Acquiring New Clients
by Telling Them About You!
By Steven Berner
has the following question crossed your mind: “Where
will I find new clients… how can I reach potential clients?” You’re
certainly not alone with these thoughts.
If you’re not making a regular and sustained effort at
capturing new business, you’re probably not seeing the revenue
growth you’d like. You’re
in business to make money, right?
you most likely don’t have a lot of time to develop advertising and
marketing campaigns to connect with potential clients.
Your business just requires so much attention to your staff,
technology, and your current clients.
You bring in experts for your equipment needs, so why not bring
in advertising and marketing experts?
With your input and supervision, an advertising agency can put
together and execute a solid campaign that will help you reach new
process is simple: Meet with the agency.
Identify a budget for advertising.
Have the agency understand your business and your goals.
Let them come back a week later with a thoughtful campaign that
reaches your best prospects, represents your business in a realistic
and positive manner, and stays within the budget number you gave them.
Then let the agency do its stuff, but be sure to stay posted on
agency has done its job, they will have identified the most
cost-effective media to advertise on.
Maybe it’s using radio commercials on stations that most
likely have as listeners the type of person you want to reach.
The agency can give you a snapshot of stations’ demographics
to illustrate why they are right for you.
A well done jingle that sings your business’s name and allows
for you or an announcer to “sell” your story should not be out of
the question! Make it
fun…maybe funny…but always with integrity and purpose.
for cable television. Most
cable companies in the areas you cover let you choose from 40 or more
cable networks to put your commercials on.
Need to reach CEOs and decision-makers in Springville, USA? Maybe some commercials
on a network like CNBC or CNN and only appear to cable subscribers in
Springville would be beneficial. Your
ad agency will be able to help you pinpoint the most efficient
networks and geographic regions for you, sometimes even right down to
a particular program or a particular section of your area! Ad
agencies are often adept at creating a TV spot within the budget
limitations you’ve outlined. Most
cable advertising sales offices can produce a commercial for you too.
agency can place a series of print ads that reflect the rest of your
advertising vehicles in the proper print media, like the business
section of your best local newspaper, a glossy upscale local magazine,
a chamber of commerce newsletter, and so forth.
Reach the right decision-makers via the places they are most
likely to see your ads!
advertising agency will also help you develop brochures and direct
mail efforts. Leave one of
the panels blank so you can put the addresses of a very specific list
and mail out the brochures. The
agency can easily purchase an appropriate list of potential customers
for you. Send ‘em out!
campaign should coordinate the “look” of your particular business.
Your brochures, print ads, TV ads, website, and direct mail
should all have the same look and feel.
Your radio spots should have the same theme and sound as your
TV spots. My agency calls
this “conceptual continuity” – the same basic message and look
should flow through everything you do, including your stationery and
“What’s it gonna cost me?” is another thought that’s
probably flown through your mind.
You can look at this question two ways.
One, your time is better spent running your business and doing
the tasks, making the big decisions, and planning for the future.
The time you take away from those things is time better spent
doing them! Using an ad
agency to take most of the advertising and marketing effort off your
shoulders lets you both do the work you are best at.
It lets the experts do the work they do best.
Two, when you identify an advertising budget and let the agency
work as hard as possible with the budget, you are looking at capturing
new clients. And that’s
the point, right? Businesses
like yours often devote three to five percent of its annual gross
revenue to advertising. Radio
and cable TV spots can range in cost from just a few dollars each to
hundreds of dollars each. Your
ad agency will negotiate the prices so you bet the most cost-efficient
“buy” and little or no wasted dollars on people who will never use
your services. Figure the
advertising percentage out for your business.
the plan! They probably won’t be beating on your door the first
times you ads run. Be
patient! Your potential
new clients probably use one of your competitors.
But when it’s time for them to renew or if they are unhappy
with them, they will be more likely to call you if you’ve made them
aware of your services via consistent advertising.
Stay top-of-mind with potential new customers by reminding them
week in and week out of your abilities.
Tell them how when they sign up with you they’ll improve
their business. You can do
this via the media!
agency also can take a lot of paperwork off your desk.
Instead of receiving the various media bills and ad production
bills, you can have them sent to your agency.
The agency will then send you just one invoice that you pay
directly to the agency. The
agency then pays all of your bills for you.
Again, this allows you and your staff more time to devote to
mind that working with an advertising agency is a collaborative
endeavor. The agency needs
you to make them understand your business and it goals.
You need the ad agency to come up with a thoughtful, workable
program that puts you in minds of potential new clients and asks them
to take action and contact you.
here’s hoping you’ll sleep a little better and not have to think
those “where will they come
from” thoughts in the middle of the night.
And if they continue to cross your mind in the wee hours, you
can probably find a friendly voice at a call center near and dear to
Steven Berner is president of Toolbelt Media, Inc.
He has more than 30 years in radio and TV advertising and has
worked extensively with print advertising, direct mail, outdoor
advertising, and website designing.
the author for permission to republish or reuse this article.]