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Agency, <br />Brand Thyself<br />Tim Williams, Ignition Consulting Group<br />www.ignitiongroup.com<br />
Can you describe your positioning in 30 seconds?<br />
Where most agencies are<br />COMMODITY<br />RECOGNIZED TRADE NAME<br />BRAND<br />
TOP 12 GENERIC AGENCY CLAIMS<br />We’re full service!<br />We’re integrated!<br />We have a wide range of experience!<br /...
“The common failing among agencies seeking new business is their inability or unwillingness to name what they stand for.”<...
Benefits of naming what you stand for<br />A well-defined set of criteria for identifying the clients who want you for wha...
Are we part of the sea of sameness?<br />
Steps to Fighting Agency Commodization<br />Stop selling ads as the answer to everything.<br />Look for new revenue stream...
Standing for everything <br />is just another way of standing for nothing<br />
The foundational question:<br />What are we really selling?<br />
<ul><li> Has higher fees
 Has broader market area
 Has fewer competitors</li></ul>Power is with <br />the specialist.<br />
Most important agency search criteria <br />at developing relationship stage<br />Most important agency search criteria <b...
The essence of positioning is<br />
Why most agencies don’t have a strong positioning: Unwillingness to sacrifice<br />
The goal of positioning <br />isn’t to appeal to more clients.<br />It’s to appeal more intensely <br />to fewer clients.<...
Would you rather be mildly appealing to a broad group of prospects …<br />… or intensely appealing to a select group of pr...
Your firm is defined by the clients and services you don’t have<br />
Top reason clients search for a new agency<br />  Desire to focus on best-in-class specialists<br />  Lagging business res...
“If you stand for something, you will always find some people for you and some against you. <br />“If you stand for nothin...
The world’s strongest brands have both the <br />strongest admirers and the strongest detractors.<br />
Narrow is not <br />the same as small.<br />(Starbucks is narrow, but it certainly isn’t small.)<br />
Narrow is not small<br />
Who we are not<br />(That’s difficult)<br />Who we are<br />(That’s easy)<br />
Serves only well-traveled destinations<br />Serves one kind of traveler (leisure)<br />Offers only one class of service<br...
What we do<br />What<br />Who we do it for<br />Who<br />How we do it<br />How<br />Defining your positioning by exploring...
What<br />
What<br />
Who<br />We know the “ruralpolitan” market.<br />
Who<br />Consumption-based marketing<br />
How<br />
How<br />
What<br />Your positioning can be found at the intersection of:<br />Who<br />How<br />
30-second elevator ride<br />5-minute phone discussion<br />60-minute presentation<br />You should be able to describe you...
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Agency, Brand Thyself

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Advertising agencies and other marketing firms must do for themselves what they do for their clients -- develop a distinctive positioning strategy that will differentiate them in the marketplace. Here's a brief overview based on the work of Ignition's Tim Williams as outlined in his book "Take a Stand for Your Brand: Building a Great Agency Brand from the Inside Out."

