Second Wind

PEOs Assume the Burdens of HR Management

Tue, 20 Sep 2011 09:00:30 -0400

One of the biggest headaches for a smaller agency owner is human resources management. Lets face it… most agency principals did not become business owners to become people managers. They were creatives, or account service people, or marketing grads, etc. The many and often distracting issues of human resources management probably came as an unpleasant surprise to most agency principals.

Burgers to Rule Again:BK Ends Reign of (Creepy) King

Tue, 20 Sep 2011 08:59:59 -0400

According to MSNBC News, Burger King has ended its advertising campaign featuring “The King.” During the broadcast, the news commentator used words like “creepy” and “stalker-like” to describe the king. Sadly, I concur: his shiny plastic visage, blank-but-too-intense stare, and psychotic mouth-only smile all served to put him into the Twilight Zone talking doll/evil clown realm. One of my teens (never hesitating to offer an opinion) said a few moments ago, “You know, he is known as one of the worst mascots of all time!”

Why Are Performance Evaluations Like Dental Checkups?

Tue, 20 Sep 2011 08:59:41 -0400

If you are a typical smaller agency owner, you probably view employee performance reviews with all of the enthusiasm of a visit to the dentist. And you may even delay or avoid doing performance reviews at all. This may make your life easier in the short-term, but is unfair to your employees; it may also be a threat to employee retention. Finally, it is the opposite of sound business practice.

Free Rain!

Tue, 20 Sep 2011 08:59:21 -0400

It was a long weekend around my house. First, we spent a day prepping for the coming blast of Hurricane Irene. I endured ridicule from my teens for buying (not 1, not 2, but…) 3 new flashlights, and water, and non-perishable food. My husband dug trenches to keep the Bilco doors from washing out. Then we had some time on our hands as the rain fell, and fell, and the wind roared. It was a great chance to catch up on my work, and catch up on my online feeds, reading and social media—which inevitably led me down the rabbit hole of reading “comments” and/or “responses.” Some innate flaw in my makeup compels me to read these…perhaps akin to my great-grandmother’s inability to resist listening in to her neighborhood party line.*

What’s the Value of a Business Card?

Tue, 20 Sep 2011 08:58:48 -0400

For a host of reasons, the traditional business card has lost favor among modern businesspeople. Today we are so focused on the Internet, particularly email and social media, that the old-school 2” x 3.5” card with name, title, address, phone, fax, etc., seems antique—a product of the letterpress era. So how do busy agency new business developers, account service people and principals get their contact information into the hands of interested prospects?

Insurance Carriers Sell with Irene

Tue, 20 Sep 2011 08:58:18 -0400

Unlike many in the Northeast last weekend, I did not lose power during Hurricane Irene. And while we experienced high gusts from time to time, we had only a few hours of heavy rains and steady 40 mph. winds. So I spent my day hunkered down in front of the TV, watching The Weather Channel’s ’round the clock coverage of the storm’s transit up the USA’s East coast. I also took note of the marketing strategies of various insurance companies (while hoping I wouldn’t have to file a claim).

Learn the Art of Understatement for Better Radio Results

Tue, 20 Sep 2011 08:57:50 -0400

Increase the believability of your radio commercials by understating the benefits. Benefits are all the listener cares about, but they have to be realistic. Features and benefits tend to get overblown. So much of advertising is based on hyperbole. Advertisers feel they have to promote themselves as the greatest, best, cheapest, largest, most efficient, latest, coolest, most fun. After hearing claims like this a few thousand times, consumers don’t buy them anymore. We (and our clients) sometimes forget this. When we continue to use these adjectives, they become part of the great wave of “commercialese” that simply washes over us. They just blend into the background and signal the listener that there’s no need to pay attention… not exactly what we were hoping for.

Value Based Agency Compensation, Part II: The Implications

Tue, 12 Apr 2011 16:17:07 -0400

Previously, we discussed the growing interest in Value-Based Compensation agreements (VBCs) in which a portion of the agency 's remuneration is tied to and varies with attainment of mutually agreed-upon goals. We also noted that the predominant use of a fee-based agency compensation model has increasingly put agencies behind the eight ball financially.

Seventy Percent of Small Businesses Are on Facebook…

Tue, 12 Apr 2011 16:16:48 -0400

…but what are they doing there, marketing-wise? MerchantCircle, one of the largest online local business networks in the USA, conducted a February 2011 survey of nearly 8,500 small and local business owners, asking about current marketing efforts. Findings included the cited 70 percent local and small business presence on Facebook, compared to just 36 percent last year. Further, Facebook use now tops Google (66 percent) as the most-used marketing method among local businesses. Google search remains the top-rated tool for effectiveness according to 40 percent of those surveyed, but Facebook marketing comes in a close second (37 percent), followed by email marketing (36 percent). Twitter use is also growing, with 40 percent of marketers now using the micro-blogging service.

Value Based Agency Compensation, Part I: The Need

Tue, 12 Apr 2011 16:16:30 -0400

In October, the American Association of Advertising Agencies (4As) issued its first-ever position paper on the structuring of agency compensation. It’s a topic the 4As has been working on jointly with the Association of National Advertisers (ANA) since 2002. New guidelines are needed now, it says, because: “The compensation ...clients expect to pay to agencies is under relentless scrutiny. Agencies are facing intense client pressure... including demands for arbitrary cuts in fees and extended payment terms... and marketing services firms are increasingly being treated like commodities.”

Watch Your “S” Corp Distributions

Tue, 12 Apr 2011 16:15:58 -0400

While beginning an agency valuation project, I reviewed the financial statements of a relatively new agency. The statements were pretty complete, listing billings, direct costs, AGI, operating expenses, etc. And, they had a fair profit for the year. But when I looked at their payroll, it was very low in relation to the agency’s AGI.

A Culture of Learning Keeps Your Agency On the Forward Edge

Tue, 12 Apr 2011 16:15:38 -0400

Looking back over the past decade, the advance of technology and changing face of media has been astounding. And as marketers, the speed at which we as an industry have had to spot, learn and apply these changes has been, to put it bluntly, mind-boggling. Yet many agencies and design firms have leapt forward on the strength of these changes, gaining competitive advantage and evolving into smaller, smarter, more agile entities. These new-model agencies are, if anything, even more dependent on their smart, engaged, creative employees than agencies of the past. This makes a culture of learning critical to ensure you stay on top.

Facilitate Creative Approvals by Managing the Assignment Process

Tue, 12 Apr 2011 16:15:16 -0400

Approvals Are Easier When Based On Objectives… Not Votes In a Second Wind Forums post, a member recently reported discovering that logo concepts presented by his agency for client approval had been uploaded by the client to his personal Facebook page for a vote by “Friends.” We’ve all probably worked at one time or another with a client who has asked a spouse or friend for an opinion about creative. In this case, however, the decision to do so using social media—something we’re undoubtedly going to see more of—involves more than just a disappointing lack of courtesy and “the sting of watching the uninformed and self-important comments begin to pile up,” as our member remarked.

We Have a Great Space – Come Over Sometime

Tue, 12 Apr 2011 16:15:05 -0400

In the good old days of advertising agencies, it was well known that agencies built “cool” workspaces to coax clients to spend more time at the agency. Time spent by clients or prospects at the agency was considered quality time, since it allowed both entities to work more closely—and perhaps even grow closer. Sadly, no one has time for much of this client-agency time sharing anymore. It’s a pity, too. In my agency career, I made some pretty good friendships with a number of my clients. And, you know what they say—you do business with people you like.

You’ve Got to Have Some Guts…

Tue, 12 Apr 2011 16:14:40 -0400

Creative guts, that is. There is a lot of crappy advertising out there today. I’m not sure what to make of it. Perhaps some of it is being produced directly by the media. Perhaps clients are too involved in trying to do their own creative work. But I am fearful that some of the crappy work is being done by agencies that don’t know, don’t care or even worse, don’t have the “guts” to face down a client who has crappy taste.

Should an Account Executive Have a “Book”?

Tue, 12 Apr 2011 16:14:20 -0400

When I broke into the ad business, the best account people were quick to describe themselves as “creative” (read “imaginative”). However, they considered themselves business people first, often performing critical tasks for clients in addition to their own agency responsibilities. They would write plans, develop sales forecasts, field and analyze market research, coordinate ad and promotion schedules with sales, etc. These responsibilities were the basis for the clear line of demarcation between the AEs and those in the “creative department.”

Advertising the Super Bowl:

Tue, 12 Apr 2011 16:14:07 -0400

The drama is over, no one is worrying about ice on the dome anymore, and the victorious cheeseheads have flown home to Wisconsin. But many of those Super Bowl ads will be with us for a while. In some cases, that’s a good thing. While each individual ad might not have stood up to the pre-game hoopla, there were definitely some standouts. There were also some standout advertising strategies, and more than a few “fails.”

Higher Level Hiring: Eight Best Practices

Tue, 12 Apr 2011 16:13:37 -0400

It has been some time since many advertising and marketing firm owners have thought seriously about hiring new staff. For the past couple of years, the strategy has been to hold steady, or even lay some good people off. That may be changing, if you believe that the economy is getting back on the right track; so you need to consider best hiring practices to staff your agency with quality people. David Ogilvy said fifty years ago that all of his agency’s assets went down the elevator at 5 p.m. This statement is even more true today. Following are some points to guide you in your search for your most important 21st century assets.

What Do We Mean by “Qualified Prospect”?

Tue, 12 Apr 2011 16:13:03 -0400

If you have a defined new business process, you probably have several lists for your developer to concentrate on. The “AA” list of top prospects includes those clients you really want to work with—your “elite of the elite.” On the “A” list are those second tier good clients you’ll pursue regularly. Your “B” list includes additional possibilities who are being rotated back through the pursuit process because they are not currently seeking agency services, are working with another agency, or just aren’t ready to entertain your pitch. The “B” list also contains leads that are not yet qualified, referrals to investigate, suggestions from employees and contacts and so on.

FOR FIRST TIME, SECOND WIND 2010 SURVEY ASKS SMALL AND MIDSIZE AD AGENCIES ABOUT HOW DIGITAL SERVICES ARE HELPING TO BUILD AND GROW THEIR BUSINESSES

Wed, 9 Feb 2011 13:50:53 -0400

Wyomissing, Pa.—FEBRUARY 1, 2011— For the first time, the Second Wind 2010 Annual Survey asked small to midsize ad agencies a series of questions specific to digital services. The results should help agencies understand how to build and grow their digital departments, and how to charge clients for these services.

