Having worked in the Advertising Industry since 1985, I thought I would take my crystal ball out, and reveal my thoughts on how to build a winning New Business Program in 2018 and beyond.
A highly successful New Business program is critical for every agency, entrepreneur or Marketer in the business, from New York City to San Diego. If you don’t focus on the following points now, you aren’t going to be able to compete against the Agencies that devote time, effort, deep strategic insights, and have amazing chemistry. Simply, you must start now and not continually have to play ‘catch up’.
‘First comes thought; then organization of that thought, into ideas and plans; then transformation of those plans into reality.’- Napoleon Hill, author “Think and Grow Rich”
As I have frequently stated about New Business and Business Growth – it is the most important ‘lifeblood’ of any and all businesses. You must have a dedicated focus and ongoing management commitment to excel long-term.
I also believe that in 2018, you must incorporate Facebook as part of your integrated marketing strategy. Facebook offers tools to reach broad or extremely specific audiences across Facebook, Instagram, Messenger, or through mobile apps with Audience Network.
Importantly, Facebook has over two billion plus users with more than half of all internet users, accessing Facebook every month – it has to be part of all Marketers and Ad Agencies future marketing efforts in my mind.
Facebook’s audience types help marketers target ads using data that people self-report to Facebook publicly as well as data from third-party companies.
According to Nielsen Digital Ad Ratings, Internet targeting globally is only 65% accurate at reaching broadly defined audiences. Facebook is 85% accurate in broadly targeted global campaigns, and up to 90% accurate for US campaigns combining age and gender.
There has never been a more dominant vehicle to accurately target Americans than Facebook.
So how are you strategically planning and implementing your New Business, Growth and lifeblood in 2018? I always seem to start planning for the massive push towards the end of year goals and kicking off with a planned assault in the coming year.
So, what are you doing to prepare this year? I think you have two CHOICES:
WASTE IT& let your competitors gain an advantage
WIN IT& gain an advantage over your competitors
So what’s it going to be for your business?
Here are my top New Business Tips for success in 2018:
#1: IDENTIFY YOUR BEST POSITIONING & VISION STATEMENTS
#2: IDENTIFY YOUR BUSINESS GOALS
#3: SET MARKETING OBJECTIVES & DEVELOP A PLAN
#4: WRITE A BUSINESS PLAN (including a Marketing Plan)
#5: IDENTIFY THE ‘LOW HANGING FRUIT’
#6: RESEARCH ALL YOUR COMPETITORS
#7: SELECT MEDIA CHANNELS AND TACTICS
#8: DEVELOP A CONTENT STRATEGY
#9: ALLOCATE BUDGETS AND RESOURCES/STAFF
#10: ASSIGN ROLES AND RESPONSIBILITIES
#11: FOCUS ON CHEMISTRY AND RELATIONSHIPS
#12: BUILD AGENCY REPUTATION – SHOW, DON’T TELL
#13: UTILIZE CLIENT/BRAND REFERRALS
#14: NURTURE EXISTING CLIENTS
#15: SPEAK, WRITE AND ATTEND CONFERENCES
#16: UTILIZE BOARD MEMBERS & INFLUENCE
#17: CAPITALIZE ON AWARDS
#18: WORK THE PITCH CONSULTANTS
#19: ENSURE YOUR AGENCY POSITIONING IS DIFFERENTIATED
#20: LAUNCH A BOOK, SPEAK, USE DIRECT MAIL AND TARGET INFLUENCERS
#21: ENSURE YOUR WEBSITE IS COMPELLING & A MAGNET
#22: OPTIMIZE INBOUND AND OUTBOUND CHANNELS
#23: BUILD A COMPELLING CULTURE & MINDSET
#24: FOCUS ON EXISTING CATEGORY EXPERIENCE
#25: NAIL EVERY RFI & RFP
#26: ALWAYS STAY HUNGRY AND ALWAYS CELEBRATE WINS
#27: ENSURE HR & PR ARE HIGHLY INTEGRATED
#29: ADOPT A RECOGNIZABLE PLATFORM
#30: OFFER DIRECT LINE TO CEO
#31: PITCH LESS
#32: PREPARE A FIRST MEETING STRATEGY
#33: THINK DATA & ANALYTICS
#34: KEEP NEW BUSINESS VISIBLE & TOP OF MIND
#35: USE NEW BUSINESS TOOLS
#36: USE AND INNOVATE WITH DIGITAL MORE
#37: USE CASE STUDIES EVERYWHERE & OFTEN
#38: LEVERAGE ONLINE TECHNOLOGIES TO AUTOMATE YOUR AGENCY
#39: BE MORE PRODUCTIVE
#40: SYSTEMATIZE YOUR AGENCY
#41: EXPERTLY BUILD & LEAD YOUR TEAM
#42: CREATE & USE A FINANCIAL DASHBOARD
#43: HAVE A ‘HUNTER’ MINDSET