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Agency, Brand Thyself

  1. 1. Agency, <br />Brand Thyself<br />Tim Williams, Ignition Consulting Group<br />www.ignitiongroup.com<br />
  2. 2. Can you describe your positioning in 30 seconds?<br />
  3. 3. Where most agencies are<br />COMMODITY<br />RECOGNIZED TRADE NAME<br />BRAND<br />
  4. 4. TOP 12 GENERIC AGENCY CLAIMS<br />We’re full service!<br />We’re integrated!<br />We have a wide range of experience!<br />We’re creative!<br />We’re strategic thinkers!<br />We’re nimble and responsive!<br />We’re media neutral!<br />We’re team-oriented!<br />We’re your marketing partner!<br />We assign only senior people!<br />We get results!<br />We’re fun!<br />Unlike other agencies …<br />Unlike other agencies …<br />Unlike other agencies …<br />Unlike other agencies …<br />Unlike other agencies …<br />Unlike other agencies …<br />Unlike other agencies …<br />Unlike other agencies …<br />Unlike other agencies …<br />Unlike other agencies …<br />Unlike other agencies …<br />Unlike other agencies …<br />
  5. 5. “The common failing among agencies seeking new business is their inability or unwillingness to name what they stand for.”<br />Bob Lundin<br />Agency search consultancy Jones LundinBeals<br />
  6. 6. Benefits of naming what you stand for<br />A well-defined set of criteria for identifying the clients who want you for what you do best.<br />A stronger win ratio when soliciting new business, because you are playing to your strengths.<br />Clearer direction for how your firm should spend its limited time, money and resources.<br />
  7. 7. Are we part of the sea of sameness?<br />
  8. 8. Steps to Fighting Agency Commodization<br />Stop selling ads as the answer to everything.<br />Look for new revenue streams. <br />Say no.<br />Change the cost dialogue into a results dialogue.<br />Accept risk.<br />Specialize.<br />“Commoditization may be the biggest threat facing agencies today.”<br />Jonah Bloom<br />Executive Editor<br />Advertising Age<br />
  9. 9. Standing for everything <br />is just another way of standing for nothing<br />
  10. 10. The foundational question:<br />What are we really selling?<br />
  11. 11. <ul><li> Has higher fees
  12. 12. Has broader market area
  13. 13. Has fewer competitors</li></ul>Power is with <br />the specialist.<br />
  14. 14. Most important agency search criteria <br />at developing relationship stage<br />Most important agency search criteria <br />at credentials stage<br />1. Actual knowledge of the industry, understanding our business.<br />1. Actual knowledge about our industry. <br />Source: Millward Brown Study on Agency New Business, 2007<br />
  15. 15. The essence of positioning is<br />
  16. 16. Why most agencies don’t have a strong positioning: Unwillingness to sacrifice<br />
  17. 17. The goal of positioning <br />isn’t to appeal to more clients.<br />It’s to appeal more intensely <br />to fewer clients.<br />
  18. 18. Would you rather be mildly appealing to a broad group of prospects …<br />… or intensely appealing to a select group of prospects?<br />
  19. 19. Your firm is defined by the clients and services you don’t have<br />
  20. 20. Top reason clients search for a new agency<br /> Desire to focus on best-in-class specialists<br /> Lagging business results<br /> Creative failed to perform as expected<br /> Agency’s failure to update capabilities<br /> Creative differences<br /> Lack of team chemistry<br /> Poor service<br /> Agency’s poor project management<br /> Agency’s lack of cost efficiency<br /> Agency’s lack of desire to facilitate integration<br />Source: Millward Brown Study on Agency New Business, 2007<br />
  21. 21. “If you stand for something, you will always find some people for you and some against you. <br />“If you stand for nothing, you will find nobody against you, and nobody for you.” <br />Bill Bernbach<br />
  22. 22. The world’s strongest brands have both the <br />strongest admirers and the strongest detractors.<br />
  23. 23. Narrow is not <br />the same as small.<br />(Starbucks is narrow, but it certainly isn’t small.)<br />
  24. 24. Narrow is not small<br />
  25. 25. Who we are not<br />(That’s difficult)<br />Who we are<br />(That’s easy)<br />
  26. 26. Serves only well-traveled destinations<br />Serves one kind of traveler (leisure)<br />Offers only one class of service<br />Operates only one kind of aircraft<br />Serves every kind of destination<br />Serves every kind of traveler<br />Offers every class of service<br />Operates every kind of aircraft<br />Unprofitable for most of the past decade and recently emerged from bankruptcy. <br />Profitable every year since they started in business <br />20 years ago.<br />
  27. 27. What we do<br />What<br />Who we do it for<br />Who<br />How we do it<br />How<br />Defining your positioning by exploring three questions<br />
  28. 28. What<br />
  29. 29. What<br />
  30. 30. Who<br />We know the “ruralpolitan” market.<br />
  31. 31. Who<br />Consumption-based marketing<br />
  32. 32. How<br />
  33. 33. How<br />
  34. 34. What<br />Your positioning can be found at the intersection of:<br />Who<br />How<br />
  35. 35. 30-second elevator ride<br />5-minute phone discussion<br />60-minute presentation<br />You should be able to describe your positioning in a: <br />
  36. 36. If you are positioned correctly, you can win the battle <br />before you fight.<br />Lord Wellington<br />
  37. 37. Ignition’s complete approach to agency positioning is outlined in the book “Positioning for Professionals” by Tim Williams.<br />Available at www.amazon.com<br />Ignition offers both guided and self-guided versions of it’s proprietary agency positioning program. <br />www.ignitiongroup.com<br />

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