EVEN WITH CONTINUING TOUGH ECONOMIC TIMES, AGENCIES HAD A STABLE YEAR IN 2009, SECOND WIND REPORTS

Wed, 9 Feb 2011 13:50:32 -0500

“Financial results showed that average total billings dropped only slightly from $5,634,792 in 2008 to $5,610,991 in 2009, representing a 0.4 percent decrease,” said Laurie Mikes, Second Wind COO. She added that the composition of billings remained consistent with a few notable decreases: creative billings dropped 12 percent from $839,790 to $736,676; photography billings dropped 27 percent from $58,083 to $42,638; public relations billings dropped 29 percent from $217,374 to $153,477 and outside purchases (typically freelancers and other suppliers) dropped 29 percent from $431,154 to $305,510, representing the largest billings decrease.

AD AGENCY OWNERS GATHER FOR BUY/SELL, RETIREMENT, TRANSITION AND VALUATION TRAINING, HOSTED BY SECOND WIND

Wed, 9 Feb 2011 13:50:13 -0500

January 13, 2011, Wyomissing, PA—Second Wind, the leading trainer of advertising agency professionals worldwide, will host The Agency Buy, Sell, Retire, Transition and Valuation Workshop, in Las Vegas, NV, February 15 and 16, 2011. The intensive, two-day gathering of owners and principals of smaller advertising, design, public relations, interactive and marketing firms will focus on how to capitalize on years of building a prosperous business.

Are Ad Agencies Diagnosticians or GPs?

Wed, 9 Feb 2011 13:49:40 -0500

We have written about the need to tailor ad agency or marketing firm services to client wants and needs, to gain new business from existing clients as well as prospects. This requires agencies to be strategists, not only tactical thinkers—and to be diagnosticians rather than just dispensing the medication. While checking my resource files for ideas for this article, I found notes on an AdAge “Small Agency Diary” posting from several years ago by Marc Brownstein of Philadelphia agency The Brownstein Group. Brownstein is a second-generation CEO who paid his dues at Ogilvy & Mather before returning to his hometown and eventual leadership of the agency.

Dynamic Planning Creates Options and Opportunities

Wed, 9 Feb 2011 13:49:16 -0500

Each new year, many clients implement new annual marketing plans, tying sales forecasts, expenses and projected earnings forecasts to their corporate business plans. And while the planning process can create unwelcome pressure, proper planning can bring about positive change.

Acropolis CD Tries to “Crash the Super Bowl”

Wed, 9 Feb 2011 13:48:54 -0500

Second Wind member Acropolis of Orlando, FL, is enjoying the reflected spotlight of Super Bowl glamour, thanks to their creative director, Brandy Gill. Gill entered an ad in the Doritos/Pepsi “Crash the Super Bowl” contest, and is one of the top 5 spots selected by voters for PepsiMax.

Leverage the Channel to Open Doors

Wed, 9 Feb 2011 13:48:22 -0500

Yes, we’re bringing out the old saw again… You have to know a prospect’s business in order to convince them you will be a great marketing partner. When we say “know their business,” we are of course talking about research. Agencies that dig into their prospects’ business situations, products and services, category competitors, customer behavior, market share, ad infinitum, tend to be best positioned to identify selling points that will ring a bell with the prospect and open the door for a potential relationship.

Can You Get A Second Meeting With a Prospect?

Wed, 9 Feb 2011 13:48:01 -0500

Getting a first meeting with a good prospect is tough. It may take you months or even years to land a “get to know our agency” meeting with a key agency prospect. But it’s even more difficult when you leave the first meeting without the promise of a second meeting with your prospect. That really hurts; and frankly, if you leave the first meeting without some sort of promise of a second meeting, you may be months away from another chance.

Social Media Lead Capture Still a Problem

Wed, 9 Feb 2011 13:47:41 -0500

While many advertising and marketing firms use social media as a business channel, most still struggle with generating or capturing new business leads. In our latest Quick Poll, we asked readers if their firms had captured new business leads from social media. A resounding 63 percent said they had not. Social media strategies aimed at new business generation require monitoring, tracking and follow-up, and, like off-site strategies, persistent pursuit through a defined new business process.

Beware the Problem Client: 10 Steps to Creating Better Relationships and Facilitating Good Work

Wed, 9 Feb 2011 13:47:06 -0500

There are few things in the agency business more important than strong client relationships. As Miles Turpin, ex Chairman and CEO of Grey’s Western Division, observed, ultimately more accounts are lost as the result of unreturned phone calls than inability to get creative work approved.

A Fresh Start for 2011

Wed, 9 Feb 2011 13:46:41 -0500

Ah… It’s a new dawn, the beginning of a new year. How about making a couple of resolutions for your agency this year? Resolution 1 I will have a can-do attitude toward my agency. The past two years have not been great for many agencies, but I will enact the power of positive thinking this year. Surprisingly, it almost always works. Did you read “The Secret?” It’s all about the “secret” that focused positive thinking can have, delivering life-changing results such as increased wealth, health and happiness.

Seven Rules for Writing a New Business Letter

Wed, 9 Feb 2011 13:46:20 -0500

With so many channels for “pulling” leads and generating referrals, many agencies have neglected a more traditional way to open doors among their qualified prospects… the new business letter. The letter is written with one thing in mind—to get the recipient to accept your follow-up call, or even contact you directly. Here we share our rules for great new business letters.

World Needs More Nice, Says Acropolis

Wed, 9 Feb 2011 13:45:06 -0500

Holiday Cheer 100 is an effort begun by the full-service, integrated mar-comm agency Acropolis of Orlando, Fla. The firm decided to honor the season by encouraging “more nice,” promoting random acts of kindness and asking people to “pay it forward.” Using the StickyBits app, participants can scan a barcode on small stickers distributed around Orlando and record the location and random act they perform, which is shared on the Holiday Cheer blog. The agency is also promoting donations to a Florida family whose home burned down.

Seven Essential Strategies for Your Agency In 2011

Mon, 27 Dec 2010 11:48:45 -0500

Another year has come and gone: now it’s time to take stock and get an agency plan of action together for the coming year. What follows is a short list of essential things, a “to do” list if you will, of concrete steps your agency can take to move your business forward in 2011.

Spreading Knowledge Workers’ Knowledge

Mon, 27 Dec 2010 11:48:06 -0500

Keeping up with the latest tips, tactics, media and trends can seem overwhelming in today’s “a new thing every day” culture. Smaller ad agencies and marketing firms, already time-challenged and running lean, have more difficulty staying on top of client demands, technology and media developments than their larger counterparts. But, just as when we want to expand services or set up a new practice area, we often overlook a marvelous resource: our existing knowledge workers, people already on the agency payroll.

Finding Your Next Best Account Ever

Mon, 27 Dec 2010 11:46:46 -0500

Can you look at your present client list and say with conviction that they are all loyal, tied fast to your agency and sure to stay with you far into the future? We’re betting you can’t. In today’s fickle business environment, no client is truly loyal to its agency or marketing partner. Agencies are too thick on the ground, and often do a poor job of defining their points of difference. That makes it easy for clients to think of agencies as all cut from the same cloth—a dime a dozen, in fact. Even those who may be loyal can’t be counted on; a change in management, a sudden shift in the marketplace, and that old reliable client could vanish faster than you can squeal “New Brooooom!”

Black Friday 2010 Going “Cyber,” Too

Mon, 27 Dec 2010 11:46:15 -0500

The much-anticipated 2010 Black Friday/Cyber Monday weekend yielded positive results for retailers across the US, and for the economy in general… at least, according to the statistics. Consumers are demonstrating more considered purchase behavior, looking for bargain pricing and good value, and taking longer to arrive at a purchase decision. On the other hand, the new frugality is wearing thin. Many shoppers who reduced spending in 2009 are now spending more freely. Some media outlets reported that holiday shoppers were not only planning to spend more on gifts this year than they did in 2009, but many were splurging on themselves.

The Annual Holiday Greeting: What’s Your Cause?

Mon, 27 Dec 2010 11:45:48 -0500

The annual holiday greeting is a long-running tradition in the business world. Service providers thank their customers; B2B companies acknowledge invaluable partners; and agencies, of course, thank their clients (especially the really big ones). What does your agency do to recognize the holiday season of goodwill?

Post No Bill(board)s: Don't let your message get lost in the holiday chaos

Mon, 27 Dec 2010 11:45:13 -0500

The holidays are here, and the highways and byways are crowded with distracted drivers. It never fails: right around Thanksgiving, people behind the wheel are looking everywhere but the road in front of them, lurching into intersections and causing general mayhem. This chaos is exacerbated by a crazed array of signage shilling all sorts of holiday items and sales.

Marketing Durability v. Reliability

Mon, 27 Dec 2010 11:44:25 -0500

I read a great article recently assessing product reliability vs. product durability. The article discussed “million mile motor clubs”, and the interesting fact that there are million mile clubs for Volvo owners, Saab owners, even Honda owners, but few other automakers can claim that kind of product life.

Are You a Millennial Magnet?

Mon, 27 Dec 2010 11:43:50 -0500

Google is well-known as one of the best companies in recruiting and retaining talented “millennial” employees. Why are they so successful at attracting and keeping these younger employees?

Pedigree Makes Pet Adoption Drive Social

Mon, 27 Dec 2010 11:42:41 -0500

“Become a Fan, Help a Dog,” says Pedigree’s® Facebook page, as the company kicks off its latest version of animal shelter fundraising. Whenever someone clicks the “like” button, Pedigree will donate a bowl of food to shelter dogs. Over 1.2 million bowls of food have been donated so far. Fans are also staying on the page to share pet adoption stories and assist shelters in need of community support.

LarsonO'Brien Wins Three Building Industry Accounts

Mon, 8 Nov 2010 15:44:49 -0500

Pittsburgh-based LarsonO’Brien Marketing Group, a PR/strategic mar-comm firm serving manufacturers of architectural products, has been named agency to three national manufacturers: Ellison Bronze, Metal Sales, and Modular Elevator Manufacturing. The agency leverages trend-spotting and industry news to share insights with industry and client contacts through lunch-and-learn sessions, print articles, an industry-focused blog, the LOdown, and an online educational portal aimed at architects… another example of using content strategies to generate agency leads.

