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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. 1. MAKING NEW-BUSINESS BESPOKE Small changes, big difference Robin Bonn robin.bonn@codefinery.com +44 (0)7989 330 449
 codefinery.com
  2. 2. What do you love about new-business?
  3. 3. …and what annoys you the most?
  4. 4. Why is new-business so bloody hard?
  5. 5. 25,000 10,000 10% Source: IPA @robonn #newbiz UK agencies 85% advertising agencies of whom Earn of the money
  6. 6. Average Creative charge-out rate has reduced by 11% 
 in 14 yrs Source: MAA @robonn #newbiz
  7. 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. 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. 9. So, how can you make new-business easier?
  10. 10. What’s working well?
  11. 11. What do 
 you do?
  12. 12. …and what makes you unique?
  13. 13. “My biggest frustration with any agency is when they say they can do everything. 
 It's never going to be true” @robonn #newbiz
  14. 14. @robonn #newbiz Clients buy expertise
  15. 15. Without a value proposition - what you do for whom - you won’t standout @robonn #newbiz
  16. 16. @robonn #newbiz
  17. 17. @robonn #newbiz
  18. 18. @robonn #newbiz
  19. 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. 20. 5 minutes: 
 Your new value proposition
  21. 21. Being an expert needs proof - so what’s your agency’s customer experience? @robonn #newbiz
  22. 22. By 2017, 89% of marketers expect customer experience to be their primary differentiator @robonn #newbiz
  23. 23. @robonn #newbiz
  24. 24. @robonn #newbiz
  25. 25. What can you do when you get back to the office?
  26. 26. Bespoke kills 
 ‘best practice’ @robonn #newbiz
  27. 27. @robonn #newbiz Only fix what’s broken
  28. 28. 5 minutes: 
 Your biggest challenge
  29. 29. @robonn #newbiz 9 out of 10 agencies have no vision
  30. 30. @robonn #newbiz Narrative Proposition Point of view Positioning
  31. 31. @robonn #newbiz The only point of difference 
 is a point of view
  32. 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. 33. @robonn #newbiz
  34. 34. @robonn #newbiz Source: Tim Williams
  35. 35. 5 minutes: 
 How are you demonstrating how you’re different?
  36. 36. Why is it so hard to find the right new- business person? @robonn #newbiz (secret: they’re not superheroes)
  37. 37. @robonn #newbiz
  38. 38. @robonn #newbiz
  39. 39. @robonn #newbiz
  40. 40. @robonn #newbiz
  41. 41. @robonn #newbiz
  42. 42. 5 minutes: 
 What’s your model?
  43. 43. Let’s recap…
  44. 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. 45. codefinery.com
  46. 46. codefinery.com GOOD LUCK Robin Bonn robin.bonn@codefinery.com +44 (0)7989 330 449

Workshop prepared for an audience of multi-disciplinary agency CEOs

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