A round-up of UK #advertising creativity – the Christmas 2016 TV ads.
Pitch Perfect and the Elevator Pitch
I’ve never bought into the elevator pitch.
We don’t have elevators in the UK, we’ve got lifts. And we stare at our Starbucks coffee or the ground – lest we make accidental eye contact. And, most importantly, if you’ve got just a minute talk, then I’ll talk about the weather and leave matters of state be discussed in a more appropriate fashion.
So when I read the Forbes article by @joshmuccio on the 5 steps to a perfect pitch, I took a deep breath.
And here goes:
1. Narrow down your idea to one sentence
2. Ask the question
3. Shut up and listen
4. Features belong in your product, not your pitch
5. Get confident
These pointers may help when you’re trying to splurt out something about what you do though I think there are significantly more engaging ways to communicate at the first point of contact. These include one ability we seem to be losing – that is just listening to understand and not to reply.
From this, you can talk not from a script but from yourself.
The article is here.
Rules for upping your presentation skills
Presenting skills come naturally or not, to presenters. Some relish the opportunity – as I do – and these are ten tips to up your game.
Nurturing your black book network
Years ago, I became aware of an individual – a mid-level executive – who joined or was recruited (dependent on your angle) because of their Black Book contacts. Somehow, someone believed them. The situation that resulted is somewhat obvious. It all fell apart and turned nasty. And for everyone involved.
I, since, have never advised any business to recruit anyone, under any circumstances, based on industry contacts. It simply never works out – for the candidate for the employer in the long run. Maybe it does in the interim – but that is the issue – somebody is being taken advantage of, and to me, that is not acceptable.
Growth hacking doesn’t exist
An article I read answers one of the questions I am asked frequently: “what is growth hacking?”.
Well it exists. In my view. But not as we know it.
Bright future for agencies, just not as we know them today
I’m always interesting in (and share relevant) articles on the nature and make-up of the agency of the future. Cited in this article is what marketers seek from agencies and in summary:
Integrating client success into business development in a subscription economy
Planning for future success will pay dividends
A dynamic I see around my work has changed. New start-ups are facing an indeterminable future unless they plan within business development (and then client account management) to address the new market space – one where the barriers to exit have never been lower, the scope and spread (and power) of both Procurement and eProcurement and where the rise in ‘self-service’ on-boarding could see the decrease in brand/product loyalty all combining to create a more detached client/business relationship.
If the business, read billing, relationship is becoming more client-centric, in terms of power, then the focus should be ensuring that the client achieved their achieving goals/success – and should be the ‘why’ for the start-up.
Using social media, data backed answer
It is interesting to look how startups use social media. Whilst not an in-depth study – nor is the research data validated, there are some interesting take outs. Of the fifty startups across industries analysed, some interesting data was revealed.
The startups averaged USD$4.4m funding, split evenly between B2B and B2C.
Half of brands increase marketing spend, challenge of ROI measurement
A new research report out is showing that “52% of companies worldwide will increase marketing spend this year, an 11% drop from last year’s high”. 52% of companies globally will increase overall marketing spend this year, compared to 63% last year.
The Ad Agency of the future Is coming, are you ready?
The ad agency of the future must “[meet] clients’ needs [which] have changed. They must manage marketing across devices and serve customized ads to specific audiences based on real-time analysis of constantly changing data. That data must inform creative, CRM and media buying strategies tied to new commerce and brand experiences. At the nexus of this confusing and continually evolving mashup of business operations and marketing are clients, who need a partner”
Expanding your LinkedIn influence
I’m an advocate of LinkedIn – it is the business network of choice. Expanding your network sometimes requires hints.
Pricing, or not talking about it
Creating price points – to sell your platform – startups is addressed in this article. And this will lead to MRR (monthly recurring revenue).
5 Ways Brands Can Connect With Social Media Messaging
Interesting and worthwhile article I read lists these five points on brands being and staying social:
Participation is ‘the currency of the modern (consumer advertising) campaign’
Brian is unimpressed. Very. Why he asks …
Stop Managing Your Pipeline and Start Managing Your Sales Reps
Andrew Adams talks about “… most companies spend[ing] too much time, money and energy on measuring and managing the pipeline rather than managing and improving the quality of leads that go into – and ultimately come out of – the pipeline” – a really valid point.
Having also making the point that “… the pipeline is a vital part of the sales process, it is also where the most fundamental mistake is made” it is always interesting to understand where a business places focus.
