how to win new business in the 21st century, hunter & farmer
DESCRIPTION
Winning new clients is a lot harder than it used to be. Standing out has never been more important. But how? And for what? Read why new business is an art, not a numbers game.TRANSCRIPT
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?
