By Category: New Business and Social Media

Marketing to Millennials: New Research To Help New Business »

Published on June 02, 2011

millennialsThe 18-30 year old Millennial market is one of the most sought after by marketers and their ad agencies. Read on about an upcoming conference to help you get smart.

Millennials create their own messages and talk on their own channels. They decide what to buy based on snarky twitter posts, excitable blogger reviews, aggressive customer ratings, capricious likes and dislikes. They communicate on a network nobody owns.

I'm particularly intrigued by the potential insights from the report that will be available to all registrants. It's based on a study group of 4,000 millennials and 1,000 of their parents, which was conducted by Boston Consulting Group, Service Management Group and Barkley. It's titled, “American Millennials: Deciphering the Enigma Generation."

If you're a new business director, account exec, demographic researcher, in agency leadership, or a brand marketer, this conference holds the potential for you to significantly ramp up your knowledge about this large and influential demographic group.

The conference will be held in San Francisco in September. For more information, the website is ShareLikeBuy.


Full disclosure: Our company, The List, was approached to help promote the conference, but we have no financial stake in it's success.


Boomers and Social Media; Impact on Ad Agency New Business »

Research from Center for the Digital Future
Published on May 23, 2011

BoomerWhat's the best way to reach your ad agency's new business prospects? It may depend on how old they are.

New research from the Center for the Digital Future at USC's Annenburg School, was presented by Jeffrey Cole, Director, at the recent 4As Transformations conference.

Cole broke Boomers down into two groups: late boomers are those 47-56 years old; classic boomers are now 57-65 years old. The former are most likely of interest to new business people targeting the most-senior marketing executives (naturally, depending on their age).

Key points about late boomers

  • Boomers are the first generation to take digital with them into older age.
  • They are the heaviest users of social - to stay in touch, to learn, and to get help.
  • They are less interested in hanging out their business shingle on social networking sites.
  • They care greatly about the source of the information they receive.
  • They are the heaviest readers of newspapers (online and paper).
  • They use email the most, texting and IMing much less.

Impact on new business prospecting
Consider the following tactics:

  • Use agency PR to build relevance and to get your name in print - in newspapers your prospects are likely to read.
  • Use email to build your agency's brand recognition, with links to microsites that contain testimonials and case studies. You might consider services like Marketing Mine, Agency ComPile, or Adforum to help with this.
  • Focus on referrals. Build your agency's "friends and family" program to make it as impactful as possible to the widest possible audience.
  • If your prospect happens to maintain a profile on a social networking site like LinkedIn (despite the research saying they care less about this), have someone who knows you provide an introduction.


How Many of Your Ads Give You Goosebumps? »

Published on May 10, 2011

Occasionally you see an ad that gives you goosebumps. This is one of them, from Ogilvy Asia. As we're all getting older, it's inspiring to dream - and better yet - to act on them.

And, of course, to benefit from the new business that can come from a viral video on YouTube.




The 90-9-1 Rule for Ad Agency Social Media »

Impact on new business?
Published on October 05, 2010

"If you spend any time at all talking about online communities, you’re bound to stumble across the 90-9-1 Principle," says Jake McKee. "The idea is simple: In social groups, some people actively participate more than others." The question is, how can you leverage this for your ad agency's blog and new business program?

Here's the diagram that explains the principle:


Jake goes on to say that,

"It’s typically not possible to change the distribution in significant ways, as the more people added into one group directly drives the growth of the other two groups, maintaining something close to a 90-9-1 split."

Participation tends to follow this rule, where:

  • 90% are the “audience”. They tend to read or observe, but don’t actively contribute.
  • 9% are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch.
  • 1% are “creators”, driving large amounts of the social group’s activity. More often than not, these people are driving a vast percentage of the site’s new content, threads, and activity.

How might this principle impact your new business efforts? Here are three ideas:

  1. If you have an agency blog, recognize that the vast majority of your readers will be the "audience", so don't expect higher participation from them than you're likely to get. In other words, set realistic expectations.
  2. The larger your blog's audience, the more creators and editors will join the conversation. So, work at increasing the size of your blog's email newsletter list to attract more readers.
  3. Leverage the power of Twitter and Facebook to expand the conversation. Michael Gass is a great resource to learn how to do this.

How else might you use this principle to your advantage?


