Post on 26-Dec-2014
description
Agency, Brand Thyself
Tim Williams, Ignition Consulting Groupwww.ignitiongroup.com
Can you describe your positioning in 30 seconds?
COMMODITY BRANDRECOGNIZED TRADE NAME
Where most agencies are
TOP 12 GENERIC AGENCY CLAIMS
1. We’re full service!
2. We’re integrated!
3. We have a wide range of experience!
4. We’re creative!
5. We’re strategic thinkers!
6. We’re nimble and responsive!
7. We’re media neutral!
8. We’re team-oriented!
9. We’re your marketing partner!
10.We assign only senior people!
11.We get results!
12.We’re fun!
Unlike other agencies …
Unlike other agencies …
Unlike other agencies …
Unlike other agencies …
Unlike other agencies …
Unlike other agencies …
Unlike other agencies …
Unlike other agencies …
Unlike other agencies …
Unlike other agencies …
Unlike other agencies …
Unlike other agencies …
“The common failing among agencies seeking new business is their inability or unwillingness to name what they stand for.”
Bob LundinAgency search consultancy Jones Lundin
Beals
1. A well-defined set of criteria for identifying the clients who want you for what you do best.
2. A stronger win ratio when soliciting new business, because you are playing to your strengths.
3. Clearer direction for how your firm should spend its limited time, money and resources.
Benefits of naming what you stand for
Are we part of the sea of sameness?
Steps to Fighting Agency
Commodization1. Stop selling ads as the answer to everything.
2. Look for new revenue streams.
3. Say no.
4. Change the cost dialogue into a results dialogue.
5. Accept risk.
6. Specialize.
Jonah BloomExecutive EditorAdvertising Age
“Commoditization may be the biggest threat facing agencies
today.”
Standing for everything
is just another way of standing for nothing
The foundational question:What are we really selling?
Has higher fees Has broader market area Has fewer competitors
Power is with the specialist.
Source: Millward Brown Study on Agency New Business, 2007
Most important agency search criteria at credentials stage
1. Actual knowledge of the industry, understanding our business.
Most important agency search criteria at developing relationship stage
1. Actual knowledge about our industry.
The essence of positioning is
Why most agencies don’t have a strong positioning:
Unwillingness to sacrifice
The goal of positioning isn’t to appeal to more clients.
It’s to appeal more intensely to fewer clients.
Would you rather be mildly appealing to a
broad group of prospects …
… or intensely appealing to a select group of
prospects?
Your firm is defined by the clients and services you don’t
have
Source: Millward Brown Study on Agency New Business, 2007
Top reason clients search for a new agency
1. Desire to focus on best-in-class specialists
2. Lagging business results
3. Creative failed to perform as expected
4. Agency’s failure to update capabilities
5. Creative differences
6. Lack of team chemistry
7. Poor service
8. Agency’s poor project management
9. Agency’s lack of cost efficiency
10. Agency’s lack of desire to facilitate integration
“If you stand for something, you will always find some people for you and some against you.
“If you stand for nothing, you will find nobody against you, and nobody for you.”
Bill Bernbach
The world’s strongest brands have both the strongest admirers and the strongest detractors.
Narrow is not the same as small.
(Starbucks is narrow, but it certainly isn’t
small.)
Agency Brand Focus Revenue
Rapp Direct Marketing $364,000,000
Razorfish Digital Marketing $317,000,000
Carlson Marketing Promotional Marketing $172,250,000
CommonHealth Healthcare Marketing $141,800,000
InterBrand Branding & Identity $120,300,000
iCrossing Search Marketing $79,000,000
Dieste Hispanic Marketing $44,900,000
Narrow is not small
Who we are
(That’s easy)
Who we are not
(That’s difficult)
Serves every kind of destination
Serves every kind of traveler
Offers every class of service
Operates every kind of aircraft
Serves only well-traveled destinations
Serves one kind of traveler (leisure)
Offers only one class of service
Operates only one kind of aircraftUnprofitable for most of
the past decade and recently emerged from
bankruptcy.
Profitable every year since they started in
business 20 years ago.
Defining your positioning by exploring three questions
What we do
What
Who we do it forWho
How we do it
How
What
What
We know the “ruralpolitan” market.
Who
Consumption-based marketing
Who
How
How
What
Who
How
Your positioning can be found at the intersection
of:
30-second elevator ride
5-minute phone discussion
60-minute presentation
You should be able to describe your positioning
in a:
If you are positioned correctly, you can win the
battle before you fight.
Lord Wellington
Ignition’s complete approach to agency positioning is outlined in the book “Positioning for Professionals” by Tim Williams.
Available at www.amazon.com
www.ignitiongroup.com
Ignition offers both guided and self-guided versions of it’s proprietary agency positioning program.