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The Progressive Agency Podcast
28 minutes | 7 days ago
How to Pivot Your Business in Times of Crisis, with Duane Carey
Duane Carey explains how to pivot your business during a pandemic so you can stop surviving and start thriving. Hear insights about: Duane’s role as the owner and lead strategist of IMPACT Marketing & Public Relations How IMPACT pivoted during the pandemic, and what that looks like today Why Duane chose to take an aggressive stance on gaining market share and talent share during the pandemic How to find opportunities amidst the chaos by getting in front of your clients and providing value What Duane’s team has done to transition into the remote workforce The most important financial lesson Duane has learned as an agency owner How to Pivot Your Business During COVID Duane is the owner and lead strategist of IMPACT Marketing & Public Relations, a 16-year old, Maryland-based, digital marketing company with clients from California to India. IMPACT is a national leader in digital marketing for the pet care industry, which includes pet boarding/daycare/grooming/training, veterinary services, and nutritional supplements. In this episode of the Progressive Agency podcast, Duane joins us to share his journey and explain how to pivot your business during a pandemic so you can stop surviving and start thriving. Pivot and Double Down During the pandemic, Duane’s agency pivoted to keep its momentum while the global economy came to a screeching halt. IMPACT established itself in the public health sphere, providing marketing and PR strategies for contact tracing, flu vaccines, and many other talking points that continue to overwhelm public health offices to this day. In addition, Duane and his team doubled-down on their core offerings, providing content creation and digital strategy driven by analytics and economic indicators. These are just a couple of examples Duane recommends for how to pivot your business in times of crisis. Get Aggressive If you are a relatively healthy company right now, it is time to take an aggressive stance and gobble up your share of the market and talent pool. Clients are moving around, nepotistic ties are being severed by lay-offs, and tons of new opportunities are springing up. This is the time to put yourself in front of your prospects and clients and be a resource to help them navigate through the pandemic. If you want to learn more about how to pivot your business to build momentum in the midst of a pandemic, Duane’s episode is a great resource. As always, please visit me at www.theprogressivedentist.com for more informative, money-saving podcast episodes like this one. Additional Resources: FREE COVID Loan Grant Calculator Download Website: www.theprogressivedentist.com Twitter: @CraigC2742 LinkedIn: https://www.linkedin.com/in/craigcodycpa How to Connect with Duane Carey: Website: www.impactmarketing.net LinkedIn: https://www.linkedin.com/in/duanecarey/ https://www.linkedin.com/company/impact-marketing-&-public-relations/ Facebook: https://www.facebook.com/ImpactMarketingPR/ Twitter: @Impact_MD About Duane Carey: Duane is the owner and lead strategist of IMPACT Marketing & Public Relations, a 16-year old, Maryland-based, digital marketing company with clients from California to India. IMPACT is a national leader in digital marketing for the pet care industry, which includes pet boarding/daycare/grooming/training, veterinary services, and nutritional supplements. Duane holds an MBA in Corporate Finance from Johns Hopkins University. He’s an avid football fan (Ohio State Buckeyes and Baltimore Ravens) and enjoys cooking and spending time with his wife and three high-schoolers.
22 minutes | 14 days ago
Crisis Management Strategies for Agency Owners, with Diane Mulligan
Crisis management strategies and tools are critical to the survival of your agency. Learn what you can do to prepare for any scenario with M&C’s Diane Mulligan. Hear insights about: Diane’s journey in the communications industry Why Diane Chose to niche her business in the CBD industry The top crisis management strategies agency owners should follow Why it is so important to plan for crisis scenarios What Diane’s Brand Protection Tool is, and how it works Understanding normalcy bias in the context of crisis management The most important financial lessons Diane has learned as an agency owner Crisis Management Strategies in the Agency World Diane Mulligan is the President of M&C, a public relations firm committed to representing inspirational people, organizations, products, and services. Diane founded M&C in 2009 following eight years as VP of National Communications for the National Stroke Association. Recently, M&C developed the Brand Protection Tool™ to teach brands where to focus their crisis management strategies by working through likely crisis scenarios and crafting responses that will protect their businesses. In this episode of the Progressive Agency podcast, Diane joins us to share her expertise and talk about crisis management in the agency world. The First Steps are Critical Crisis Management Strategies are critical to the survival of your agency, especially in the wake of 2020. If you can prepare your team for potential challenges and issues that may come down the pike, you can create a basic response plan that will make all the difference. This doesn’t have to be a complicated process. The goal here is to prevent yourself and your team members from freezing. All you need is a plan that enables you to take the first few reactionary steps in response to a crisis so you can pivot. If you take action, doors often open up, and that is