Marketing to Millennials »

Intelligence Report
Published on September 09, 2010

marketing to millennialsI recently read the just-released Intelligence Report from DailyVista, "Marketing to Millennials", which gets inside the minds of the Millennial market. It provides revealing facts and figures as well as suggestions on how companies and brands can effectively reach this high-value demographic group.

The report features interviews with marketing execs from companies such as Innovative Beverage, State Farm, and, Millennial expert Carol Phillips, as well as a few real-life Millennials.

Says DailyVista's Managing Editor Stephanie Jacoby,

Compared to our last report – an overview of Web 3.0 and how it can be used to market effectively – this white paper goes even further, digging deeper for more information about a very complex consumer group. Millennials are an important aspect of today’s marketing trends, especially given their extensive buying power and influence on other end users, both young and old.

If your ad agency has expertise marketing to this demographic group and your new business efforts target companies who want to better tap it, this is a report to check out.

[Full disclosure: DailyVista is a division of my company, The List.]



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Jump Start Your Ad Agency Blog Using Email »

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Look before you leap, and measure carefully
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Is Crowdsourcing a Threat to Ad Agencies? »

Interview with Victors and Spoils' John Winsor
published on March 25, 2010

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What’s Working in Agency PR to Generate New Business? »

Guest Post
published on October 27, 2009

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Forwarding is the New New Business Networking Strategy »

Cultivate your network with relevant information
published on October 07, 2009

newspaper article

It wasn't that many years ago that you'd send snail mail that included an article with a note attached that read something like this,

Saw this and thought you'd enjoy it.

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Social Media, a Good List, and New Business Karma »

Helping your network with no expectation of ROI
published on October 05, 2009

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8 First Step Goals For Your Ad Agency New Business Blog »

Tips from a ProBlogger
published on July 20, 2009


I noticed a post by Darren Rowse on ProBlogger that may be of value if you're looking to create an ad agency blog to generate awareness and drive new business.

Every big goal needs to be broken

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Is Social Media Making Prospect Databases Irrelevant for New Business? »

How will you obtain and connect with prospects?
published on July 01, 2009

A client asked me recently, "How will the rise of social media sites impact how I obtain and use prospect information?"

To me there are two ways you need to consider the issue:

  1. How will social

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The Ad Agency CEO’s Lifelong New Business Learners Permit »

Leaders never let their minds shut down, always strive to learn more
published on June 30, 2009

In college, I don't think there was any way to comprehend what a professor meant when he said, "learning is a lifelong occupation". All we wanted to do was graduate and not have to take another

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Gen Y, Shapeshifting, and What the Future May Hold for Ad Agency New Business »

The greatest change of our work lives is on the horizon
published on June 23, 2009

Michael Malone's new book, The Future Arrived Yesterday hit bookshelves on Monday. You may remember his name from the early 1990s prediction that work was going to become increasingly virtual. He

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Strategy to Drive Small Ad Agency New Business »

4 steps to benefit from focused learning and strategic targeting during slowdowns
published on June 16, 2009

Elizabeth Baskin of Tribe passed along a good idea to me yesterday that may be of use to those who work or own small agencies. We ran into each other at Catapult New Business' New Business from

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Pizza, Twitter and Ad Agency New Business »

Proactive client outreach explored using Twitter
published on June 05, 2009

Naked Pizza is driving new business using Twitter. Jeff Leach, Randy Crochet and Brock Fillinger, Naked's founders, filed an article with Ad Age last week that struck a cord.

Their goals are to

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15 Ways to Improve the Title of your Ad Agency’s Next Blog Post »

The title of your agency's next blog post must appeal to your target audience. Here's a guide to improve title selection
published on May 22, 2009

As someone who is new to social media, and knowing that many agency new business people are in the same boat learning how to blog for their agency, I thought that a recent post in ProBlogger by

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Eavesdropping as an Ad Agency New Business Strategy »

Use search and social media to reveal insights and initiate conversations with prospective clients
published on May 15, 2009

Medical Marketing and Media magazine published a story called "The Science of Eavesdropping" in the May 2009 issue. While the authors, from Wunderman NY, are writing it from a client research

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Agency CEO’s Managing Their Time for Proactive New Business »

If you can find the time to write a blog, you can find the time for proactive new business
published on May 07, 2009

A few months ago I committed myself to writing a blog post every day for the professional enrichment it provides, in that you don't really know what you know until you write it down.


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