schedule. I’ve seen strapped teams give preferential treatment to favorite account executives and even stonewall projects by refusing to answer technical questions. When digital teams go rogue, agency owners can find themselves held hostage by their tech-savvy employees. The advertising world is plagued by a digital talent shortage, so for many agency owners, keeping their digital divas happy seems like a safer option than letting them go. When agency owners feel beholden to their digital teams, these employees can cut leadership out of the decision-making process and severely damage the agency’s ability to function. One agency I know sold a large digital project to a new client that included a website redesign. The team put together a timeline and budget for completion, and everything seemed to be going smoothly. Weeks later, the account executive discovered that the programmers had invested 40 unauthorized hours on “improving” the site. The project was running behind and over budget, and the agency had to eat the overage. [...]

By |August 4th, 2017|

6 Questions to Help You Find Your Tribe

We make many choices that mold our personalities, but none are quite as important as the people we choose to be around. As motivational speaker Jim Rohn put it, we are the average of the five people we spend the most time with. This doesn’t mean you’re not the architect of your personality — you just need to make smart choices about those surrounding you, or your tribe. Choosing good company can be a tricky balancing act. We need many things from our friends and associates, including competition, honest feedback, moral support, and good judgment. I am a competitive person, for instance, and like to surround myself with people who make me want to push a little harder or reach a little higher. Alone, I might not feel the need to make that extra effort, but with the right people around me, I have the energy to go further. Rarely do I find one person who has all the qualities I’m looking for, but that’s normal. You need an inner circle of people who complement your strengths and help you improve your weaknesses. You don’t want people who tear you down or diminish your accomplishments out of jealousy — you want a group that helps you discover the best version of yourself. Ask the Right Questions to Find Your Tribe So how do you cultivate the right group? Fortunately, it’s not as hard as it sounds. You just need to ask the right questions to identify the right people to help you grow. Start with these six. 1. Who inspires me? Who makes you want to be a better leader, a better coach, and a better person? Is this person excellent at what he does? It [...]

By |June 14th, 2017|

Marketers, This Is the Best Way to Truly Serve a Nonprofit

We all want to do good in the world. Agencies have a strong tradition of taking on pro bono work for nonprofits -- this sometimes means designing a logo or creating a brochure; other times it's sponsoring an event, or even just simply offering advice. Those things serve an immediate need, but they don't necessarily make a lasting impact. If you want to make a substantial difference, dive deeper: Adopt a nonprofit for one year, and treat it like a paying client. It's a mutually beneficial strategy: The nonprofit gets high-quality attention and resources, and the agency gets an infusion of positive exposure. How Agencies Can Serve Non-Profits Finding a Great Match There are thousands of amazing organizations out there -- choosing just one is difficult. To select a nonprofit that will benefit from your services, send out an application that asks organizations to explain their mission and goals. One requirement of your adoption should be that your agency will make a quarterly presentation to the nonprofit's board, updating them on progress and next steps. Why does this matter? Because community and business leaders tend to be active in the nonprofit scene, so the potential connections could prove invaluable. When making your selection, consider each nonprofit's board membership. Does the board include individuals who would be beneficial for your agency to get in front of? Any potential business prospects? The nonprofit itself probably won't be able to hire your agency after the yearlong adoption, but if you can score just one client from its board, that's a great return on investment. Partnering with a nonprofit benefits your agency beyond the bottom line. According to a recent PricewaterhouseCoopers survey, nearly two-thirds of CEOs are increasing their corporate [...]

By |June 7th, 2017|

You’re One Exercise Away From Building Your Dream Life

During a recent trip to San Diego, I was reminded of the importance of deliberately chasing your dream life. On an early morning stroll on the beach, I walked past a surfer and said, Gosh, it’s early to be out here. He replied, I have to get it in early because I have to be at work by 8. I asked what he meant, and he replied, “I’m a CPA. I’ve built my whole life around being able to do the things I love, and one of the things I love most is surfing. On weekdays, I wake up at 5, I’m on the water by 6, and then I head home, shower, and leave for work.” It struck me how intentional he was about building his life. He’d identified what mattered to him and made it happen. Chase Your Dream Life by Interviewing Your Future Self My encounter with the surfer reminded me of an exercise I’d completed years ago, when I was working with an executive coach. It’s called The Reporter Exercise, and it required me to fully involve myself in a mind game in which I was being interviewed by a reporter five years in the future. The exercise is intended to help you identify your dream life through nine questions. For it to work, you must suspend reality and slide into your future self’s position so you can see exactly how you would like your life to be. When I went through the exercise in 2007, the vision I created was dramatically different from the reality I was living. Don’t get me wrong; it’s not that I had a lousy life. In fact, I was happy. But I clearly wasn’t where [...]

By |June 1st, 2017|

How to Achieve Your Dream Life

There’s always a lot of talk about building your dream life or living out your dreams.  For many people, that’s a myth. They don’t have the opportunity to make the changes and choices that will allow them to move closer to the life they aspire to have. But business owners have a unique set of circumstances that make that a real possibility. In this solocast, I’ll tell you a little bit about an exercise that I believe can help you define how you’d like your life to be and begin to move in that direction. I know it can be a powerful experience because it has had a huge impact on my own life and getting closer to living my dream life. Join me in mapping out the future that you are uniquely positioned to create. In this episode, we’ll talk about: A CPA I recently met in San Diego who has built his life around what he loves most of all An exercise that a coach I had about 10 years ago shared with me and the impact that exercise has had Why my life would not look like it does today if 10 years ago I hadn’t visualized what I wanted it to look like ten years down the road Why it’s okay if everything doesn’t play out exactly the way you visualize How to do the exercise my coach gave me Drew McLellan is the Top Dog at Agency Management Institute. For the past 20+ years, he has also owned and operated his own agency. Drew’s unique vantage point as being both an active agency owner and working with 250+ small- to mid-size agencies throughout the year, give him a unique perspective [...]

