Second Wind

Quick Poll Says Agencies Pitching More New Business

Mon, 9 Nov 2009 21:39:37 -0500

In our most recent Quick Poll, we asked agencies about new business pitching over the first three quarters of 2009. Fifty-five percent said they are pitching “more new business than normal.” Fourteen percent said they’re pitching at normal levels. A lucky 17 percent only pitch on request. (Are they really that busy?) Twenty percent are pitching less new business than normal. As for the 2 percent who’ve stopped pitching altogether, now is the time to renew your new business efforts. The economy may still be dragging, but clients can’t go without marketing forever. Are you prepared to restart?

Crosby Boosts Kaiser Permanente with Mobile Campaign

Mon, 9 Nov 2009 21:38:10 -0500

Crosby Marketing of Annapolis and Bethesda, MD, built a mobile outreach campaign for healthcare giant Kaiser Permanente aimed at building a new prospects list and enabling ongoing communication and relationship building. The Mobile Wellness Coach delivers daily health tips, healthful recipes, information and more directly to registered mobile users among a targeted group of Federal employees. The campaign generated 1,000 opt-ins over three months.

Digital Billboards v. Mobile Marketing

Mon, 9 Nov 2009 21:37:39 -0500

A Second Wind member was recently faced with a dilemma: one of their clients insisted on a digital billboard campaign, while the agency knew this client did not have the budget, and also knew a digital outdoor program was not the optimal way to reach the client’s customers. Instead, the agency suggested a mobile marketing program as part of the overall strategy. The agency and client were at an impasse, so the agency turned to Second Wind for thoughts and suggestions. The following includes basic information we compiled on digital billboards and mobile marketing, as well as our recommendations for how to proceed with the client.

Kick-Starting 2010

Mon, 9 Nov 2009 21:36:53 -0500

Amazingly, the advertising business is not listed as a leading economic indicator. Don't know how they missed that one! As always when the economy bumps and grinds, we seem to be the canary in the coal mine. Now I'm seeing some agencies that have been doing well getting ready to grab more, while others are still suffering.

Making Your Public Relations Modern

Wed, 4 Nov 2009 11:00:09 -0500

Public relations is evolving before our eyes. A new type of press release, the social media release (SMR), is beginning to dominate the public relations scene and is becoming the standard among journalists and PR people seeking to use social media to boost news distribution and information dispersal. Your agency needs to learn about this new type of press release or risk getting left in the proverbial dust!

Mint.com Self-Manages Marketing to $170M Cash Deal

Wed, 4 Nov 2009 10:58:22 -0500

If ad agencies and other marketing firms aren’t quaking in their boots about whether the Web 2.0 era has irrevocably impacted their businesses, they should be. As more and more companies shift ad budget dollars online, they are discovering that they can build successful business models by using a host of “free” marketing and analytic options that once were available only through expensive offline service providers… or from advertising agencies. The story of Mint.com is a case in point.

Proposals Aren’t Persuasion

Wed, 4 Nov 2009 10:58:03 -0500

Ah, the new business proposal… the bane of most ad agency principals’ business lives. Don’t you just loathe having to assemble that tedious document for prospects? RFPs are especially onerous, with all of their nit-picking requirements that must be met to the letter, and the soul-draining format that prevents your injecting any degree of agency brand personality into the pitch.

What Agencies Must Remember to Do Before They Pitch

Wed, 4 Nov 2009 10:57:28 -0500

If we can sing our own praises very briefly, RSW/US has had some strong client wins lately. One in particular serves as a reminder of what you should, or really must do before you go into that first pitch meeting.

Employees as Facebook “Fans”?

Wed, 4 Nov 2009 10:56:33 -0500

There are always interesting discussions going on in Second Wind Online’s member Forums. Recently, in the wake of our Facebook Webinar, Steve Fales, principal at agency AdServices of Hollywood, FL, posted a question about how an agency’s employees might participate on the agency’s Facebook page.

But How Do You Really Feel? Sentiment Analysis in the Age of Social Media

Tue, 22 Sep 2009 14:44:53 -0400

The new data monitoring practice of sentiment analysis, which tracks conversational and opinion trends across media websites and the social web to assist in brand reputation management.

Pitching the Right Stuff – Local and Online

Tue, 22 Sep 2009 14:46:53 -0400

The growing importance of local search marketing for smaller businesses, and how advertising agencies can improve new business pitch success by incorporating local, social and online strategies in proposals.

Looking for New Business Advice? View Our Featured Content!

Tue, 22 Sep 2009 14:47:30 -0400

Focusing on new business is more important than ever. This week we're featuring a selection of articles that offer proven techniques to help your agency build a strong new business program.Second Wind has thousands of articles and resources to help you and your agency BE Better. Our materials cover every aspect of the agency business and are written specifically for smaller to mid-sized agencies. Featured items change frequently so please visit often for new topics!

