Advertising agencies are firms that create ads and other forms of marketing for companies and organizations that offer specific products and services. Generally, a company will approach an agency and ask it to create an advertising campaign. In some cases, however, the agency will approach the company with an idea. An agency can take a number of steps to enhance the services it offers clients.
Take on Larger Campaigns
One of the biggest ways to enhance an advertising agency is to expand into larger markets and larger campaigns. If an advertising firm is offering ads targeted only to a local area, the firm's clients will likely remain relatively small. By investing the money in talent and equipment necessary to attract national clients and launch national campaigns, the agency equips itself for enormous growth.
Go Web 2.0
Any advertising firm that hasn't figured out incorporate the Internet of social networking and user-created content into its repertoire is missing a valuable tool to reach new clients. Advertising firms should pitch to clients not just the creation of a new ad campaign, but a whole online presence, complete with website, social network membership and even viral content that Internet users can pass among themselves.
Get Psychological
Advertising firms have long operated on hunches, intuition and trial-and-error in determining what kinds of ads attract clientele. Some, however, go about this process more scientifically, by hiring experts in human behavior, such as psychologists and anthropologists. These experts can provide valuable ideas for developing ad campaigns, conduct focus groups and critique pitches. A doctorate can also be a selling point to new clients.
Find International Clients
Many international firms want to break into U.S. markets. Instead of taking on just domestic clients, start to actively recruit from abroad. Approach large international firms that are looking to develop a U.S. presence and pitch yourself as old pros who know the terrain. First research the company's products and come with specific suggestions adapt an international brand for U.S. audiences.
Cut Costs
Gone are the Mad Men days in which a large chunk of a firm's budget went to lavish client dinners and alcoholic beverages. Now, firms are striving to cut costs by eliminating perks and passing the savings onto customers. This can translate into less frills, and a more efficient management of resources, such as office supplies and company time. If you want to impress clients, show them that you're putting their money where it really should go --- into the ads.
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