How To Attract Ad Agencies
September 9, 2011 by Kevin Michael Gray
It might seem as though as the potential client, you wouldn't have to work to attract an ad agency to work with you. However, business-to-business relationships are always two-way streets and the ad agency has to be just as attracted to your business as you are to the agency. Careful consideration of your advertising and marketing plans, a devoted budget and a product or service with solid visibility will all help attract an ad agency to your company.
Send a standout query letter via email to the account manager or business development coordinator at numerous agencies. Keep it simple, but entice the person with your business goals and reputation. You might say something like "My name is John Doe and I am representing ACME Co. We produce frying pans and are currently the fourth largest grossing company in the housewares industry. We are looking for a new advertising agency to represent our organization." This puts the blood in the water, so to speak, to let the agency know you are looking at more than one agency. There's perhaps nothing that ad agencies thrive on more than competition.
Toss your letter out to agencies around the country -- or even internationally. When working with an ad agency, you aren't limited by geography, says "Business Week" magazine. Allow agencies across the globe to compete for your business until you find the one that makes a good fit. While your company and its products/services might not be a good fit for XYZ Agency in New York, it might be a perfect fit for the goals of an agency in Los Angeles.