what planning will accomplish. Prepared for Any Scenario Diane and her team created the Brand Protection Tool™ to demystify this process. It provides an opportunity for brands to brainstorm potential crises, from the most absurd to the most likely scenarios. Then, brand leaders can use the tool to rank them and create a pilot checklist they can use if a particular issue, challenge, or crisis hits the organization. Planning for crisis scenarios helps us overcome normalcy bias so we are prepared for anything. Diane walks us through all of the details for this process during our conversation. As always, please visit me at www.theprogressivedentist.com for more informative, money-saving podcast episodes like this one. Additional Resources: FREE COVID Loan Grant Calculator Download Website: www.theprogressivedentist.com Twitter: @CraigC2742 LinkedIn: https://www.linkedin.com/in/craigcodycpa How to Connect with Diane Mulligan: Website: https://www.mandccommunications.com/ LinkedIn: https://www.linkedin.com/in/dianemulligan-apr/ https://www.linkedin.com/company/mandccomms/ Facebook: https://www.facebook.com/MandCComms Twitter: https://twitter.com/MandCComms About Diane Mulligan: Diane Mulligan, APR is president of M&C, a public relations firm committed to representing inspirational people, organizations, products, and services. Diane founded M&C in 2009 following eight years as VP of National Communications for the National Stroke Association. Diane was News Director at Channel 7 in Denver, notably managing the newsroom during coverage of the Columbine High School shootings. As Senior News Editor for NBC News in New York City, Diane oversaw coverage of countless major stories. Diane led the M&C team to a 2020 PRSA National Silver Anvil award for crisis communications and a 2017 PRSA Colorado Gold Pick Award for brand-building on behalf of the Rocky Ford Growers Association. She also served as the 2018 Western District Conference Chair for PRSA Colorado, and board member for Therapeutic Riding of Tucson and co-founder of the nonprofit group CHART (Children’s Help and Assistance for Residential Treatment). M&C Communications has developed the Brand Protection Tool™ to help you focus on your three most vulnerable areas, so you can make the most of your crisis management plans.
22 minutes | 21 days ago
Becoming a Small Business Owner in the Agency World, with Michelle Ashby
Not all of us plan on becoming a small business owner in the agency world. Michelle Ashby’s story will help demystify the common challenges. Hear insights about: Michelle’s journey of becoming a small business owner in marketing and public relations How Michelle started her own communications agency Why Michelle chose to buy out the media division from her employer instead of starting her own shop from scratch What AGI means, and how you can use it to measure the health of your agency The benefits of building a team of coaches and mentors to help you run your agency What agency owners should be doing to grow Becoming a Small Business Owner in Marketing and PR Michelle Ashby is the founder and CEO of Tipping Point Communications, an award-winning data-driven marketing firm dedicated to connecting businesses with their audiences. With twenty-five years of marketing and public relations experience, she is committed to demystifying the ever-evolving changes and emerging communications trends that clients struggle to keep up with. In this episode of the Progressive Agency podcast, Michelle joins us to share her story. She explains how she overcame the common challenges of becoming a small business owner in marketing and public relations. Tipping Point Communications Before becoming a small business owner, Michelle started her agency career in print media. She quickly expanded her reach into every corner of the industry. After stints with a newspaper and various rock radio stations, Michelle landed in the television side of the business. This was the final piece of the puzzle, completing a full-spectrum of media experience that gave her an opportunity to split off and run the media department for an ad agency. Within two years of serving as a department head, Michelle purchased the media division of her agency and built it into the entity now known as Tipping Point Communications. Build Your Tribe When Michelle purchased the media division, she started with a staff and a handful of clients instead of starting from scratch. This was a sound strategic decision because of her expertise, but she had never anticipated becoming a small business owner. Michelle had to learn quickly and navigate many new hurdles. This is where she began to understand the value of building a tribe and surrounding herself with people who could help her excel. She currently works with Drew McLellan as an Industry Coach, Tom Merkel as a business coach, and myself as a tax consultant. You are never in this alone, and working with experts in fields that you do not have time to focus on will free up your time for revenue-generating activities. Additional Resources: FREE COVID Loan Grant Calculator Download Website: www.theprogressivedentist.com Twitter: @CraigC2742 LinkedIn: https://www.linkedin.com/in/craigcodycpa How to Connect with Michelle Ashby: Website: https://www.tippingpointcomm.com/ LinkedIn: https://www.linkedin.com/in/michelleashby/ https://www.linkedin.com/company/tippingpointcommunications/ Facebook: https://www.facebook.com/TippingPointCommunications/ Twitter: @tippingptcomm About Michelle Ashby: Michelle Ashby is the founder and CEO of Tipping Point Communications, an award-winning data-driven marketing firm dedicated to connecting businesses with their