Today, the Advertising Industry is a complex environment and so are the relationships Agencies have with their Clients. Here are some ways to make things easier for both parties.
An overview of the research and best practices for PR firms to use in earning and keeping client relationships for the long term. Prepared for the Central Michigan Chapter of the Public Relations Society of America.
The document discusses defining the relationship between an agency and its client. It emphasizes open communication, mutual respect, empowerment, and treating the agency as an extension of the client's internal team. The agency values smarts, egalitarianism, mentoring, trust, accountability, and making contributions to others' success. It also notes the importance of responsiveness, information flow, feedback, feeling part of the team, and making a visible difference.
Like a marriage or partnership, an agency should become an extension of the client's marketing department and be viewed as part of the team as opposed to a vendor or supplier.
In order for a relationship like this to develop and flourish, both parties need to share similar values and ethics while trusting and enjoying the interactions among the individuals from each organization.
Client service & account management - Types of ClientsAamir Abbasi
This document discusses different types of clients that an advertising agency may have and how to prioritize them. It identifies four types of clients: Suns, the most essential clients that an agency needs to retain; Planets, profitable but not essential clients; Black Holes, clients that take much agency resources without fair compensation; and Shooting Stars, new clients that need resources to become Suns or Planets. It also describes the worst types of clients as those who are indecisive, abusive, or constantly threaten to take their business elsewhere. Proper client prioritization and management is important for an advertising agency to balance the needs of different clients and utilize their resources effectively.
The document discusses the relationship between advertisers and advertising agencies. It explains that agencies work to structure client relationships through formal contracts that define objectives, payment methods, and responsibilities. Agencies tailor account teams to interface with client marketing departments through regular meetings. These meetings aim to manage projects and make decisions, with the advertising budget being a central topic that agencies help set, though budgeting approaches can be simplistic like percentage-of-sales models.
Amalgamated Marketing, an Independent Agency Network, would like to share with you our new whitepaper focusing on the top advice in selecting a new Marketing Agency.
Included in this whitepaper is a plethora of vital information about why you need a marketing agency, types of marketing agencies, the agency selection process, criteria for agency selection, and questions to ask during the selection process.
Amalgamated Marketing is a network of small, specialized marketing agencies, that serves two purposes: first to support clients that require marketing project recommendations, cost estimates and marketing implementation. Second to bring new business to qualified marketing agencies. The Amalgamated Marketing network is different than other agency networks by allowing only small, independent agencies to become members, and by providing coordination services without cost to qualified clients.
Today, the Advertising Industry is a complex environment and so are the relationships Agencies have with their Clients. Here are some ways to make things easier for both parties.
An overview of the research and best practices for PR firms to use in earning and keeping client relationships for the long term. Prepared for the Central Michigan Chapter of the Public Relations Society of America.
The document discusses defining the relationship between an agency and its client. It emphasizes open communication, mutual respect, empowerment, and treating the agency as an extension of the client's internal team. The agency values smarts, egalitarianism, mentoring, trust, accountability, and making contributions to others' success. It also notes the importance of responsiveness, information flow, feedback, feeling part of the team, and making a visible difference.
Like a marriage or partnership, an agency should become an extension of the client's marketing department and be viewed as part of the team as opposed to a vendor or supplier.
In order for a relationship like this to develop and flourish, both parties need to share similar values and ethics while trusting and enjoying the interactions among the individuals from each organization.
Client service & account management - Types of ClientsAamir Abbasi
This document discusses different types of clients that an advertising agency may have and how to prioritize them. It identifies four types of clients: Suns, the most essential clients that an agency needs to retain; Planets, profitable but not essential clients; Black Holes, clients that take much agency resources without fair compensation; and Shooting Stars, new clients that need resources to become Suns or Planets. It also describes the worst types of clients as those who are indecisive, abusive, or constantly threaten to take their business elsewhere. Proper client prioritization and management is important for an advertising agency to balance the needs of different clients and utilize their resources effectively.
The document discusses the relationship between advertisers and advertising agencies. It explains that agencies work to structure client relationships through formal contracts that define objectives, payment methods, and responsibilities. Agencies tailor account teams to interface with client marketing departments through regular meetings. These meetings aim to manage projects and make decisions, with the advertising budget being a central topic that agencies help set, though budgeting approaches can be simplistic like percentage-of-sales models.
Amalgamated Marketing, an Independent Agency Network, would like to share with you our new whitepaper focusing on the top advice in selecting a new Marketing Agency.
Included in this whitepaper is a plethora of vital information about why you need a marketing agency, types of marketing agencies, the agency selection process, criteria for agency selection, and questions to ask during the selection process.
Amalgamated Marketing is a network of small, specialized marketing agencies, that serves two purposes: first to support clients that require marketing project recommendations, cost estimates and marketing implementation. Second to bring new business to qualified marketing agencies. The Amalgamated Marketing network is different than other agency networks by allowing only small, independent agencies to become members, and by providing coordination services without cost to qualified clients.
Internal marketing aims to attract, develop, motivate and retain qualified employees to deliver quality service to customers. It involves treating employees as internal customers by providing job opportunities that satisfy their needs. The goals of internal marketing are to build an organization of marketers who are willing and able to create customers, and encourage effective marketing behavior in all employees. Key aspects of internal marketing include competing for talent, offering a compelling vision, training employees, emphasizing teamwork, empowering employees, and measuring and rewarding performance.
The MTL Professional Development Programme is a collection of 202 PowerPoint presentations that will provide you with step-by-step summaries of a key management or personal development skill. This presentation is on "Customer Style" and will show you how you can develop your own unique brand of customer service. will show you how you can develop your own unique brand of customer service.
Customer Retention Strategies for old Clients Tentacle Cloud
The customer facility and marketing are usually looked upon as two different subdivisions. Each division can be made easier and the businesses can achieve their goals faster.
Ways to help your Call Center employees handle stress EffectivelyTentacle Cloud
Call center managers are often under pressure to get responsibilities completed within the deadlines, sometimes having to work with fewer resources than they would have wished for.
