I’ve worked in Advertising New Business for most of my career, starting as part of the New Business Group at Madison Avenue giant, Young & Rubicam, then as President of Y&R subsidiary, The Lord Group, and then onto the small agency universe as a principal in Brandloft, an integrated marcom and branding agency in Connecticut. Over that time, I’ve developed a set of rules or principles which I think apply to most new business situations. I call them “Roger’s Irrefutable Rules of New Business Marketing.” Over the next several months, I’ll elaborate on each, but for now, let’s start with the overall list.
- “There’s no such thing as a bad New Business Meeting.”
- Adrenaline can become a powerful opiate. (Corollary:There is no such thing as a Midnight Genius)
- Prepare Yourself.
- Little things matter.
- Put All Your Eggs in Many Baskets.
- Never Contradict a Fellow Team Member in a New Business Meeting
- There is Quality in Quantity.
- Involve Sr. Management Early - Even When They Don’t Want to Be.
- Be Genuine. Be Honest.
- Rental Cars Trump Limousines.
- Better to be a Master of Your Own Common Sense than a Slave to Someone Else’s Rules.
Some of these may be self-explanatory, particularly to those of you who practice the art and science of new business for a living. But stay on the lookout for my blog updates over the upcoming weeks when I’ll elaborate a bit on each. In the meantime, be well and enjoy the summer!