What's new in Creative Agency New Business Development

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Summary of new tools and techniques to help agency new business development teams succeed. Creative Agency Secrets sells leads to agencies in Brands Seeking Agencies weekly blog post.

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What's new in Creative Agency New Business Development

  1. 1. What’s  new  in  biz  dev?  
  2. 2. 7  Key  elements  of  new  business  strategy  •  Inbound  marke-ng  -­‐  Capture  and  track  leads  •  Content  marke-ng  –  editorial  plan  •  Social  media  –  growing  presence  •  Plan  how  to  build  rela-onship  between  awareness  and  purchase    •  Mul--­‐touch,  nurturing  campaigns  •  Re-­‐marke-ng  •  Demand  genera-on  and  automated  marke-ng  –  autoresponders  
  3. 3. Pitching  is  going  out  of  fashion  Crowdsourcing  and  freelancers  –  Victor  and  Spoils  Low-­‐value  projects  not  put  out  to  tender  Need  for  brands  to  have  a  range  of  agencies  on  roster  with  diverse  skills  E-­‐Auc-ons  and  procurement  driving  down  margins  [IBM  Emptoris,  Ariba]  Poorly  run  pitches  discourage  quality  par-cipants  -­‐  High  number  of  agencies  on  the  pitch  list  -­‐  Too  liOle  -me  given  to  respond  to  pitch  -­‐  No  budget  allocated  to  brief  -­‐  Increasing  number  of  hoops  -­‐  Addi-on  of  ‘reverse  auc-on’  step  Good  prac-ce  pitching  guidelines  
  4. 4. Inbound  Marke@ng  Tools  to  drive  brand  engagement  Pop  ups  and  light  boxes  Searchable  URLs  Commen-ng  on  others’  blogs  and  newspaper  websites  Reverse  IP  Lookups  Give  away  your  exper-se    
  5. 5. How  to  build  credibility  for  your  exper@se  •  Show  off  •  Give  away  your  advice  (Xero,  Technora-  Media)  •  Use  the  media  in  which  you  are  expert  •  -­‐  an  app  developer  who  doesn’t  have  an  app  •  -­‐  a  direct  marketer  without  a  mailing  list  •  -­‐  a  digital  agency  who  doesn’t  blog  •  -­‐  a  PR  agency  who’s  not  in  the  press  •  Be  very  available  to  your  prospects  

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