IPA4 Planning for New Business
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IPA4 Planning for New Business

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IPA4 presentation on the role of planning in winning new business.

IPA4 presentation on the role of planning in winning new business.

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IPA4 Planning for New Business IPA4 Planning for New Business Presentation Transcript

  • 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