The process of creating a more efficient marketing agency doesn’t mean being an “agency of the Future,” selling marketing like a “mad man,” or striving for seven figures. Real growth can be as easy as implementing this model of an agency.
There are three things you should stop doing to become an agency of the future.
Stop Asking What the Agency of the Future Will Look Like
We’ve been discussing an agency that will be shortly. When all agencies had to begin using Q.R. codes, or else they would be left behind.
“The “Agency of the Future” is not defined by the products and services it provides. It is instead defined in terms of the industries it specializes in and serves.
If you spend all your time trying to find which Q.R. code to use next, you’ll be unable to keep up. You’ll miss the point of focus that should be focused on helping your customer and giving them the things they want and what they require. That’s what you have to focus on.
This means you shouldn’t ask yourself what you could offer; rather, you should consider WHO you’re meant to serve. Your new agency should be able to specialize.
The agencies that win will make their clients feel completely understood
What do your customers want… they’re looking for more sales. You’re not making the connection if you’re discussing fancy marketing phrases.
You must be aware of the people you serve to make them feel truly valued.
It doesn’t mean that you only serve one person, but it does mean that you only speak to one person now
You must ensure that your customers feel you are aware of their specific demands. There is no way to say that each business is unique, and every CLIENT is convinced that his company is unique.
If you wish to satisfy your clients, first provide them with what they want so that you earn the right to inform them of what they want.
Start asking “what” the agency of the future might look like and what you have to be concerned about today.
Get your agency organized so that you can better service SPECIFIC marketplaces and SPECIFIC requirements.
Stop Trying to be a “Mad Man”
Mad Men does more than just make good television. It is a story about the business of marketing.
The pilot that opens the show “Smoke in Your Eyes” describes how the agency had to devise a method to create an incentive to market cigarettes, even after they couldn’t say cigarettes were healthy.
What did they do to solve this issue with an easy pitch? They said that their client’s cigarette tobacco was “toasted.” The feature was nothing special about cigarettes, but their “big idea” worked.
Later on in the same episode in the same episode, head secretary Peggy takes an employee who is new to the office, stopping first at the trendy creative department, moving on to the sleek sales department, and then to the typical-looking media purchasing room. Peggy was then able to inform that the hired employee had to go to this room, where all the actual cash was spent.
Being a marketing company at the time meant that you were being an “agent.” The goal was to present the client with amazing ideas so that you could be”the “Agent of Record” for making the client’s media purchases. Agents were able to sign contracts on behalf of the client. Marketing agencies require an idea side and the buying of media.
We believe that the traditional “agency” model is starting to change due to the advent of the automation process, A.I. like Albert, and ever-more sophisticated tools that have put the tools previously exclusively reserved for marketing agencies in the departmental hands (or even unpaid interns).
The final result is that businesses are now beginning to fire their employees. This is not good for the agency.
Do not be concerned! Even if your clients currently decide to determine their own purchasing needs for media in the end, you possess an idea of the “big idea” to provide the best value, isn’t it?
Similar to the automation of media buying, the process of determining a market’s needs is becoming simpler because of tools such as Answer the Public and BuzzSumo (among many others).
Your customers don’t require your market insight, specialized market analysis, or even your network to gather information on their target market. Although some “big ideas” might not be as effective or polished as yours, they can be much less expensive.
But the media buying skills and “big idea” acumen could save your agency, wouldn’t you think?
Wrong. While the automation of technology and easy-to-use tools might not eliminate the necessity of “big ideas” and active media buying, they will most likely reduce the need for it.
Effective marketing agency expansion will require you to present your business as a growth partner rather than just an agent for small companies.
If you’re seen as someone who can develop the most innovative idea, I’m afraid you’ll be devalued and eventually replaced.
If you’re seen as the lever puller that ensures traffic campaigns are carried out, I’m afraid you’ll be traded off and replaced soon.
There are no agents for us. We do not negotiate contracts with large media buy companies. We are part of our development.
In the words of Marcus Murphy said, “If small business is the backbone of the world economy, marketers are the backbone’s backbone.” I believe this is the case, but only if the marketing agencies can be partners in achieving growth.