Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Post on 18-Sep-2014
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Tim Williams ignition consulting group www.ignitiongroup.com
The Best and All the Rest
What Makes Great Agencies Great
What Makes Great Agencies Great
Part 3 (of 3)PurposePrinciplesPositioningProductPeoplePromotionProcessPlacePerformance
People
Percent of Americans who feel miscast in their job?
85%
WHAT SEPARATES THE BEST FROM THE REST
They cast people in roles that make the
most of their strengths.
KnowledgeSkills
Talents
Where there are peaks, there are valleys.
People with outstanding strengths have outstanding weaknesses.
WHAT SEPARATES THE BEST FROM THE REST
They have mastered the art of deciding
what not to do.
“An increasingly common condition called “attention deficit trait” is turning steady executives into frenzied underachievers.”Source: Edward M. Hallowell, “Why Smart People Underperform,” Harvard Business Review, January 2005
Office workers interrupted:
56times per day
80% of interruptions are trivial
Source: John White, Priority Management
Constantly checking e-mail and voice mail temporarily lowers your IQ more than smoking marijuana
does.
Source: Alan L. Nelson, CRA Inc. in “Fast Company,” October 2005
WHAT SEPARATES THE BEST FROM THE REST
They are organized for where our business is going, not where it’s
been.
Brand Experienc
eStrategy &
Insight
Creative & Experience
Design
Marketing & Engagemen
t
Technology &
Applications
Analytics & Measurement
A NEW AGENCY CONCEPT
Consumer
Content Development
Content Management
Content Distribution
Promotion
WHAT SEPARATES THE BEST FROM THE REST
They show how they’re different.
1. Full service2. Integrated3. Wide range of experience4. Strategic5. Team approach6. Creative thinking7. Senior people8. Marketing partnership9. Awards10.Results
Top 10 things agencies say about themselves
SMITH ADVERTISING is a full-service, integrated marketing communications firm serving a wide range of clients from health care to high technology. From advertising to public relations, we offer comprehensive solutions to every client's need.
Do you stand out?
Most common topics in agency self-promotion literature
Most common topics clients say they are least interested in
Staff size Billings Years in business Number of offices Departments and
disciplines Agency growth history
Staff size Billings Years in business Number of offices Departments and
disciplines Agency growth history
Burn the credentials
Not a capabilities presentation, but a point of view
presentation.
“The greatest danger facing a
brand is not rejection,
but indifference.
”
Adam Morgan
WHAT SEPARATES THE BEST FROM THE REST
They market their brand so
they don’t have to sell it.
“The aim of marketing is to make selling superfluous.”
Peter Drucker
Search engine optimization (SEO) programSearch engine marketing (SEM) program based on keywordsLanding pages (based on owned URLs)Listings in both paid and complimentary online directoriesMembership in relevant online professional networksParticipation in professional online forumsPostings and comments on relevant blogsLetters to the editor (both offline and online)Paid and reciprocal linksWikipedia entryFacebook pageYouTube channel
Agency 2.0 Marketing
Process
WHAT SEPARATES THE BEST FROM THE REST
They get paid for the value they create
instead of the hours they work.
What are you really selling?
What are your clients
really buying?
“All of our compensation agreements are experiments in
value.”
Carl Johnson, Partner
“We have as many compensation approaches
as we do clients.”
Jeff Hicks, CEOCrispin Porter + Bogusky
“Wherever possible, we try to align our own economic
interests with those of the client.”
Barry Dudley, CFO
WHAT SEPARATES THE BEST FROM THE REST
They measure success to demonstrate
accountability to their clients.
CHIEF MEASUREMENTOFFICER
1. Identifying and tracking the brand’s key success drivers; the leading indicators that predict success.
2. Working with external intelligence providers to extract relevant data and insights to guide one-to-one marketing campaigns.
3. Evaluating web analytics data and making recommendations to constantly improve the effectiveness of online marketing.
Essential Role of Analytics
Place
WHAT SEPARATES THE BEST FROM THE REST
They pay attention to the touch points of
their own brand.
Performance
WHAT SEPARATES THE BEST FROM THE REST
They walk their talk.
Agency Initiatives
Why do agency initiatives fail?
How do you do it?(Do you want to do it?)
How long will it take?(How much do you want to do it?)
How much will it cost?(What’s it worth to you?)
How do you get these other people to do it?(Do you want to do it?)
How have others done it?(Are you up to the challenge of doing something that’s never been done before?)
“There is always time to do things that really matter. If we don’t have time to do something, it’s a sign that it doesn’t matter. “If we love going fast, then we need to ask what we are postponing. If we claim that going fast isn’t our choice, but is a dictate of our world, then we have yet to claim our freedom.”
Peter Block
Tim Williams ignition consulting group www.ignitiongroup.com
The Best and All the Rest
What Makes Great Agencies Great
What Makes Great Agencies Great
This concludes Part 3 (of 3) of this free slideshow version of “The Best and All the Rest” from Ignition Consulting Group.
More information about seminars for marketing communications professionals on the Ignition website at www.ignitiongroup.com
www.ignitiongroup.com
Please direct inquiries to info@ignitiongroup.com
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