Most marketing communications firms do a great job of building their
clients’ businesses. But when it comes to marketing themselves they tend
to rely on a “strategy” of “laying in the middle of the road and hoping
to get run over” to win new business.
To break out of this commodity grid-lock and change your new business
results, you have to change your new business marketing approach. And
that’s why so
many marketing communications firms have turned to Robb High.
Whenever new business issues or opportunities arise, you can
instantly reach out and contact RHC for confidential consultation via
phone or email. This includes consulting on RFP responses, strategies
for getting first meetings, developing new email campaign copy,
evaluating email campaign performance, presentation strategy,
compensation proposals, etc.
This engagement is designed
to (1) position the agency and optimize it’s business model; (2) create
an effective state-of-the-art prospecting program; and (3) improve the
firm’s competitive pitch performance with the objectives of generating
more opportunities and increasing the win rate of the agency.
The full engagement covers
90 days. It begins with a
complete analysis of the agency’s web site, presentation/ marketing
materials, social media presence and the response to an extensive
questionnaire. This is followed by a 2-day planning session with the
agency management + new business team. Following the planning session I
work with several designated members of the team on selected
implementation projects and ensure that the programs are fully
In the 2-day work sessions
An understanding of evolving agency marketplace;
where it’s headed; how it affects your firm; and what you will need to
do to compete in it.
A research-based report on how clients are evaluating and selecting
their agency partners; what they like and don’t like; what they look
for when they conduct reviews; and how they make the final decision.
(This is based on interviews with over 700 marketing executives.)
plans for how your agency should evolve, and what initiatives it
should take, to respond to those changing client expectations and
What the most innovative
agencies are doing to restructure to adapt to
the changing MarCom agency marketplace.
New services you can add to your current offering to increase
agency income and appear more innovative to prospects.
Major changes about to
happen to the television world that will disrupt the
dominance of the 30-second commercial and, in turn, shake up the agency
New techniques to prospect for new clients more
We will together:
Position the agency to
achieve its 3 to 5-year goals: identify/describe agency
services needed; properly “typecast” the firm to ensure that prospects
see you appropriately.
Build your prospect list: set the optimum number of firms; determine the
right decision-makers to communicate with; select which prospect
database sources to use and how to use them efficiently; determine the
impact of business growth objectives on prospect selection.
Create a unique
communications program to increase agency awareness among prospects: new ways to use email + social media so prospects
pay attention; create the right kind of content that they will read;
methodologies for enhancing readership; use readership data to
facilitate initial contact. This will enable your agency to develop
awareness with hundreds of prospect decision-makers. We go through the
actual online mailing process and how to identify specific prospects
that read your email communications.
Make the agency web site a
more effective selling platform to client decision-makers: create a relevant and interesting intellectual
property section; make the creative/case study section more effective;
make your client list more impressive; devise ways to properly showcase
your key people and make your agency appear larger; strengthen SEO.
Create ways to use social
media effectively: Facebook, Linked-In,
Google and Twitter.
Develop a program for
soliciting “first meetings” with prospects
so the relationship development process can advance leading to an
eventual assignment; who to contact; how to break through; what to
offer; what to send; what to say; what not to say; and how to generate
future meetings over time.
Create a press visibility
program so the agency will consistently be contacted for
“comments” by publications the client decision-makers actually read.
Discuss how to get noticed
by agency search consultants; what criteria they look
at; how to position yourself to them; how to communicate to them
New techniques to win more competitive pitches.
This will include:
Ways to write better
RFP/RFI responses in order to make it to the
next round more often.
How to create the optimum
pitch team; the right number of participants; choosing the
right people; rehearsing properly; deck writing; scripting techniques;
How to create the optimum
pitch; the proper length; introduction techniques; using
visuals; using PowerPoint correctly; focusing on the client people needs
vs. the agency ideas; setting up the room; creating team interaction;
answering questions; closing techniques; pitching via webinar;
Individual acting training
for key people; providing a “first
impression” assessment; identification of strengths and weaknesses;
suggested replacement behavior to correct weaknesses; drills to improve
Included will be 50+ pages of detailed,
comprehensive written explanations and action plans
about everything being presented.
Post-planning session consulting: 90 days
Immediately following the
2-day session, I work with designated managers at the agency to drive
the change process:
- Prospect list selection
- Web site changes
- EEmail content
- Prospect meeting content
In addition, the entire
team will have 24/7 access to me by phone or email. You can contact me
as often as you want for 90 days to discuss:p>
- Developing the agency
marketing communications program.
- Strategies for responding
to real RFP’s that come in.
- New business
- Organizational issues.
Matters relating to organization, hiring,
succession, merger and/or sale