Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hunter & Farmer: Positioning for Growth
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how to identify, articulate and market what makes your agency different and better
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Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hunter & Farmer: Positioning for Growth
- 1. #INBOUND16 POSITIONING FOR GROWTH How to identify, articulate and market what makes your agency different and better Karla Morales-Lee, CEO of Hunter & Farmer @KARLAHUNTFARM
- 2. #INBOUND16 1. Introduction 2. Identifying your brand position 3. 10 key lessons in agency positioning 4. Key takeaways AGENDA
- 4. #INBOUND16
- 5. #INBOUND16
- 6. #INBOUND16
- 7. #INBOUND16
- 8. #INBOUND16 THE AGENCIES THAT OUTPERFORM THE MARKET BEHAVE LIKE BRANDS
- 9. #INBOUND16
- 10. #INBOUND16
- 11. #INBOUND16
- 12. #INBOUND16 Agency brands identify a position that informs the 4 Ps and gives consistency to them PRODUCT PRICE PROMOTION PLACE
- 13. #INBOUND16
- 14. #INBOUND16 WHAT
- 15. #INBOUND16 POSITIONING IS ABOUT OWNING A UNIQUE SPACE IN THE PROSPECTIVE CUSTOMER’S MIND
- 16. #INBOUND16 “WHICH AGENCY WOULD BE BEST SUITED TO HELPING ME ADDRESS THIS SPECIFIC CHALLENGE?”
- 17. #INBOUND16 “WHICH AGENCY HAS A WAY OF WORKING AND CULTURE THAT FITS WHERE WE WANT TO GO AS A COMPANY?”
- 18. #INBOUND16 2 IDENTIFYING YOUR BRAND POSITION
- 20. #INBOUND16 Strong position:Weak position: “We can do whatever you want us to.” Positioning types:
- 21. #INBOUND16 Strong position: Your company is clear on: - What you do, how you do it and WHY you do it Weak position: “We can do whatever you want us to”. Positioning types:
- 22. #INBOUND16 Strong position: Your company is clear on: - What you do, how you do it and WHY you do it - How you are different and better to the competitors in your space Weak position: “We can do whatever you want us to”. Positioning types:
- 23. #INBOUND16 Strong position: Your company is clear on: - What you do, how you do it and WHY you do it - How you are different and better to the competitors in your space - The challenges you are best suited to address (and the ones you are not) Weak position: “We can do whatever you want us to”. Positioning types:
- 24. #INBOUND16 Strong position: Your company is clear on: - What you do, how you do it and WHY you do it - How you are different and better to the competitors in your space - The challenges you are best suited to address (and the ones you are not) - The real value you offer your clients Weak position: “We can do whatever you want us to”. Positioning types:
- 25. #INBOUND16 How do brands identify their position?
- 26. #INBOUND16 CONDUCT A BRAND AUDIT
- 27. #INBOUND16 BRAND AUDIT QUESTIONS: • Are people aware of us? If so, for what? Is this what we want to be known for?
- 28. #INBOUND16 BRAND AUDIT QUESTIONS: • Are people aware of us? If so, for what? Is this what we want to be known for? • How is our market changing and evolving?
- 29. #INBOUND16 BRAND AUDIT QUESTIONS: • Are people aware of us? If so, for what? Is this what we want to be known for? • How is our market changing and evolving? • How are our competitors positioned?
- 30. #INBOUND16 BRAND AUDIT QUESTIONS: • Are people aware of us? If so, for what? Is this what we want to be known for? • How is our market changing and evolving? • How are our competitors positioned? • What do our customers want and need?
- 31. #INBOUND16 BRAND AUDIT QUESTIONS: • Are people aware of us? If so, for what? Is this what we want to be known for? • How is our market changing and evolving? • How are our competitors positioned? • What do our customers want and need? • What do our stakeholders regard as our strengths, weaknesses, opportunities and threats?
- 32. #INBOUND16
- 33. #INBOUND16 HOW DOES A POSITION HELP YOU TO MARKET YOUR AGENCY?
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- 35. #INBOUND16 “We want to be the agency that convinces companies to see brand’s as valuable assets (rather than just logos).”
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- 38. #INBOUND16 3 10 KEY LESSONS IN AGENCY POSITIONING
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- 41. #INBOUND16
- 42. #INBOUND16
- 43. #INBOUND16
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- 45. #INBOUND16
- 46. #INBOUND16 SPEAK THE TRUTH. “In a time of universal deceit telling the truth is a revolutionary act” George Orwell.