AdWerks’ Mathis Judges ADDYs

Mon, 8 Nov 2010 15:44:49 -0500

We often report agency ADDY Awards wins, but how often can we report that a member is an ADDYs judge? Jim Mathis, Certified Advertologist™ and president of Adwerks, Inc.,recently judged the District 14 ADDYs for the AAF (American Advertising Federation). District 14 looks at the Best of the Best in advertising created in Northern California and Nevada, including the San Francisco, Oakland, Sacramento, Reno and Las Vegas metro areas. Winners at the district level become eligible for the national ADDY Awards. Mathis, in fact, has quite a second career going, having judged more than 40 creative competitions around the country in the past 15 years. The agency represents clients in 15 states, including McDonald’s, CarHop and Applebee’s.

Salvation Army Expands Red Kettle Campaign

Mon, 8 Nov 2010 15:44:49 -0500

The Salvation Army expands its social media-based Red Kettle campaign with new sharing and group features, and a contest encouraging pre-Thanksgiving fundraising.

Milk-Bones® Feeds Cause Marketing with Social

Mon, 8 Nov 2010 15:44:48 -0500

A case study on Del Monte-owned heritage brand Milk-Bones’® entry into social media with a cause-related campaign supporting service-dog providers Canine Assistants.

An Appeal for Ethics in Political Advertising

Mon, 8 Nov 2010 15:44:48 -0500

How political advertising has gained undue influence in US election campaigns; including a look at societal factors contributing to unbalanced media coverage, and a plea for ethical and issues-oriented political campaigns at a local level.

University of Advertising Online Now Open for Enrollment!

Fri, 15 Oct 2010 10:58:56 -0500

Second Wind's University of Advertising focuses on building and strengthening important competencies for today's advertising agency professional. Since 1988, Second Wind has trained thousands of agency professionals through its highly recognized Certified Seminar series. Now, Second Wind is delivering its training right to your desktop.

Advance your skills in areas including New Business, Account Service, Creative, Planning, Management and Operations. Simply choose the courses you're interested in and complete at your convenience. Start improving your skills today with U of A!

Advertising, Design and Politics: The US Political Process at Work… Or Not

Fri, 15 Oct 2010 10:54:53 -0400

A look at US political advertising c. 2010, with links to historical resources, fact-checking websites, ballot design discussions and more.

Quick Poll: Project Management Gaining Workflow Validity

Fri, 15 Oct 2010 10:55:34 -0400

In our latest Quick Poll, we asked site users, “Who currently manages your agency traffic/workflow?” Thirty-two percent of respondents said a traffic manager runs their workflow system. Eighteen percent spread workflow duties between production and traffic managers, and 12 percent have their production manager handle workflow. But 15 percent have adopted project management as a workflow method. Then there is the shocking 12 percent of agency principals who are trying to run their agencies and workflow, too. Can you say “delegate”? Take our new quick poll at right.

Kmart Private Label Launches for 2010 Holidays

Fri, 15 Oct 2010 10:56:20 -0400

Kmart’s Fall 2010 introduction of private label Smart Sense aims to collect new economy shoppers looking for good values that stretch their budget, but also repositions the lagging Kmart brand to compete with Target and Wal-Mart.

This Month In the Newsletter - TRAFFIC AND WORKFLOW

Fri, 15 Oct 2010 10:56:56 -0400

In this issue of The Second Wind Newsletter, we discuss agency traffic and workflow. We offer strategies capturing more billable hours, keeping a close eye on estimate vs. actual, billing principals’ time, increasing employee billable hours and watching basic agency financial ratios. Dawn Travelstead of CurrentTrack explains that workflow management is most effective and achieves highest efficiency when “efficiency thinking” is encouraged among all employees and is part of the agency culture. We examine how agency workflow management is shifting to project management and digital traffic systems, slowly eliminating the need for a dedicated traffic manager, and share a list of software system links. And we consider benefits and drawbacks of “cloud computing” and issues to address with web-based service providers. ...read more, Download Vol. 23 No. 7.

Second Wind Salary Study Now Available!

Fri, 15 Oct 2010 10:57:40 -0400

Our annual report of advertising agency salaries is now available for purchase. Small Agency Salaries and Hourly Rates, June 2010 includes data from the Second Wind 2009 Annual Agency Survey specific to agency personnel issues and salaries. Because it focuses on smaller and mid-size advertising, graphic design, PR, marketing and interactive firms, this data is particularly valuable for assessing how your smaller agency compares to similar firms. Learn more or order now.

Social Media Guidelines from... the Air Force?

Fri, 15 Oct 2010 10:58:10 -0400

A look at how the U.S. Armed Forces are adopting social media as public and media relations strategies, and a link to a social media response process from the U.S. Air Force. Also, healthcare marketers share tips and social media tactics.

University of Advertising Online Now Open for Enrollment!

Fri, 1 Oct 2010 12:18:09 -0400

Explaining Where Good Ideas Come From

Fri, 1 Oct 2010 12:17:13 -0400

On presenting creative ideas using visualization, with a link to author Steve Johnson’s “Where Good Ideas Come From.”

Quick Poll: Project Management Gaining Workflow Validity

Fri, 1 Oct 2010 12:16:35 -0400

This Month In the Newsletter - TRAFFIC AND WORKFLOW

Fri, 1 Oct 2010 12:16:01 -0400

Demand-Side Platforms Digital Media Webinar

Fri, 1 Oct 2010 12:15:31 -0400

Maybe you were one of the first ad network buyers back in the late ‘90s. Ten-plus years later, Demand-Side Platforms (DSPs) are revolutionizing online ad-serving by enabling behavioral targeting and re-targeting of ads. On October 5, 2010, Jay Friedman, COO ofGoodway Group, and co-author of 30 Days To Digital Media Expertise, provides a complete breakdown of the DSP landscape and what it means for small to mid-size agencies in our new webinar, “Why Digital DSPs Are the New Sliced Bread, and How You Can Take Advantage of This Trend.” Learn what a DSP is and how to explain it to your clients; DSP benefits; when not to sell a client on DSPs, and more. Read more or Register Now. Webinars are free to Second Wind members.

Are Time Sheets Passé?

Fri, 1 Oct 2010 12:14:53 -0400

A Forums discussion on whether agencies really need employees to keep time sheets to bill accurately; includes estimating, tracking changes, and 4 elements needed for a no-time-sheets agency culture.

Second Wind Salary Study Now Available!

Fri, 1 Oct 2010 12:14:09 -0400

Our annual report of advertising agency salaries is now available for purchase. Small Agency Salaries and Hourly Rates, June 2010includes data from the Second Wind 2009 Annual Agency Surveyspecific to agency personnel issues and salaries. Because it focuses on smaller and mid-size advertising, graphic design, PR, marketing and interactive firms, this data is particularly valuable for assessing how your smaller agency compares to similar firms. Learn more or order now.

Brand Refocus: Damage Control Strategies

Tue, 14 Sep 2010 15:17:54 -0400

A look at how global brands BP and Toyota are returning from brand crises, and why one of these brands has a far better outlook.

Certified Agency Operations School – Last Call!

Tue, 14 Sep 2010 15:17:54 -0400

Stop being a 98-pound traffic, workflow and estimating weakling! Join us September 21 and 22, 2010, at The Gleacher Center, Chicago, IL,for The Certified Agency Operations Daily Workflow and Efficiency Seminar. and become a workflow-managing, project-estimating, template-building, vendor-honchoing, client-billing super-agency! This two-day event includes a review of how agency production work fits into an agency’s overall financial picture. You look stronger already… Read More or Register Now. Learn more about Second Wind Certification.We’ll see you there!

Pyxl Masters Online, Social and Growth

Tue, 14 Sep 2010 15:17:54 -0400

The team at Pyxl, a Knoxville, TN, strategic online marketing services firm, understands how much the business has changed. They not only stepped up their game to embrace new media specialties and expand their own capabilities, but even used social media to generate their agency name in a web-based contest “Help Us Name Us” (or as the agency liked to call it, "HUNU”). Since their 2009 rebranding, they have hired more staff, moved into an eco-friendly new office space, and worked with clients including the Consumer Electronics Show, and launched Social Media Club Knoxville. Oh, and they won a Gold ADDY Award for their agency website. We call that a pretty good year.

Second Wind Salary Study Now Available!

Tue, 14 Sep 2010 15:17:53 -0400

Our annual report of advertising agency salaries is now available for purchase. Small Agency Salaries and Hourly Rates, June 2010includes data from the Second Wind 2009 Annual Agency Surveyspecific to agency personnel issues and salaries. Because it focuses on smaller and mid-size advertising, graphic design, PR, marketing and interactive firms, this data is particularly valuable for assessing how your smaller agency compares to similar firms. Learn more or order now.

This Month In the Newsletter - THE POWER OF IDEAS

Tue, 14 Sep 2010 15:17:52 -0400

In this issue of The Second Wind Newsletter, we discuss The Power of Ideas. Why do creative ideas still matter in the advertising business, and how do you build an agency whose work focuses on great ideas? We talk about boosting an agency’s creative agility using brainstorming techniques to generate energy, edgier ideas and fresh thinking; doing pro bono work as a way to build agency creative reputation, including standards and practices and determining a pro bono strategy; and how designers and copywriters can start a new conceptual process by adapting your unsold but clever ideas.

We review developing the “great ideas” mindset by drawing or recording inspirations in a notebook or with a digital recording device to create your own idea-starter files. We share a Forums discussion about balancing the desire to do great creative work against client budget limitations, including time management tips, the production manager’s role and the agency creative process. We weigh the value of delivering work as dictated by clients (for the money) against fighting to do great creative work (adhering to the agency’s mission). Finally, we offer our own favorite examples of current “great creative” campaigns. ...read more, Download Vol. 23 No. 6.

Estimates, Quotes and “Authorizations”

Thu, 2 Sep 2010 14:43:40 -0400

Learning to speak the language of procurement by avoiding the word “estimate” in favor of “quote or “authorization”; includes seven estimating and production best practices.

