Question

Topic: Advertising/PR

Small Creative Shop Looks To Break Out!

Posted by Anonymous on 4/1/2004 at 1:22 PM ET 250 Points
As a project manager for a small creative shop in Atlanta, i am constantly looking for accounts in review and new business opportunities. Unfortunately, by the time you read it in the news, you have usually already missed the train.
My question is how can a relatively unknown agency even get in position to compete for large accounts? We have won awards and have very satisfied clients like Porsche and Toyota, but we don't seem to have an "in" when it comes to the big players. Do we need to focus on creating partnerships with larger, more reputable agencies? Is it a matter of persistance?
Any advice from seasoned professionals would be greatly appreciated. Thanks.
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RESPONSES

  • Posted by Pepper Blue on 4/1/2004 at 3:51 PM Member
    Networking should be huge on your list. I was in a similar position at a similar company and networking is what really paid the bills.

    If you have not done so already I would make a list of all the companies that are horizontal in your industry, and then all the companies that are vertical, and I would find out what networking events they go to and then position myself at them.

    I realize this takes a tremendous of amount of time, but the idea is over time you find out which ones work and which ones don't.

    Get the other people in your firm to attend, spread yourselves out to different events. Just because they aren't in the sales or marketing department doesn't mean they should be excluded from selling and marketing the firm.

    On this topic, makes sure everybody understands this. They should carry business cards at all times and to all events and hand them out freely and get one in exchange.

    They don't need to "Sell" the firm at these event or at their own social engagements, just make some introductions, collect some business cards and feed it back to you.

    Also big is to join or organize a "leads group" with the vertical firms in the industry, in your area. Try to populate it with 6-8 heavy hitters. Meet for coffee early, swap leads and get permission to contact if possible.

    If partnering with larger firms lights up your revenue and your exposure to where you want it to be, or beyond, then this is probably worth pursuing. Diluting your brand might be a small price to pay because you are betting on earning this back plus more in the future.

    I hope that helps.


  • Posted by Blaine Wilkerson on 4/1/2004 at 8:29 PM Member
    Yep! Networking is the key! You have to keep associating yourself with the forums, chatrooms, business associations, relevant trade shows and events, etc, and talk to people.

    This site is great place to start. Try anwsering a few questions to see how people respond. What do you have to lose?

    Good Luck and I hope to see you back in the forum!
  • Posted on 4/2/2004 at 8:03 AM Accepted
    We had exactly the same problem from 1995 - 1999. We are still a Creative shop but now we play big.
    Rule 1: keep your work as creative as possible.
    2: be flexible with your working hours (big companies cannot) 3: meet all the deadlines that clients ask you (make the deadlines shorter so that big companies cannot) then all the existing clients will talk about your company anywhere they go (they will advertise you for free) 4:organise a marketing department with account executive to give complete solutions to your clients. 5:become a member/ or association with media shops..give the best prices (don't try to make fast money)
  • Posted on 4/2/2004 at 8:11 AM Member
    Do you want an association with my company?

    if yes then send an email to me

    cosinc@spidernet.com.cy
  • Posted by telemoxie on 4/2/2004 at 8:39 AM Accepted
    I'd agree that 90% of your efforts should be networking, but not 100%.

    You will collect lots of names and business cards while networking. Most of these folks will have a need, but not right away. What will you do with those names? Do you have an ACT! database or other means of storing this information? Have you considered sending a series of friendly mailings (samples of work, postcards, items which show your creativity) to keep your name in front of these folk?

    Others have suggested speaking - and this is a great idea. Could you send a letter to this database, letting them know you will be speaking, and inviting them?

    Since you are an expert in the creative area, can you find helpful reference pieces, which they will want to keep on file? That way, they will always know where your information is, you will be positioned as an expert, and you are building "top of mind association:.

    And regarding news - you might be looking in the wrong section. Try reading the help wanted section (and check on-line services) to see who's hiring engineers. If a company is developing a product now, you can be pretty sure they will marketing down the road.

    Also, in addition to folks you meet networking, you might consider building a target "customer list". One of my clients handed me a list of 25 companies and said, "These companies are my clients - they don't know it yet." We stayed after those folks, and not only closed business, but closed the type of business we were really looking for.

    Good luck.
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