Positioning a Specialized Agency for Scale w/ Marty Menard

"We went from generalist agency to performance marketing for franchises and renovations."  – Marty Menard, President of Giant Creative

Finding success by niching down your agency focus surely isn’t a new story on this podcast, but there is a reason our guests on the show have found scalable growth through verticalization. And, each story comes with unique insights founders can tap into.

This week, we’ll hear Marty Menard's journey into specialization. He is President and Chief Business Development Officer of Giant Creative, a data-driven performance marketing agency. Marty discusses his background in sales and marketing, the agency's shift towards focusing on specific verticals, and the challenges and opportunities of working in the franchise and renovation service industries.

Marty shares anecdotes from Giant Creative's early days as a generalist agency, how they realized the benefits of specializing in performance marketing for franchise lead generation and renovations, and the success that followed. Most importantly, Corey and Marty dive into the notion of finding scalable success, how to do it, and what it means for growth.


Here’s what we cover in this episode:

- Marty’s founder journey and the first five years of the agency.

- Consumer insights and building around personas.

- Rinse and repeat service models for a scalable niche.

- Positioning a specialized agency and how to scale it.


Here are some actionable key takeaways for agency founders:

- Be careful of the scalability of new service lines, they might end up eating your margins.

- Invest in discovery when going after a new vertical, and ask if you can sell the same service over and over.

- Once your niche is clear, you need to tackle agency positioning to attract the right crowd.

- Utilization is important, but you don’t want to burn your best people out, protect them.


The resources mentioned in this episode are:

- Connect with Marty on LinkedIn Here
- Check out Martin’s company GIANT Creative Here

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