BCG Communications Plans Monsanto Media Event

Tue, 22 Sep 2009 14:49:23 -0400

Canadian Second Wind member BCG Communications of Winnipeg, Manitoba, worked with Monsanto Canada to plan and coordinate a media event announcing the construction of a state-of-the-art breeding center near the firm’s Canadian headquarters in the University of Manitoba’s Smartpark. Monsanto’s research and development in canola crop technologies is becoming a primary focus of the firm’s Canadian agricultural business. BCG recently celebrated their “Sweet 16” anniversary.

This Month In the Newsletter - Account Service and New Business

Tue, 22 Sep 2009 14:50:14 -0400

In this issue, we issue examine current agency account service and new business priorities. Tony Mikes discusses why chemistry matters in ad agency new business presentations, and provides some tips for injecting chemistry into a pitch. We report the results of a study from Marketplace partner RSW-US on mid-year 2009 client-agency trends, and why agencies need to get back to the basics of selling their clients’ products. We also look at the use of online diaries to record client-ad agency interactions and track project-related communications, and share a sample client contact report; offer tips for how to build agency-client relationships that grow accounts and gain more work from existing clients; and share six tips for using innovation and creativity to make your ad agency an indispensable partner to clients and prospects. Download Vol. 22 No. 8.

Most “Men” Lead Lives of Quiet Desperation

Fri, 4 Sep 2009 13:29:46 -0400

A consideration of the third season of the television show “Mad Men” and how the plot and symbolism are setting up a climax at a critical juncture in American history.

Looking for New Business Advice? View Our Featured Content!

Fri, 4 Sep 2009 13:31:00 -0400

Deep Sea Diving Yields Better Proposals

Fri, 4 Sep 2009 13:32:03 -0400

“Deep-sea diving” as a process for probing for client and prospect needs, including asking for a need statement, gathering information from multiple client contacts and using consumer research to build solutions that reach each target audience.

Certified Account Executive College!

Fri, 4 Sep 2009 13:32:59 -0400

Jump start the recovery by giving your people the account service skills they need to get more business from valuable clients and win new accounts! Our Certified Account Executive College in Costa Mesa, CA, on September 22, 23 and 24, 2009 offers three powerful seminars – A Complete Guide to Account Service, Account Planning and Strategic Planning for Smaller Agencies and Writing Winning Proposals, Giving Winning Pitches – that are among the best in the industry at teaching agencies how to keep and grow accounts. Learn more about Second Wind Certification, or Register now.

CO Increases Penalties for Misclassifying Independent Contractors

Fri, 4 Sep 2009 13:33:58 -0400

Colorado legislation moves to toughen penalties and increase enforcement on misclassification of employees as independent contractors.

New AMA Roundtable Discusses Social Media

Fri, 4 Sep 2009 13:36:08 -0400

The St. Louis Chapter of the American Marketing Association (AMA) conducted a 2009 roundtable discussion with fourteen local area Chief Marketing Officers on how they are using or testing social media to engage with and listen to consumers. The discussion included benefits and limitations of social media; the importance of continuing traditional market research as an adjunct to social media feedback; and experience-based recommendations.

Need Recession Beating Techniques? View Our Featured Content!

Mon, 24 Aug 2009 11:36:24 -0400

Second Wind has thousands of articles and resources to help you and your agency BE Better. Our materials cover every aspect of the agency business and are written specifically for smaller to mid-sized agencies. This week we're featuring a selection of articles on sure-fire recession beating techniques to help your agency weather the economic storm. Featured items change frequently so please visit often for new topics!

Social Media in Action Desktop Learning Series

Mon, 24 Aug 2009 11:37:46 -0400

Harness the power of social media for your agency and your clients! We’ve bundled our Second Wind Social Media in Action Desktop Learning Series into one amazing on-demand tutorial. Jam-packed with valuable information about Facebook, Twitter, B2B social media and blogging for your agency and clients, these Desktop Learning sessions were produced specifically for advertising agencies. Learn more or Order Now!

GM Brags on Volt, Consumers “Revolt”

Mon, 24 Aug 2009 11:38:20 -0400

General Motors’ press conference about the 2011 electric car Volt becomes a lesson in consumer backlash, while Honda and Toyota quietly pursue innovation and reliability.

NEW! Small Agency Salaries and Hourly Rates Report

Mon, 24 Aug 2009 11:39:04 -0400

Second Wind Publications just released its annual study on ad agency salaries and related payroll and benefits issues. The report examines salary trends among our member agencies and shares findings from the Second Wind’s 2008 Annual Agency Survey Report. Additionally, the report explains hourly rate calculation and provides typical small agency hourly rates data. A special overview of healthcare benefits reform is included. Learn more or buy now.

Responsibilities of the Traffic Manager

Mon, 24 Aug 2009 11:39:39 -0400

Dawn Travelstead of Developware, Inc., shares an overview of the responsibilities of an advertising agency traffic manager/workflow system administrator.

What Services Are In Demand?

Wed, 5 Aug 2009 11:05:09 -0400

In our last Quick Poll, we asked site visitors and Second Wind members what is currently their most in-demand service. Website development led the way with 36 percent of the vote. Another 18 percent said social media is in high demand, while 16 percent said branding is keeping their businesses busy. All other services received 8 percent or lower in our poll. Surprisingly, search marketing was cited as in-demand by just 6 percent of respondents.