The Best Strategies for an Advertising Agency to Reach Key Contacts at Sears Holdings

The challenge for any advertising agency aiming to secure a major client like Sears Holdings lies not only in understanding the company's advertising needs but also in finding the right contacts within the organization. This article provides a comprehensive guide on the most effective methods for an advertising agency to approach a large corporation such as Sears Holdings.

Building a Reputation: The Golden Key

For many companies, especially those in a financially precarious position like Sears Holdings, a well-established and respected advertising agency can naturally attract their attention. The golden key to overcoming this challenge is to build a stellar reputation within the industry. By consistently delivering high-quality work and gaining recognition for your success, you can position yourself as a preferred partner. As reputation builds, longstanding clients like Sears Holdings may reach out to you due to your trustworthiness and proven track record.

Utilizing Professional Networks

Another powerful method to find the right contacts within a large corporation such as Sears Holdings involves leveraging your professional network. Many professionals, especially those in the advertising and marketing industries, maintain active connections on LinkedIn. This professional social network is an invaluable resource for advertising agencies looking to connect with decision-makers at large corporations. By reaching out via people you have previously worked with or through mutual connections, you can demonstrate relevance and strengthen your chances of success.

Steps for Utilizing Your Professional Network:

Identify key contacts within Sears Holdings who you have previously worked with or through mutual connections. Reach out personally and specifically on LinkedIn, highlighting the common ground you have and the value you can bring. Follow up with a well-researched, targeted email or message to request a meeting or a chance to present your agency's capabilities.

Direct Web Searches and Corporate Contact Information

When direct networking opportunities are limited, another approach involves using the official websites of large corporations. By navigating to the bottom of the page, you may find a section where companies list their contact information. This method, while less personal, can provide key points of contact who may be able to help facilitate communication with the appropriate decision-makers.

Steps for Direct Web Searches:

Visit the official website of Sears Holdings. Look for the "About Us," "Contact Us," or "Careers" sections, where you can often find a link to a directory of key contacts. Reach out to the found contacts with a personalized and well-thought-out proposal.

Handling Cold Calls with Care

While cold calls are generally considered a less favorable approach, under certain circumstances, they can still be effective. However, it's crucial to execute them with due respect and professionalism. Recognize that many professionals dislike cold calls, especially if they are not expecting to be contacted by someone attempting to sell them something. Given Sears Holdings' current financial situation, it is likely that they will be more hesitant to invest in advertising unless absolutely necessary.

In situations where cold calling is the only option, ensure you:

Do thorough research on the company and prepare a compelling pitch that demonstrates how your services align with their specific needs. Be clear about your objectives and be willing to listen to their concerns and limitations. Follow up professionally and respectfully, offering value without being pushy.

Conclusion

Securing a major client like Sears Holdings requires strategic planning and persistence. By building a strong reputation, leveraging professional networks, and diligently researching corporate contact information, advertising agencies can significantly enhance their chances of success. While cold calling is a viable option under certain circumstances, it is imperative to approach it with care and respect. Seeking to understand and comply with the internal dynamics and current challenges of a large corporation like Sears Holdings will ultimately determine the success of your efforts.

Susan J. Boston
Advertising Consultant
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