Posts Tagged ‘agency marketing’

EP36: Agency messaging | Roland Gurney | Treacle Copywriters

January 6th, 2020

For marketers, brand positioning, proposition, messaging and tone of voice are no less fundamental than a visual identity. However, as we’ve discussed here before, for agencies –  largely SMEs and often without dedicated marketing resource – finding the time to achieve clarity here, let alone implement change, is a challenge. 

Back in episode 6 we talked about maximising agency websites and touched on positioning copy and about us pages. We dug deeper into agency positioning the following year when we talked to David C. Baker in episode 13. There’s so much more to say about messaging so I was very happy to stumble across the Treacle Copywriters blog (thank you LinkedIn) full of no-nonsense advice for agencies.

In this episode I talk to Treacle founder Roland Gurney about the common messaging pitfalls and the opportunities for agencies to express their difference.

We’re giving away a copy of Roland’s recommended read: Cashvertising by Drew E. Whitman. Listen in to find out how to win. 

EP35: Agency awards | Stef Brown | On Pointe Marketing

December 2nd, 2019

Whatever your planning cycle, at this time of year we are naturally drawn to consider our goals for the year ahead and begin shaping our marketing calendars.

And as agency awards can take up such a considerable amount of time, energy and budget -it seems only right that we apply our marginal gains scrutiny to understand how to maximise our return on investment.

In this episode, I get together with agency awards expert Stef Brown. Stef has clocked up an enviable win rate over the years, supporting all kinds of agencies to land their most prized gongs.  

Join us as Stef takes us through her top tips – from prioritising awards schemes, creating winning entries and publicising our wins.

We’re giving away a copy of Stef’s recommended read: A Smile in the Mind, listen in to find out how to win.  

If you are looking to take control of your agency new business and marketing planning in 2020, check out the Small Spark Theory Institute at www.smallsparktheory.com 

EP34: Northern agency focus Phil Gripton | Waypoint Partners

November 7th, 2019

For a variety of reasons I’ve had the opportunity to travel across the country more than usual this year, speaking on behalf of the Design Business Association in Manchester and Leeds and joining the Agency Collective at events in Bristol and Edinburgh. 

It’s given me the opportunity to talk to agencies outside of the London bubble and better understand some of the differences and similarities around the perennial challenges and opportunities for growth. 

So it was a pleasure to get to chat with Phil Gripton for this episode. Phil is a partner at growth advisory firm Waypoint, supporting agencies in the North of England and Scotland. His experience spans three decades of growing, running and selling agencies, as well as buying agency services in a number of client-side roles. 

Phil shares his top tips for maximising agency performance – from boosting profitability to shaping up for acquisition. 

We’re giving away a copy of Phil’s recommended read, Invisible Powerby Ken Manning, Robin Charbit, and Sandra Krot – listen in to find out how to win. 

EP27: LinkedIn | Alex Low | Digital Leadership Associates

April 3rd, 2019

“Whatever you do from here, even if you choose to ignore everything I’m about to tell you, please be good at LinkedIn.”

 

This is a phrase I have repeated many times during my engagements with agencies over the years, and one I stand by now more than ever.

 

LinkedIn has become an incredible tool to support new business, but in many cases, agencies are only just scratching the surface of how they can leverage the platform to expand and engage their networks, whilst showcasing expertise.

 

And since the introduction of Sales Navigator, I’ve been searching for a true ‘super-user’ to join me on the podcast and really get to grips with the functionality on offer. So it was fitting that through LinkedIn, I found the brilliant Alex Low, Head of Social Selling at Digital Leadership Associates.

 

Having spent many years working in property, recruitment, management consultancy and law, Alex now advises a wide range of professional services businesses, empowering fee earners, business development and marketing teams to leverage the power of their networks to drive better, more relevant business conversations through social.

 

So if you’ve been wondering how to get started with LinkedIn, or how to unlock the next level of network engagement – this episode is for you.

 

We’ll be giving away a copy of Alex’s recommended read: Technology vs. Humanity: The coming clash between man and machine by Gerd Leonhard just listen in to find out how to win.

 

Also recommended in this episode are:

 

Life 3.0: Being Human in the Age of Artificial Intelligence by Max Tegmark 

 

Salim Ismail on Exponential Organizations

 

 

For more information on how to make the most of LinkedIn you can see the full collection of Alex’s guides here.

 

EP25: Agency Thought Leadership | Pip Stocks | Brandhook

February 15th, 2019

I’m calling this episode ‘thought leadership’ for the sake of brevity, and SEO but in reality this is about so much more.

 

Pip Stocks runs Brandhook, a Melbourne-based brand and customer experience consultancy.

 

Over the last four years Pip, and Brandhook, have owned the conversation around “Closing the Gap”, understanding how brands can get closer to their customers in an era of increasing digital disruption.

 

I’ve followed the progress of Closing the Gap, as a series of presentations, blog posts, editorials, a podcast, numerous speaking engagements and a book. It has been a masterclass in agency thought leadership campaigning I have referenced to my clients again and again.

