A learning curve is essential to growth and growth doesn’t come from a single action. It is the consequence of persistence, ambition, hard work and constant learning.That is the linchpin of AAR Partners’ Agency Growth Membership program… to help our agency members grow by offering insights, education, ideas and more.

This is our inaugural “Lesson Session” for your education and enjoyment. These “Lesson Sessions” are 20-minute pre-recorded lessons from experts in their field sharing tips, little lessons, and keys to help your agency grow successfully.

Our first “Lesson Session” is being taught by Sharon Toerek, the Principal of Toerek Law, based in Cleveland Ohio. The national law firm focuses on helping independent agencies protect their intellectual capital and turn it into revenue.

Find, Protect and Monetize IP In Your Agency is about protecting your agencies and one-stop properties while you scale. If you have specific questions regarding the lesson, reach out to Sharon at sharon@legalandcreative.com. Sharon has also provided a PDF of her lesson.

As we continue to fight the “invisible” enemy, AAR Partners is here to assist in every which way possible.

This smAARt lead is in an effort to help you identify some strategies to help lift business who have really been hit hard by this fiasco.

1. Food and Beverage. As a result of the “stay home” situation, restaurants and bars are hurting… big time.

2. Personal Care. As we self-quarantine, hair salons, gyms, manicurists, massage/spas can service their clients.

3. Retail. Forced closures will impact business for months, if not years, to come.

4. Tourism, leisure and travel. Due to lockdowns and group size restrictions, hospitality businesses are struggling to stay in business.

What can you do to help?

First of all, stop selling and start supporting as much as you possibly can.

Reach out to a small group of brands in each sector that may be hurting more than others and who may not have marcom agencies on their roster.

Offer some simple ideas to assist them with not only staying in front of their consumers, but also help their consumers.

· Universal made new releases available in home on the same day as their global theatrical releases.

· Universities have offered a myriad of free online courses.

· Museums have set up virtual tours to visit from the comfort of the consumers’ home.

How can you take some of these ideas and derive simple suggestions to offer these badly beaten brands?

Maybe online workout classes for gyms. Or virtual 1-on-1 self-care appointments for salons. Possibly help set up online concerts or entertainment for recreational brands.

The ideas are endless but it starts with empathy, philanthropy and purpose. Here’s your shot at offering all three to some really bruised brands and helping all of us to get through this together with the best possible outcome.

Build trust. Share insights. Do some light research. Toss out trends during this turbulent time. Show your expertise and how it’s relevant. Just… don’t… sell – especially not now!

What Do Marketer’s Need?

“For any client in a crisis of this magnitude, there are likely multiple crises nested within one another – customers, suppliers, employees, ownership. The more an agency can become indispensable in the conversations around each, the less expendable they are.” Will Garin – Clear Choice Dental Centers

“From the agency perspective – it is key that they are able to provide ongoing insights pertaining to the media landscape and how things will evolve post crisis. It is vital to know the impact on where, when and how to communicate.” Ed Malone – Aruba Tourism

“Offer recommendations on how we should adapt based on industry and media trends and trends. Proactive reporting and guidance in invaluable and demonstrates commitment and care.” Heather Berstein – Audible

I typically sign off with prospect smAARt and pitch with passion. Not this time… Instead, provide service with sincerity.

I have been sharing with you brands who may need the help of an agency.

Here’s one that does need help, specifically with organic social media and influencer marketing (not performance marketing).

PLEASE do not reference me or AAR Partners as there is no relationship!

Blurb is looking for a west coast agency and I do not believe there is a search consultant.

My suggestion is to reach out to the CMO or a member of their executive team. I would start here:

https://www.blurb.com/executive-team

Good luck and again, please do not mention AAR Partners as there is no relationship with their team!

Good luck and remember to prospect smAARt and pitch with passion!

Chemistry Meetings! These meetings are often a part of the agency search process and agencies often ask how to go about setting up the proper chemistry meeting. Let me start by saying, you cannot craft chemistry.

In the context of relationships, chemistry is a simple “emotion” felt when there is a special connection. It is that feeling of “we click”. So again, I say, you cannot craft chemistry. It’s either there or it’s not and it typically comes out of doing something with someone.

But here’s the bigger issue. We often confuse compatibility with chemistry.

This QSR sandwich franchise ended 2019 with massive expansion and menu innovation. On top of expanding into 28 markets and adding 24 franchise partners to its roster, the sandwich shop also added a wider variety of vegetarian-friendly and innovative menu items to their lineup, including the Impossible Cheesesteak.

From its humble beginning in Wilmington, DE Capriotti’s built a national sandwich craving.

This notable growth kick start plans to bring the brand’s fresh, fan-favorite subs across the nation in markets including New York; Chicago; El Paso, Texas; Jacksonville, Florida; and Portland, Oregon. This expansion is expected to fuel even further growth into the new year and beyond, pushing the brand to achieve its goal of opening 500 locations by 2025.

The fast-casual restaurant sector is a $47 billion category this sandwich shop is one of the leaders:

· Average unit volume of $738K in 2018 (well above category norms) with top 25% performing at $1.1M+

· It was also named No. 1 QSR brand for highest quality and taste by Sandelman & Associates

· Listed as Top 500 Food Franchise by Entrepreneur Magazine

This husband and wife team really took a bite out of the category and have no plans in slowing down.

If you’re interested in a QSR/CDR brand, this may be one to “chew on” (couldn’t help it!).

Just remember, don’t stalk. Don’t hound. Don’t send a myriad of messages about yourself. So what do you do?

Build trust. Share category insights. Do some light consumer research. Offer purchase pattern eye-openers. Toss out some trends. Show your expertise and how it’s relevant. Just… don’t… sell!

Good luck and remember to prospect smAARt and pitch with passion!