Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hun...

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#INBOUND16
POSITIONING FOR
GROWTH
How to identify, articulate and market what
makes your agency different and better
Karla...

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THE AGENCIES THAT
OUTPERFORM THE
MARKET BEHAVE LIKE
BRANDS

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Agency brands identify a position that informs the 4
Ps and gives consistency to them
PRODUCT PRICE PROMOTION P...

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WHAT

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POSITIONING IS
ABOUT OWNING A
UNIQUE SPACE IN
THE PROSPECTIVE
CUSTOMER’S MIND

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“WHICH AGENCY
WOULD BE BEST
SUITED TO HELPING ME
ADDRESS THIS
SPECIFIC CHALLENGE?”

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“WHICH AGENCY HAS A WAY
OF WORKING AND CULTURE
THAT FITS WHERE WE WANT
TO GO AS A COMPANY?”

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Strong position:Weak position:
Positioning types:

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Strong position:Weak position:
“We can do whatever you want us to.”
Positioning types:

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Strong position:
Your company is clear on:
- What you do, how you do it and WHY you do it
Weak position:
“We ca...

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Strong position:
Your company is clear on:
- What you do, how you do it and WHY you do it
- How you are differe...

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Strong position:
Your company is clear on:
- What you do, how you do it and WHY you do it
- How you are differe...

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Strong position:
Your company is clear on:
- What you do, how you do it and WHY you do it
- How you are differe...

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How do brands identify their position?

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HOW DOES A POSITION
HELP YOU TO MARKET
YOUR AGENCY?

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3 10 KEY LESSONS IN
AGENCY POSITIONING

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HAVE A
GUIDING
VISION.
ONE

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SPEAK THE
TRUTH.
“In a time of universal deceit
telling the truth is a revolutionary
act”
George Orwell.

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TO BE RIGHT FOR
EVERYONE, IS TO BE
RIGHT FOR NO ONE.
Three

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The argument for focus:
• More revenues

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The argument for focus:
• More revenues
• Business from markets outside of your own

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The argument for focus:
• More revenues
• Business from markets outside of your own
• Fewer competitors

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The argument for focus:
• More revenues
• Business from markets outside of your own
• Fewer competitors
• Quali...

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ASSUME
NOTHING.
Four

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DESCRIBE
THE GOLDEN
THREAD THAT
CONNECTS
EVERYTHING
YOU DO.

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LEAD WITH
WHY.
“Advertising is broken. The world
has changed but the creative
process hasn’t. We hack
advertisi...

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WHY +
HOW
IS EVEN
BETTER.
Seven

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THERE IS
POWER IN
POLARIZATION.
Eight

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SHARE
WHAT
YOU
KNOW.
Nine

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SELL THE OUTCOME,
NOT THE OUTPUT.
Ten

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There are three basic ways to look at value creation
INPUTS
Time
OUTPUTS
Deliverables
OUTCOMES
Benefits

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4 KEY TAKEAWAYS

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THANK YOU.

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