Tue 29 Apr 2008
Whats a good way to get new clients for a startup advertising agency? I work full time. I have a good job. But I’d like to start this on my own- from scratch. Can someone please advice? I’d like to offer my service other than my local hometown. Do I call, email? Newsletters? Postcard? Help!
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Jay’s Answer: You start by creating a strategic business plan. You need to identify who your ideal clients are. What problem of theirs will you solve? Who is your competition and why are you better than they are? Why should your prospects trust you?
Once you have a plan, then you start by using your advertising talents to attract your target market to you. Show how wonderful you are. Donate your services to local non-profits to build a portfolio and/or contacts.
April 29th, 2008 at 4:43 am
Right. Narrow your target market. At first, it will seem like you are “eliminating” prospects - the farther down the narrow tunnel you go. BUT when you begin to identify a more niche group, then you become intimately involved in what their needs and wants are. That helps when you want to know how to advertise to them, and what specific products they are looking for.
April 29th, 2008 at 8:01 pm
Can you offer some personal experience advice? I recently started my own ad agency because I am passionate about advertising, but my biggest challenge is finding clients that need my services, not selling my services once I get a meeting. I’d like to know from your experience as a business owner, what have you found successful in your quest to find new clients?
April 30th, 2008 at 4:41 am
Since you’re starting up, people don’t yet trust you, your knowledge, or your experience. The effort that you take to have a meeting is a big trust-building exercise: asking questions, listening, and responding.
The mistake that new business owners make when talking to others is not realizing that everyone you talk to needs your services right then. You start a conversation and quickly realize that they have a solution, or they’re not a match for your business, etc — and then they move on to another business — giving up on that potential lead.
What you’ve missed is the chance to be in their mind for a future opportunity (or one for someone they know). Unless the person just happens to be looking for an ad agency, it’s unlikely you’ll be easily selling your services off-the-bat.
As an ad agency, I’d suggest not trying to do everything. Focus on a niche: whether it be real estate, pizza parlors, or book stores. Pick something that you interested in (and know there’s competition) and target just those niches. Imagine approaching your local book store and saying, “My agency focuses on creating great ads for small book stores around the country” (rather than “My agency focused on creating great ads”). The specialist can attract more interest by prospects.
To find people hungry for your services, see who’s advertising in your area, and if you think you could do better, approach the company with a quick sketch/proposal. Realize that some of your ideas will be borrowed without hiring you, but as an ad agency, get used to the fact that ideas are free, but implementation is hard.
April 30th, 2008 at 11:56 am
Really great advice. Thank you!