keynote talk taan worldwide conference - stockholm 2017
TRANSCRIPT
“I get approached constantly. It’s even got to the stage now where I answer my phone and I am concerned -
will this be another cold call?”
Client quote
“In my role of chair as ISBA, I have seen inside a number of agencies and witnessed first hand the lack of strategy
applied to the process of identifying and acquiring new customers”
Client quote
“Over the last decade agency identities have become less distinguished and unfortunately more
like commoditises than brands. And every day we come dangerously closer to confusing our clients about
who we are, what we are and why we are valuable to their business”
Allen Rosenshine, Former CEO of BBDO
The agencies that behave like brands outperform the market when it comes to the winning of new business.
AIM
“We want to be the agency that convincescompanies to see brands as valuable
assets (rather than just logos)”
Is your agency a market leader or a challenger brand? The answer should be defining your marketing strategy.
Agencies often only play lip-service to the positioning process (resulting in years of ineffective business development tactics).
Point of parity Industry table stakes like great customer
service, creativity and being results driven
Relevance Narrowing your target by asking who
what you do is most relevant to? A list of specific benefits aligned to specific customer needs
Differentiation Requires an in-depth agency, competition and market
audit. Few properly invest which is what differentiation is rate among agencies
We can do whatever you want us to do
We are clear on: - what we do, how we do it
and why we do it - how we are different and
better to the competitors in our space
- the challenges we are best suited to address (and the ones we are not)
- the real value we offer clients
Weak position Strong position
Having an organising brand idea helps the agency to stop selling and start focusing on owning a unique space in the prospective customer’s mind.
“Agencies that are producing content that I find truly fascinating
and engaging, content that positions them as thought leaders in a particular
discipline - they are the ones I will contact to come in to have a conversation around how they can bring their expertise
to my brand”
Client quote
Push (selling) THE AGENCY
‘We want to work with you”
Pull (marketing) THE CLIENT
‘We want to work with you”
“Most companies want to create the holy grail of products that appeal to every demographic, socioeconomic background and
geographic location.
Doing so creates mediocrity.
Instead, create segments of products that make some people very happy.
Fear not if these products make other segments unhappy.
The worst scenario is to incite no passionate reactions at all”
Guy Kawasaki