Organizations are exploiting social customer interaction channels for sales and marketing, but adoption of these channels for customer service is much slower. Info-Tech research indicates that customer-initiated service inquiries through social channels do not pay off. However, proactively monitoring the social cloud for service opportunities does help organizations achieve their service goals. IT should not be on the sidelines when it comes to enabling customer service: it must support the technologies involved (i.e. integration with CRM platforms). This storyboard, along with its accompanying tools, will help you:
•Understand how customer service fits into the broader CRM picture.
•Assess channel value and design an appropriate hybrid channel strategy.
•Integrate customer service channels with CRM software.
•Implement best practices to enable superior customer service.
Managers must recognize that social channels are here to stay, and define a strategy for using these channels to drive satisfaction and retention with their target customers.
This document discusses various lead generation strategies including customer referrals, third party referrals, public relations, direct mail, telemarketing, search engine optimization, advertising, and trade shows. Customer referrals and third party referrals can generate high quality leads but may be limited when first starting a business. Public relations can produce very high quality leads but results are inconsistent. Direct mail and telemarketing allow for testing and optimizing campaigns to generate good quality leads in a cost-effective manner. Search engine optimization and trade shows can also produce quality leads through passive and active lead generation activities.
B2B Client Acquisition For Marketing Agencies and Software CompaniesBrian Ortiz
Brian Ortiz is a B2B consultant who provides marketing and sales services. He has 15 years of experience building marketing and sales agencies. Currently, he works with Cognizant Ventures providing B2B services, marketing strategy, and building sales teams. He also works with other companies providing IT, staffing, cleaning, and business networking services. Ortiz discusses how the B2B client acquisition model has changed from 2007 to focus more on inbound marketing and less on outbound sales teams. He provides tips on prospecting clients through LinkedIn and qualifying leads over the phone.
Continuous Professional Development - Key to Commercial Success in AdvertisingThe_IPA
A presentation by Andrew Pinkess of the IPA's Professional Development Group which outlines the evidence linking training and development to the growth of marketing and advertising agencies.
Ranjan Kumar Das is a marketing professional with over 10 years of experience in business development, promotions, and managing distributor partnerships in the telecom and finance sectors. He is currently working as a loan servicer at Cholamandalam Investment & Finance Company Limited, where he is responsible for sales, processing loan applications and payments, and maintaining customer relationships. Previously, he held similar roles at Magma Fincorp Limited and Mahindra & Mahindra Finance Services Limited. He has a MBA in Marketing and aims to utilize his skills in strategy, analysis, and customer service to further his career in the loan servicing field.
Agencies have specialized marketing skills and expertise that companies lack. They provide an objective perspective on industry trends and competitors. Agencies also have flexibility to scale up or down quickly as needs change and can focus solely on results rather than internal distractions. Outsourcing to an agency can improve outcomes, save costs, and increase marketing efficiency compared to an in-house team.
This document outlines 7 pillars of customer service: 1) Develop a customer service mission statement, 2) Ensure customer service has the proper attitude and action, 3) Provide base training for employees, 4) Coach employees, 5) Send creative thank you's, 6) Perform functional walkthroughs, and 7) Engage with customers. It emphasizes the importance of going above and beyond for customers to build loyalty and advocates training employees to learn more about each customer. Real-world examples are provided to illustrate how following these pillars can significantly increase sales and improve customer relationships.
Tim Williams on how North American agencies are transforming their approach t...The_IPA
Ignition Consulting Group Founder Tim Williams reveals how some North American agencies are transforming their approach to compensation using fixed, variable and dynamic price models. This presentation was shown at the IPA's Performance Adaptathon in London on 8th July 2014. Find out more at www.ipa.co.uk/adapt/performance and get involved in the conversation on Twitter #ipadapt.
How To Get The Most Out Of Recruitment Agencies, Oussama MansourThe HR Observer
There certainly seems to have been a growing sense of informal negativity towards recruitment consultants in the region. A recruitment agency should help speed up the recruitment process and take a significant workload of your plate. The better consultants should be well connected and be able to provide you access to strong candidates that would be otherwise impossible to gain access to. Due to the significant sums of money involved in the recruitment business, this have caused a drastic shift in how some recruitment companies in the middle east approach their clients. Some have abandoned the mature, well informed true consultative approach and instead replaced it with a high volume, sales orientated approach. Others have become CV passers and nothing more. Finding and getting the best out of a recruitment agency, however, requires planning, preparation and determination.
This presentation was used at HR Summit and Expo 2013 www.hrsummitexpo.com
Customer service is important for businesses in the travel and tourism industry to meet and exceed customer expectations due to high competition. Providing good customer service leads to customer loyalty, competitive advantage, and lower costs for companies. Principles of good customer service include making a positive first impression, providing speedy and accurate service, developing a good company image, establishing clear customer service policies, promoting effective teamwork and communication across an organization, meeting diverse customer needs, and creating a mission statement that outlines a company's goals for customer satisfaction.
Professional services marketing consists of organized activities and programs by professional services firms that are designed to retain present clients and attract new clients by sensing, serving, and satisfying their needs through delivery of appropriate services on a paid basis in a manner consistent with creditable professional goals and norms.
This document discusses the role of HR in employer branding. It defines employer branding as a strategy that allows organizations to differentiate themselves and build loyalty with customers and employees. The objectives are to determine how HR can help brand the employer image by attracting and retaining talent. HR plays a key role through recruitment, compensation, career development, technology, future opportunities, work ethics, and talent management. Important drivers for candidates include learning and development, respect, future opportunities, ethics and manager quality. Employer branding helps attract talent through innovative recruitment approaches and meeting candidate expectations. Social media is an important branding tool. The future of employer branding involves recognizing its importance, evolving the brand, and aligning HR and business strategies.
