This is your time!

This is your time!

In last week’s note to you, I talked about all of the ways agencies are using this strange moment in time as the impetus to create something new or give something old a fresh twist. The ingenuity that you are demonstrating is just one of the reasons why I think your agency is about to bloom in some very cool new ways.

I think we are entering the age of the small to mid-sized agency. Here’s why I think you are poised for explosive growth and new opportunity:

  • Clients need scrappy marketing tactics and strategies that can be tested, tweaked, and re-deployed without months of navel-gazing.
  • Clients want an agency that isn’t stuck in a single strategy set or offers every client the same solution.
  • Clients want to be and feel important to their agency — they don’t want to be the small fish in the big pond.
  • Clients want access to senior-level people who have expertise in their industry, with their audience, or solving their particular problem.
  • Clients are demanding transparency and efficiency with their budgets (so fewer layers and admin costs).
  • Clients want an agency partner that runs a lean, mean shop so they are not paying for excess overhead or frills.
  • Clients need an agency that is willing to get their hands dirty and really learn about the client’s business and customers.
  • Clients are hungry for an agency that is willing to learn something new, take a risk, and fight a little harder to help the client’s cash register ring.

And that, my friends, is you. Just like people want to shop local, clients want relationships that feel a little deeper, a little more valued, and want to partner with someone that they believe truly has their back.

So often I see you trying to disguise your size by not proudly owning it. Now it is time for you to shout that you are the perfect size to play a major role in your client’s success.

Keep demonstrating your innovative spirit. Celebrate the relationships you have with clients. Promote that you are ready to re-define the rules and get out there and win some new business!

This is your time!

Drew McLellan, with Agency Management Institute, produces a weekly newsletter with updates, tips, and market information of value to marketing agencies, owners, and employees. If you'd like to receive the weekly newsletter, follow this link to subscribe.


Susan Baier

Professional speaker, researcher, and marketing strategist helping thought leaders build ROI and reputation with research.

4 年

Yes! And just wait until you see the results of our joint Agency Edge 2020 study into how agency clients are thinking about their agency relationships in the face of this recession. Analyzing the data has been fascinating, and I can't wait for you and I to be able to share the data with agency owners!

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