The Ad Agency 2010 Digital Workflow: More Compression, Greater Efficiency

Thu, 2 Sep 2010 14:43:40 -0400

A look at ad agency workflow systems, circa 2010, including current workflow software; more fluid, non-linear workflow systems; workflow “in the cloud”; and the importance of leadership in encouraging system adoption and support

Be Stronger with Certified Agency Operations School

Thu, 2 Sep 2010 14:43:39 -0400

Is your agency a 98-pound traffic, workflow and estimating weakling? Do more efficient agencies kick sand in your faces? On September 21 and 22, 2010, at The Gleacher Center, Chicago, IL, Second Wind offers The Certified Agency Operations Daily Workflow and Efficiency Seminar to help you become a workflow-managing, project-estimating, template-building, vendor-honchoing, client-billing super-agency! This two-day event includes a review of how agency production work fits into an agency’s overall financial picture. You look stronger already… Read More or Register Now. Learn more aboutSecond Wind Certification.

Agency Traffic, Workflow and Operations

Thu, 2 Sep 2010 14:43:39 -0400

As the third quarter of 2010 winds down, many parents are trying to organize their kids for a new school year. In the agency business, organization is something that must be built into daily operations. If your firm has grown to 10+ people and 50 or more active projects, you cannot survive without strong workflow processes; the tide of chaos will drag you under. This month, we’ll featuring content on agency traffic, workflow, production and estimating. Watch for more content here on our home page, and check out our Certified Agency Operations School seminar for training that will help you get your workflow under control.

Creative Silos Disappearing, Say Our Readers

Thu, 2 Sep 2010 14:46:01 -0400

In our most recent Quick Poll, we asked site visitors about their creative philosophy. When asked, “How ‘silo-ed’ is your creative department?” 46 percent of respondents said, “all agency employees are creative.” Another 16 percent said their “creatives collaborate with anyone.” While the all-agency-people-are-creative approach seems to be the current trend, 19 percent of respondents also said, “only creatives do creative work”; and the remaining 19 percent said “creatives collaborate with strategists.” Among smaller agencies and design firms, hiring people with a creative mindset for all positions is a good strategy for building a creative powerhouse. Respond to our new Quick Poll at right.

Second Wind Salary Study Now Available!

Thu, 2 Sep 2010 14:46:29 -0400

Our annual report of advertising agency salaries is now available for purchase. Small Agency Salaries and Hourly Rates, June 2010includes data from the Second Wind 2009 Annual Agency Surveyspecific to agency personnel issues and salaries. Because it focuses on smaller and mid-size advertising, graphic design, PR, marketing and interactive firms, this data is particularly valuable for assessing how your smaller agency compares to similar firms. Learn more or order now.

Riggs Adopts New Operating Model, Adapts to Change

Thu, 2 Sep 2010 14:47:00 -0400

How a traditional, full-service agency made a radical shift to a “modular,” consultancy model, where the partners do the creative work, then custom-assemble teams of “sub-specialists” to execute client programs.

This Month In the Newsletter - THE POWER OF IDEAS

Thu, 2 Sep 2010 14:48:07 -0400

Retro Creative: Everything New is Old Again?

Fri, 30 Jul 2010 10:20:04 -0400

Over years of design history, we continue to reinvent and renew historic "nostalgic" styles. Creatives recycle history "creatively."

“I Just Went ‘Mad’ All of a Sudden”

Fri, 30 Jul 2010 10:19:54 -0400

Cary Grant references aside, most marketing folks know that the hit AMC TV series, “Mad Men,” began Season 4 this past Sunday, with a much discussed episode titled “Public Relations.” Our Social Media Manager, Jennifer Mikes, is a series fan, and will be writing recaps of this season’s episodes, adding her thoughts on advertising history and in-show references. Read this week’s commentary (Spoiler Alert! Some plot points are revealed!). We’ll be posting a new item weekly. Search “Mad Men” in our search window; go to "Mad Men" under Knowledge Base/Content by Subject; or follow links from our Facebook page.

Best Buy’s Twelpforce Is a Great Creative Idea

Fri, 30 Jul 2010 10:19:54 -0400

Best Buy’s TwelpForce Twitter feed is an award-winning creative idea and a customer service gem that also boosted sales.

Agency Principals, Don't Miss Our Next ZOOM Group! New Dates Added!

Fri, 30 Jul 2010 10:19:53 -0400

ZOOM Groups are special roundtable meetings specifically for agency principals, owners and key managers. We bring together 15-20 agency principals/owners from non-competing areas allowing them to share and exchange ideas over the course of a few days. If you're not already participating in a ZOOM Group, now is the time to take part! There are two convenient sessions scheduled for August 2010. Learn More!

Second Wind Salary Study Now Available!

Fri, 30 Jul 2010 10:19:53 -0400

Our annual report of advertising agency salaries is now available for purchase. Small Agency Salaries and Hourly Rates, June 2010 includes data from the Second Wind 2009 Annual Agency Survey specific to agency personnel issues and salaries. Because it focuses on smaller and mid-size advertising, graphic design, PR, marketing and interactive firms, this data is particularly valuable for assessing how your smaller agency compares to similar firms. Learn more or order now.

Does Ready-Media Sock Designers in the Jaw?

Fri, 30 Jul 2010 10:27:18 -0400

Even as we argue for the power of ideas, members of the design fraternity seem intent on undercutting the value of design and the creative community. Print magazine’s Steven Heller blogged last week about the newest, web-based “design templates” service, Ready-Media. The sting is not in the idea of design templates (those offerings have been around for at least a decade), but the fact that the site was launched by Roger Black, a renowned editorial designer whose credits include Rolling Stone, The New York Times Magazine, Newsweek, McCall's, The New Republic, Fast Company, Reader's Digest, Foreign Affairs, Advertising Age and Esquire. Read more about Black here; as for Ready-Media, we can’t speak to the quality of their templates, but their site could sure use a good copy-editor…

Radio Voyeurs

Fri, 30 Jul 2010 10:27:17 -0400

Radio pro Jeffrey Hedquist shares ips for writing radio copy that invites listeners into a conversation or situation to create intimacy and engagement.

This Month In the Newsletter - CUSTOMER CULTIVATION

Fri, 30 Jul 2010 10:28:31 -0400

In this issue of The Second Wind Newsletter, we discuss Customer Cultivation as a key business focus and potential agency service area. We look at customer relationship management (CRM) and why agencies should lead with customer-focused strategies and programs; consider how companies institute customer rewards programs, and what agencies can do to guide clients toward rewards as a business strategy; and review how the changing path to purchase has made customer cultivation and retention more critical, with suggestions for interactive service areas for developing customers into advocates and lead generators. We also discuss how access to detailed customer data is changing marketing from mass to intimate, enabling improved customer cultivation and retention; talk about how companies are integrating mobile technologies to build and retain customer bases, and examine how agencies can assist and guide clients toward smarter mobile CRM tactics. ...read more, Download Vol. 23 No. 5.

Pixar Tips on Fostering Innovation

Wed, 21 Jul 2010 11:05:19 -0400

The characteristics of a highly innovative workplace that promotes collaboration, ideation and a quality product, from Brad Bird of Pixar Studios.

Agency Principals, Don't Miss Our Next ZOOM Group! New Dates Added!

Wed, 21 Jul 2010 11:05:19 -0400

Inspiration from Mr. B

Wed, 21 Jul 2010 11:05:19 -0400

Sometimes we need to step back and remember why we got into this business… and what losing sight of those reasons means to our work and our agencies’ success. Mark Sneider of MarketPlace partner RSW/US shared on his blog this wonderful speech, When to Take My Name Off the Door, originally penned by advertising giant Leo Burnett in 1967. Can you affirm to having this kind of passion for setting standards and losing sight of what continues to matter—creativity, dedication and integrity? Thanks for sharing, Mark!

This Month In the Newsletter - CUSTOMER CULTIVATION

Wed, 21 Jul 2010 11:05:18 -0400

Moolah Customer Loyalty Program A Success for Every Idea

Wed, 21 Jul 2010 11:05:18 -0400

Every Idea Marketing, a Second Wind member from Bend, OR, recently developed a customer rewards/loyalty campaign for their client, Newport Ave. Market, with a goal of 3,500 subscribers in three months. The agency’s “Earn Moolah” campaign converted customers from an old-fashioned stamp program to scannable rewards cards. They gained 1,000 subscribers the first day of signup, and 5,500 subscribers within their three-month launch period. Others elements included outdoor signage and whimsical in-store banners.

Cultivate Customers Through Social Engagement

Thu, 17 Jun 2010 16:53:35 -0400

How one small business owner is harnessing customer brand engagement through social media to grow her business, and strategies for ad agencies to lead their clients toward appropriate social media tactics.

Last Call for Certified Financial Management!

Thu, 17 Jun 2010 16:53:35 -0400

Don’t miss the best financial training course in the ad industry! Second Wind’s two-day Certified Agency Financial Management™ Workshopwill take place next week at The Gleacher Center in Chicago on June 22 and 23, 2010. This advanced level course teaches ad agency and design firm financial employees how to make more money, maximize billings, improve cash flow and develop the right compensation strategies. Seats are still available. Learn more about Second WindCertification, or Register now.

If a Brand Is Just a Brand, Then What’s a Menifee?

Thu, 17 Jun 2010 16:53:35 -0400

Jim Hughes of The Brand Establishment recounts the brand development process for the master-planned community of Menifee, California, demonstrating how brand discovery identified previously unforeseen brand potential, and helped build a city

When “Green” Claims Go Toxic

Thu, 17 Jun 2010 16:53:34 -0400

The 2010 Gulf oil spill is a prime example of “greenwashing” biting a company where it hurts; BP’s green marketing claims run head-on into an environmental crisis, perhaps permanently damaging the brand’s reputation.

New Webinar! Power-Up Your New Business Effort

Thu, 17 Jun 2010 16:53:34 -0400

Does your agency understand how to use an ongoing knowledge-sharing program as a powerful thought-leadership tool? In a relationship business, trust plays a crucial role in attracting and keeping clients. On Tuesday, June 22, 2010, we’ll offer Thought Leadership – Keys to Success, presented by Larry Melnick, of Hunter New Business Development. Develop your “expert” status with clients and prospects. And, watch for our next webinar, Three Secrets of Effective Case Studies, on July 7. You’ll also find “Moving Prospects to Say ‘Tell Me More,’” and “How to Successfully Position Your Agency” in our Webinars Library. All sessions are part of Second Wind’s New Business Power-Up Series. Webinars are free to Second Wind members.

