IPA4 Planning for New Business

Planning & New Biz Nick Emmel

Plan the brief This you know Plan the pitch This we’ll discuss Planners have a dual role in new business

Agencies are terrible at applying the same rigour to selling their own business as they do their clients’

Your prospective client is your target audience We need to plan for them

So who are they? Everyone is unique

There is no such thing as “another pitch”

The pitch comms plan 1 Getting on the pitch list 2 Credentials and chemistry 3 The briefing 4 The big pitch 5 The post-pitch analysis

They’re looking to cross agencies off the list

You are an homogenous entity to clients

Dave Knockles’ wisdom

You are crap at advertising yourself

Clients don’t really read your press releases They are not as interested in you as you are in each other

We all say the same bollocks To deliver inspiring and powerful creative communications which elevate your business to a larger audience We are a creative and strategic collective. We specialize in ideas that influence, grow, accelerate and generate their own momentum

We are a creative and strategic collective. We specialize in ideas that influence, grow, accelerate and generate their own momentum

To deliver inspiring and powerful creative communications which elevate your business to a larger audience

Clients don’t want different, they want better

Make friends with intermediaries

Treat chemistry meets like first dates

There’s nothing wrong with a bit of stalking

Don’t talk about yourself all the time

They care about their sector, not about yours

Don’t laugh at ALL their jokes

Quit talking about your ex

If the chemistry is that bad, don’t pitch

Understand the why of the brief not the what What is their real motivation?

Find out who’s really in charge But don’t direct everything at them

Pose hypotheses not questions WHO ARE YOUR COMPETITORS..? WHAT’S YOUR PERCENTAGE OF MARKET SHARE? DUH.

Understand but don’t underestimate the competition

There is being close & there is being too close

Pace yourself through the pitch

Do you really need to repeat the obvious?

Being right isn’t the same as being irresistible Would you pass the 4 hour train journey test?

Bribes undervalue your strategy

Understand and adopt to their culture

Beware of theatre

How long does it really need to be?

Be rapid in your response

Sometimes its just not your day

Be a planner and find out WHY you lost or won

Plan for New Business Its not just about the brief You’re not as interesting as you think you are Clients want better not different Treat it like dating not selling If it doesn’t feel right, don’t do it Don’t kid yourself, winning is everything

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IPA4 Planning for New Business

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IPA4 Planning for New Business Presentation Transcript