Chesamel Communications Creds

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Chesamel Communications Creds

  1. 1. A bespoke strategic development partner for marketing agencies and premium brands<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall kept private unless otherwise agreed<br />
  2. 2. Who we are<br />Independently owned and branded marketing agency broker for premium and luxury brands<br />Founded by John Cofie after spending more than 12 years working with premium brands in journalism, media sales and marketing communications agencies of all disciplines<br />With a combination of a degree in international marketing and postgraduate law as well as a unique strategic perspective on B2B and B2C marketing, it was very easy for a decision be made to introduce effective ways to bring agencies and brands together<br />Specialists in engaging with premium and luxury brand owners and managers<br />Providers of an integrated marketing and business development solution for brands at every stage of their lifecycle<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall be kept private unless otherwise agreed<br />
  3. 3. Shifts in the marketing landscape<br /> “ If agencies are to avoid longer-term decline, experimentation in new models of remuneration and agency structure is only going to increase. Advertisers, which have long complained that half of their budget is wasted but they do not know which half, are now ensuring they get a better return on their investment.” <br /> Source: The Financial Times<br />“More than three quarters of clients say that they find managing media agency pitches a &apos;painful and time-consuming process&apos; but at the same time over 90% feel that it is more important than ever to get the most from the agencies they work with”.<br /> Source: Billetts Marketing Investment Management<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall be kept private unless otherwise agreed<br />
  4. 4.
  5. 5. Why we are here<br />Listen to the agency team and learn what new business objectives are in place<br />Understand the agency’s proposition and the market sectors to target<br />Build a profile and the agency’s ideal client<br />See examples of the agency’s work<br />Discuss how Chesamel Communications can reduce the cost of sales for the agency and increase ROI<br />Answer questions from the agency team<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall be kept private unless otherwise agreed<br />
  6. 6. There are others, but none like us!<br /> Intermediaries have been helping agencies win new business by white-label cold calling and matchmaking for more than 20 years. We have done our research and developed a different approach that reduces agency cost of sales and integrates form and flexibility.<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall be kept private unless otherwise agreed<br />
  7. 7. What is referral marketing?<br />A proactive sales approach based on trust within existing networks which then leads to building new relationships<br />Referral marketing is a long term commitment and can be successfully measured when integrated into a wider marketing plan<br />This approach increases the quality of prospects and eliminates unproductive selling of creative marketing ideas!<br />Cold calling isn’t dead. However, it is more effective (time and budget) to be introduced or referred to a prospect <br />Referrals give senior marketers of premium brands initial control of the decision-making process to appoint an agency, which is what their role demands<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall kept private unless otherwise agreed<br />
  8. 8. Our promise<br />Begin with a new business SWOT audit of the agency<br />Develop a referral marketing strategy to ensure success<br />Research companies and brands in key sectors<br />Generate a constant stream of referral opportunities based on strategic fit and a project requirement. A minimum of 1-2 of such opportunities can be expected each month<br />Broker relationships between the agency and marketing decision-makers of premium brands<br />ROI for the campaign to be expected within 9 months <br />Write briefs, proposals and sales letters with tactical messages<br />Brainstorm ideas for presentations with the agency team<br />Media relations for the agency<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall kept private unless otherwise agreed<br />
  9. 9. Some brand experience within our team<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall kept private unless otherwise agreed<br />
  10. 10. The industries we target<br />Travel<br />Luxury Hotels<br />Luxury Residential Property<br />Eco-luxury<br />Architecture / Construction<br />Automotive<br />Yacht Manufacturing<br />Private Equity<br />Private Banking<br />Membership Organisations<br />Investment Banking<br />Energy<br />Fashion<br />Retail <br />Sports and Leisure<br />Food and Drink<br />Restaurants<br />Identifying a marketing need for a premium brand, however obscure, is what we do best!<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall be kept private unless otherwise agreed<br />
  11. 11. Measuring success<br />ROI is typically expected within 9 months of the campaign<br />Success is measured on agreed key performance indicators with the agency. These will be shown in monthly reports and will include a snapshot of the number of referral sources, RFI’s, credentials meetings, briefs and pitches<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall kept private unless otherwise agreed<br />