This Month In the Newsletter - GREEN MARKETING

Thu, 17 Jun 2010 16:53:34 -0400

In this special online-only issue of The Second Wind Newsletter, we discuss Green Marketing as an ad agency specialty, and three factors affecting successful green marketing. We examine why environmental concerns are more than a passing fad, and why companies can gain business benefits from claiming green brand positions now, including benefits and best practices lists. We discuss using social media to communicate green messages to client audiences and communities. We assess consumers’ slow adoption of greener behaviors, five product categories where adoption has been broader and quicker, and the “change without changing” dynamic. Finally, we look at how ad agencies can position themselves as green consultants, offer suggestions for being a greener agency and share a mini Green Glossary. ...read more, Download Vol. 23 No. 4.

blr/further Creates Website for Annual Bellin Run

Thu, 17 Jun 2010 16:56:50 -0400

Second Wind member blr/further of Birmingham, AL, launched a redesigned website for client Bellin Health’s annual 10K Bellin Run, held on the second Saturday in June in Green Bay, WI. The 34-year-old event is one of the largest 10K races in the USA. The new site,bellinrun.com, incorporates Facebook, a Twitter feed and a race blog. The Facebook page garnered over 1,000 fans in the first month. The blog provided training tips, runner profiles and event information leading up to the event, and invited social updates about the race.

Coke and Emeco Recycle Bottles to Make Chairs

Tue, 25 May 2010 12:24:42 -0400

A Coke recycling project is a good match for the brand, but is it enough to make a “green” claim? Includes links to US waste generation data.

Plan Now for the Certified Agency Financial Management Workshop

Tue, 25 May 2010 12:24:41 -0400

Now more than ever, ad agencies need to operate according to financial best practices. Train your staff to grow your profits and cultivate smarter financial procedures in two jam-packed days inChicago, IL, June 22-23, 2010. The Certified Agency Financial Management Seminar for Agency Financial Professionals offerscertification in ad agency financial strategies, including agency compensation plans and effective billing tactics. Learn more or Register Now.

Be a Greener Business for the Right Reasons

Tue, 25 May 2010 12:24:41 -0400

Why businesses should ground green marketing, or any cause marketing, on strong commitment, not just to a desire to improve brand reputation; includes new data on ocean warming related to greenhouse gases.

Tony Mikes of Second Wind to Present at 20th Annual How Design Conference

Tue, 25 May 2010 12:24:40 -0400

Second Wind’s founder and managing director, Tony Mikes, will be a presenter at the annual HOW Design Conference on June 7, 2010, at the Colorado Convention Center, Denver, Colorado.

Mikes will speak about developing an agency brand, shameless self-promotion, and using powerful content and inbound marketing strategies to become an attractor of new business prospects in his presentation, “Is Your Agency Interesting?” The session will take place from 10:45 a.m. to 12:00 p.m., Monday, June 7, 2010.

For more information, review our complete press release.

Green Marketing Requires Trust

Tue, 25 May 2010 12:26:45 -0400

Trust is a requirement for effective green marketing; companies using “green” positioning must understand customer and public expectations and be prepared to meet them.

This Month In the Newsletter - Special Issue on Convergence Marketing

Tue, 25 May 2010 12:27:16 -0400

In this issue of The Second Wind Newsletter, we discuss Convergence Marketing including: integrating agency social media and traditional personnel, as all media become equal elements in cross-channel marketing strategies; defining multi-channel and cross-channel marketing, and why cross-channel is the preferred 21st century strategic approach; and how agencies must fearlessly test new and social media tactics, by treating every media plan as a “beta” rather than waiting to acquire “expertise.” ...read more, Download Vol. 23 No. 2-3.

Plan Now for the Certified Agency Financial Management Workshop

Thu, 6 May 2010 13:29:39 -0400

Why Do Cause Marketing?

Thu, 6 May 2010 13:29:39 -0400

Reputation management has become big business, and cause marketing plays an influential role in shifting public perceptions of companies and products.

Tony Mikes of Second Wind to Present at 20th Annual How Design Conference

Thu, 6 May 2010 13:29:39 -0400

For more information, review our complete press release.

Damage Control Advertising: How Much Is Too Much?

Thu, 6 May 2010 13:29:38 -0400

A comparison of the brand crisis responses of Toyota and General Motors, and why Toyota’s trusted brand is enabling a quick recovery, while GM is losing opportunity by playing fast and loose with the truth.

New Media Is a Team Effort

Thu, 6 May 2010 13:29:38 -0400

New media tactics are becoming just another set of options that agencies should automatically consider as part of the cross-channel marketing mix.

This Month In the Newsletter - Special Issue on Convergence Marketing

Thu, 6 May 2010 13:29:38 -0400

n this issue of The Second Wind Newsletter, we discuss Convergence Marketing including: integrating agency social media and traditional personnel, as all media become equal elements in cross-channel marketing strategies; defining multi-channel and cross-channel marketing, and why cross-channel is the preferred 21st century strategic approach; and how agencies must fearlessly test new and social media tactics, by treating every media plan as a “beta” rather than waiting to acquire “expertise.” ...read more, Download Vol. 23 No. 2-3.

Finelight Aims for Creative “So Good It Makes You Sick”

Thu, 6 May 2010 13:33:15 -0400

Second Wind member Finelight, a national mar-comm firm based in Bloomington, IN, likes to push for unique creative solutions to client problems. They sold a $12 million dollar Learjet 60 XR with a customized direct mail piece, and wrote an eye-stopping headline for a local hospital print ad to stand out in an ad-cluttered environment. When client Herff-Jones, supplier of high school graduation products, asked for a new website to showcase products, Finelight created an interactive microsite with social features for students and parent-attracting info. The site has drawn 5,300 unique visitors since its launch, exceeding goals for page views and time spent per page. At the agency blog, staffer John Jacobsen writes: “Start by throwing out the mentality that you’re only as good as what you’ve been asked to do. Your client list shouldn’t limit creativity.”

More on Small+Smart Agencies

Mon, 3 May 2010 12:06:24 -0400

How doing one thing very well can differentiate your ad agency brand, and how being a small+smart agency may be “green” as well as brand-sensible.

Tony Mikes of Second Wind to Present at 20th Annual How Design Conference

Mon, 3 May 2010 12:06:24 -0400

For more information, review our complete press release.

Is Green Ink “Green"?

Mon, 3 May 2010 12:06:23 -0400

Green pigments (as well as other colors) may be environmentally toxic due to organic compounds and chemical additives used in their manufacture, but digital marketing also leaves a carbon footprint; includes links to toxins in pigments that designers should be aware of; and an energy and materials use calculator.

TriComB2B Merges Tech Specialty with Trend-spotting

Mon, 3 May 2010 12:06:23 -0400

Second Wind member TrimComB2B of Vandalia, OH, is a B2B-focused marketing and communications agency that frequently works in sectors leading the way in energy conservation and environmental innovation. One emerging industry they are watching is wind energy.TriCom staffers attended the WindPower 09 conference, and have clients in several alternative energy markets. TriComB2B was also recently named one of the Dayton Business Journal’s 2010 Best Places to Work.

This Month In the Newsletter - Special Issue on Convergence Marketing

Mon, 3 May 2010 12:08:40 -0400

How Green Are You?

Wed, 21 Apr 2010 10:56:57 -0400

This week marks the fortieth anniversary of Earth Day, a grass roots-driven demonstration that began as an experiment in the power of citizen activism in the late 1960s, and has become a worldwide movement in the new millennium. Over the next month, we’ll be writing about “green” as a business strategy, and social commitment and a marketing service. Watch for green content in our newsletters, on Facebook and here on the Home Page.

Nike’s® New Tiger/Dad Ad: Forgive Me, Father…

Wed, 21 Apr 2010 10:56:57 -0400

Analysis of a Tiger Woods/Nike® ad as the celebrity spokesperson returns from months of personal scandal, and whether such associations are valuable for brands.

The Agency Values Poster

Wed, 21 Apr 2010 10:56:56 -0400

Using agency values to build a strong culture, retain employees and get everyone in the agency to be brand ambassadors. Includes a sample agency values poster.

Puma’s Clever Little Bag Reduces Wasteful Packaging

Wed, 21 Apr 2010 10:56:56 -0400

An example of sustainable manufacturing practices as part of a company’s brand vision is Puma’s “clever little bag” packaging, part of a broad push to reduce packaging waste and use of resources by 2015.

Delucchi Practices Green Marketing and Green Business

Wed, 21 Apr 2010 10:56:56 -0400

Delucchi Strategic Communications of Washington, DC and San Francisco, CA, is a brand and strategic communications firm with a specialty in real estate and development. As such, they have ten years of experience in green marketing campaigns built around sustainability and “green” development. In fact, Delucchi’s own officesare LEED® Silver Certified by the US Green Building Council. Green as a business strategy is closely tied to green values, says owner Christine Delucchi. “It is rewarding when personal values can transcend into your profession and office environment.”

Yellow Pages Redesigns Iconic Logo for Internet Era

Mon, 12 Apr 2010 15:50:44 -0400

Yellow Pages Canada updated the iconic “walking fingers” logo to reflect its focus on interactive services, but did they truly differentiate an already compromised brand?

Register now for Certified Account Executive College!

Mon, 12 Apr 2010 15:47:56 -0400

Are your account service people proficient enough to help you retain valuable clients and grow new opportunities as business picks up? Gain the skills your agency needs at Certified Account Executive College in Chicago, IL on April 20, 21 and 22, 2010. These three powerful seminars – A Complete Guide to Account Service, Account Planning and Strategic Planning for Smaller Agencies and Writing Winning Proposals, Giving Winning Pitches – are among the best in the industry at teaching agencies how to keep and grow accounts. Learn more about Second Wind Certification, or Register now.

EZStreet Uses Direct Mail Guerrilla Marketing

Mon, 12 Apr 2010 15:47:56 -0400

A direct mail and web-based “guerrilla” marketing campaign highlights how to achieve impact, be memorable and encourage viral sharing.

How Do You Charge for Planning Services?

Mon, 12 Apr 2010 15:47:56 -0400

We asked site visitors to answer that question in our most recentQuick Poll. Respondents reported that they primarily charge for planning services by hourly rate, with 52 percent of respondents using this billing method. Another 32 percent said they charge one all-inclusive price. Just 16 percent said they use milestone billing, breaking planning into phases (analysis, plan development and execution) and billing separately for each phase. Milestone billing can be a useful way to add perceived value to your planning services as well as help clients by spreading out payment over time. Read more about Milestone Billing.

