When is the last time you tested each and every contact form on your website – and all your company websites?
Financial headlines are not good.
The headlines with WPP quarterly like-for-like net sales growth falling, causing the sector including Interpublic and Omnicom to fall also, indicates as commentators are noting, that the advertising sector is not growing.
Small agencies vs big agencies.
Networks vs independents.
Which is best? Best creativity, best account management, best awards (now, seemingly, relegated to the good old days) and which for future-proof performance, stability and longevity?
Creating values, a vision and a mission
I’m an advocate of writing down the values, vision and mission for a business – be it a startup, agency or professional services firm.
Teams morph and merge, contracting and expanding over time. The business can be significantly different from the time it launched – and this can be good or bad.
One of the performance objectives of an agency is achieving growth and new business targets – or more accurately, over-achieving them.
So is new business an art or science?
I know that management board and investors demand reliable, consistent and predictable new business – without left-field hits or surprises, and look to have the team in place that is fully in control of delivering against targets month in and month out.
The strategist Matt Kendall has written about his view of the agency of the future. And it’s not an agency, he argues.
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.
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.
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:
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.
Stop managing your pipeline and start managing your people
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.
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.
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
6 communication blunders to avoid
If there are 6 communication blunders to avoid, this lists them in an article I read.
Full #Article is here . . .
Is empathy an important quality for a Business Development practitioner?
Scott Brothers of Oncam sees empathy as a vital trait. And he uses it within the context his business on a daily basis.
The reason is that it allows you to:
– take the opportunity to listen
– empathise when listening, hearing day to day challenges
– share this first hand experience internally
– use this ongoing end user collaboration to drive innovation
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.
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.
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.
What is the most dangerous agency job?
Is the most dangerous agency job the role of New Business Director?
Why the poor performance? Two-thirds of agencies feel that their new business execs don’t have a solid methodology, while a quarter of respondents said their business development leaders don’t understand the agencies they’re selling.