  12. 12. Reporting and Reviews<br />The agency will receive a monthly summary of referral activity<br />Quarterly and 6-monthly face-to-face reviews<br />Open door policy for informal meetings<br />Weekly call with updates<br />Invitation to events where applicable<br />Chesamel team to spend at least a day every 3 months in the agency’s offices*<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall kept private unless otherwise agreed<br />
  13. 13. Fees<br />Monthly fees of £1800 per month plus VAT<br />Expenses and administration (including PR) at 10% of fees per month<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall kept private unless otherwise agreed<br />
  14. 14. What next?<br />Prepare a new business proposition document for the agency<br />Collate necessary materials (key staff biographies, case studies, credentials) from the agency to facilitate referrals<br />Build a bespoke database of contacts to begin referral process<br />Brief the agency team of Chesamel Communication’s role<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall be kept private unless otherwise agreed<br />
  15. 15. “John from Chesamel is a trusted partner and a friend. We aren&apos;t a huge agency and we&apos;d rather focus our time on looking after existing clients than chasing new ones. John keeps us in touch with the marketing and consumer lifestyle press, and gives us a nudge if ever an opportunity comes up that he thinks we shouldn&apos;t miss”. <br />Jim Green, Managing Director of DNA Advertising<br />I have worked with John for nearly 2 years and his team at Chesamel Communications is our trusted partner for new business in the UK. We are a 360 degree integrated agency with international clients and John helps us find opportunities that are aligned with our proposition<br /> Greg Wixted, Chief Development Officer, Madison Holdings<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall be kept private unless otherwise agreed<br />
  16. 16. Case Studies<br />
  17. 17. Vista Jets<br />Marketing Communications Brief<br />Vista Jets is a market leading fractional ownership private jet service. Chesamel Communications conducted online and telephone research and contacted the Head of Marketing to gain insight into the brand’s UK marketing communications and PR strategy and was invited to meet and discuss a brief for print design and to reposition the brand online.<br />Activity<br />The Chesamel team worked with a luxury market focused advertising agency with strong credentials in the marine and automotive sector. We were able to mediate the relationship between the marketing team and the agency during the preparation of a response to the brief and pitch was agreed.<br />Result<br /> Vista Jets issued a second brief to the advertising agency to handle an integrated marketing communications campaign<br />
  18. 18. Brawn GP<br />Marketing Communications Brief<br />The Marketing Director of Brawn GP was tacitly approached to discuss online marketing and a CRM tool for the brand and obtained a brief for an agency client after several face-to-face meetings. <br />Activity<br /> We conducted research on marketing strategies for the Formula One teams and proposed ideas to the Marketing Director on achieving an increase in member registrations. A meeting was then arranged with an agency partner to respond to the brief.<br />Result<br />An agency working with the Chesamel team was invited to pitch for the business prior to the recent Mercedes take over.<br />
  19. 19. Extreme Group<br />Marketing Communications Brief<br />The Extreme Group is an international sports and lifestyle company with more than 15 diversified brands. We identified an opportunity with their fashion business that eventually led to a complete PR and marketing brief to integrate online and offline communications across all brands.<br />Activity<br />Our aim was to facilitate 2 face-to-face meetings between the MD of Extreme, the Marketing Director and a full service agency with an international network. We were present in both meetings alongside the Directors from the agency to discuss how the brief would be answered and delivered. This strengthened the rapport between all parties. <br />Result<br /> The Extreme Group agreed in principle to award the business to our agency partner and it was the first time the company had outsourced its marketing communications.<br />
  20. 20. Maxtrack<br />Marketing Communications Brief<br />Maxtrack is Europe’s leading distributor of action sports products including mountain boards and electric dirt bikes. We contacted the MD by letter and secured a face-to-face meeting in Gloucester to discuss a consumer marketing campaign to increase sales of the company’s premium-priced electric priced without a brief. <br />Activity<br />We wrote a brief for an agency client to convey the challenges facing the sales and marketing strategy for Maxtrack’s range of products. The key issue was securing retail agreements and promoting events to young action sports enthusiasts.<br />Result<br />Maxtrack commissioned the integrated agency client to implement a PR campaign to raise awareness of the company’s existence before focusing on developing the brand.<br />
  21. 21. References<br />Greg Wixted, MD of Madison UK, 0207 193 0036<br />Amanda Francis, MD Alchemis, 020 7836 3678<br />Ian Mitchell Innes, MD, Maxtrack, 01531 890955<br />
  22. 22. Thank You<br />info@chesamel.com<br />Tel: 020 7096 0781<br />All referrals made by Chesamel Communications shall be confidential. Management of the pitch process shall kept private unless otherwise agreed<br />

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