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Making Newbiz Bespoke - The Network One, May 2017
Workshop prepared for an audience of multi-disciplinary agency CEOs
Making Newbiz Bespoke - The Network One, May 2017
- 1. MAKING NEW-BUSINESS BESPOKE Smallchanges, big difference Robin Bonn robin.bonn@codefinery.com +44 (0)7989 330 449 codefinery.com
- 2. What do you loveabout new-business?
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- 4. Why is new-business sobloody hard?
- 5. 25,000 10,000 10% Source: IPA @robonn #newbiz UKagencies 85% advertising agencies of whom Earn of the money
- 6. Average Creative charge-out ratehas reduced by 11% in 14 yrs Source: MAA @robonn #newbiz
- 7. “Ultimately, through thespam, 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 drivenby 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 canyou make new-business easier?
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- 11. What do youdo?
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- 13. “My biggest frustrationwith any agency is when they say they can do everything. It's never going to be true” @robonn #newbiz
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- 15. Without a valueproposition - what you do for whom - you won’t standout @robonn #newbiz
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- 19. @robonn #newbiz All aboutwhat 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: Yournew value proposition
- 21. Being an expertneeds 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
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- 25. What can youdo when you get back to the office?
- 26. Bespoke kills ‘bestpractice’ @robonn #newbiz
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- 28. 5 minutes: Yourbiggest challenge
- 29. @robonn #newbiz 9 outof 10 agencies have no vision
- 30. @robonn #newbiz Narrative Proposition Pointof view Positioning
- 31. @robonn #newbiz The onlypoint of difference is a point of view
- 32. @robonn #newbiz "When youdon’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"
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- 34. @robonn #newbiz Source: TimWilliams
- 35. 5 minutes: Howare you demonstrating how you’re different?
- 36. Why is itso hard to find the right new- business person? @robonn #newbiz (secret: they’re not superheroes)
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- 42. 5 minutes: What’syour model?
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- 44. @robonn #newbiz Actions: 1. New-businessis 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
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