This Month In the Newsletter - Special Issue on Planning as an Agency Service

Mon, 12 Apr 2010 15:47:55 -0400

In this issue of The Second Wind Newsletter, we discuss Marketing Planning and Strategic Planning as ad agency services. Tony Mikes explains why marketing planning positions advertising agencies as client strategic partners; shares selling tactics for persuading clients to use marketing planning; offers a Management by Objective planning flowchart; and discusses tying risk-based compensation to plan objectives. We define the three levels of marketing planning; examine the “agile marketing” concept including five characteristics of an agile marketing organization; and review changing client perceptions of the agency by bringing a planning mentality to every project. ...read more, Download Vol. 23 No. 1.

Catalyst Reaches out on April 1st Anniversary

Mon, 12 Apr 2010 15:47:55 -0400

While many ad agencies, like most businesses, send traditional end-of-year holiday greetings to customers and prospects, most ignore additional out-reach opportunities throughout the year. To stand out from competitors, try leveraging other holidays to “break through” to customers who may miss or ignore your end-of-year messaging.Catalyst Advertising of Pittsburgh, PA sent an April Fool’s “Classic Prank Kit” to their email list—coincidentally, also celebrating their anniversary date, April 1, 1984. The agency reaches out regularly at times when competitors may not think to do so, keeping their name in front of clients and prospects with clever offerings, news and content. Add this strategy to your agency self-promotion tactics. Visit Chase’s Calendar of Events for a list of US observance months.

CRM – Wal-Mart Brand-Cutting Fires Up Backlash

Wed, 24 Mar 2010 13:16:41 -0400

Brand-loyal consumers demanded Wal-Mart restock slow-selling products the store eliminated to cut costs, showing again the importance of considering customers in all business decisions.

Register now for Certified Account Executive College!

Wed, 24 Mar 2010 13:16:43 -0400

Trust – You Can't Rush It Without Breaking It…

Wed, 24 Mar 2010 13:12:37 -0400

Lead development consultant Larry Melnick discusses building trust over time to win new business prospects, and why pushing too hard to win can break trust.

Tony Mikes to Speak at Workamajig® Workology Conference

Wed, 24 Mar 2010 13:12:37 -0400

Second Wind founder and managing director Tony Mikes will be a presenter at the Workamajig Workology Conference 2.0 on April 14, 2010, at the Hotel del Coronado, San Diego, California. Tony will speak on “Financial Analysis and Management Reporting” from 8:30 to 10:00 a.m., and will also host a breakout session at 3:30 p.m. on the same topic. The four-day Workology event is the Workamajig user group conference, a collaborative forum to help advertising and graphic design professionals maximize company potential. Other noted industry speakers will discuss project management as a customer relationship management tool, as a traffic and workflow enabler, and as a part of financial analysis and management. Hope to see you there!

Learn About Second Wind Research with KiKi!

Wed, 24 Mar 2010 13:12:36 -0400

As the economy heats up and clients restart their marketing budgets, it’s a great time to discover the benefits of using Second Wind Research. To keep up with new marketing info, survey reports and data, sign up to receive KIKI, our monthly research newsletter filled with helpful research topics, current account planning news and special research promotions. KIKI is Second Wind’s Kwik Information Kwik Intelligence Ace; her insights will help you stay ahead of the curve. View a recent issue of KIKI!

This Month In the Newsletter - Special Issue on Planning as an Agency Service

Wed, 24 Mar 2010 13:12:36 -0400

In this special Marketing Planning issue of The Second Wind Newsletter,we discuss Marketing Planning and Strategic Planning as ad agency services, including: why marketing planning positions advertising agencies as client strategic partners; selling tactics for persuading clients to use marketing planning; a Management by Objective planning flowchart; tying risk-based compensation to plan objectives; the three levels of marketing planning; “agile marketing” including five characteristics of an agile marketing organization; changing client perceptions of the agency by bringing a planning mentality to every project; four key factors in creating, selling and implementing successful marketing plans; encouraging client ownership of the plan; twenty benefits of marketing planning that can be used to sell planning services; developing and trademarking agency branded processes as sellable products; incorporating client, industry and market research into a marketing plan; a basic marketing plan outline, and the value and benefits of agency account planning services built on an understanding of clients’ customers.

What Should Your Agency Website Look Like?

Tue, 9 Mar 2010 10:37:23 -0400

What a contemporary advertising agency website should consist of, including: fluid, flexible architecture; frequent updates; integrated social tactics; optimized content and lead capturing functionality.

Register now for Certified Account Executive College!

Tue, 9 Mar 2010 10:36:37 -0500

In the Pits, or Off to the Races?

Tue, 9 Mar 2010 10:33:31 -0500

Why being a more strategic, consultative agency will become the norm as agencies reposition to accommodate a changing marketing environment, and tighter client budgets.

Join Us for Our Online Media Webinar, March 24

Tue, 9 Mar 2010 10:33:31 -0500

Second Wind is happy to present a new webinar, “How Can I Best Use Online Media Today?” Is online just for direct response? How have advertisers used online successfully for branding? What is the equivalent of a TV GRP, online? These are just a few of the questions advertisers ask before fully integrating digital media into their plans.Jay Friedman, COO of Goodway Group, will discuss how the rationale for using digital media is often no different than the rationale put forth by advertisers for using TV, radio, or print.

Jay will also discuss online media user demographics, what you can measure, how to build an effective online campaign, where to focus and what to avoid, and integrating online as an accountable part of your media mix. This session will be presented March 24, 2010 Read more or register now. Also, you’ll find our recent Search Engine Optimization and Pay-Per-Click webinars in the Webinars Library.Webinars are free to Second Wind members.

Learn About Second Wind Research with KiKi!

Tue, 9 Mar 2010 10:33:31 -0500

Are You Using Media Best Practices?

Tue, 2 Mar 2010 09:56:13 -0500

A refresher course in media best practices for advertising agencies.

Register now for Certified Account Executive College!

Tue, 2 Mar 2010 09:56:10 -0500

Are Ad Agencies Doomed? We Think Not…

Tue, 2 Mar 2010 09:56:09 -0500

Why advertising agencies are not doomed, as long as they are able to adapt to changing client needs and be innovative, customer-focused and business-building thinkers.

Catalyst Offers “MOOOOORE” from Valley Dairy

Tue, 2 Mar 2010 09:56:07 -0500

Recession advertising emphasizes getting maximum return for your spending dollars. With many restaurants facing customer drop-off, Second Wind member agency Catalyst Advertising of Pittsburgh, PA, created a fun strategy to build traffic for area eatery Valley Dairy Restaurant. Using the tagline, “Eat Like a Cow,” the campaign features print, TV, POP and promotional items all inviting diners to “just ask for Moooore” to get a little extra food free of charge. See the video here, and samples from the campaign here.

This Month In the Newsletter - Inbound, New Business and Planning

Tue, 2 Mar 2010 10:02:11 -0500

In this issue of The Second Wind Newsletter, we discuss: the rise of inbound marketing, including social media, social media public relations and search engine optimization; how brands are becoming more conversational to engage with social consumers; six tips for writing self-promotional agency blogs to attract prospects and enhance your brand; and reasons agencies need to grow interactive and social media capabilities to serve clients eager to use online marketing. We examine why agencies need to experiment, test and invest passion in differentiating ideas. You’ll also find a step-by-step process for developing an agency business plan, including setting goals, identifying needs and involving employees; and a sample new business pipeline report to evaluate new business success and project a budget for achieving a win.

Make Your Presentations “Stickier”

Tue, 23 Feb 2010 10:44:12 -0500

Making your new business pitches and creative presentations more compelling by employing ideas from Made to Stick by Chip and Dan Heath.

Lessons from Neiman Marcus

Tue, 23 Feb 2010 10:44:10 -0500

How outrageous sales promotions like the Neiman Marcus Christmas Book builds brands and sells products, and how local brands can use similar promotional tactics to boost traffic and sales using the power of radio.

The Ungar Group Promotes Haiti Relief in New Video

Tue, 23 Feb 2010 10:44:08 -0500

As the Haiti earthquake recedes from nightly news coverage, the crisis in that impoverished nation continues, even worsens. Rebuilding and support for the victims will take years of effort, as well as plenty of ongoing funding from rescue and charitable organizations. Second Wind member The Ungar Group of Chicago, IL, is doing their part with an agency-donated video supporting the American Red Cross Haiti Relief campaign, one of many ongoing awareness campaigns by relief organizations. ViaMedia cable channels will donate airtime over the next six months to the Ungar video. Donors can also go direct to these websites: American Red Cross; Habitat for Humanity; and Partners in Health.

This Month In the Newsletter - Inbound, New Business and Planning

Tue, 23 Feb 2010 10:44:14 -0500

In this issue of The Second Wind Newsletter, we discuss: the rise of inbound marketing, including social media, social media public relations and search engine optimization; how brands are becoming more conversational to engage with social consumers; six tips for writing self-promotional agency blogs to attract prospects and enhance your brand; and reasons agencies need to grow interactive, social media capabilities to serve clients eager to use online marketing. We examine why agencies need to experiment, test and invest passion in differentiating ideas. You’ll also find a step-by-step process for developing an agency business plan, including setting goals, identifying needs and involving employees; and a sample new business pipeline report to evaluate new business success and project a budget for achieving a win. Read more...Download Vol. 22 No. 12.

Toyota Brand Crisis Provides Lessons in Reputation Management

Wed, 17 Feb 2010 11:46:54 -0500

Toyota’s massive 2010 automobile recalls demonstrate important brand reputation management and crisis communications lessons, even as their cross-channel PR campaign hits the right notes.

RSW/US Survey Featured in AdWeek

Wed, 17 Feb 2010 11:45:57 -0500

Second Wind Marketplace partner, RSW/US, published their annual A Client’s Perspective on Agencies survey earlier this week. A key finding: agencies that claim digital expertise were ranked at between 1 and 5 on a scale of 1-10, with ten being excellent. This disconnect between agency and client perceptions of agency digital skills is harming many account relationships. “The agency that can help clients understand how to use social/digital and how to integrate these [media] effectively into more traditional initiatives will, in the end, win the day,” says RSW president Mark Sneider. Take a few moments to download the survey, which was also written up by AdWeek.

