Consistency is Key
Your new business activities must be sustainable at the times when your agency is at its busiest. To be consistent, any agency new business program must be realistically achievable within the culture and resources of the agency, have a manager who is held accountable for its execution and top management must be intimately involved in the process.
Approaching the new year, look for ways to simplify your processes. It may also be wise to outsource some services when possible. If you can't be consistent promoting your agency your stop and go efforts wont be effective.
Treat your agency as your most important client when it comes to your own promotional efforts. When that key account departs, getting serious about new business is too late.
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Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.
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