Client Agency Relationships Archives - Agency Management Institute

Understanding Client Satisfaction: It Depends On Who’s Asking The Questions
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Understanding Client Satisfaction: It Depends On Who’s Asking The Questions

Agency Management, Agency Smarts, Client Relationships

Understanding Client Satisfaction: It Depends On Who’s Asking The Questions

How often have you recommended to a client that they conduct research among their own customers to gauge overall satisfaction and uncover what they value about the relationship to your client’s company or brand? You’re astute enough to know that armed with customer satisfaction data, you can more knowledgeably guide that client in everything from customer acquisition to integration of sales and marketing to customer retention. Now, how often have you thought about the need to understand the satisfaction of your agency’s clients? The fact is agencies tend to avoid client satisfaction surveys for two reasons: We’re either afraid to ask the big questions for fear we might hear something we don’t like, or we assume everything is good because they are still with us. Both ways of thinking can lead to missing an opportunity to fine-tune your relationship with your clients, or more importantly heading off an impending disaster. As an agency owner, you shouldn’t be involved in every detail of what’s happening between your clients and your agency. But, that doesn’t mean you should operate within a vacuum either. If you have an established “one-on-one” meeting process in place between you and your direct reports, and those direct reports have the same established with staff members they manage, then you should have a general awareness of what’s happening with clients. Your responsibility is to ensure that the management of client relationships is carried out in a manner consistent with the agency’s core values and service philosophy. There may be periods of time when that’s not happening, resulting in a slow erosion of confidence between the client and the agency. Simple ways to gauge client satisfaction That’s why it’s smart to periodically engage your [...]

By Drew McLellan|

Speaking Engagements: Every Agency Owner’s Ace in the Hole
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Speaking Engagements: Every Agency Owner’s Ace in the Hole

Agency Smarts

Speaking Engagements: Every Agency Owner’s Ace in the Hole

Stereotypically, speaking engagements may seem reserved for high-profile authors, nationally recognized experts, and former presidents. And while not as obvious, marketing professionals should seriously consider how securing the right speaking opportunities will not only elevate brands but they also hold the key to developing successful business opportunities. A common misconception about speaking engagements is they only serve to build a personal brand for thought leaders or authors. As an agency owner, your goal is to establish credibility with your audience. And by presenting at a conference or trade show with an audience of prospective clients and referral sources, you can successfully demonstrate your insights and expertise. In today’s world, when a single tweet, post, or video shows your brand to the rest of the world, booking the perfect speaking gig has never been so invaluable. Securing Multiple Speaking Engagements There’s no one right formula for securing the ideal speaking engagement. There are several different tactics to try, with speakers’ bureaus being a great resource. And most big conferences have an open call for speakers. So you can pitch yourself as someone with something an audience is hungry to hear. Aside from these more straightforward methods, do everything you can to prove your expertise and give people a reason to book you for their event. I’ve written a weekly column for Iowa’s business journal for more than a decade, and my weekly podcast has passed its two-year mark and shows no signs of stopping. Both serve as evidence to conference planners: Not only do I have relevant content, but I can also knit thoughts together in a coherent way to teach and inform. The key is to establish your credibility so you’re invited to do the same thing on [...]

By Drew McLellan|

Effectively Managing the Client-Agency Relationship with Scott Monty
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Effectively Managing the Client-Agency Relationship with Scott Monty

Client Relationships, Evergreen

Effectively Managing the Client-Agency Relationship with Scott Monty

As an agency owner you know how valuable effectively managing the client-agency relationship is. But it's getting tougher every day, as clients choose to work with multiple agencies and push for measurable metrics that proof that they money they invest with you is turning into leads and sales. So how do you earn that loyalty with your clients? That's part of the conversation I had on my podcast, Build a Better Agency, with Scott Monty, from Scott Monty Strategies, who used to be Ford Motor Company's Global Digital & Multimedia Communications Manager. Along with how you go about managing these relationships with your clients, Scott talked about his days at Ford and how he dealt with his multiple agencies and how they did/did not earn his trust and loyalty. We also dug into how agencies can bring a different level of digital strategy to their clients and where professionals can look for strategic inspiration. You'll love his candor and his hard-earned client side advice. To listen – you can visit the Build A Better Agency site (https://agencymanagementinstitute.com/scott-monty/) and grab either the iTunes or Stitcher files or just listen to it from the web. If you’d rather just read the conversation, the transcript is below. If you're going to take the risk of running an agency, shouldn't you get the benefits, too? Welcome to Build a Better Agency where we show you how to build an agency that can scale and grow with better clients, invested employees, and best of all, more money to the bottom line. Bringing his 25 plus years of expertise as both an agency owner and agency consultant to you, please welcome your host, Drew McLellan. Drew: Hey, everyone. Thanks for tuning in to another episode [...]

By Drew McLellan|

What Does An Account Executive Do?
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What Does An Account Executive Do?

Advertising Agency Training, Agency Management, Employees

What Does An Account Executive Do?

If you're wondering what does an account executive do all day in a successful agency management system -- you've come to the right place. At Agency Management Institute (AMI), we've trained hundreds of account executives, helping them understand their role with their clients and within the agency. To be able to perform the myriad of account executive tasks, a person must have proven or quickly demonstrable analytical, organizing, leadership, interpersonal, and oral and written communications skills, plus a solid understanding of marketing and advertising. Oh yeah...and your account executives need to understand how your agency works and how your agency makes money. This is certainly no job for the average beginner or for some lightweight, glib glad-hander who thinks that he or she can con his/her way through your world on a smile, a shoeshine, a few buzzwords, and a dazzling first impression. A good account executive is hard to find but is a huge benefit to your clients and your agency. Here's a quick overview of what I think an Account Executive should do in within an agency management system: Big picture for an Account Executive's clients: Understand each client's business goals and help them get there Prepare an annual marketing plan for each client and individual campaign plans as needed throughout the year (with SMART goals) Manage and strengthen (not merely maintain) client relationships Propose, sell to the client, and oversee market, media, and other research studies as required Continuously offer unsolicited ideas to increase the effectiveness of the client’s company and marketing activities Big picture for your agency: Understand how the agency makes money and how the account executive's work contributes to the agency's profitability through good management Be an advocate for [...]

By Drew McLellan|