I would like to begin this post by extending a huge and gracious “thank you” to those who participated in Catapult’s first New Business from Social Media workshop. The speakers killed it; the audience was totally engaged; and the positive feedback provides the perfect springboard for future events.
Brent Hodgins from Mirren presented “Client trends most driving new business” (of which I will paraphrase in this post) on day 2 and offered up the perfect tie-in to social media and new business – the client’s perspective. In our narcissistic culture, we are so inundated with our own challenges and areas for improvement that we often just can’t understand why we haven’t landed that meeting or opportunity yet: “I mean, why wouldn’t xyz want to work with us – have they seen our abs?”
Well, the answers may just lie in the fact that clients are bombarded daily by agencies (with rock solid bods just like you) asking for their business.
Just as it is imperative in social media to develop a niche, a point of differentiation, insight and, above all, trust and credibility through relationships, it is important to keep unique insight and differentiation above all else when selling your agency to a corporate marketer.
Clients are more nimble and savvy than ever before, and they are moving to smaller, less expensive ad agencies or shifting the business to PR agencies altogether. In addition to cutting cost wherever applicable, clients are seeking and paying for experts. Strong category experience adds credibility and drives decisions. Clients want to be engaged with your insight and strategy right off the bat - not necessarily your creative. Lead with a confident point of differentiation and you will subconsciously sell.
Lastly, I leave you with this key question that every agency should be able to answer: What do you have for me that will help my business? Answer that, and you will be remembered when it’s the CFO’s turn to make a decision.
As an aside, I highly recommend reading The Mirren Blog.
Cheers to implementing social media into your new business strategy and coming full circle.
