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Can you describe your agency in a memorable, differentiating way in 30 seconds. Here are the four questions that define a successful positioning strategy for advertising agencies and other professionals services firms.
Your Agency in 30 Seconds: Four Questions That Define Agency Positioning
Your agency in 30 seconds
Presented by Tim Williams ignition consulting group www.ignitiongroup.com The four questions that deﬁne agency positioning strategy
We’re full service! We’re integrated!
We have a wide range of experience! We’re creative! We’re strategic! We’re nimble! We’re media neutral! We’re dedicated! We’re your marketing partner! We assign only senior people! We get results! We’re fun! What makes us different? The “red ocean” of agency claims
“I wish that the agencies
would stick to what they are good at. They try to do everything, and they would be better served to narrow their focus. You can’t do everything, and if you try to do everything, you do nothing. It drives me crazy when the agency is trying to pitch you every single service available.” WHAT CLIENTS THINK
WHAT THE PRESS THINKS “Telling
an effective agency brand story should be easy for companies that are in the business of telling brand stories, right? I can tell you, after perusing many an agency website, that fewer than you’d think have ﬁgured it out. Very few take stands. All this has made the agency landscape feel too ﬂat and featureless, and that is exacerbating the commoditization of the business.” Matt Creamer Advertising Age
① There’s really no such
thing as “full service” ② Clients don’t hire you for “everything” but for something. ③ “Full service” simply doesn’t scale Full service doesn’t scale
Focus does scale ① People,
competencies, and systems constantly improve. ② Time and money are directed toward a coherent strategy. ③ Expertise can be deployed across a large client base. ④ Alignment between your strategy and day-to-day decisions.
① Clear criteria for identifying
the types of clients who want you for what you do best. ② A stronger win ratio in new business, because you’re playing to your strengths. ③ Clear hiring standards for the kind of people you need to deliver on your strategy. ④ A self-promotion program based on a meaningful, unifying theme. ⑤ More pricing leverage because you’re offering more differentiated services. ⑥ A clearer direction for how you should spend your limited time and resources. Fear of focusBeneﬁts of focus
Source: Millward Brown Study on
Agency New Business 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 Top reasons clients search for a new agency
Clayton Christensen Harvard Business School
Author and leading thinker on disruptive innovation “We are seeing a shift in the competitive dynamic from the primacy of integrated solution shops, which are designed to conduct all aspects of the client engagement, to modular providers, which specialize in supplying one speciﬁc link in the value chain.”
“Marketing organizations traditionally have been
populated by generalists, but particularly with the rise of social and digital marketing, a profusion of new specialist roles are emerging.” Keith Weed, CMO, Unilever Marc de Swaan Arons and Frank van den Driest, Effective Brands
Your positioning strategy in 30
seconds For (Who) ___________________________ We (What) ___________________________ By (How) ___________________________ Because (Why) _______________________
What are our core competencies?
In which areas are we truly best in class? ¡ Services we offer ¡ Skills we possess ¡ Communications channels we know ¡ Customer points of contact we know ¡ Strategic assets we own ¡ Value chains we know ¡ How and where customers buy our client’s brands ¡ Outcomes are clients are seeking ¡ Client benefits we deliver What Areas of exploration
Who is our best customer?
What markets or audiences do we know best? ¡ Categories we know ¡ Distribution and delivery channels we know ¡ Internal and external stakeholders we know ¡ Audiences and market segments we know ¡ Types of brands we know Areas of exploration
How are we different in
the way we think? Do we have distinguishing approaches or philosophies? ¡ Philosophies or beliefs we have ¡ Methods and approaches we use ¡ Our firsts and milestones ¡ Access to specialized resources ¡ Beliefs about organization, structure, work environment Areas of exploration
¡ Beyond making money, what
is the purpose of our organization? ¡ What are the things we will always do? What are the things we will never do? ¡ What do we preach? What are we crusading against? What do we fight for? ¡ If our people were volunteers instead of employees, what would they be volunteering for? ¡ What would we want to achieve if we knew we could not fail? Areas of exploration Why are we in business? Do we have a purpose that transcends making money?
Overdeveloped Services Overserved Markets Satisﬁed
Client Needs Underdeveloped Services Underserved Markets Unsatisﬁed Client Needs Low margin Many providers Positioning = An opportunity to ﬁnd a more valuable spot on the client value chain High margin Few providers