This article discusses client retention strategies, and explains what clients are truly looking for from their ad agency. In our AE training (both the bootcamp and the Account Service Advanced Training) we ask the participants to make a list of what they think their clients want from their advertising agency. It's a rare AE that [...]
How much money do marketing agencies make? Learning how to move your advertising agency to value based pricing means you’ll need to talk a little differently to both your internal staff and your clients. It’s going to take some effort and time to make the shift. Earlier I talked about why value pricing should matter [...]
Value pricing strategy for advertising agencies? Yes -- the time has come. At several of our AMR network meetings, we've had Ron Baker, author of Implementing Value Pricing come speak. Agency owners are fired up after being exposed to Ron's ideas and leave, ready to either start or continue their transition to value pricing. The [...]
I have never met an agency owner who believes they don't leave money on the table when it comes to a change order request. No agency is great at change orders and most -- are abismal. You have to get a mindset when you are working with changes. When the work has been approved by [...]
Be honest agency owner, you know that your account executive team is great. But sometimes they struggle when it comes to actual sales. Enter our account executive sales training workshop. 67% of an agency's new business revenue comes from existing clients (on average). The people who are (or sadly -- are not) going to bring [...]
Every business has a sales life cycle and communications agencies (whether you're an ad agency, digital, PR, etc.) are no exception. It used to be pretty straightforward -- you either chased after a prospect or met them at some networking event or got a referral but the face to face happened early on. Today, an [...]
A non-compete agreement form is like fire insurance. It's a sickening feeling to see the smoldering ruins of your just-burned house, and wish you'd bought the insurance policy. The time to create your non-compete agreement is before you get burned. There's a widespread belief among the advertising agencies that we meet in our workshops and [...]
A couple weeks ago, I spent two days leading a workshop for account executives. In AMR's AE Bootcamps -- we talk a lot about how an AE is basically running a division of the agency and is responsible for the financial health of their division. Our goal is to help AEs realize that they have [...]
The odds of winning new clients is significantly higher if they're the ones who call us. Learn how to "do" social media so it drive leads to your door. It's time for your social media efforts to result in real, qualified new business leads. Don't do social because you think you have to. Do it [...]
How do you track billable time in an agency, and how many hours should ad agency employees work? This is a question that comes up all the time in my work with agencies. The expectation in terms of a work week ranges from 37.5 hours a week to 50 hours a week although most agencies [...]
