Well this one will get me in trouble with the research folks at my place, but research in and of itself is not the end all be all. Why? Because it’s static. It is information but it misses one key element in the process of creating a marketing plan.

Research misses instinct! Most of us in this business have used research for many years, myself included. I admit it can be an invaluable tool, but it can also create blinders in agencies and in clients. We view research as a reason to do something, or better yet, not to do something. We use it as an excuse.

What we as an industry need to get back to (at least during the development of a marketing plan) is our instinct. Yes, I can see you 20- and 30-something’s rolling your eyes thinking that the old guy has lost it again. The truth is–I most likely have forgotten more about marketing than most of you know. I don’t mean for that to be hurtful but today’s new folks tend to think it’s matrix this and matrix that. For many years we used our gut to make some hard decision for clients and it worked far more than it failed.

We need to not get away from the human element of this business. When trained well, we can have the instincts, the gut feelings, whatever you want to call them. Do not discount your feelings. Embrace them, they may save you a client–or better yet, get you one.

As I watched the sorry Congressional hearings featuring Roger Clemens I couldn’t help but wonder what is going on in our nation’s capital. Does anybody understand how many important issues our country is currently facing? Apparently not! Congressman Henry Waxman and his committee did nothing to make people feel good about our leaders in this country.

Lest you think it’s just the House of Representatives lets move on over to the United States Senate. Here, Senator Arlen Specter demanded to see Roger Goodell of the NFL to talk about what the NFL did with the infamous Patriots’ tape of the Jets game. It appears the Senator, (he of the single bullet theory in the Warren Commission report and a former Presidential Candidate–gee how did that work out?) apparently has no good staff to help explain to him that the country has many important issues facing it and that the disposal of the tapes from Spygate are not high on the public’s priority list.

Now this morning (February 16) I hear on the news that the horse racing industry has been called to Washington to appear before some new committee to talk about steroid use. And the kicker? It’s not even about the Jockeys but the horses!

Please save my sanity and our country by going to www.house.gov or www.senate.gov. Find your Senator or member of the House of Representatives and ask them to remember the following: It’s about the Economy! It’s about the War in Iraq! It’s about Health Care Reform! And be sure to add your own favorite issue currently not being addressed by our legislative leadership in Congress. Both parties should be ashamed and we as Americans should also be ashamed for allowing it to happen. We deserve better.

Okay, maybe that’s not a surprise to you but it’s a surprise to me. Thirty-five years in this business and this is news to me–surprising, I’m sure! Well, truth be told, I have always felt that the best new business plan is being well-connected and part of the community.

Don’t get me wrong, that does work, but only for so long. I’ve noticed that the older I get (No comments please; I’m now eligible for Social Security.) most of my contacts have retired or gone on to their reward. I’ve always been part of the community but as with anything else there are only so many boards you can join.

This past year our office decided on a new plan, one that focused on creating a good, solid list with appropriate contact names, followed by a serious commitment to contacting that list on a regular basis. Without giving away all the details, I will tell you that we have a list to date of about 50 companies in a variety of fields. We have garnered some new business because of our new approach and our commitment to stick with it.

I strongly suggest that you make new business a regular function of your shop. That is what we had to do; we started with regular meetings including different department heads, and while it was tedious, we began treating new business acquisition like a client–and it’s paying dividends.

Here are a couple of good articles I thought I’d share relative to chasing new business.

http://www.agencyfinder.com/advertising-agencies-important-facts-newbusiness-p1.shtml

http://ezinearticles.com/?New-Business-Resolutions-For-Advertising-Agencies&id=924903