This document is a resume for "Jay Elaine" S. Miller that outlines their experience in business development, diversity and inclusion, sales, and human resources. Their experience spans over 15 years and includes roles as an intern hub coordinator for a school district focusing on diversity, a consultant for small businesses, and positions in business development, sales, and procurement. They have a variety of skills including communication, analytics, project management, and marketing. Their education includes a bachelor's degree in communications from UNC-Greensboro and a degree in human services-business from Liberty University.
This document discusses client-agency relationships in advertising. It defines a client-agency relationship as one between an advertiser and advertising agency that requires trust and collaboration to be effective. The document outlines factors that contribute to effective relationships, such as agencies not advertising for competitors and clients paying bills promptly. It also describes the advertising process, key agency departments like account services and creative, and sources of agency income. Overall, the document provides an overview of important aspects of client-agency relationships in advertising.
Digibury: Steve Coppin-Smith, Deeson scrum for agenciesLizzie Hodgson
Deeson Solutions Architect Steve Coppin-Smith focuses on scrum in an agency environment. In his talk he explaines what scrum is, why is it relevant to web development, and how can it help coders.
Internal marketing aims to attract, develop, motivate and retain qualified employees to deliver quality service to customers. It involves treating employees as internal customers by providing job opportunities that satisfy their needs. The goals of internal marketing are to build an organization of marketers who are willing and able to create customers, and encourage effective marketing behavior in all employees. Key aspects of internal marketing include competing for talent, offering a compelling vision, training employees, emphasizing teamwork, empowering employees, and measuring and rewarding performance.
The MTL Professional Development Programme is a collection of 202 PowerPoint presentations that will provide you with step-by-step summaries of a key management or personal development skill. This presentation is on "Customer Style" and will show you how you can develop your own unique brand of customer service. will show you how you can develop your own unique brand of customer service.
Customer Retention Strategies for old Clients Tentacle Cloud
The customer facility and marketing are usually looked upon as two different subdivisions. Each division can be made easier and the businesses can achieve their goals faster.
Ways to help your Call Center employees handle stress EffectivelyTentacle Cloud
Call center managers are often under pressure to get responsibilities completed within the deadlines, sometimes having to work with fewer resources than they would have wished for.
Organizations are exploiting social customer interaction channels for sales and marketing, but adoption of these channels for customer service is much slower. Info-Tech research indicates that customer-initiated service inquiries through social channels do not pay off. However, proactively monitoring the social cloud for service opportunities does help organizations achieve their service goals. IT should not be on the sidelines when it comes to enabling customer service: it must support the technologies involved (i.e. integration with CRM platforms). This storyboard, along with its accompanying tools, will help you:
•Understand how customer service fits into the broader CRM picture.
•Assess channel value and design an appropriate hybrid channel strategy.
•Integrate customer service channels with CRM software.
•Implement best practices to enable superior customer service.
Managers must recognize that social channels are here to stay, and define a strategy for using these channels to drive satisfaction and retention with their target customers.
This document discusses various lead generation strategies including customer referrals, third party referrals, public relations, direct mail, telemarketing, search engine optimization, advertising, and trade shows. Customer referrals and third party referrals can generate high quality leads but may be limited when first starting a business. Public relations can produce very high quality leads but results are inconsistent. Direct mail and telemarketing allow for testing and optimizing campaigns to generate good quality leads in a cost-effective manner. Search engine optimization and trade shows can also produce quality leads through passive and active lead generation activities.
B2B Client Acquisition For Marketing Agencies and Software CompaniesBrian Ortiz
Brian Ortiz is a B2B consultant who provides marketing and sales services. He has 15 years of experience building marketing and sales agencies. Currently, he works with Cognizant Ventures providing B2B services, marketing strategy, and building sales teams. He also works with other companies providing IT, staffing, cleaning, and business networking services. Ortiz discusses how the B2B client acquisition model has changed from 2007 to focus more on inbound marketing and less on outbound sales teams. He provides tips on prospecting clients through LinkedIn and qualifying leads over the phone.
Continuous Professional Development - Key to Commercial Success in AdvertisingThe_IPA
A presentation by Andrew Pinkess of the IPA's Professional Development Group which outlines the evidence linking training and development to the growth of marketing and advertising agencies.
Ranjan Kumar Das is a marketing professional with over 10 years of experience in business development, promotions, and managing distributor partnerships in the telecom and finance sectors. He is currently working as a loan servicer at Cholamandalam Investment & Finance Company Limited, where he is responsible for sales, processing loan applications and payments, and maintaining customer relationships. Previously, he held similar roles at Magma Fincorp Limited and Mahindra & Mahindra Finance Services Limited. He has a MBA in Marketing and aims to utilize his skills in strategy, analysis, and customer service to further his career in the loan servicing field.
Agencies have specialized marketing skills and expertise that companies lack. They provide an objective perspective on industry trends and competitors. Agencies also have flexibility to scale up or down quickly as needs change and can focus solely on results rather than internal distractions. Outsourcing to an agency can improve outcomes, save costs, and increase marketing efficiency compared to an in-house team.
This document outlines 7 pillars of customer service: 1) Develop a customer service mission statement, 2) Ensure customer service has the proper attitude and action, 3) Provide base training for employees, 4) Coach employees, 5) Send creative thank you's, 6) Perform functional walkthroughs, and 7) Engage with customers. It emphasizes the importance of going above and beyond for customers to build loyalty and advocates training employees to learn more about each customer. Real-world examples are provided to illustrate how following these pillars can significantly increase sales and improve customer relationships.
Tim Williams on how North American agencies are transforming their approach t...The_IPA
Ignition Consulting Group Founder Tim Williams reveals how some North American agencies are transforming their approach to compensation using fixed, variable and dynamic price models. This presentation was shown at the IPA's Performance Adaptathon in London on 8th July 2014. Find out more at www.ipa.co.uk/adapt/performance and get involved in the conversation on Twitter #ipadapt.