By |March 17th, 2017|

How to Use Public Speaking to Strategically Grow Your Business with Tamsen Webster

Public speaking is the number one fear in America. Death is number two. From sweaty palms to cracking voices, speaking in public can be terrifying, yet it is a crucial skill to have in the agency world. As agency owners, our speaking skills are in the spotlight, be it in presentations, pitches, at conferences or just in front of your kid’s school. No matter how many people you’re in front of or how long you have to talk – every presentation matters. Tamsen Webster believes passionately in the power of human-to-human communication and has made it her life’s work to see to it that you become a better speaker. She coaches TedTalk speakers, business leaders and teams on how to get the audience to focus and relate to your ideas and feel connected to you in the process. Join Tamsen and I as we flesh out how to use presentations and speeches in a strategic way to grow your business. We cover:   Why speaking is the best tool for convincing someone that your agency is the best agency for them Why you need to make your speeches about your audience and not about you Mistakes that agencies make in pitches all the time How to structure your new business presentations so that you win the business Why you want people to remember the one big idea of your presentation — not specific tactics How to develop a thought leadership presentation Why niched presentations are a lot more effective than broad ones “Why,” “what now,” and “how” talks: what’s different about these kind of presentations How to structure a talk when you are given a general topic that you have to speak on Why you should stop before [...]

By |December 9th, 2016|

Why Who You Spend Time with is Critical to Your Success

"We are the average of the five people that we hang out with the most." Jim Rohn is famous for making that statement and I believe he was absolutely right. But most business leaders won’t take the time to be thoughtful about the people they surround themselves with and I think that’s short-sighted. Who are you hanging out with? What does your average look like? Determining who your posse is says a lot about you but it also says a lot about where you’re going. The people that inspire you, challenge you, teach you, celebrate you, call you out, push you and fill you with joy are the people we’re going to be talking about in this solocast, so join me and discover: Why I absolutely believe Jim Rohn’s famous adage that we are the average of the five people we spend the most time with Why you should go back and take a look at the one page life plan I outlined in episode 10 Spending time with the people who inspire you to commit to excellence in every aspect of your life Spending time with the people you learn from that challenge you to think in different ways Spending time with people that you can teach Hanging out with people who see you more clearly than you see yourself Spending time with people who will call you out when you need to be called out Having people in your life that make you push harder than you would on your own Spending time with the people that fill you with joy Drew McLellan is the Top Dog at Agency Management Institute. For the past 21 years, he has also owned and operated his own [...]

By |December 2nd, 2016|

How to Embrace Change as a Small Business Owner in Today’s World

The only constant in life is change, and man, does that apply to our world and agency life. The truth is – it’s not going to suddenly get easier, slower or less jarring.  If anything, it’s just going to get a little quicker. So buckle up. I have been in a unique position, because of my work with hundreds of agencies, to see these changes firsthand and want to share with you where I think our industry is headed. Our customers today aren’t just looking for someone to manage an ad campaign or make a media buy, they are looking for partners. Strategic partners who get business. While most of the “stuff” that we create can be commoditized, what makes us different and what can’t be commoditized is our ability to think strategically. The game has changed and agencies that are able to successfully partner with their customers beyond marketing and delve into the sales and customer service arenas are the ones that are succeeding. Learn how your agency can embrace change and succeed in these arenas by answering: Why the speed of change is the new normal and why you have to embrace that How what agencies sell has changed from the Mad Men days to today Why you need to tie marketing, sales, and customer service together to be a great agency today Why data analysis is more important than it ever has been Leads, sales, and retention: why you need to focus on these at a much higher level if you want to keep charging a premium price The importance of making real time decisions and adapting based on data Why we need to work with clients who may be resistant to [...]

By |October 28th, 2016|

Solving Business Challenges by Understanding the Rapidly-Changing Global Landscape with Greg Verdino

“We are used to thinking about change in an incremental fashion when in reality, change is happening at an exponential rate.” So says my podcast guest Greg Verdino and he should know. He’s been at the forefront of most of the changes in our industry and is one of the best at solving business challenges that arise from an ever-changing global landscape. From the beginnings of social media (when he was one of only 23 bloggers out there) to today’s blur between the physical and digital, Greg knows about the changes that are happening and more important, what is coming next.   Greg and his wife Amanda (Verdino & Co.) are a small niche agency that focuses solely on content. They are constantly evolving and staying a step ahead of their clients and their client’s needs so that they can continue to be of value to their clients. We had a great conversation on how agencies can see the forest for the trees and discover: What has changed since the beginning days of when agencies began to do social Why content needs to expand past “content marketing” and must be infused into every single interaction inside and outside your organization How to help clients understand the value of content Solving the business challenges that arise from a changing landscape The importance of analytics and content metrics that Greg uses with clients Why Greg and his wife decided to go it on their own instead of taking positions inside other agencies How Greg differentiates his agency from other agencies How Greg has been able to recognize trends that matter and ignore the ones that fade Tips and tricks for getting everything done that you want as [...]

By |October 14th, 2016|