This might be a bit basic for many of you. But it’s being shared because it’s an essential new business skill as it relates to your agency’s experience, capabilities or expertise. By “spinning,” I mean, in a word, RELEVANCE. Tying an aspect of your agency story to a prospective client’s need. Here are some common [...]
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Had an interesting discussion the other day with a fellow agency new business fan. He and I were talking about an agency positioning and its value. It sparked an idea you might find helpful as you think about your own agency’s position / elevator speech / description. Here’s the thought: can one Hollywood-ize an agency [...]
Are you familiar with the CMO Survey? To hear them describe themselves, “the CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.” Another description: pretty smart stuff that can help your agency’s [...]
Hi. Just wanted to make sure you saw that a new CMO joined Wendy’s. This professional’s background is in CPG and P&G. Good idea for a white paper: thoughts on how to transition from CPG to retail. From time to time you’ll see this kind of move. Sometimes it works. Sometimes, well… I wonder if [...]
Hey there, sports fans! A business development professional in the legal industry re-tweeted an earlier Thunderclap post. We can learn all technique or two by exploring how other professional service industries get new business. After all, we in the agency business aren’t the only folks out there pitching. I know. You have “special eyes.” But [...]