How To Get The Most Out Of Recruitment Agencies, Oussama MansourThe HR Observer
There certainly seems to have been a growing sense of informal negativity towards recruitment consultants in the region. A recruitment agency should help speed up the recruitment process and take a significant workload of your plate. The better consultants should be well connected and be able to provide you access to strong candidates that would be otherwise impossible to gain access to. Due to the significant sums of money involved in the recruitment business, this have caused a drastic shift in how some recruitment companies in the middle east approach their clients. Some have abandoned the mature, well informed true consultative approach and instead replaced it with a high volume, sales orientated approach. Others have become CV passers and nothing more. Finding and getting the best out of a recruitment agency, however, requires planning, preparation and determination.
This presentation was used at HR Summit and Expo 2013 www.hrsummitexpo.com
Customer service is important for businesses in the travel and tourism industry to meet and exceed customer expectations due to high competition. Providing good customer service leads to customer loyalty, competitive advantage, and lower costs for companies. Principles of good customer service include making a positive first impression, providing speedy and accurate service, developing a good company image, establishing clear customer service policies, promoting effective teamwork and communication across an organization, meeting diverse customer needs, and creating a mission statement that outlines a company's goals for customer satisfaction.
Professional services marketing consists of organized activities and programs by professional services firms that are designed to retain present clients and attract new clients by sensing, serving, and satisfying their needs through delivery of appropriate services on a paid basis in a manner consistent with creditable professional goals and norms.
This document discusses the role of HR in employer branding. It defines employer branding as a strategy that allows organizations to differentiate themselves and build loyalty with customers and employees. The objectives are to determine how HR can help brand the employer image by attracting and retaining talent. HR plays a key role through recruitment, compensation, career development, technology, future opportunities, work ethics, and talent management. Important drivers for candidates include learning and development, respect, future opportunities, ethics and manager quality. Employer branding helps attract talent through innovative recruitment approaches and meeting candidate expectations. Social media is an important branding tool. The future of employer branding involves recognizing its importance, evolving the brand, and aligning HR and business strategies.
This document is a resume for "Jay Elaine" S. Miller that outlines their experience in business development, diversity and inclusion, sales, and human resources. Their experience spans over 15 years and includes roles as an intern hub coordinator for a school district focusing on diversity, a consultant for small businesses, and positions in business development, sales, and procurement. They have a variety of skills including communication, analytics, project management, and marketing. Their education includes a bachelor's degree in communications from UNC-Greensboro and a degree in human services-business from Liberty University.
This document discusses client-agency relationships in advertising. It defines a client-agency relationship as one between an advertiser and advertising agency that requires trust and collaboration to be effective. The document outlines factors that contribute to effective relationships, such as agencies not advertising for competitors and clients paying bills promptly. It also describes the advertising process, key agency departments like account services and creative, and sources of agency income. Overall, the document provides an overview of important aspects of client-agency relationships in advertising.
Digibury: Steve Coppin-Smith, Deeson scrum for agenciesLizzie Hodgson
Deeson Solutions Architect Steve Coppin-Smith focuses on scrum in an agency environment. In his talk he explaines what scrum is, why is it relevant to web development, and how can it help coders.
Client / Agency Alignment - Channel Strategies For SEO, PPC, Content Strategy...Anthony Piwarun
Presentation given at SMX West 2013 on organizational alignment between SEO, PPC, Content Strategy, Web Design, and Web Development. Learn more about aligning agency / client relationships with key takeaways.
This document provides tips for proper email etiquette. It recommends using correct spelling and grammar, avoiding slang and text language, making sure sentences are fluent and make sense. Professional email names are advised over pet names, gibberish, or names related to hobbies. All questions should be answered, unnecessary attachments avoided, and emails should be written in a proper format. Offensive, racist, sexist, bullying, rude, spamming or trolling emails should be avoided.
The European Agency Client Relationship - Exposed! - Micky Khannaauexpo Conference
The document summarizes a presentation given by representatives from the affiliate marketing agency Existem AM and their client Crocs on the agency-client relationship. It outlines the backgrounds of the presenters, Crocs' need to appoint an affiliate program manager to handle their European markets, and the agreed upon deliverables which included local support, communications, and reporting. It also discusses the roles of the client, agency, and their joint responsibilities, along challenges faced and successes achieved through their collaboration, including growth in several key European markets.
The advertising industry puts a lot of effort into educating their staff and upgrading client management skills. I hope to share some of what I’ve learned over the years to provide some ideas to hold up the client side of the relationship.
The document compares the relationship between clients and agencies to marriage. It notes that successful marriages require love, trust, compromise and staying committed over time. Similarly, agency client relationships last on average 3 years now, down from 12 years ago, so maintaining long-term relationships requires both initial chemistry and nurturing the relationship over time through mutual respect, passion for work, trust, honesty, accountability and a sense of humor. The key is learning to love clients in the patient, kind and persevering way that true love is defined.
Under the hood of client agency relationships - Dipesh Pattni & Jamie Peachdipeshpattni
Dipesh Pattni and Jamie Peach teamed up to provide a dual perspective talk at BrightonSEO 2016 on hoe Client/Agency relationships could be improved using a 4C's model they created.
IPA President Ian Priest strives for win-win performance in client/agency rel...The_IPA
IPA President Ian Priest introduces the fourth chapter of his ADAPT agenda with a look at how the industry can attain win-win performance in client/agency relationships by moving towards less time based and more value/risk-based remuneration models. This presentation was shown at the IPA's Performance Adaptathon in London on 8th JUly 2014. Find out more at www.ipa.co.uk/adapt/performance and join in the conversation on Twitter using #ipadapt.
This document discusses the importance of experimentation in moving ideas to business. It argues that as humans, we tend to overestimate success and inflate impacts, so experimentation helps overcome these biases. Validated learning through experimentation measures effects to inform decisions. Experiments should test falsifiable hypotheses and focus on speed to facilitate faster learning. Different testing methods are outlined from paper prototypes to A/B testing digital versions. Key principles for effective experimentation include making tests simple, close to reality, prioritized, and statistically significant to either validate hypotheses or identify needed pivots.