Bouvier Kelly President Wins Prestigious PR Award

Wed, 17 Feb 2010 11:45:26 -0500

Denny Kelly, President and CEO at Greensboro, NC agency Bouvier Kelly, just received the 2010 Effective Communicator award from their local chapter of the Public Relations Society of America (PRSA). “Our clients and others familiar with her work will not be surprised at this recognition for Denny,” said BK’s vice president of PR Steve Powell. “Her ability to foster effective communication between a brand and those who relate to it is well known, and has helped shape Bouvier Kelly's knack for transforming brand communication into a relationship-building experience.” The award is the highest honor given by local PRSAs to communications leaders—those who make earnest, clear, consistent and proactive two-way communication a fundamental leadership element. Congratulations, Denny.

This Month In the Newsletter - Inbound, New Business and Planning

Wed, 17 Feb 2010 11:44:54 -0500

Is Inbound Marketing an Answer?

Tue, 9 Feb 2010 11:33:12 -0500

An overview of inbound marketing tactics, including blogs, podcasts, social media and search engine optimization, and why advertising agencies should offer inbound marketing to clients.

Second Wind Schedules Pay Per Click (PPC) Webinar

Tue, 9 Feb 2010 11:32:40 -0500

Online search is a $15B industry and 90% of that spending goes to Pay Per Click marketing. This category of online spending is projected to double in size by 2014 to $31.5B. As the spending increases, the search engines are adjusting how these ads are displayed to optimize their revenues and to improve relevance to the end user. Understanding the details of how this works will allow you to insure your campaigns receive the highest return possible.

Sharon Swendner of .Com Marketing will conduct our new Second Wind webinar, Pay Per Click (PPC) on Wednesday, February 17, 2010, at 2:00 p.m. Eastern time. Read more or register now.Webinars are free to Second Wind members.

20 Tips for Account Winning Pitches

Tue, 9 Feb 2010 11:31:07 -0500

Twenty depth-research tactics from consultant Paul Field for gaining data, intelligence and insights that will help your agency create smarter pitches to win new business.

This Month In the Newsletter - Inbound, New Business and Planning

Tue, 9 Feb 2010 11:30:28 -0500

GatesmanMarmion Wins PR Awards for Qdoba’s “Lucky Burrito”

Tue, 9 Feb 2010 11:30:04 -0500

You may recall a fun story we printed about member agencyGatesmanMarmionDrake+Dave, the Pittsburgh-based agency behind the Qdoba “Lucky Burrito” campaign of 2009. The agency won three Renaissance Awards from the Public Relations Society of America (PRSA) for their Qdoba social media campaign, as well as for a CMTA NYC fundraising event, and their Arbarta newsletter, in competition with big agencies including Ketchum, Brunner, EuroRSCG and Burson Marsteller. Congrats to president John Gatesman and his hardworking and savvy staff!

LAST CALL! RESTART with Agency Owner/Manager Workshops

Tue, 2 Feb 2010 11:09:10 -0500

Have you registered for Second Wind’s Restart 2010: Agency Owner/Manager Workshops? Seats are filling fast. These management-level, one-day workshops cover three critical topics: 21st century new business, agency valuation and succession planning, and our new seminar about the changing agency model,The Small+Smart Agency. Members, use your SuperSaver Vouchers! Seminars will be held in Las Vegas, Nev., February 9, 10 and 11, 2010. Register today!

SMS Texting: The New Direct Response

Tue, 2 Feb 2010 11:08:28 -0500

Revisiting mobile text messaging (SMS) as a fund-raising tactic for non-profits in the wake of the January 2010 Haiti earthquake.

So You Want to Be a Designer… Tips for Your Communications Design Job Hunt

Tue, 2 Feb 2010 11:07:46 -0500

Advice for young creatives seeking work at an advertising agency, including the interactive portfolio, conducting agency research and persistent pursuit.

This Month In the Newsletter - Inbound, New Business and Planning

Tue, 2 Feb 2010 11:06:59 -0500

n this issue of The Second Wind Newsletter, we discuss: the rise of inbound marketing, including social media, social media public relations and search engine optimization; how brands are becoming more conversational to engage with social consumers; six tips for writing self-promotional agency blogs to attract prospects and enhance your brand; and reasons agencies need to grow interactive, social media capabilities to serve clients eager to use online marketing. We examine why agencies need to experiment, test and invest passion in differentiating ideas. You’ll also find a step-by-step process for developing an agency business plan, including setting goals, identifying needs and involving employees; and a sample new business pipeline report to evaluate new business success and project a budget for achieving a win. Read more...Download Vol. 22 No. 12.

RESTART with Agency Owner/Manager Workshops

Wed, 20 Jan 2010 14:03:42 -0500

Second Wind announces three important one-day sessions for agency owners and key managers to quickly get their advertising agencies and marketing firms going for 2010. RESTART 2010: Agency Owner/Manager Workshops will be held in Las Vegas, Nev., February 9 through 11. Workshops include our annual Agency Buy, Sell Retire, Transition and Valuation session; Total New Business Success for 2010; and a new workshop, The Small+Smart Agency, detailing how agencies can become more efficient, more flexible and more agile for the new economy. Learn more or Register Now.

What Happens When Brands Put Customers Second

Wed, 20 Jan 2010 14:04:24 -0500

A move by Warner Bros. Studio to combat low DVD sales by limiting NetFlix access to new releases generated a social-media-enabled consumer backlas

Does KFC’s Guerilla Marketing Fit the Brand?

Wed, 20 Jan 2010 14:05:06 -0500

KFC battles critics of international ads and pushes forward with US guerilla tactics aimed at building perceptions of community support; but is it brand-appropriate?

Second Wind Has 350 Fans on Facebook.

Wed, 20 Jan 2010 14:05:46 -0500

Second Wind is proud to claim 350 Facebook fans as of last week. If you haven’t visited Second Wind on Facebook, please stop by. We offer daily updates of discussions, interesting posts, and industry news and commentary. Join the community! Share your own Facebook pages.

Moses Anshell Promotes “Squeeballs” for Nintendo Wii

Wed, 20 Jan 2010 14:17:35 -0500

Arizona-based Second Wind member Moses Anshell has been promoting Nintendo’s popular Wii gaming console with PR, game promotions and special events. Recently, they developed and executed strategies for a new family-friendly Wii game, “Squeeballs,” including sending the game to 100 game reviewers across the US, and giving 12 lucky reviewers a free game and “extras” package. They also created Facebook and Twitter accounts around game characters Bully and El Toro and produced viral videos. In addition, the agency just teamed Wii and retailer The Sports Authority to host workout events lead by TV-trainer Jillian Michaels to promote the new Wii Fit Plus.

SuperSaver Vouchers Offer Extended to January 31!

Wed, 13 Jan 2010 10:36:20 -0500

We are extending our exclusive members’ offer for SuperSaver Vouchers, good toward Second Wind Seminars through January 31, 2010. Apply these members-only Vouchers to substantially reduce the cost of employee training. Order now to apply vouchers to February seminar registrations! Vouchers are available for purchase until the end of this month—then they are gone until next December. Order using your Supersaver mailer, call 610-374-9093 for details or order online. And preview the full 2010 Second Wind Seminars schedule.

Face Time: Creative American Express Campaign Takes Relational Advertising to a New Level

Wed, 13 Jan 2010 10:34:59 -0500

How American Express uses images that mirror the human face to draw people in and make them take notice.

Last Call – Publications Sale Ends 1/15

Wed, 13 Jan 2010 10:34:26 -0500

We’ve extended our holiday publications sale through January 15, 2010. Don’t miss this opportunity to save 50% off the regular price on all Second Wind training manuals. These are the same manuals we use at Second Wind Seminars. Build your library and prepare your agency personnel for 2010. SALE ENDS FRIDAY. Enter code MAN50 at Checkout.

Built to Last? Sustainability Is the New Watchword

Wed, 13 Jan 2010 10:33:27 -0500

A history of “planned obsolescence” as an American manufacturing and marketing practice, and how consumer demand for more sustainable products and processes is driving this one-time engineering tool into disuse.

RESTART with Agency Owner/Manager Workshops

Wed, 13 Jan 2010 10:31:14 -0500

Breakfast Brand Breakdown: Morning Madness at the Grocery Store

Mon, 30 Nov 2009 16:04:09 -0500

Brand marketing missteps in the age of consumer talkback can damage brand reputation as well as consumer trust in brand messaging.

Members-Only Supersaver Vouchers On Sale Now!

Mon, 30 Nov 2009 16:03:28 -0500

Save up to 40% on Second Wind Seminars!
It’s the most wonderful time of the year… to buy SuperSaver Vouchers good toward Second Wind Seminars in 2010 and beyond! These members-only Vouchers can be applied to any Second Wind seminar to substantially reduce the cost of employee training. (Sorry – vouchers are not applicable to Desktop Learning or other online training sessions.) Vouchers are only available for purchase until December 31, 2009, so get ’em while they’re hot! If you haven’t received your Supersaver mailer, call 610-374-9093 for details or order online. And preview the full 2010 Second Wind Seminars schedule.

Let's Make the CONNECTION

Mon, 30 Nov 2009 16:02:58 -0500

Connection planning as a higher level of account planning, incorporating media expertise, brand focus and consumer understanding for more effective and engaging marketing campaigns.

New RSW Report on Ad Agency New Business and Social Strategies

Mon, 30 Nov 2009 16:02:05 -0500

As the economy recovers, 65 percent of surveyed ad agencies and marketing firms are finding new business conditions harder this year than in years past, according to a new survey conducted by lead generation and business development firm RSW/US and Second Wind Online. In the 2009 Agency New Business Survey, agencies said there are “fewer opportunities out there,” and that it’s “harder to break through to clients.” The survey also examines how agencies are (and are not) using social media for self-promotion and lead generation. Download the free report at RSW/US, and read the article in Adweek.. RSW/US is a Second Wind Marketplace partner.

2010 Seminars Schedule Now Posted!

Mon, 30 Nov 2009 16:01:28 -0500

We have another great year of training sessions planned for 2010. Take a look at our Seminars Schedule to read about updated and new offerings, including February’s The SMALL+SMART Agency, our retooled Total New Business Success for 2010, and our annual Agency Owner’s Buy, Sell Retire, Transition and Valuation Workshop. And members can take advantage of our annual SuperSaver Vouchers offer. We’ll see you on the road!

