RSW Agency/Client Survey Recap

How agencies are selling
and what clients are looking for

Created by Tom Hudson and Megan Coffey

-- TAKEAWAY --
We are in a sweet spot!

More Competitive than Ever

Agencies are going after fewer projects with harder to
break through clients, while profit margins are decreasing
with only 19% of agencies seeing a YOY increase.

-- TAKEAWAY --

We're above the average with a 45% YOY increase,
but it is a fact of the business that we will need to invest in our clients
and not see as big of a return.

It’s all about Who You Know #WINNING

  • 69% Referrals
  • 60% Networking
  • 58% New business from existing clients

And… Who Knows You

While networking and referrals are solid ways to win new business, making yourself known is equally as effective.

-- TAKEAWAY --

Keep investing in internal marketing efforts as well as local PR
and industry thought leadership.

The Pursuit Never Ends

For existing clients, that means always looking
at new ways to help position them better.

-- TAKEAWAY --

Client's shouldn’t be asking us for ideas. We should be bringing them.

Always Come Prepared,
Starting from Day 1

93% of clients want information and insights,
yet they feel only 5% of agencies come prepared.

-- TAKEAWAY --

Our proprietary data analysis tool gives us access to numerous
data points and insights with just a URL.

Focus on What Matters

A lack of foundation in analytics and lack of focus on
meaningful KPIs are viewed as the two biggest deficiencies
by far in marketing agencies.

-- TAKEAWAY --

Our Digital Partner promise positions us perfectly. 
Let's continue to provide and share insights every chance we get, 
educating our clients and proving success along the way.

Creative Still Rules!

In a pitch situation, marketers more often 
than not want to see creative.

-- TAKEAWAY --

Let's ensure the creative we show is grounded by insights
and gleaned from hard data.

Vendor Partnerships are
a Good Thing

68% of marketers are more likely to hire specialists.

-- TAKEAWAY --

Let's continue to form relationships with solid partners who do specific types of work really well and be upfront about it in the future.

It Takes a Village

80% of New Biz Directors are replaced every two years.

-- TAKEAWAY --

Let's stay supportive and help each other out.

There’s no such thing as too
A-G-G-R-E-S-S-I-V-E

Agencies are not aggressive enough when following up!
One or two emails is NOT enough.

-- TAKEAWAY --

Let's follow up with added value and know this won't be
perceived as "too aggressive".

In a New Business Meeting
Never Forget to...

Listen more than talk.

Ask more than answer.

Think more than sell.

The End

Get the full 2014 RSW/US Agency-Marketer New Business Report here.

 

 

 

See what we can do as your digital partner at springbox.com.