IPA4 Planning for New Business

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

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IPA4 Planning for New Business

  1. 1. Planning & New Biz Nick Emmel
  2. 2. Plan the brief This you know Plan the pitch This we’ll discuss Planners have a dual role in new business
  3. 3. Agencies are terrible at applying the same rigour to selling their own business as they do their clients’
  4. 4. Your prospective client is your target audience We need to plan for them
  5. 5. So who are they? Everyone is unique
  6. 6. There is no such thing as “another pitch”
  7. 7. 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
  8. 8. They’re looking to cross agencies off the list
  9. 9. You are an homogenous entity to clients
  10. 10. Dave Knockles’ wisdom
  11. 12. You are crap at advertising yourself
  12. 13. Clients don’t really read your press releases They are not as interested in you as you are in each other
  13. 14. 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
  14. 15. We are a creative and strategic collective. We specialize in ideas that influence, grow, accelerate and generate their own momentum
  15. 16. To deliver inspiring and powerful creative communications which elevate your business to a larger audience
  16. 17. Clients don’t want different, they want better
  17. 18. Make friends with intermediaries
  18. 19. Treat chemistry meets like first dates
  19. 20. There’s nothing wrong with a bit of stalking
  20. 21. Don’t talk about yourself all the time
  21. 22. They care about their sector, not about yours
  22. 23. Don’t laugh at ALL their jokes
  23. 24. Quit talking about your ex
  24. 25. If the chemistry is that bad, don’t pitch
  25. 26. Understand the why of the brief not the what What is their real motivation?
  26. 27. Find out who’s really in charge But don’t direct everything at them
  27. 28. Pose hypotheses not questions WHO ARE YOUR COMPETITORS..? WHAT’S YOUR PERCENTAGE OF MARKET SHARE? DUH.
  28. 29. Understand but don’t underestimate the competition
  29. 30. There is being close & there is being too close
  30. 31. Pace yourself through the pitch
  31. 32. Do you really need to repeat the obvious?
  32. 33. Being right isn’t the same as being irresistible Would you pass the 4 hour train journey test?
  33. 34. Bribes undervalue your strategy
  34. 35. Understand and adopt to their culture
  35. 36. Beware of theatre
  36. 37. How long does it really need to be?
  37. 38. Be rapid in your response
  38. 39. Sometimes its just not your day
  39. 40. Be a planner and find out WHY you lost or won
  40. 41. 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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