For instance 14 of the top 20 agencies in Orange County, where I live, list their contact info as info@ or contact@. They rarely check those e-mail boxes, yet those are the only e-mail addresses that any company searching for a new agency would access
LAGUNA NIGUEL, Calif. (PRWEB) August 18, 2008
Hank Blank has delivered presentations on advertising agency new business practices to the MAGNET Global Network's (http://www.magnetglobal.org) New Business Conference. He has also spoken to the Brand Establishment advertising agency (http://www.brandestablishment.com) on new business development.
Hank Blank's new business presentations are called, "Why Ad Agencies Don't Want New Business," and "Networking Your Way to New Business."
Hank advises agencies to make themselves extremely easy to find and connect with. "Surprisingly most agencies are excellent at connecting their clients to their client's prospects but make themselves tough to connect with," said Blank. "For instance 14 of the top 20 agencies in Orange County, where I live, list their contact info as info@ or contact@. They rarely check those e-mail boxes, yet those are the only e-mail addresses that any company searching for a new agency would access," said Blank.
Agency principals should also make themselves easy to connect with. Blank is always surprised how many agency principals' e-mails have no salutations. "Make sure that your complete contact information is in your salutation including your direct line and cell phone. It's very frustrating when you are in your car or an airport and trying to make follow-up calls and the information is not readily accessible," said Blank.
Hank also advises agencies to train their gatekeepers, as they are the ambassadors for the agency. Often they appear to have no knowledge of the new business process. Educate them and train them on how to handle prospective new business calls. Consultants calling the agency shouldn't be interrogated, they should be welcomed.
"A poor gatekeeper can cost you business. During my most recent review I called 18 agencies and asked for the name and e-mail of their new business person. Seven out of the 18 agencies, or roughly 40%, wouldn't give me the information," said Blank. "If you make it difficult to connect with, it is easy to find other options," said Blank.
Hank Blank also cautions agencies to stop wasting time and effort on low probability submissions. "I often receive submissions from agencies that aren't in the ball park and then notify them that they are not going to be considered further. They respond that they know it was a long shot. Why did they submit? Even wasting 10 hours of time is a loss of productivity. Remember, hope is not a new business plan," said Blank.
Hank Blank also believes that frenzied activity is not a high return new business strategy. "If my reviews get leaked to the press, agencies are like sharks in the water with wounded prey in it. They spend countless hours and effort chasing clients that they aren't remotely qualified for, or aren't geographically relevant. Activity on its own is not a high return new business strategy. It is just churn and in most cases a waste a time," says Blank.
About Hank Blank Inc
Hank Blank Inc is a marketing services firm based in Laguna Niguel. Hank specializes in helping clients find advertising, public relations and interactive resources in California and also nationally. Hank has over 25 Years of new business experience for agencies such as DDB, JWT, and O'Leary and Partners. His bio is available at Hank Blank.
Hank loves speaking to Ad Clubs and PRSA Chapters on new business and networking, if you would like a speaker for an upcoming event.
For more information please visit http://www.hankblank.com or e-mail firstname.lastname@example.org.