 

Pip joins me to talk agency positioning, service innovation, thought leadership campaigning and dodgy nineties fashion.

 

You can see more about Brandhook and check out the new platform, Hearsay.

 

Kara Swisher’s podcast is Recode Decode

 

As always we’ve giving away a copy of Pip’s recommended read, Small Data by Martin Lindstrom. Listen in to find out how to win.

 

EP24: The new business email | Kimi Gilbert | The Future Factory

January 7th, 2019

Dear prospect, my name is Lucy, I’m writing to introduce…….

 

And so it goes, the new business email, putting the fear into agency folk across the land.

 

It’s no surprise. For many people, selling isn’t something that comes naturally. And trying to sell yourself, or your agency, in a blank email window while the cursor blinks impatiently back at you, is no mean feat. In my experience, many best laid plans to contact a painstakingly researched list of prospects stall at this point, or we manage to email a few, wring our hands, get no response, swear a bit and then give up.

 

Sound familiar? Then this episode is for you. Kimi Gilbert is Director of Training & Development at new business agency The Future Factory and trains her team, and agencies of all disciplines, in the art of writing new business emails that work.

 

Kimi joins me to share her top tips for getting email cut-through, based on years of data and client feedback. If you’re looking for a way to make marginal gains into your new business performance then this is the perfect place to start.

 

As always we have a competition for you, we’ll be giving away a copy of Kimi’s recommended book: You Are a Message: Meditations for the Creative Entrepreneur by Guillaume Wolf  – simply listen in to find out how to win.

 

The next Winning New Business via Email course takes place in March, places are limited but you can find out more information or book tickets here.

 

EP23: The Christmas Cracker

December 13th, 2018

Just in time for Christmas, we bring you a very special episode of Small Spark Theory.

 

Across the series, we have asked all of our contributors to share the best piece of advice they’ve been given in their career, so we thought we’d take a wander through the last two years of episodes and pick some of our favourites.

 

So grab a cuppa and a mince pie, and tune in to hear from Felix Velarde, Hilary Gallo, Katz Kiely, Sara Stark, David C Baker, Alex Blyth, Robert Kelsey, Tony Spong, Jemima Monies, Dan Sudron, Katie Pattison and Blair Enns.

 

If you fancy a little more inspiration, check out David’s book The Business of Expertise, Hilary’s new book Fear Hackand Blair’s practical guide to Pricing Creativity.

 

As always, we have a competition prize. We’ll be giving away a 15 minute timer from The School of Life, simply listen in to find out how to win.

 

Merry Christmas, we’ll be back in January with more guests and more news!

 

Winning like a pro

September 13th, 2016

As our Paralympians continue the gold rush in Rio it seems that Team GB has managed to pull off the seemingly impossible – matching up to that glorious golden summer of London 2012. As Miranda Hart described so brilliantly in her love letter to Team GB we have been swept along in a wave of athletic prowess, mindboggling endurance and national pride. Most of all, we are doing that most un-British of things. Again, and again, we are winning.

 

And as someone who has spent their entire career focussed on winning (the business kind) I can’t help but look at this performance (the sporting kind) and wonder what we can learn from such success.

 

There is good news for those of us focused on winning new business, rather than medals. We really can apply the very same techniques used by those finely honed athletes to improve our win ratios without even breaking into a sweat. You almost certainly know about it already. It’s called marginal gains.

 

Let’s take a step back, if you haven’t yet heard about David Brailsford and the story of his success with the British cycling team then you can read about it here. Its an incredible feat – taking the cycling team from a single gold medal in 76 years to the success we see today. In short the marginal gains philosophy (also previously referred to in business circles as nudge theory) focusses on small (1%) improvements in individual elements of performance which over time positively effect the overall result. In cycling, these improvements ranged from riders’ use of antibacterial hand gel to reduce illness and increase training time, better mattresses to improve sleep quality and wind tunnel testing to improve aerodynamics.

 

In Rio this year, evidence of marginal gains was apparent in many interviews with our winning athletes, and not just in cycling. Teams of people were credited, not just coaches but nutritionists, clothing technicians and medics and more.

 

So how can we apply this theory to agency new business? Put simply we need to step back and break down the process. We need to look at the individual elements of our marketing and sales process and look for small improvements.

 

Here are just a handful of the elements I see underperform again and again:

 

  • Client and prospect data management
  • Website performance
  • LinkedIn
  • Content creation and planning
  • Credentials documents
  • Credentials meeting preparation
  • Effective post-meeting follow up
  • Client development research & planning
  • Client satisfaction measurement
  • Promoting referrals

 

And that’s without the BIG ONE – pitch planning.

 

Applying a marginal gains philosophy won’t be easy. It requires honesty, commitment and buy-in from the whole team. But imagine if you could make a 1% improvement to each of these steps. How much would that effect your win ratio and ultimately, your bottom line?

 

To find out how to improve your agency marketing and new business performance, get in touch.