#44: PLAN YOUR NEGOTIATION TACTICS
#45: PREPARE INBOUND & OUTBOUND CAMPAIGNS
#46: RESPECT THE ROLE OF THE NEW BUSINESS DIRECTOR
#47: REMEMBER GLOBAL CONSULTANTS ARE BUYING UP AND POACHING CLIENTS
#48: TAKE MASSIVE ACTION
#49: BUILD TRUST AND LEADERSHIP
#50: DEVELOP TRUST AND INFLUENCE STRATEGIES
#51: NETWORK AND CONNECT WITH ALL THE MAJOR INFLUENCERS IN YOUR INDUSTRY
#52: PRACTICE, PRACTICE, PRACTICE
#53: TARGET CORE AUDIENCES
If you are serious about your business development efforts in 2018, You must begin by taking another look at your Agency or business positioning as your first step.
If you cannot comfortably use or strongly imply the word ‘expert,’ ‘expertise,’ ‘authority’ or ‘leading’ in your positioning statement then you are too broadly positioned and not differentiating enough.
Global Brands, and Clients always hire people they like, when all other variables are equal. Chemistry matters!
When someone has a job to do and a business or a career on the line, they will often hire the expensive, arrogant expert over the amiable, affordable, nice generalist every time.
Additionally, as Jack Welsh famously stated,
“An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.”
Therefore, if your goal is to increase your sales in 2018, follow Jack Welsh’s lead as ‘rapidly’ as possible, with the idea being, how can we promised our clients speed?
For example, could we start performing our services immediately, or finish more quickly, or deliver our product within 24 hours, or guarantee that if they return something, we would process the refund immediately. This offer could increase sales.
Peter Drucker also famously stated, “The best way to predict the future is to create it.” So, with that in mind, the take out for Ad Agencies in 2018 might be to predict the future needs of your clients and brands.
Maybe you already know that a client or brand tends to purchase from you every 60 days on average. So why not create a membership or residual program for your clients and customers? This means you automatically ship them a product/product bundle every 60 days and they no longer have to spend time re-ordering it from you.
Or maybe you send them a web checkout form that already lists the product you predict they need to reorder, and all they need to do is quickly check it (and add or delete items) and click “yes.” This would save your customers tons of time and result in more sales for you.
If you want greater success in Sales and Growth in 2018, or feel your competition is getting too ‘tech’, too digital, understand mobile, data and social media better – please reach out and contact me to arrange an obligation free call or meeting so I can help you.
Let me help you to navigate the obstacles and assess all the opportunities of driving revenue and margin within your organization. Nimble, data-driven, corporate growth isn’t a box to check, but rather an expedition.
I have run and excelled at tech, digital, 1:1, social media marketing and branding agencies globally for the past 25 years.
In 2018, my expertise can enhance your Agency and help you to master new technologies, tools and insights, as well as drive the mandatory changes in your culture, processes and people.
About Geoff De Weaver:
Geoff is passionate about the art of influence, new business and presentation. His techniques can help you communicate and lead more effectively. As a global marketer, coach and workshop leader, Geoff makes mastering these advanced skills an enjoyable and achievable process. His sound business acumen and results driven approach have made him a trusted business advisor to many of the world’s leading organizations and their senior executives.
Geoff works with business leaders to ignite their courage and confidence so they can step up and step out in the way they engage people and communicate their leadership style. He is in high demand with CEO’s, CMO’s, directors, corporate executives and senior managers for his expert counsel and guidance in creating strategies for face-to-face communications and integrated global campaigns that are engaging and delivered with confidence and passion to key stakeholders.