While every advertising agency is a little different, with their own techniques, styles and approaches, some agencies tend to do things a little too differently. When putting together pitches for new or potential clients or advertising their services, some agencies may go too far. In an effort to develop an “edge” that sets them apart, agencies may use tactics that they believe are attention-getting or cutting-edge, but that potential clients may find “salesy” or even a little sleazy.
Savvy business leaders can sense an inauthentic, pushy promotion a mile away, so agencies need to set boundaries and avoid questionable strategies in their proposals and advertising. Below, 12 members of Forbes Agency Council share some of the tactics agencies sometimes use in their pitches or marketing that can come across as overly promotional or even dishonest.
Members of Forbes Agency Council share marketing techniques some agencies have used that may leave a bad impression with potential clients.
Photos courtesy of the individual members.
1. Promising Unrealistic Results
Every prospective client wants reassurance and confidence that hiring this agency and funding the proposed plan will deliver results they can promote with their leadership. Promising results that you know you can’t deliver is an inappropriate way to bait the hook. – Jim Heininger, The Rebranding Experts
2. Not Sticking To A Core Promise
In professional services, we sell a promise, because services are intangibles. Our core promise is that we help mid-size service firms break through to their next level. We can prove that in all kinds of ways that don’t require anyone to talk to us, right on our website. But I hear agencies making claims that sound so over-the-top that I can’t see how they can prove it, online or offline. Hmmm. – Randy Shattuck, The Shattuck Group
3. Overly Hyping Their Brand
Stop talking about yourself. As much as it may feel like it, your business isn’t about you—it’s about the people you serve. Overly hyping your brand (repeatedly) can get tired and stale. Instead, focus on the problems you can fix and the solutions you can offer others. Remember that your business doesn’t exist without your clients. – Bernard May, National Positions
4. Not Crediting Their Whole Team
Owners shouldn’t take the credit for all the work of the collective talent. I always give credit to my team. Even if the winning idea is generated by one person, it takes many to refine it and create the final piece of work. I have heard agency owners resist elevating any one talent or team for fear of losing them to competitors. I believe you keep great talent by giving credit and building pride. – Pat Fiore, FIORE
5. Embellishing Their Involvement
Over the years, we’ve seen agencies put a company logo on their site and name them as a current client, but they either have no work to show for it, worked with a partner who actually produced the project instead, or just did something incredibly small. Other agencies will claim to be strategic, but they design digital banners, logos or websites. You have to really look closely to weed out the pretenders. – Sean Looney, Looney Advertising & Branding
6. Abusing The Term ‘Proprietary’
As agencies try to sell clients on their expertise in the high-tech programmatic world, we see everyone talk about their “proprietary tools.” Unless you’ve truly built something, just because you utilize someone else’s technology in your own manner does not make it proprietary. I often think they outright don’t understand it themselves, so they call it proprietary so they don’t have to explain it. – Michael Hubbard, Media Two Interactive
7. Using Too Many Marketing Moments
Some agencies use every marketing moment to send out promotional offers, hoping to engage as many people as possible. Customers may ignore those messages because they find them either suspicious or annoying. Whereas it seems savvy to come up with a whole new campaign for every holiday imaginable, this doesn’t work as intended. It’s much better to capitalize on what’s relevant for a particular brand. – Solomon Thimothy, OneIMS
8. Low-Balling Estimates
I’ve heard of agencies bidding very low on a project in order to win based on a lower price, even before they knew all the details needed to make an accurate estimate. They use the lower bid to lock the client in, because it is harder to switch to another vendor once a project starts. Make sure all details are laid out before you start, and be wary of estimates provided with few to no details. – John Griffin, Spiral Scout
9. Over-Extending Their Inbox Welcome
It’s great that agency owners are experts at sending emails, SMS campaigns and social media blasts. But how many times have you wanted to keep them in your mailing subscriptions for candid updates but simply could not due to the ridiculous volume of emails? It’s important to be top-of-mind. Remember you are an invited guest to their inbox, and be polite. – Evangeline Sutton, Regenerative Marketing LLC
10. Attaching Themselves To Current Events For Self Promotion
I’ve seen agencies attach themselves to certain current events or misfortunes to benefit from the organic public relations/“noise” for their own self-promotion. It comes off as very sleazy and is not a good long-term tactic, as it may backfire after the immediate bump. – Jordan Edelson, Appetizer Mobile LLC
11. Taking Advantage Of Clients’ Unfamiliarity With SEO
For over a decade, sleazy companies offering search engine optimization have guaranteed “the first page on Google for whatever your business is or your money back,” preying on their potential clients’ inability to realize the broadness of their statement. This allows them to deliver on their promise by delivering the first position for an irrelevant, long-tail keyword with no search demand. – Patrick Haddad, Oopgo, Inc.
12. Promoting Themselves From The Stage
We’re all told to “be thought leaders.” But for some agency folks, once they land the panels or speaking gigs, the opportunity to self-promote is tempting. I understand this instinct. But my advice is to do adjacent-promotion: Brag about your clients! It comes across as far more gracious, strengthens the client relationship and is an easy way to tuck in the work your team did for the campaign. – Megan Cunningham, Magnet Media, Inc.