This document provides an overview of how to design experiments. It discusses key elements like defining research questions and hypotheses, choosing subjects randomly, controlling for different types of noise, and ensuring internal and external validity. It emphasizes randomization and controlling independent variables to properly demonstrate causal relationships. The document also covers organizing and analyzing data, including keeping configuration files and scripts to check for technical issues during experiments.
Getting past the first date. How nurturing creativity together makes a new cl...Bristol Media
This document discusses building successful relationships between clients and agencies. It notes that clients and agencies often have different perspectives and priorities. Building understanding and trust takes time and effort, with misunderstandings being common early on. Successful relationships require open communication, reducing barriers to creativity, and focusing on long-term goals rather than short-term wins. Both clients and agencies must make building the relationship a priority.
Experimental design involves purposefully introducing changes or treatments to observe their effects. The document discusses key aspects of experimental design, including:
1. Selecting subjects and assigning them to treatment or control groups to measure the effect of changes.
2. Considering factors like the type and amount of information desired, questions the design will and won't answer, and costs when selecting a design.
3. Key terminology like treatment, control, variables, randomness, and validity that are important to experimental design.
This document discusses scientific concepts like the scientific method, experimental variables, controls, and eliminating bias. It provides explanations and examples of key terms:
- The scientific method involves observation, hypothesis, experiment, and conclusion. Variables are things that change during experiments while controls remain the same.
- Scientific laws describe observable phenomena through statements or math. Theories explain how natural events work based on testable hypotheses. Facts are objective observations.
- Experiments require identifying independent and dependent variables and controlling other factors to make tests fair. Blind and double blind studies aim to reduce researcher bias.
- Objective data involves measurement while subjective data includes opinions. Graphs show relationships between variables. The scientific method seeks to eliminate bias through
Creating Harmony Between Your Clients And Your AgencyAdam Dince, MBA
My #Conductor #C3NY presentation chock full of tips on creating a smooth relationship between your agency and clients. Feel free to read, comment and share on!
This document provides an overview of a project that aims to compare the effectiveness of the Taguchi method and Shainin design of experiments (DOE) technique for optimizing surface roughness. The objectives are to compare the two methods and determine the applicability of the Taguchi method. The problem statement indicates the adoption of experimental design techniques can help a company improve cost and quality. The literature review discusses perspectives on the relative power and validity of different approaches. The methodology section indicates Taguchi and Shainin DOE approaches will be followed. The expected result is to identify optimum parameters for surface roughness measurement using the techniques and compare their effectiveness.
Agency-Client Onboarding: First 90 Days, from PR 20/20 and Marketing Agency I...MarketingAgencyInsider
Getting starting off on the right foot with a new client builds a relationship set for success. This presentation offers tips to guide your first 90 days of the new agency-client relationship.
By Jessica Miller (@jessica_joellen)
This document summarizes research on client-agency relationships and value creation. It includes interviews and surveys of clients and agencies. Key findings are that clients and agencies often have different perspectives on briefs, skills/knowledge, goals, and interactions. Agencies perceive clients as lacking focus, information, and approval in briefs. Clients perceive agencies as lacking interrogation and alignment. Both note lack of understanding from the other side. The research identifies areas of potential improvement like clarifying processes, expectations, and feedback. Future workshops are proposed to further engage clients and agencies based on the findings.
1st Conference - Catherine Hills - Service Design and Design ThinkingCatherine Hills
“Speaking with people. How to collaborate with and deliver value for your customers.”
It’s easy to say that we need to have “customer collaboration”, but how can we do this effectively? One way is by speaking to people, but what do you do with the information gathered to deliver valuable outcomes for them?
What does “human centred design”, “service design” and “design thinking” mean? How can we use “design sprints” and how can this be revalidated through the shorter feedback loops and frequent delivery that working with agility insists upon?
It’s all connected to human factors so let’s learn how these can combine to help us get closer to our customers and really deliver!
Catherine Hills is UX and Service Design Director at RMIT Online.
An accomplished and collaborative agile human-centered experience designer and research lead, she has worked for a range of businesses including ANZ Banking Group, SEEK, REA Group, Thoughtworks, 99designs, Envato and the University of Melbourne. Catherine is a seasoned Agile UX practice, delivery lead and people coach, with experience in product discovery and innovation.
Catherine entered industry as a graphic and interaction designer and front-end engineer. Since then, her experience has been gathered in organisations in both the United Kingdom and Australia. Catherine has led design and research in digital agencies, publishing companies, education, technology and startups.
https://www.1stconf.com/speakers/#catherineh
The document discusses the importance of getting mentoring to beef up career skills. It recommends determining mentoring goals, recognizing good mentors, and directly requesting mentorship while being a commendable mentee. Potential mentors include bosses, professors, and leaders successful in one's field. The relationship benefits the mentee's personal growth, guidance in their career path, and learning from the mentor's expertise and experience.
Consistent b-to-b account growth is often hindered by organizations creating barriers to cross-selling and up-selling. This white paper outlines the 3 critical components of Strategic Account Management (S.A.M.) Plans that high performing b-to-b organizations use to eliminate those barriers and excel at organic account growth.
The document discusses the top 10 skills that are important for graduates to have when seeking employment. These include commercial awareness, communication skills, teamwork, negotiation and persuasion, problem solving, leadership, organization, perseverance and motivation, ability to work under pressure, and confidence. It provides details on what each skill entails and how graduates can demonstrate them to employers. Additional important skills mentioned are managing ambiguity, resilience, analytical skills, enterprise and entrepreneurial skills, and IT skills.
Strategies for Effective Training: How Collaboration Leads to a Win-Win Solution
Shui On Land / JETT customer experience
November 9, 2009
American Chambers of Commerce (Amcham) - Shanghai
Business development involves creating long-term value for a company through customers, markets, and relationships. This includes generating cash, opportunities, sustainability, competitive advantage, customer discovery, debt repayment, problem solving, and building strategic alliances. Business development is a strategic activity focused on growth, not just sales. Effective communication, both personal and professional, is important for business development and relies more on how something is said rather than just what is said. Key factors like employee and customer satisfaction, productivity, efficiency, and culture are also essential for business growth and success.
