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Shaping Integrated Pitches

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Shaping the Integrated Pitch: How to Keep Advertising and Marketing Disciplines From Limiting Public Relations Potential at the New Business Table

Monty Hagler, APR, president, RLF Communications; Gary Towning, co-founder, NewCamp Digital

Too often, integrated pitches and campaigns get taken over and defined by the narrow interests of advertising and marketing professionals. Public relations gets tacked on at the end and marginalized as events and publicity. As a former managing partner with a 100-person integrated agency, Hagler brings hard-won lessons on how to put public relations in the driver’s seat and help grow your agency, and Towning brings perspective from advertising and interactive aspects of the agency business. From creating the initial new business opportunities to crafting winning pitches, attendees will learn tips, strategies and insights for positioning their agencies to lead the discussions. You will learn t

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Develop relationships that create authenticity and credibility for selling integrated services.
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Take the lead in developing pitches while working with other agency partners.
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Use other disciplines to generate higher fees for public relations services.

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Shaping Integrated Pitches

  1. 1. Shaping Strategies for keeping advertising and marketing disciplines from hogging the new business table Integrated Pitches All rights reserved 1
  2. 2. The real distinction is between those who adapt Shaping their purposes to reality and those who seek to mold Perceptions reality in the light of their purposes. ~ Henry Kissinger ~ All rights reserved 2
  3. 3. Getting To The Gary Towning: Table • Senior Partner - Ogilvy • GAD - Mckinney-Silver • Co-Founder - Addressable Media • “White label” support to PR partners All rights reserved 3
  4. 4. Getting To The Monty Hagler: Table • Corporate and political communications experience • Former managing partner for integrated agency • Track record for growing small agencies All rights reserved 4
  5. 5. Campaigns focused on reputation, thought leadership, issues, public affairs Public Relations Campaigns focused on publicity / Campaign buzz, product public relations Categories Our strategies focus on publicity and product public relations. All rights reserved 5
  6. 6. Primary Options: • Expand work with existing clients • Win new clients and engagements Growing Your -With your core scope of productsservices Agency -With new productsservices Our strategies focus primarily on winning business from new clients. All rights reserved 6
  7. 7. Five factors drive new business for agencies: • Relationships • Referrals Driving New • Reputation • RFPs Business • Radar Screen All rights reserved 7
  8. 8. Driving New All of these factors are influenced by perception of Business who you are individually and what your agency does. All rights reserved 8
  9. 9. “I didn’t know you did that!” Getting Lumped In A Box All rights reserved 9
  10. 10. Two Worlds Two Examples All rights reserved 10
  11. 11. • It is very difficult to persuade existing clients to let us compete for different disciplines outside of how The Reality of they have come to define us Perception • Getting lumped into a box is the biggest barrier to being a successful player for an integrated pitch – both for existing clients and new business All rights reserved 11
  12. 12. • Creative, innovative ideas are the most powerful thing we can offer new business prospects. Ideas are more important than • If you can win at the idea stage, you have a better chance of winning at the tactical stage because you the discipline define the tactical implementation. All rights reserved 12
  13. 13. • One of the great campaigns, Dove Campaign for Real Beauty was driven from the PR seat at the brand table Own The Big Idea • Edelman’s StrategyOne conducted a global research program conducted in ten countries around the world to define women’s perception of beauty • Results droves Dove’s beauty philosophy and provided the foundation all of its brand communications All rights reserved 13
  14. 14. - NOV All rights reserved 14
  15. 15. • Door openers to new business: “Tell them something they did not know” • No matter how big or small you are or the client is, Own The Idea we all want to hear something new about the brand and/or their customers • A research partner can be a key player in new business and open doors with an insight that leads to ideas All rights reserved 15
  16. 16. Own the idea • Use social media tracking for in-the-moment ideas and issues for brands you plan to pitch • Example of recent Kroger Social Media tracking All rights reserved 16
  17. 17. • Ideas are the currency that allow you to both grow your agency and have more control over the work Own The Idea you do • Strategies for gaining more control All rights reserved 17
  18. 18. Define Yourself The Way You Want To Be Defined. • Decide how you want your agency to grow and Strategy 1 prosper. • If you want more revenue from collateral, web, social media, direct mail, print advertising, etc – create that perception. • Ensure potential clients learn about those services BEFORE they learn about the services you already handle. All rights reserved 18
  19. 19. Tip 1 All rights reserved 19
  20. 20. Generate Your Own Leads: • Attorneys use the model of “eating what you kill.” Strategy 2 PR agencies need to adopt the same mentality. The person who develops the new business lead owns it, shapes it, controls it. • If you have a relationship or a referral that can get you into a meeting or pitch, use that power to shape how the pitch is going to go. All rights reserved 20
  21. 21. Generate Your Own Leads: • Make a target list of people who can help your Tip 2 agency grow – both people who know you and who need to know you. • Send them ideas that are not public relations or media relations oriented. • Send them examples – whether they are your own or someone else’s (that you credit) to show them you are thinking outside of the box they have put you in. All rights reserved 21
  22. 22. •Buy your staff subscriptions to any magazine they want – provided that they find at least one Tip 2b example in each issue of something that can be sent to a client or prospect. All rights reserved 22
  23. 23. Find Great Partners. • The strategy in business as in war is to have the Strategy 3 won the battle before the battle ever starts. • Shaping an integrated pitch is exactly like that – find partners and define roles before you ever get into a pitch. • Find partners that want to work for you and with you, not against you. All rights reserved 23
  24. 24. Find Great Partners. • Freelancers • White Label Agencies • AdvertisingMarketing Agencies of smaller or equal Tip size Where to Find Them: • Online Freelance Marketplaces - mediabistro.com, elance.com, guru.com • Local AMA, IMA, IAB • Linked-in, Blogsphere, Tweetups ..if each of us hires people who are bigger than we are, we shall become a company of giants. David Ogilvy All rights reserved 24
  25. 25. Make the Most of Opportunities (but don’t expect anyone else to create them for you). • When you have the chance to pitch or define Strategy 4 yourself – take your best two ideas and Blow Them Out. • Show the prospect how the idea can work online, in advertising, as an event. Play the best idea out in tactical channels. • Get your partner (freelancer, white label agency, agency) to blow it out with you and for you All rights reserved 25
  26. 26. •Weigh your risk. There is a risk in trying to expand your relationships with existing clients. If you push too hard, you can Tip damage a relationship and, if you screw up, you can put all of your work in jeopardy. All rights reserved 26
  27. 27. Win Or Lose, Showcase Your Work. • It does not matter if you win or lose the pitch. Take the idea that has been fleshed out and repurpose it. Strategy 5 • Showcase your work – on your website, in a note to a potential client, as an idea that can be recycled for the competitor of the client who did not hire you. All rights reserved 27
  28. 28. What we think, or what we know, or what we believe, is, in the end, of little consequence. In Conclusion The only consequence is what we do. ~ John Ruskin ~ All rights reserved 28

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