audiences. Michelle has over 25 years of online and offline media experience, including content marketing and public relations. She is committed to demystifying the ever-evolving changes and emerging communications trends that clients struggle to keep up with. She holds a Bachelor of Science degree from Ohio University for Advertising Management and Journalism. After 15 years on the media publisher side, Michelle moved into the agency world. Her passion for the industry propelled her desire to create Tipping Point Communications. Tipping Point is a New York State certified WBE and member of the Women’s Business Enterprise National Council with locations in Rochester and Buffalo, New York and a remote workforce across the East Coast. Michelle was recognized for outstanding community service and leadership by the Rochester Business Journal as a “Forty Under 40” in 2006 and as Business Person of the Year in 2014. Tipping Point received the “Ethie Award” in 2016 for their commitment to ethics in business. She serves on the board of directors of the Construction Exchange in Buffalo, the CEL Alumni Association for the University of Buffalo, St. Ann’s Community, and is on the advisory board for the Roland Williams Champion Academy and marketing committee for the Buffalo chapter of Habitat for Humanity. She has two active sons who are the light and loves of her life.
19 minutes | a month ago
Choosing a Niche is the Key to Growth and Scale, with Nicole Mahoney
Choosing a niche for your agency might seem counterintuitive at first. In this solocast, Nicole Mahoney explains how niching down creates predictable growth. Hear insights about: Nicole’s journey into entrepreneurship in the travel and tourism industry How Nicole chose to pivot her business in response to the pandemic How choosing a niche saved Nicole’s agency during the pandemic What we can do to build a position of thought leadership and authority within our niche The most important financial lessons Nicole has learned from building an agency Nicole’s take on the most common financial mistakes agency owners make Choosing a Niche for Your Agency Nicole Mahoney is the Founder and CEO of Break the Ice Media, a Rochester, NY marketing communications agency focused on the travel and tourism industry. Entrepreneurship is in her DNA, and she has an immense passion for helping small businesses excel through the use of creativity and collaboration. In this episode of the Progressive Agency podcast, Nicole joins us to share her entrepreneurial journey and explain why choosing a niche to build thought leadership is something every agency owner should consider doing. Thriving Against All Odds Travel and tourism are central to the hospitality industry. This includes restaurants, hotels, live events, and virtually every other subsect that was devastated by the pandemic’s protocols and regulations. When the world stopped turning, all of the businesses relying on the traveling public lost significant amounts of revenue. As an agency that serves those businesses, Break the Ice Media was forced to pivot. Q2 and Q3 were extremely difficult, but Nicole and her team persevered by focusing on their niche. Even though travel and tourism was at a standstill, Nicole continued to bring her clients value by any means necessary. This paid off in the long run, and BTI grossed its highest net profit since its inception. Building Thought Leadership We have talked a lot about building a position of thought leadership and authority. The reality is that it’s much easier to become a thought leader after choosing a niche. When you niche down and embed yourself in a particular industry, you begin to see patterns, form opinions, and develop expertise that your generalized competitors can’t offer. Nicole looked for ways to give voice to the things she was learning about travel and tourism, which started with a blog and developed into a full-blown digital platform with a podcast and live events. When you become the go-to expert in your field and you’re focused on adding value, business will come knocking on your front door. Niching down is a great starting point as you develop a growth strategy for 2021 and beyond. Additional Resources: FREE COVID Loan Grant Calculator Download Website: www.theprogressivedentist.com Twitter: @CraigC2742 LinkedIn: https://www.linkedin.com/in/craigcodycpa How to Connect with Nicole Mahoney: Email: email@example.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia About Nicole Mahoney: In 2009, Nicole founded Break the Ice Media, a Rochester, NY marketing communications agency focused on the travel and tourism industry. Whether it’s a destination adding to the economic impact of their community, an attraction enhancing the visitor experience, or a business creating jobs for the travel & tourism industry – Break The Ice Media helps their clients create impact! As CEO, Nicole is responsible for working with clients to understand their marketing needs, developing strategic marketing plans, and leading a team of professionals to execute those plans. Her dedication to the tourism industry keeps her team informed on current trends and best practices, regularly attending tourism conferences and travel shows. In 2016, Nicole launched the weekly podcast Destination on the Left, interviewing tourism professionals from around the globe on creativity and collaboration in the industry. In 2019, she introduced the Destination on the Left Virtual Summit for tourism marketing featuring presentations from previous podcast guests in a new and innovative format. Nicole was recognized as 2019 small business-person of the year by the Small Business Council of Rochester.