KineticMG Boosts KOA Reservations 35 Percent

Mon, 30 Nov 2009 16:00:54 -0500

Kinetic Marketing Group of Billings, MT, had a great starting base for their direct marketing campaign for KOA Campgrounds—one million campers receptive to fun, fresh ideas. Kinetic designed a newsletter that could be individualized to each KOA campground, making it easy to tailor content to a wide range of camper audiences. KOA saw a 35 percent increase in reservations at campgrounds that used the newsletter. The campaign also included ads, sales collateral, booth graphics and logo design. Other Kinetic clients include Rocky Mountain Health Network, Grains of Montana, Kodak and City Brew Coffee.

Quick Poll Says Agencies Pitching More New Business

Mon, 9 Nov 2009 21:39:37 -0500

In our most recent Quick Poll, we asked agencies about new business pitching over the first three quarters of 2009. Fifty-five percent said they are pitching “more new business than normal.” Fourteen percent said they’re pitching at normal levels. A lucky 17 percent only pitch on request. (Are they really that busy?) Twenty percent are pitching less new business than normal. As for the 2 percent who’ve stopped pitching altogether, now is the time to renew your new business efforts. The economy may still be dragging, but clients can’t go without marketing forever. Are you prepared to restart?

Crosby Boosts Kaiser Permanente with Mobile Campaign

Mon, 9 Nov 2009 21:38:10 -0500

Crosby Marketing of Annapolis and Bethesda, MD, built a mobile outreach campaign for healthcare giant Kaiser Permanente aimed at building a new prospects list and enabling ongoing communication and relationship building. The Mobile Wellness Coach delivers daily health tips, healthful recipes, information and more directly to registered mobile users among a targeted group of Federal employees. The campaign generated 1,000 opt-ins over three months.

Digital Billboards v. Mobile Marketing

Mon, 9 Nov 2009 21:37:39 -0500

A Second Wind member was recently faced with a dilemma: one of their clients insisted on a digital billboard campaign, while the agency knew this client did not have the budget, and also knew a digital outdoor program was not the optimal way to reach the client’s customers. Instead, the agency suggested a mobile marketing program as part of the overall strategy. The agency and client were at an impasse, so the agency turned to Second Wind for thoughts and suggestions. The following includes basic information we compiled on digital billboards and mobile marketing, as well as our recommendations for how to proceed with the client.

Kick-Starting 2010

Mon, 9 Nov 2009 21:36:53 -0500

Amazingly, the advertising business is not listed as a leading economic indicator. Don't know how they missed that one! As always when the economy bumps and grinds, we seem to be the canary in the coal mine. Now I'm seeing some agencies that have been doing well getting ready to grab more, while others are still suffering.

Making Your Public Relations Modern

Wed, 4 Nov 2009 11:00:09 -0500

Public relations is evolving before our eyes. A new type of press release, the social media release (SMR), is beginning to dominate the public relations scene and is becoming the standard among journalists and PR people seeking to use social media to boost news distribution and information dispersal. Your agency needs to learn about this new type of press release or risk getting left in the proverbial dust!

Mint.com Self-Manages Marketing to $170M Cash Deal

Wed, 4 Nov 2009 10:58:22 -0500

If ad agencies and other marketing firms aren’t quaking in their boots about whether the Web 2.0 era has irrevocably impacted their businesses, they should be. As more and more companies shift ad budget dollars online, they are discovering that they can build successful business models by using a host of “free” marketing and analytic options that once were available only through expensive offline service providers… or from advertising agencies. The story of Mint.com is a case in point.

Proposals Aren’t Persuasion

Wed, 4 Nov 2009 10:58:03 -0500

Ah, the new business proposal… the bane of most ad agency principals’ business lives. Don’t you just loathe having to assemble that tedious document for prospects? RFPs are especially onerous, with all of their nit-picking requirements that must be met to the letter, and the soul-draining format that prevents your injecting any degree of agency brand personality into the pitch.

What Agencies Must Remember to Do Before They Pitch

Wed, 4 Nov 2009 10:57:28 -0500

If we can sing our own praises very briefly, RSW/US has had some strong client wins lately. One in particular serves as a reminder of what you should, or really must do before you go into that first pitch meeting.

Employees as Facebook “Fans”?

Wed, 4 Nov 2009 10:56:33 -0500

There are always interesting discussions going on in Second Wind Online’s member Forums. Recently, in the wake of our Facebook Webinar, Steve Fales, principal at agency AdServices of Hollywood, FL, posted a question about how an agency’s employees might participate on the agency’s Facebook page.

But How Do You Really Feel? Sentiment Analysis in the Age of Social Media

Tue, 22 Sep 2009 14:44:53 -0400

The new data monitoring practice of sentiment analysis, which tracks conversational and opinion trends across media websites and the social web to assist in brand reputation management.

Pitching the Right Stuff – Local and Online

Tue, 22 Sep 2009 14:46:53 -0400

The growing importance of local search marketing for smaller businesses, and how advertising agencies can improve new business pitch success by incorporating local, social and online strategies in proposals.

Looking for New Business Advice? View Our Featured Content!

Tue, 22 Sep 2009 14:47:30 -0400

Focusing on new business is more important than ever. This week we're featuring a selection of articles that offer proven techniques to help your agency build a strong new business program.Second Wind has thousands of articles and resources to help you and your agency BE Better. Our materials cover every aspect of the agency business and are written specifically for smaller to mid-sized agencies. Featured items change frequently so please visit often for new topics!

BCG Communications Plans Monsanto Media Event

Tue, 22 Sep 2009 14:49:23 -0400

Canadian Second Wind member BCG Communications of Winnipeg, Manitoba, worked with Monsanto Canada to plan and coordinate a media event announcing the construction of a state-of-the-art breeding center near the firm’s Canadian headquarters in the University of Manitoba’s Smartpark. Monsanto’s research and development in canola crop technologies is becoming a primary focus of the firm’s Canadian agricultural business. BCG recently celebrated their “Sweet 16” anniversary.

This Month In the Newsletter - Account Service and New Business

Tue, 22 Sep 2009 14:50:14 -0400

In this issue, we issue examine current agency account service and new business priorities. Tony Mikes discusses why chemistry matters in ad agency new business presentations, and provides some tips for injecting chemistry into a pitch. We report the results of a study from Marketplace partner RSW-US on mid-year 2009 client-agency trends, and why agencies need to get back to the basics of selling their clients’ products. We also look at the use of online diaries to record client-ad agency interactions and track project-related communications, and share a sample client contact report; offer tips for how to build agency-client relationships that grow accounts and gain more work from existing clients; and share six tips for using innovation and creativity to make your ad agency an indispensable partner to clients and prospects. Download Vol. 22 No. 8.

Most “Men” Lead Lives of Quiet Desperation

Fri, 4 Sep 2009 13:29:46 -0400

A consideration of the third season of the television show “Mad Men” and how the plot and symbolism are setting up a climax at a critical juncture in American history.

Looking for New Business Advice? View Our Featured Content!

Fri, 4 Sep 2009 13:31:00 -0400

Deep Sea Diving Yields Better Proposals

Fri, 4 Sep 2009 13:32:03 -0400

“Deep-sea diving” as a process for probing for client and prospect needs, including asking for a need statement, gathering information from multiple client contacts and using consumer research to build solutions that reach each target audience.

Certified Account Executive College!

Fri, 4 Sep 2009 13:32:59 -0400

Jump start the recovery by giving your people the account service skills they need to get more business from valuable clients and win new accounts! Our Certified Account Executive College in Costa Mesa, CA, on September 22, 23 and 24, 2009 offers three powerful seminars – A Complete Guide to Account Service, Account Planning and Strategic Planning for Smaller Agencies and Writing Winning Proposals, Giving Winning Pitches – that are among the best in the industry at teaching agencies how to keep and grow accounts. Learn more about Second Wind Certification, or Register now.

CO Increases Penalties for Misclassifying Independent Contractors

Fri, 4 Sep 2009 13:33:58 -0400

Colorado legislation moves to toughen penalties and increase enforcement on misclassification of employees as independent contractors.

New AMA Roundtable Discusses Social Media

Fri, 4 Sep 2009 13:36:08 -0400

The St. Louis Chapter of the American Marketing Association (AMA) conducted a 2009 roundtable discussion with fourteen local area Chief Marketing Officers on how they are using or testing social media to engage with and listen to consumers. The discussion included benefits and limitations of social media; the importance of continuing traditional market research as an adjunct to social media feedback; and experience-based recommendations.

Need Recession Beating Techniques? View Our Featured Content!

Mon, 24 Aug 2009 11:36:24 -0400

Second Wind has thousands of articles and resources to help you and your agency BE Better. Our materials cover every aspect of the agency business and are written specifically for smaller to mid-sized agencies. This week we're featuring a selection of articles on sure-fire recession beating techniques to help your agency weather the economic storm. Featured items change frequently so please visit often for new topics!

Social Media in Action Desktop Learning Series

Mon, 24 Aug 2009 11:37:46 -0400

Harness the power of social media for your agency and your clients! We’ve bundled our Second Wind Social Media in Action Desktop Learning Series into one amazing on-demand tutorial. Jam-packed with valuable information about Facebook, Twitter, B2B social media and blogging for your agency and clients, these Desktop Learning sessions were produced specifically for advertising agencies. Learn more or Order Now!

GM Brags on Volt, Consumers “Revolt”

Mon, 24 Aug 2009 11:38:20 -0400

General Motors’ press conference about the 2011 electric car Volt becomes a lesson in consumer backlash, while Honda and Toyota quietly pursue innovation and reliability.

NEW! Small Agency Salaries and Hourly Rates Report

Mon, 24 Aug 2009 11:39:04 -0400

Second Wind Publications just released its annual study on ad agency salaries and related payroll and benefits issues. The report examines salary trends among our member agencies and shares findings from the Second Wind’s 2008 Annual Agency Survey Report. Additionally, the report explains hourly rate calculation and provides typical small agency hourly rates data. A special overview of healthcare benefits reform is included. Learn more or buy now.

Responsibilities of the Traffic Manager

Mon, 24 Aug 2009 11:39:39 -0400

Dawn Travelstead of Developware, Inc., shares an overview of the responsibilities of an advertising agency traffic manager/workflow system administrator.