Know-How Exchange : Strategy

You might look to partner with an up-and-coming agency to start, as it might be easier to get your foot in the door and grow that business model together, you could offer a pro bono deliverable to prove your worth. But I will defer to the others how to get other leads into the agencies.

Be careful what you wish for and do some research with others who freelance or offer services to the agencies as to how this might impact your business going forward. I'm not saying it will, but those are some things to consider.

I made calls to agencies for a similar company for years. Here is one thing you might want to consider. You are very interested in increasing your revenue and market share by jumping on someone else's bandwagon. An advertising agency has worked hard to find and sell and maintain a client, and now you want benefits from all their hard work.

Here's an idea: look at things from their point of view. Advertising agencies need new business also. Rather than starting by seeking money from their existing clients, what about introducing them to potential new clients? In other words, instead of calling initially on agencies, began by calling on local companies who are currently using other advertising agencies... and invite your potential industry partners to come along on sales calls?

You want to try to establish win-win relationships with agencies. I think you should consider focusing on how they win, rather than on the way you win.

A major factor in determining your strategy will be location. For example, are you in LA, or a major city, or a smaller market?

be sure to check out: https://www.redbooks.com/ - which may be available online for free from your local business library.

If you're interested, I'd love to schedule some time to talk by phone. If you're interested, click on my username and send me an e-mail. Good luck.

telemoxie has identified the core issue, as he often does. What's in it for the agency to work with you?

In approaching any business strategy, first find out what the target audience does now, how they make decisions, what keeps them awake at night, etc. If an agency isn't having a problem with video production suppliers, why would they even want to talk with you? If they are having a problem in this area, can you solve that problem?

Until you understand your target audience really really well, whatever you do is going to be inefficient and probably ineffective. So how about starting with some informational interviews with the folks at agencies? Don't try to sell them on anything. Just ask your high-gain questions and listen carefully to their answers. Take detailed notes, of course.

If you conduct 10-12 of these interviews, your notes will have the answers you seek. Guaranteed.