20 minutes | a month ago
How Agency Owners Can Strengthen Their Entrepreneurial Skill Set, with Drew McLellan
Entrepreneurial skill does not come naturally. Drew McLellan explains what agency owners can do to master the business side of running an agency with insights about: Why Drew founded AMI, and how he works with agency owners to drive revenue and growth What agency owners can do to develop their entrepreneurial skill set and master the business side of running an agency The biggest mistake agency owners make from a business perspective Why it is so important for agency owners to understand agency math and work with a CPA who understands their industry Key metrics that should be driving agency owners’ business decisions How AMI’s peer group functions, and what you can do to participate in the Build a Better Agency Summit The Business Side of Running an Agency Drew McLellan is an advertising veteran with more than thirty years of experience. He currently runs McLellan Marketing Group and the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to achieve growth and profitability through agency owner peer groups, consulting, coaching, workshops, and more. He is also the host of the “Build a Better Agency” podcast, and in this episode of the Progressive Agency, Drew joins us to share his story. He explains how he helps agency owners develop their entrepreneurial skill sets so they can focus on doing what they do best. Entrepreneurial Skill is Earned, Not Given Entrepreneurial skill seldom comes naturally, and Agency Management Institute has confirmed that many agency owners are accidental business owners. Most are great at the client-facing work and whatever creative trade they developed working for someone else, but they are not keen on the business side of running a business. P&L sheets, hiring, and legal processes are not things that agency owners go to school for, and they have to become masters of experiential learning while working in the trenches simultaneously. The Biggest Mistake Agency Owners Make One of the biggest mistakes agency owners make when they are flying by the seat of their pants is failing to understand agency math. Generalist CPAs do not understand the specific metrics that drive healthy agencies. They provide technically accurate information that is right for many small businesses but wrong for agencies. This causes many agency owners to build their businesses on false assumptions, and it can lead to a lot of financial trouble down the road. Agency math is a critical entrepreneurial skill that every agency owner needs to live by, and working with a CPA who understands your industry can make that skill much easier to learn. Additional Resources: FREE COVID Loan Grant Calculator Download Website: www.theprogressivedentist.com Twitter: @CraigC2742 LinkedIn: https://www.linkedin.com/in/craigcodycpa How to Connect with Drew McLellan: Email: firstname.lastname@example.org LinkedIn: www.linkedin.com/in/drewmclellan Website: https://agencymanagementinstitute.com/ About Drew McLellan: For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies and then started his own (which he still owns and runs) agency in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops and more.
26 minutes | a month ago
Find Your Niche and Bolster Your Business Growth Strategy for 2021, with Stephen Woessner
Stephen Woessner shares his business growth strategy called “niching down.” Learn how agency owners can drive revenue by establishing their authority position with insights about: His journey as an agency owner, podcast host, and author Why niching down and becoming the go-to thought leader in your industry is the key to achieving growth and scalability Different ways you can carve out your niche and develop thought leadership Why niching down results in more efficient use of an agency’s time and resources Why any agency is fit to begin the process of niching down How he managed to become more helpful to clients by focusing on a specific superpower The most important financial lesson he learned in building an agency Business Growth Strategy: Niching Down Stephen Woessner is the founder and CEO of Predictive ROI, a digital marketing agency that specializes in building thought leadership and authority to drive growth. He is also the host of the “Onward Nation” podcast and a bestselling author of two books. In this episode of the Progressive Agency podcast, Stephen joins us to share his journey as an agency owner, podcast host, and author, and he talks about his unique business growth strategy of niching down. If you want to learn how you can focus your sales and communication efforts to generate cash flow, this episode is for you. Planting Your Flag of Authority In Stephen’s latest book with Drew McLellan, “Sell With Authority,” he teaches agency owners how to plant the flag of authority and establish themselves as the go-to thought leaders within their respective industries. This business growth strategy enables agency owners to sell with confidence to right-fit clients while carving out their own unique slice of market share. It is not just limited to industries either. Agency owners can brand themselves with a particular specialty or “superpower” as well. Narrowing the focus results in more efficient use of the agency owner’s time and resources. This is something that anyone in any industry can implement with relative ease. Anyone Can Carve Out a Niche I understand why agency owners might be hesitant to shake up