This document provides an overview of the consulting framework and process. It defines a consultant as someone who can influence an organization without direct power, while a manager has direct responsibility. The core transaction is transferring expertise from consultant to client. Key skills include technical knowledge, interpersonal skills, and consulting skills like contracting, discovery, analysis, engagement, and termination. The consulting process involves defining problems, selecting dimensions to study, gathering data, providing recommendations, and iterating if needed. Building solutions requires a fact-based, hypothesis-driven approach addressing all key drivers. Selling solutions requires building trust and gaining internal commitment from clients.
Quality management is the act of overseeing all activities and tasks that must be accomplished to maintain a desired level of excellence. This includes the determination of a quality policy, creating and implementing quality planning and assurance, and quality control and quality improvement.
Steps to optimize productivity by Cultivating ValuesTentacle Cloud
Every communication with a customer is a chance to establish a positive affiliation, be it over the phone, over social media or otherwise. Call centers fulfill a very excited purpose. They are the midway between the customer and the company.
" All Employees Are Marketers" an attitude that drives companies to excellenceMaxwell Ranasinghe
A workshop was conducted by Maxwell Ranasinghe on December 21st, 2013 for a leading Sri Lankan company. The workshop discussed how all employees have a role in marketing and sales, not just the marketing department. Ranasinghe explained that every employee, from security guards to managers, helps deliver the promises made to customers through marketing. Just like in football where all players must work together to score goals, all business employees must work as a team to satisfy customers. The success of great companies comes from leadership ensuring excellence and customer focus permeates the entire organization.
If role-playing were a Broadway show, it would have been running for years.
Despite its long run in areas like military training and emergency response, it’s
making a corporate comeback, thanks to the introduction of social media and
virtual tools.
Business ImplementationJessica ValverdeManagement Practices TawnaDelatorrejs
Business Implementation
Jessica Valverde
Management Practices for the 21st Century
Management in Action
Customer Relationship management
Customer relationship management is a practice that focuses on creating good relations with clients
The focus of the practice is the development of a high degree of efficiency
It improves the degree of responsiveness within clients by handling their issues
It improves the regular communication within the two
Customer relationship management is a practice that focuses on creating good relations with clients. The focus of the practice is the development of a high degree of efficiency. It improves the degree of responsiveness within clients by handling their issues. It improves the regular communication within the two
2
Challenges of implementing TQM
Lack of support from the top management.
Limited resources in terms of service delivery.
Lack of enough funds.
The TQM takes time to be successful
Lack of support from the top management. Limited resources in terms of service delivery. Lack of enough funds. The TQM takes time to be successful
3
Efficiency
Efficiency refers to the organizational effectiveness
The application of positive communication practices
Increasing the number of employees
Creating realistic goals that can be easily achieved
Efficiency refers to the organizational effectiveness. The application of positive communication practices. Increasing the number of employees. Creating realistic goals that can be easily achieved
4
Importance of Value Chain Management
Value chain management increases business efficiency.
It plays an important part in the creation of predications.
It creates a competitive advantage to a company.
It increases the general productivity
Value chain management increases business efficiency. It plays an important part in the creation of predications. It creates a competitive advantage to a company. It increases the general productivity
5
Inovation
Innovation refers to the process of creating new ideas.
The use of brainstorming is a perfect approach.
Focusing on diversity is the other practice.
The application of market research is also productive in this case.
Innovation refers to the process of creating new ideas. The use of brainstorming is a perfect approach. Focusing on diversity is the other practice. The application of market research is also productive in this case.
6
Responsiveness to Customers
It is measured by evaluating the outcomes in terms of sales.
Employee turnover also evaluates the issue.
The level of organizational diversity also explains the matter in a broader perspective.
Increasing efficiency is the point of focus that can be applied in the evaluation process
It is measured by evaluating the outcomes in terms of sales. Employee turnover also evaluates the issue. The level of organizational diversity also explains the matter in a broader perspective. Increasing efficiency is the point of focus that ...
Slide share The Ultimate 'Train the Trainers' Service Excellence Learning a...Dr. Ted Marra
You may have read my journal article on 'Why Senior Management Still Doesn't Seem to get it after all these Years'. If so, you understand how 'critical to success' service excellence really is to ensuring you achieve and maintain competitive advantage. This programme is the 'ultimate' and takes my 40 years of experience and distills it into a powerful learning experience. Get your trainers up to speed so they can deliver it effectively. Do it now while there is still time! The clock is ticking and the future is often here before we are ready for it!
This document discusses how getting a mentor can help strengthen career skills. It recommends determining goals for the mentoring relationship, identifying good mentor candidates such as former bosses or professors, and directly requesting mentorship while clearly communicating goals. As a mentee, it's important to be prepared for meetings, ask for advice in moderation, listen to the mentor, share career progress, and express gratitude frequently through thanks and small gifts. Developing a positive relationship with a mentor can provide career guidance and help improve skills.
“You will never change your life until you change something you do daily”, said by the popular televangelist Mike Murdock. Once you arrive at the torturous decision of changing your career, do not waste more time dwelling on the rationale behind this decision.
Get all your acts together and think of better ways of giving yourself a set of career skills that can gear you up for a new life and a new career.
Beefing up your career skills is rather an essential step of achieving true success. There are some secrets that will aid you in acquiring these skills.
Learning these secrets can be very beneficial indeed.
Once you have learned all these secrets, you are on your way to enjoying a better career, a sense of stability and more money. All of the time, energy and efforts in strengthening your career skills will be well worth the investment.
By strengthening your career skills, you can become one of the potential candidates that employers are looking for. Thus, it is important to pay attention to these secrets.
One of the first steps of acquiring a new set of career skills is arranging funds that allow you to attend a university or school. This is a big step to moving forward for you to obtain a new set of skills.
