Making Newbiz Bespoke - The Network One, May 2017
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Workshop prepared for an audience of multi-disciplinary agency CEOs
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Making Newbiz Bespoke - The Network One, May 2017
- 1. MAKING NEW-BUSINESS BESPOKE Small changes, big difference Robin Bonn robin.bonn@codefinery.com +44 (0)7989 330 449 codefinery.com
- 2. What do you love about new-business?
- 3. …and what annoys you the most?
- 4. Why is new-business so bloody hard?
- 5. 25,000 10,000 10% Source: IPA @robonn #newbiz UK agencies 85% advertising agencies of whom Earn of the money
- 6. Average Creative charge-out rate has reduced by 11% in 14 yrs Source: MAA @robonn #newbiz
- 7. “Ultimately, through the spam, we build a mental picture of companies we wouldn’t work with rather than ones we would - and that can’t be great for anyone’s business” @robonn #newbiz
- 8. “Agencies are driven by their own outcomes – getting a bigger share of the business, doing work that’s easier, more profitable, but less effective, or winning an award or three” @robonn #newbiz
- 9. So, how can you make new-business easier?
- 11. What do you do?
- 13. “My biggest frustration with any agency is when they say they can do everything. It's never going to be true” @robonn #newbiz
- 15. Without a value proposition - what you do for whom - you won’t standout @robonn #newbiz
- 16. @robonn #newbiz
- 17. @robonn #newbiz
- 18. @robonn #newbiz
- 19. @robonn #newbiz All about what you do About the value you create for the client We help you sell more We do marketing Aim here Proposition sweet-spot
- 20. 5 minutes: Your new value proposition
- 21. Being an expert needs proof - so what’s your agency’s customer experience? @robonn #newbiz
- 22. By 2017, 89% of marketers expect customer experience to be their primary differentiator @robonn #newbiz
- 23. @robonn #newbiz
- 24. @robonn #newbiz
- 25. What can you do when you get back to the office?
- 26. Bespoke kills ‘best practice’ @robonn #newbiz
- 27. @robonn #newbiz Only fix what’s broken
- 28. 5 minutes: Your biggest challenge
- 29. @robonn #newbiz 9 out of 10 agencies have no vision
- 30. @robonn #newbiz Narrative Proposition Point of view Positioning
- 31. @robonn #newbiz The only point of difference is a point of view
- 32. @robonn #newbiz "When you don’t know, you try desperately to find out. But the minute you think you know, the minute you go – oh, yeah, we’ve been here before, no sense reinventing the wheel – you stop learning, stop questioning, and start believing in your own wisdom, you’re dead. You’re not stupid anymore, you are f*****g dead"
- 33. @robonn #newbiz
- 34. @robonn #newbiz Source: Tim Williams
- 35. 5 minutes: How are you demonstrating how you’re different?
- 36. Why is it so hard to find the right new- business person? @robonn #newbiz (secret: they’re not superheroes)
- 37. @robonn #newbiz
- 38. @robonn #newbiz
- 39. @robonn #newbiz
- 40. @robonn #newbiz
- 41. @robonn #newbiz
- 42. 5 minutes: What’s your model?
- 43. Let’s recap…
- 44. @robonn #newbiz Actions: 1. New-business is hard 2. Clients buy expertise 3. Define your proposition 4. Your CX is proof 5. Bespoke kills best practice 6. Fix what’s broken 7. Set a vision 8. Have a PoV 9. Think about touch-points 10.Build the right model
- 45. codefinery.com
- 46. codefinery.com GOOD LUCK Robin Bonn robin.bonn@codefinery.com +44 (0)7989 330 449