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Agency Management

This lecture focuses on effective strategies for growing an advertising agency in the digital landscape. It explores various channels such as social media, email, and online videos that facilitate timely and personalized consumer engagement. It highlights the importance of client relationships, encompassing new client acquisition and retention through diversified offerings like direct marketing and public relations. The presentation emphasizes tactical steps for pitching to clients, including targeted research, presentations, and follow-ups, crucial for success in a competitive advertising environment.

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Agency Management

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Presentation Transcript

  1. Agency Management Lecture 11 Agency Management – Ruia – TYBMM 2010

  2. Lecture break ups

  3. Growing an Ad Agency

  4. Digital Advertising • Channels that reach consumers in a timely, relevant, personal and cost effective manner. • Provides an interactive angle to Advertising which is also one-on-one communication • Possibility of instant feedback plus tracking capabilities • Types • Cellphone • CD • Digital TV – slowly being introduced • E-books/blogs • Internet banners/pop ups/classifieds • Video games • Social Networks • Organic and paid searches • Emails • Widgets • User generated content, Viral engines – YoutTube • Online Videos • GPS/Mapping devices

  5. Growth with clients • Growth with existing clients – offering more services – 360 degree pitch offering Direct Marketing, Public Relations, Social Media etc. or servicing them on a completely new diversification • Growth with new clients – • Referrals through good relationships with present clients • Solicitation or approaching or cold calling new clients • Presentation or pitching by invitation • Public relations efforts by the agency or visibility in associations like the Ad Club • Image and reputation that an aency builds for itself due too their portfolio

  6. Speculative Pitches • Not always successful, but can giev unexpected results • Involves aggressive selling and taking the first step • Can be terribly disappointing, but that’s to be expected • Five steps • Research Market, zero down on companies to be targeted, do primary research for zeroed down companies • Approach companies, normally through phone calls, or sometimes a detailed email explaining your understanding of their business and how your agency can help them • Set up meeting with interested companies • Pitch through your presentation with a speculative campaign and mock ads • Follow up after pitching to figure out whether they want to close or not..

  7. That’s it!

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