Taking it a step further than college is also important. You may want to check out some extracurricular activities such as clubs or maybe even participate in a volunteer event. These are just a couple of examples that can be very beneficial.
Although obtaining new career skills means spending money and time, the outcome will be most beneficial. Keep in mind, it will be a difficult task and will require longer hours.
There is also a plethora of courses that can help in getting your foot in the door to your career. You can gain specialization and expertise in a specific activity or field. Some institutions also offer courses that are highly effective in establishing a career. They are reliable in arming yourself with a set of career skills. It is important to look into many schools and check to see what each offers.
Through constant training and practice, you will be on your way to embarking on a new career. Beefing up your skills is proven to provide long-term benefits and offer you a stable job.
Learning and development are also needed in meeting the challenging demands of a career. There are some skills that will also need improvement.
By focusing on these skills, you can improve and become a better person.
Mentoring or taking online and offline courses are also essential parts of beefing up your skills. Below are some of the secrets to learn to aid in strengthening your career skills for your success.
The document provides an overview of a training session on delivering superior customer service. It discusses establishing consistently high levels of customer service as a key goal and competitive differentiator. It outlines five levels of customer service excellence and how customers perceive those levels. The training encourages participants to evaluate their own organization's level of customer service and identify areas for improvement.
Engaging Businesses with Consultative Selling--PWDA TrainingMichele Martin
This document provides an overview of consultative selling strategies for engaging business customers. It discusses building rapport with customers, understanding their needs and goals, and customizing interactions based on the stage of the customer relationship. The stages include getting to know the customer, building trust and liking, getting the customer to try services, ensuring positive experiences, and maintaining ongoing relationships. The document also covers topics like creating customer profiles, developing customized offers for different customers, planning interactions, asking powerful questions, and following up with customers after meetings. The goal is to take a consultative approach that focuses on the customer perspective and moves the relationship forward at each stage.
10 steps to keeping employees engaged and motivatedMarcelo Marasso
The document outlines 10 steps to keeping employees engaged and motivated:
1. Clearly define your vision and ensure employees understand goals and direction.
2. Get feedback from employees on their needs and provide necessary tools and support.
3. Communicate goals and changes well through various channels, and ensure employees understand objectives to reduce uncertainty.
The full document provides further details on each step such as providing praise, treating employees fairly, making work fun, giving attention to high-potential employees, and implementing incentive programs. The overall message is that engaging and appreciating employees through various strategies can significantly improve performance, engagement, and retention.
This document discusses strategies for recruiting and retaining skilled machinists. It provides tips for conducting interviews that highlight the strengths of the company. Making a formal, written job offer is recommended over a quick verbal offer to show the candidate they are valued. Covering potential counteroffers from a current employer in the interview can help assess commitment. New hires should have a dedicated induction process to help them settle in. Using a single recruiter who understands the company's needs can yield better candidates than contacting multiple recruiters. Conducting exit interviews can provide insights to improve staff retention.
Similar to Client Agency Relationships: Value Creation or Value Destruction? (20)
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The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses security and privacy concerns related to increasing connectivity and adoption of technologies like artificial intelligence, virtual reality, and driverless cars. By 2020, there will be 50 billion connected devices creating over 44 trillion gigabytes of data per year, but complexity in connected systems can introduce security vulnerabilities. All consumers, developers, and vendors must work together to ensure new technologies are designed securely through greater transparency, more investment in security, and a shift toward secure-by-design practices to help protect personal data and control how artificial intelligence systems are developed and used.
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VR has been developing since the 1930s but recent technological advances have enabled its widespread use. VR provides an immersive experience that transports users to new worlds and elicits strong emotions. Major companies like Facebook believe VR will become integrated into daily life for billions of people. The VR industry is growing rapidly and expected to be worth $30 billion by 2020. For VR to be compelling, it must provide high fidelity, track users' movement, make them feel present, and interact naturally with virtual environments. Both 360 video and interactive VR applications are growing in popularity for entertainment, education, and branding experiences. As headsets improve and content matures, gaming is poised to drive broad consumer adoption of VR.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
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The document discusses the rise of "living services" as a result of the digitization of everything and changing customer expectations. Living services are tailored to individuals, evolve in real time based on learning, and are proximate through technologies like wearables. For businesses to succeed with living services, they will need to reconfigure their organizations, embrace continuous design and research, and design with data and the human experience in mind. This represents a transformation for both brands and the impact on design.
James Caig introduces himself as the Head of Strategy at True Digital and discusses strategy and strategists. He notes that strategy brings focus and allows for more control over one's own destiny. A strategist is curious, writes concisely, and conducts research like an academic while writing like a reporter. As a strategist, key responsibilities include gathering and synthesizing data from a wide range of sources to develop insights, facilitating collaboration, and telling stories with data to develop compelling visions of the future.
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This document provides tips on how to retain clients. It emphasizes that retaining clients is important because it is less expensive than acquiring new ones and increases profits. The "ultimate customer retention model" involves developing relationships through five stages: getting to know clients, winning their trust, keeping the romance alive, getting them committed long-term, and renewing the relationship. At each stage, agencies should focus on understanding clients' businesses, being transparent, quickly addressing issues, passing on cost efficiencies, showcasing results, and making it easy for clients to publicly endorse the agency. In summary, the key is focusing on developing strategic relationships, seeking innovations, and efficiencies to retain valuable clients.
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1. While the basic principles of marketing are the same for B2B and B2C, the application differs due to differences in the nature of the customer relationship and decision making process.
2. B2B marketing emphasizes benefits to the business over product features and focuses on adding value, while B2C marketing emphasizes emotional appeals.
3. Effective B2B marketing messages convince multiple decision makers of the value added to the business and remove perceived purchase risk, focusing on benefits rather than features through direct communications.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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Empowering Influencers: The New Center of Brand-Consumer Dynamics
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
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1. Effective techniques to increase your brand's visibility across various online platforms.
