With the increasing clutter in the marketplace, ad agencies will have a harder time getting the attention and time of marketers looking for new resources in 2017. Too often our natural inclination is to tell prospects what we want them to know. Agencies that align their prospecting around what marketers want as opposed to what agencies want to tell them will see better results.
I asked senior level marketers from a wide range of brands what they want to hear from new agencies. I also looked at what the overarching challenges are for marketers in the coming months. The intersection these two things is the place to start. Claiming to get outstanding results is no different than every other agency. Highlighting a business-oriented approach means nothing. Showing off awards doesn’t do it either. These things are by-products of the old way. Today, marketers are more practical and self-focused with a dose of skepticism. They don’t have time for tangential benefits. They need results.
Marketers are clear about what they are initially interested in.
- Personally relevant: expertise in their industry and expertise with their audience
- Adds value: want to know about new technologies or techniques that can impact their success
- Solves a problem: want to know successes in their business and fresh creative ideas in their category
Showing client work that isn’t specific to their industry, detailing proprietary approaches or processes, flashing awards and clever agency positioning all rank at the bottom of the marketer’s list. But for some reason, these are the things that often stand out in agency messages.
Also, marketers want new approaches and fresh ideas, particularly ways to engage using the newest platforms and technologies. Central to these is creativity.
- Virtual Reality
- Artificial Intelligence
- Immersive experiences
- Greater Personalization and relevance
Of course, video has been around for a long time and has proven to deliver the highest response rates for brands. But video alone is nothing but clutter without a good story, just like the new tactics on the marketer’s list. Creativity is the essential ingredient and marketers are looking for new agencies that have the creative abilities to make video, as well as their other tactics, work more effectively. In 2017, creativity will be an increasing value in all these new technologies and platforms. Agencies that can demonstrate their creative chops will get the attention of their prospects.
If you want help, email me or spend some time on my website www.jheenan.com to get more tips on ad agency growth. If you liked this post and want more new business advice delivered to your inbox sign up for my monthly newsletter. #LetsGrow!
Some additional articles about what's on marketers' minds in 2017.
Strategy Deck – A collection of many trend articles