Ad agency new business fan, Steve Congdon here. From time to time you are favored with something yours truly runs across reminding yours truly of an agency new business idea, best practice or opportunity. This is one of those times. Today’s post is about making sure that your agency is at the right time and place to pitch a piece of business.
Timing, friend, is everything. The thing that crossed my path that reminded me of this idea is a humble bus stop bench. And on the bench was, you guessed it, an ad for a local used car dealership. A crafty marketer, wisely putting their message at the right time and place. Would could have made the ad even better was a message that took advantage of the location and the mindset of the waiting mass transit-ee. But I digress. And you really aren’t here for brief-writing lessons.
You’re here for new business thinking and inspiration! So, here are some related thoughts on how to be at the right time and place to pitch…
Leverage marketplace conditions
There are lots of things, of course, that lead to agency reviews. But one of the key drivers is a change in client-side staff. New CMOs and marketing directors. Resources like The List, Access Confidential, Ratti Report, Pearlfinders and more will all help identify the kinds of changes that suggest a review is coming. Or, you can read about it in the trades.
These are all fine resources. But one of the problems with them is that everyone else has access to that same information! So, feel free to be one of the masses that’s sending a friendly note to the new CMO.
Looking to be a bit craftier? Who could blame you.
Get a step ahead of your agency competitors: act like you’ve been fired
Why be one of the masses when you’re smarter than that? Companies that are looking for CMOs and directors of marketing advertise this need. Think about that implication. And get in job search mode.
Happy hunting. Do it right, and avoid the bus!