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▶︎ Specialization & Expertise
Some companies don’t want to deal with the challenge of bringing marketingin-house. With today’s expanding and fragmented media landscape, it isn’trealistic for them to understand everything about traditional and digitalplatforms. Many small businesses do not have the resources or experienceto execute their own advertising campaigns. A good agency can provideexpertise and resources not available within an organization.
▶︎ Perspective & Ideas
Agencies can offer a fresh perspective on how to approach a client’sproducts, business, and target audience. Many agencies will offer creative adcopy or imagery that will increase brand awareness or sales for thecompany.
AGENCY LANDSCAPEWhy do companies hire agencies?
AGENCY LANDSCAPEWhy do companies hire agencies?
▶︎ Technical expertise
▶︎ Licenses
▶︎ Experience
▶︎ Responsibility
▶︎ People
▶︎ Overhead
▶︎ FTE Budgets
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YOUR POSITIONINGWhat’s YOUR value proposition?
We are CERTIFIED
We know this is part of a
PLATFORM
We make you STAND OUT
We are IN THE KNOW
We believe in ANALYTICS & accountability
We have DONE THIS
BEFORE
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WHAT YOU STAND FORWhy do you need a story?
Top tiercompete on knowledge
Mid-tierdo a lot of stuff and compete on price!
Single shopswe do PPC! We do it cheap! We
do it fast!
The “squeeze” zone
• Work is not procured• Sustainable processes, unique services that are
market driven, high touch, high value & create competitive advantage for clients
• Margins squeezed by lower tier; cash flow will limit operational flexibility; endless contract cycle
• Commoditized services: low dollar, low margin, non-repeatable business
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WHAT YOU STAND FORWhy do you need a story?
The story is important !
What will you compete on?
• Price
• Quality
• Service
• Skill
• Experience
• Outcomes
What is your specialty?
• Industry
• Creative/content skills
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WHAT YOU STAND FORWhy do you need a story?
What is your ideal prospect/client?
Icon from www.flaticon.com
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SALES CYCLE AND STRATEGYCommercial strategy – Acquisition vs Retention ?
▶︎ Acquisition ▶︎ Retention
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SALES CYCLE AND STRATEGYSales cycle - Relationship to marketing
Mar
ketin
g
Prospect Pre-approach
ApproachNeeds
AnalysisProposal Close
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SALES CYCLE AND STRATEGYSales cycle – Process outline
ProspectPre-
approachApproach
Needs Analysis
Proposal Close
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SALES CYCLE AND STRATEGYSales cycle – Prospecting
When prospecting, think: “Must. Hunt. Mammoths.“
2020
SALES CYCLE AND STRATEGYGenerating leads
RO
I/R
OE Advertising
Conferences
Calling
Networking
Co
st
… more costs & effort & “exposure” – but more control
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PROPOSED PROCESS AND TIPSQualifying leads/prospects – a process
https://docs.google.com/a/semetis.com/forms/d/e/1FAIpQLSdhBJzsuziYazaIKzVvp09bghisNEV2vHmdgQ_G-i_8qanLlg/viewform
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PROPOSED PROCESS AND TIPSQualifying leads/prospects – an example
▶︎ Agency response: seek for qualification
▶︎ Prospect response
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PROPOSED PROCESS AND TIPSQualifying leads/prospects – an example
▶︎ Rejection (BATNA) vs involvement of manager to accept the process
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PROPOSED PROCESS AND TIPSQualifying leads/prospects – a check-list
Be prepared to say no.
It’s not about saying no,
but about being in control.
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PROPOSED PROCESS AND TIPSQualifying leads/prospects – a check-list
Project ambition vs. means (ie. Budget)
• Understand the current situation
• Do they have experience with Google AdWords?
• How are they organized – team involved
• Budgets by channel + understand role of digital
• Understand who do they work with now
• Understand their approach vs. tracking/dashboarding/data
Timing & objectives
In line with Agency prospect qualification need ?
How will they grow the next 2-3 years ?
Is the team in place capable of delivering on objectives ?
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PROPOSED PROCESS AND TIPSQualifying leads/prospects – a check-list
Key point to qualify an advertiser:
the means
ü Know and understand the market? (Market ≠ AdWords)
ü Resources in line with ambitions? (Monetary & Human)
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PROPOSED PROCESS AND TIPSQualifying leads/prospects – ideal update
Takeaways:
ü Know your story, specialty
ü Invest in the future
ü Growth
ü Outbound for inbound
ü Acquisition for retention
ü Be bold (Client à Partner)
ü Know your ideal client
ü Do your homework
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