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3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
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Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
2. Research Method
25 one-to-one interviews with clients, agency
management, and agency creatives (nine
case studies) in 2013-14
Additional qualitative data from three
workshops in 2014
Survey questionnaire (64 responses from
agencies) in 2014
4. The Brief
Agencies say…
Lack of focus
Lack of information
Lack of senior
manager sign-off
Lack of time (and
money)
Clients say…
Lack of interrogation
by agency
Lack of alignment
Agency cost
estimates unrealistic
5. The Brief
Agencies Say… Clients say…
It’s very rare we get a clear
brief. (Creative, case 1)
We’ve improved our processes
so things are better now than
they were. (Marketing
Manager, case 1)
The junior managers give you
changes they want made
before it goes up the ranks.
You make a whole set of
changes. Then you show it to
the senior stakeholders and
you find out it was off brief in
the first place.
(Account Director, case 3)
We need to put the energy
at the beginning to make
sure the brief is absolutely
right and that we’re clear
about what ‘good’ looks like.
(Marketing Director, case 3)
6. Agency Perceptions of Client Brief
Item Mean score
The brief contains sufficient information 1.92
The brief contains a clear focus 2.53
The brief provides sufficient time for the job 2.47
The brief provides sufficient budget for the job 2.66
5=strongly agree, 1=strongly disagree
N=64
7. Knowledge and Skills
Agencies say about (some)
clients…
Lack
understanding of
creative process
Inability to evaluate
creative work
Clients say about (some)
agencies…
Lack of
understanding of
client world
Narrow creative
horizons
8. Knowledge and Skills
Agencies Say… Clients say…
No, I don’t always feel confident
if I’m perfectly honest and that’s
why I try to make it a
conversation with the agency so
I can get their opinions.
(Head of Marketing, case 6)
There’s a lot of people out
there who think they know
what they’re talking about but
don’t. Some can be open to
learning from their agencies,
but others are defensive and
purport to know when they
don’t. This can compromise
the quality of work.
(Managing Director, case 9)
9. Agency Perceptions of Client Skills
Item Mean score
Clients are good at writing a brief 2.23
Clients are good at articulating what they want 2.63
Clients are good at evaluating creative work 2.59
Clients understand the creative process 2.30
5=strongly agree, 1=strongly disagree
N=64
10. Have you ever had training in judging
creative work?
1 2 3
0%
73%
27%
1. Yes a very full
training
2. I have had some
training
3. I have not had any
training
11. Has any of your agencies offered you
training in judging creative work?
1 2
91%
9%
1. Yes
2. No
12. Goals and Value Judgements
Agencies say about
clients…
Risk-averse
Clients say about
agencies…
Too safe
OR
Radical just for the
sake of it
Enhancing their
creative reputation
13. Goals and Value judgements
Agencies Say… Clients say…
They’re going to research the
hell out of this and we’ll be left
with a generic piece of work
(Creative Director, case 2)
We’re trying to sell a product;
they’re trying to promote their
artistic work (Marketing Director,
case 3)
You need more than one option
but I think the ‘safe, middle of the
road, and radical’ approach is the
agency covering all the options
(Head of Marketing, case 6)
15. Interaction
Agencies say about
clients…
Prescriptive
Poor process
management
Clients say about
agencies…
Inflexible and
stubborn
Account managers
can impede
communication
16. Interaction
Agencies Say… Clients say…
They are stubborn and I have
to say to them ‘unless you shift
your position, we can’t go
forward’ And yet, despite this
happening year after year, they
continue to insist on doing
things their way and it delays
the process.
(Brand Manager, case 9)
They end up restricting
themselves and don’t get any
value out of using us. You end up
as the person moving the mouse
for them. (Creative, case 5)
Clients can sometimes say ‘I
don’t really like it, it’s not really
doing what I want it to do’ but
what they really want is help to
fine-tune their thinking rather
than us saying ‘OK you don’t
like that, we’ll change it’.
(Managing Director, case 9)
17. Relationship
Agencies say …
Danger of
complacency
Treated as a
supplier not a
partner
Better output for
clients we like
Clients say …
Threat of
opportunism
Lack of
transparency
Good relationship
helps the work
Poor management
of staff turnover
18. Relationship
Agencies Say… Clients say…
If it doesn’t work out, you fire
them and get another one (Brand
Manager, client workshop)
You get used to working with
clients and give them what you
think they’re going to buy, but
you stop inspiring them. Then
they wake up one day and
realise they’re not getting the
creativity they want.
(Creative Director, case 7)
I’d like to think the relationship
helps the work. I’d like to think
they like working with me.
We’ve got to know each other
and it helps us get the best out
of a project.
(Brand Manager, case 8)
19. Top Ten Tips
for effective, efficient, and collaborative
client-agency relationships
20. Autonomy
- Trust the agency’s expertise
- But sometimes “just do it” is inevitable
10
28. Industry standards
- Provide adequate resources for the task
- Agree service levels
- Free pitches devalue creativity
- Opportunism destroys trust
2
29. Nurture (not Nature)
- Joint responsibility to maintain and
develop relationship value
1
31. Can we help you?
Neutral and objective
Extensive experience in management roles
in clients and agencies
Can work with agencies, clients or agencies
and their clients
Share results of research
Facilitate staff in coming up with ways to
improve the effectiveness of the
client/agency relationship
32. The process
1. Agree objectives
2. Run workshop to identify key issues, action
plans for improvement and ways to judge
implementation
3. Review implementation and adjust action
plans
4. Establish policies and processes to
maintain improvements.
33. Example
Area for
improvement
Issues identified in research & workshops Actions to address issues
Meeting
client
expectations
Importance of good communication and continually
managing client’s expectations
Importance of client induction and of client having
knowledge of agency processes
Is the client aware of timing required for different
types of jobs?
Is the client aware of the costing process?
At what stage does the client need to sign off costs?
Would additional training help the client in dealing
with the agency (for example in judging creative
work)?
34. Our motivation
Demonstrate impact from our research
Engagement with the marketing and creative
community
Opportunity to develop the research further
(using anonymous examples)
Good use of allocated research time (but not
unlimited!)