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How to Position Your Agency for Success

Every day across the globe, agencies are working hard to differentiate their clients and help drive their clients’ growth. These agencies use the art and science of positioning to help their clients stand out from competition in an important and authentic manner. Sadly, most of the agencies doing this fine work have not worked the same positioning magic for themselves, in spite of the fact that they compete with dozens—if not hundreds—of other agencies on a daily basis. There is an abundance of talented and effective agencies who have failed to differentiate themselves. As a result, they are missing out on the significant (and very profitable) growth opportunities triggered by a compelling brand position. So, how to position your agency for success? Let’s talk about it. The Challenges of Agency Growth As you no doubt know, there are numerous challenges when it comes to growing an agency today. These challenges include: • More competition • Greater complexity • Difficulty expressing the uniqueness of your agency • A more educated and informed buyer who does his/her agency research without your knowledge Most agencies face these challenges. There is, however, an opportunity to address these challenges by positioning your agency in a truly unique, compelling and differentiated fashion. In this paper we will share the learning we have regarding how to create such a differentiated position for any agency by leveraging best practices that we have learned from our 28 years of agency related consulting. The Great Agencies of Old Most agencies today face the challenge of how to effectively position their firm and how to present their agency in a compelling, client-centric manner. It was not always like this! The great agencies of old stood for [...]

By |June 5th, 2018|

When Agencies Self-Destruct

In old cartoons and action movies, the idea of self-destruction usually involved a giant red “self-destruct” button, just waiting to be pushed to trigger an explosion of impending doom. When pressed, it initiated a countdown, and the characters scrambled to get away before they were engulfed in flames. In agency life, self-destruction sneaks up on agencies struggling to maintain their own new business pipelines while serving their clients. But, if left unattended, it can have equally catastrophic results. Client Work Comes First Typically, agencies are brilliant at creating strong brands, grabbing an audience’s attention, and generating leads for the clients they serve. On a daily basis, they help these clients convert leads into customers and turn those customers into loyal, frequent buyers. Sadly, when agencies spend the day helping their clients build their businesses, they tend to neglect their own lead gen and new business needs. Agency Needs Aren’t Met With Urgency Agency life is driven by deadlines and client needs. Employees spend their days putting out fires: shifted deadlines, PR crises, and customer complaints over social media. Unfortunately, this same sense of urgency isn’t present when it comes to doing work on their agency’s behalf. Client deadlines (and billable hours) often win out over a few hours spent focusing on internal growth. The Vicious Stop-and-Start of Business Development This cycle of self-neglect often continues until an agency loses a big account or some other crisis strikes. Suddenly, it doesn’t have enough business to sustain itself and faces layoffs or other drastic measures. Only then do agencies typically gear up the new business machine, using the tactics they preach to their clients every day. But as soon as they get busy with client work again, these [...]

By |September 28th, 2017|
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