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Your agency’s scorecard is a collection of numbers that indicate the current status of your business. This measurement has gone by different names over time that you might recognize — dashboard, metrics, and KPIs are just a few of these titles. The right numbers will signal when to start or stop an activity (or when to speed up or slow down); furthermore, they will also provide you immediate feedback about how you’re progressing toward your goals.

There are two opposing camps for the numbers measured in your business scorecard: lagging and leading indicators.

Lagging indicators measure the past. They are useful in exhibiting the aftermath of your work. Lagging indicators are used to estimate the health of your agency e.g. gross revenue, profit and loss statements, clients served, etc. …


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Love it or hate it, presentations are a part of business and won’t be going anywhere soon. In fact, if indications from major brands are anything to go by, remote work (and the necessity of virtual pitches) just may be here to stay.

Whether you’re pitching for new business development or presenting latest numbers for a potential acquisition, a virtual pitch is likely going to facilitate your communication. As a result, mastering virtual pitches can directly impact your ability to sell through big strategic thinking, unlock more creative ideas and keep your career on track.

So how do you beat the challenges of remote presentation and improve your chances of winning that crucial client pitch? I’ll explain some of the best tips that you can start implementing today. …


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Virtual conventions and conferences certainly existed already before the COVID-19 pandemic, but they have become even more relevant in 2020 while we practice social distancing. If your business depends on large in-person events, don’t cancel your next conference, simply move it online. You can put together a video conference that can host a lot of participants pretty easily these days with all the tips and tools available. It is possible to have a virtual event that is just as engaging as a traditional conference if you plan it right. …


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Photo by Osman Köycü on Unsplash

There is so much planning that goes into starting your marketing agency and growing your agency business. Your business model and pricing strategy are certainly among the most important decisions you will make. There are several ways to go about charging for your services, not the dollar amount per se, but the way in which you will calculate your agency fee.

Typical agency fees are based on either the project, the time, or a combination of the two. Below, we will go over each one of these options and list the pros and cons to help you decide.

#1. Time-Based Agency Fees

Charging by the hour is extremely common in the service industry because it’s very straightforward and easy to explain. Using a time-based method you would set an hourly rate that lets you earn a profit. If your hourly rate is $150 and you work 10 hours on a project then you make $1500. …


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Photo by Christina Morillo

One of the most important questions you will be faced with as you grow your marketing agency and attempt to differentiate your brand is this — What do clients want?

How agency clients think

Your clients are driven by the pursuit of incremental improvements each year. Better sales, better stock price, better consumer awareness, etc. Being better is the province of established competitors. It’s a game of incremental gains. It is in essence the way to grow a business. That is until… a new competitor decides to get in on the game. New competitors rarely try to beat you at your own game. They instead try to change the game. …


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Photo by Tolu Bamwo

Between rapid digital marketing innovations and the permanent changes to commerce a global pandemic brings to the table, you’re going to have to adapt your marketing agency services to keep up. It’s time to sink or swim folks. If you’re up to the challenge then let’s talk about ways you can differentiate and grow your marketing agency.

I’ve compiled 8 of the top suggestions right here for you.

#1. INDUSTRY SPECIALIZATION

One way to stand out is industry specialization, which means putting your focus on certain industries and becoming an expert there. The more time you dedicate to working with a defined industry the more you get to know the subtle nuances that create marketing synergy for them. You could go broad and specialize in education for example, or you could get very granular and specialize in college and universities. …


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Photo by TONL

Over the last few weeks, many advertising agency leaders have produced public statements condemning racism, inspired by the current events surrounding the Black Lives Matter movement. To those of you who have chosen to make your voice heard — I applaud you. However, my concern is that too many agencies will follow an all-too-familiar crisis management playbook: issue a statement on social media, hold a meeting with affected employees, donate to a worthy cause, and then return to business as usual. This impersonal, rinse-and-repeat method of addressing systemic racism simply doesn’t provide enough comfort and support to your Black employees. …


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Photo by Christina @ wocintechchat.com on Unsplash

Revenue forecasting models help you estimate how your marketing agency will perform in the future. You’ve no doubt felt the inherent friction when trying to forecast your revenue in a conservative (some may say realistic) but also aggressive way to keep your team motivated. Below are four different options to choose from or combine to forecast your revenue.

1. Straight-Line Method

Probably one of the simplest and most often used forecasting methods for marketing agencies. In this method you use historical growth rates in your agency to predict future revenue growth. Say your growth rate was 12% last year. …


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Picasso had Sylvette David. John Lennon had Yoko One. And you have… btw, who is your muse? Marketing is a creative field. So, we too should have a muse to direct and guide our creativity. Here are some ideas to help you find a brand muse and inspire you to take a fresh, focused approach.

What’s an Agency Muse?

Let’s first agree on the definition of an agency muse. Traditionally, a muse has been seen as a beautiful woman who inspires a man. This goes back to Greek mythology when several of Zeus’s daughters were seen as goddesses inspiring certain arts and sciences. …


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Photo by Aaron Burden on Unsplash

People have been ringing the death knell for publishers for years now. Yet they’re still kicking. In fact, some are making sure they remain relevant by buying experiential agencies. Here’s why I think this makes sense

Publishers Pair with Experiential Agencies

Last year, Vice Media purchased a Brooklyn-based experiential agency, to help it produce more events for its editorial properties and advertising clients. The agency, Villain, (could there be better name alignment than Vice and Villain?) already produces more than 300 events annually, ranging from live music performances to branded “experiential” events. Its client list has included PepsiCo, Rockstar Games and Red Bull Music Academy. …

About

Jeff Meade

Agency Advisor :: I help marketing agencies earn status, attract new customers and grow their business.

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