July 31, 2013 | Author: Tim Williams
Clearly, a strong positioning is the most differentiating thing an agency can do (see www.standforyourbrand.com), but there are countless other missed opportunities to differentiate both in terms of style and substance.
July 23, 2013 | Author: Tim Williams
Agencies are indispensible partners in helping marketers differentiate their brand. Differentiation is, after all, the essence of branding. But when it comes to their own brands, most agencies haven’t thought through their own brand touch points to look for opportunities to stand out. Assemble your management team and consider opportunities to differentiate your agency in the following areas: Product Strategic...
July 10, 2013 | Author: Tim Williams
As agencies become more and more convinced that they should be selling their services based on value instead of costs, they need to learn a new set of skills to help sell the concept of value and get a better price for what they do. Here are seven key behaviors of agencies that do this successfully: 1. Don’t sell a...
July 1, 2013 | Author: Tim Williams
Many if not most account people in agencies were brought up in a model where the “account executive” was expected to handle an incredibly ambitious list of responsibilities ranging from the up-front strategy work to the post-production billing. But increasingly agencies are realizing that the roles of strategic development, engagement management, and project management are three very different and important...
July 1, 2013 | Author: Ignition
If you’re among the many agencies who have begun to diversify their compensation agreement portfolio, it’s essential to understand the factors you should consider that transcend evaluating your internal costs. In setting a price based on value instead of cost, the essential question is “If we accomplished these goals, what would be the value to the client?” The price is also determined by the answers to seven important questions:
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