House of Genius
We live in tough times
Marketing budgets are being scrutinised harder than ever. Activity that doesn’t add to the bottom line is increasingly difficult to justify. In this climate, spending on communications can seem like a luxury. So wouldn’t it be easier if there were a way to measure the payback from your marketing communications?
The (an) answer is Econometrics and a paper from the IPA by Louise Cook and Mike Holmes is a really interesting – or required – read for agency planners and clients.
The seven dimensions of pitching – which ones do you recognise?
The 7 dimensions of pitching identifies:
- The Consultant
- The Persuader
- The Adapter
- The Stonewall
- The Educator
- The Partner
- The Columbo
From owning your car to using a taxi, the ‘As a Service’ model
If the ‘As a Service’ model was a motor vehicle, from owned to a taxi, this explains the owner/user relationship.
We got stuck in the all-too-common trap of building a user-base and worrying about revenue later
Use Bit.ly? Of course you do. As I do (amongst others, though, including having run my own dedicated URL to track clicks).
Insights here, entitled “The Rise, Fall, and Rise of Bitly: How a Free Link Shortener Became a Real Business” from Bit.ly CEO Mark Josephson.
Five Reasons Your Client-Agency Communications (and Relationship) Are Breaking Down
A Marketingprofs article on why client/agency relationships and communications breaks down lists five reasons:
- There’s little trust
- There’s no unity
- No one is on the same page
- Discussions about money get fuzzy
- Everyone wants smooth sailing
I’m sorta’ hoping this is a spoof. Comparative advertising? A campaign to highlight the retail estate availability of McDonald’s over Burger King, in France.
6 communication blunders to avoid
If there are 6 communication blunders to avoid, this lists them in an article I read.
Read the full #TypedNote
Prospecting using cold emails
If the new business food chain is composed of cold email, no response, follow-up email, no response, failed cold call then what are some tactics that can interrupt this?
Some initial considerations:
Who can we find that is be best decision maker candidate?
Whomever, they will be receiving up to 100 cold email per day so they don’t response
We can’t track if they read the email
The follow-up is then another email or a cold call
Marketing Agency Gross Margins 2016
Agency performance and benchmarking is a fundamental element of governance – assessing how the business is operating against industry norms.
Managing the inbound process
An article describes how an attempt to talk to three agencies, in preparation for a possible brief, failed to get a response.
What does digital mean to you?
What does digital mean to you? I ask because the Karel Dörner and David Edelman of McKinsey article cites “… technology [or] … digital is a new way of engaging with customers [or] … it represents an entirely new way of doing business”
Both go on to say these definitions aren’t necessarily incorrect, however incomplete.
Managing agency criticism
I’m going to refrain from listing out examples of where an agency has experienced negative comments on social media – through its’ client work, the client product or because of being guilty by association.
And the focus excludes the agencies culpability.
Normal is Boring
Normal is boring – BBH London Showreel.
Thought leader or thought leadership?
He argues that ” … as marketers we shouldn’t necessarily all be striving to become the next thought leaders … it’s just not scalable or realistic … instead … we should be focused on creating a culture …. harnessing insights from our brightest employees to collectively achieve thought leadership as an organization”
Viral campaign for EDEKA
Campaign for German Retailer, EDEKA, which I am sure will go viral.
Are you pitching for free? Still?
The client/agency relationship is changing. And the new agency financial model mean – no – requires agencies to validate an opportunity to pitch.
The days of doing this free are over for the smart players.
Talking internally about an idea
How do you create ideas? How to you amplify? This is an approach I really like.
Real time advertising
A presentation on Real Time Advertising
Google, Only Those Who Put in the Hard Work Will Show Up
There are no quick fixes to SEO. It is an activity that has to be worked on, and daily.
And this presentation talks about this.
How to Negotiate Nicely Without Being a Pushover: Principles to Remember
Frame the negotiations as a problem-solving challenge.
Take the time to make small talk. It’ll build connections you can leverage later on. Stress the areas on which you agree, and use words like “we” to signal you are invested in the relationship.
Reflexively cave on issues because you think it’ll win you favour. It’ll come back to haunt you.
Simply ask what the other side wants. Ask why they want it. Mistake impact for intent. The other side may have their own unique pressures that restrict their ability to maneuver.
The HBR Article is by Carolyn O’Hara
Digital, Social & Mobile in 2015
A look at the digital, social and mobile space – interesting stuff here.