- 47. #INBOUND16
- 48. #INBOUND16
- 49. #INBOUND16 TO BE RIGHT FOR EVERYONE, IS TO BE RIGHT FOR NO ONE. Three
- 50. #INBOUND16 The argument for focus: • More revenues
- 51. #INBOUND16 The argument for focus: • More revenues • Business from markets outside of your own
- 52. #INBOUND16 The argument for focus: • More revenues • Business from markets outside of your own • Fewer competitors
- 53. #INBOUND16 The argument for focus: • More revenues • Business from markets outside of your own • Fewer competitors • Quality clients
- 56. #INBOUND16 LEAD WITH WHY. “Advertising is broken. The world has changed but the creative process hasn’t. We hack advertising to make it better” Tim Rodgers
- 60. #INBOUND16 SELL THE OUTCOME, NOT THE OUTPUT. Ten
- 61. #INBOUND16 There are three basic ways to look at value creation INPUTS Time OUTPUTS Deliverables OUTCOMES Benefits
- 63. #INBOUND16 Brand Audit Position and messaging Goal for marketing Strategy Tactics Agency positioning and marketing
Editor's Notes
- It SEEMED ODD TO ME THAT BUY NIGHT MAJOR AGENCIES WERE PITCHING STRATEGIC AND CREATIVE IDEAS TO THEIR CLIENTS, BUT UNDER THE COVER OF DARKNESS THEY WERE HIRING AN OUTSOURCE COLD CALLING AGENCY TO TRY AND MAKE MEETINGS FOR THEM WITH POTENTIAL CUSTOMERS – WHY WEREN’T THEY TAKING THE SAME APPROACH TO THEIR OWN GROWTH AS THEY WERE THEIR CLIENTS BRANDS? ALL WAS NOT LOST THOUGH
- IT ALSO OCCURRED TO ME THAT…..
- A CLEAR TARGET CUSTOMER PROFILE
- A VISION THAT SERVES AS AN ORGANISING IDEA FOR THE BUSINESS
- A UNIQUE CULTURE
- HOW MANY OF YOU PREDOMINATELY TALK ABOUT WHAT YOU DO OR RATHER THE SERVICES YOU OFFER ON THE FRONT PAGE OF YOUR WEBSITE?
- WITH HALF A MILLIO N AGENCIES IN THE WORLD AND 120,000 IN THE US ALONE, WHAT YOU DO IS HIGHLY LIKELY TO BE OVER-SUPPLIED
- .
- IT ALSO OCCURRED TO ME THAT…..
- IF YOU DON’T CLEARLY UNDERSTAND THE SPACE YOU ARE TRYING TO OWN IN YOUR PROSPECTIVE CUSTOMER’S MINDS YOU WILL ALWAYS BE BLIND WHEN IT COMES TO THE OBJECTIVES OF YOUR MARKETING
- ONCE YOU HAVE AN AIM FOR YOUR MARKETING IT IS FOR EASIER TO DECIDE ON THE STRATEGY AND TACTICS YOU NEED TO ACHIEVE THAT AIM
- ARE YOU GUYS ALL AWARE OF THIS AGENCY? A GLOBAL BRAND AGENCY WITH A NETWORK OF 29 OFFICES IN 22 COUNTRIES
- Uk agency awards
- Uk agency awards
- The ENV (Emission Neutral Vehicle) is an electric motorcycle prototype powered by an hydrogen fuel cell.
- The best growth strategy – in good times of bad – is to decide what not to do.
- IT’S A SIMPLE FACT THAT THE SPECIALIST EARNS MORE THAN THE GENERALIST A BETTER PROPOSITION ATTRACTS A HIGHER QUALITY CLIENT
- IT’S A SIMPLE FACT THAT THE SPECIALIST EARNS MORE THAN THE GENERALIST A BETTER PROPOSITION ATTRACTS A HIGHER QUALITY CLIENT
- IT’S A SIMPLE FACT THAT THE SPECIALIST EARNS MORE THAN THE GENERALIST A BETTER PROPOSITION ATTRACTS A HIGHER QUALITY CLIENT
- IT’S A SIMPLE FACT THAT THE SPECIALIST EARNS MORE THAN THE GENERALIST A BETTER PROPOSITION ATTRACTS A HIGHER QUALITY CLIENT
- Research is key in agency positioning See with clarity before positioning All stakeholders Competitors SWOT
- “Most companies want to create the holy grail of products that appeal to every demographic, socioeconomic background and geographic location. Doing so creates mediocrity. Instead, create segments of products that make some people very happy. Fear not if these products make other segments unhappy. The worst scenario is to incite no passionate reactions at all.” Guy Kawasaki
- This is a company called Eat Big Fish that created the term “challenger brand”. And it’s a cool story because actually, the guy who created it was working as planning director at TBWA and was asked to find a …
- MOST AGENCIES CHARGE FOR INPUTS - Time is an input. Timesheets only capture what the agency puts into something, not what the client gets out of it. Getting compensated for outputs is slightly better in the sense that at least the client is paying for a “deliverable” rather than the effort that went into creating it. Outcomes are the benefits. Ultimately the buyer of professional services is paying for a result; or as economists would say, “utility.” We buy not the service itself, but the usefulness that comes as a result.
- Research Point of view (The agencies that are brands outperform the market) Position (The Agency Brand Expert) Organising idea: (New business is an art, not a numbers game) Strategy (Convince the market that there is a better way to prospect clients beyond cold calling and the sending of unsolicited direct mail) Tactics (Client research, UK Agency Awards, Art of New Business events