their business growth strategy in Q1, but niching down works and anyone can do it. Niching down is an easy decision to make, however, the work is difficult and it takes time. That is why agencies should start now. Even if 60% of their revenue comes from accepting any work that comes through the door, you don’t have to start turning that away. Catering your brand position to a specific niche is a long-term play, and niching down is the key to building a position of financial strength from which you can navigate the ups and downs of any market. Additional Resources: FREE COVID Loan Grant Calculator Download Website: www.theprogressivedentist.com Twitter: @CraigC2742 LinkedIn: https://www.linkedin.com/in/craigcodycpa How to Connect with Stephen Woessner: Sell With Authority by Drew McLellan and Stephen Woessner: https://amzn.to/39y7x18 Predictive ROI Free Resource Library: https://predictiveroi.com/resources/ Stephen Woessner’s LinkedIn: www.linkedin.com/in/stephenwoessner/ About Stephen Woessner: Stephen Woessner is the founder and CEO of Predictive ROI, a digital marketing agency, and the host of Onward Nation — a top-rated daily podcast for learning how today’s top business owners think, act, and achieve. Onward Nation is listened to in 120 countries around the world with over 28,000+ email subscribers. Since the advent of the commercial Internet, Stephen has collected tens of thousands of data points that have given him the ability to identify what he calls the “8 Money Draining Mistakes” and the “8 Money Making Opportunities.” Darren Hardy, then-publisher of SUCCESS Magazine, interviewed Stephen to discuss how business owners can identify and fix the mistakes. Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member and taught digital marketing classes to small business owners throughout the state including the prestigious School of Business at UW-Madison, has owned five businesses, and is the author of three books, “The Small Business Owner’s Handbook to Search Engine Optimization,” “Increase Online Sales Through Viral Social Networking,” and “Profitable Podcasting.” His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine.
12 minutes | 2 months ago
Your PPP Plan for Round 2, with Craig Cody
Learn the conditions of the Paycheck Protection Program Round 2 as you create your PPP plan for 2021. Hear insights about: The key requirements to receive funding for the second round of PPP How # of employees and # of locations impact your eligibility for PPP funding What financial metrics to use in creating your PPP plan for 2021 How your use of the first-draw funds affects your eligibility for the second draw Understanding and calculating declining gross receipts Changes to the CARES Act and employee retention credit Round 2 of the Paycheck Protection Program is part of the Appropriations Act of 2021. As you build out your PPP plan for 2021, it is important to note that the last date you can submit an application is March 31st. You can also submit an application for round 1 by that same deadline if you did not apply for the first round of aid last year. The second round of PPP funding is intended to help businesses that have been hit hardest by the pandemic. When putting your PPP plan together, these are some of the conditions that must be met: 300 or fewer employees per location 25% gross receipt decline in any quarter of 2020 compared to the same quarter in 2019 You have used or will use the full amount of your first-draw funds The documentation required to receive second-draw funding from the PPP plan is going to be about the same as it was in the first round. In the solocast, I proved a detailed overview of all the requirements, including tips for performing the calculations you need to qualify. As always, please visit me at www.theprogressivedentist.com for more informative, money-saving podcast episodes like this one. Additional Resources: FREE COVID Loan Grant Calculator Download Website: www.theprogressivedentist.com Twitter: @CraigC2742 LinkedIn: https://www.linkedin.com/in/craigcodycpa About Craig Cody: Craig Cody is a Certified Public Accountant, Certified Tax Coach™, business owner, and the host of The Progressive Dentist Podcast and The Progressive Agency Owner Podcast. Prior to his current work, Craig spent seventeen years with the NYPD, where he retired as a Lieutenant in September 2000. Craig is an expert in helping his clients legally reduce their tax liabilities and keep more of their money. Through his podcast, Craig helps dentists grow their practices through smart financial decisions and through financial education of the kind that isn’t offered in dental school.
6 minutes | 2 months ago
Discover Tax Saving Strategies With the Progressive Agency Podcast
The Progressive Agency podcast covers the latest tax saving strategies agency owners can use to keep more of what they make in 2021 and beyond. Here’s what the show is about: The objectives of the Progressive Agency podcast How my tax saving strategies have helped agency owners save thousands Why you should be working with a specialized CPA who understands the agency business instead of a general CPA How tax planning helps agency owners keep more of what they make A case study where I helped an agency owner significantly reduce their tax liability The importance of cash flow forecasting in the agency world What other agency owners have done to master the business side of running an agency
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