how to win new business in the 21st century, hunter & farmer

Business development is a lot harder than it used to be.

And it’s not just the economic recession that’s causing the problem.

There are more agencies

Agencies perceive and pursue the same opportunities

Agencies describe themselves the same way

Agencies promote themselves in the same way

Agencies offer the same product

“Part of the problem in new business is that the dominant view is that

it’s all lunches, a numbers game: “knock on enough doors” blah blah.

It isn’t”.

Ian Millner, founding partner of Iris Worldwide

http://hunterandfarmer.wordpress.com/2012/02/02/how-to-grow-interview-with-ian-millner-co-founder-and-joint-ceo-of-iris-worldwide/

Standing out has never been more important.

“It’s amazing how similar most agencies are. Every agency professes

to have its own trademark approach to planning and creative work

but, in my experience, they all boil down to something pretty similar”.

Jon Evans, Head of Seed Brands, Britvic

http://hunterandfarmer.wordpress.com/2011/12/08/jon-evans-head-of-seed-brands-at-britvic-gives-tips-for-getting-on-the-pitch-list/

It’s a myth that only top 10 agencies can get on the pitch list.

In 2011, a survey conducted by YouGov asked 400 marketing

directors at advertisers to evaluate agencies using nine criteria,

including creativity, value for money, digital ability and quality

and involvement of senior management.

“A big network agency which has

done some memorable ads and has

been around for some time is not

even mentioned”.

Four steps to success.

1. Identify your core expertise

2. Express it in a compelling way

3. Write an integrated marketing plan

4. Hire a marketeer, not just someone who is “good on the phone”

Cold calling PR

Speaking Trade fairs & industry events Websites & showreels Awards &

league tablesWining & dining/

networking

Search consultantsDirect mail/

letters/email

Client development& referrals

TwitterLinkedin profile,

groups & answers Search FacebookBlogging

White papers Insight reports Print advertising

Sponsorship Webinars

Infographics

Tumblr/microblogging

Pinterest/image sharing

Emailmarketing/newsletters

Video blogging/case studies

AN AGENCY’S NEW BUSINESS PLAN SHOULD LOOK LIKE THIS.....

ebooks/hub pages

Analytics

Regular agency events

Does yours?

WWW.HUNTERANDFARMER.WORDPRESS.COM

@KarlaHuntFarmkarla@hunterandfarmer.com

New business is an art, not a numbers game.