Your Agency in 30 Seconds: Differentiating Your Firm for New Business Success
Successful agencies do for themselves what they do for their clients: develop a distinctive brand. But they are usually so eager to be “full-service” that they try to stand for everything. This example-packed seminar shows how your firm can build on success by defining a clearer, more relevant and differentiating positioning. We’ll explore how a clearer positioning leads to awell-defined set of criteria for identifying the clients who want the agency for what it does best.
Importantly, a clear positioning strategy creates a stronger win ratio in new business, because the agency is playing to its strengths. Internally, agency associates become energized by a clear direction and focus. And ultimately you’ll have a clearer direction for how the agency should spend its limited time, money and resources.
We’ll look at how and why the firm’s energies should go toward not just becoming better, but becoming different. In the process, we’ll investigate key opportunities, including:
- How to define what has made your firm successful up to this point
- How to go deep to understand what you really sell and what your clients really buy
- How to accentuate the things that already make your firm different
- How to give prospects a reason to travel a thousand miles or more to do business with you
- How to align your agency brand throughout all functions and disciplines of your organization, including your services, staffing, self-promotion, systems, and staging.
This workshop will demonstrate how it’s possible to stop chasing business and have more business start chasing you. That’s because when marketers know who you are and what you stand for, they seek you out. By doing a better job of marketing – starting with defining a clear agency positioning – you’ll be able to do a lot less selling. Instead of being only mildly appealing to a broad group of prospects, you become intensely appealing to a select group of prospects — prospects who want the agency for what it does best.
Who this workshop is for
This workshop is designed especially for leaders and managers of advertising agencies and other marketing communications firms.
About the instructor
The presenter is Tim Williams, founder of Ignition Consulting Group, America’s leading consultancy devoted to helping marketing communications firms create and capture more value. Tim is a frequent speaker and presenter for major industry associations, agency networks, universities, and business conferences in North America and abroad. As a recognized thought leader in the advertising and marketing business, Tim has been interviewed and quoted by The New York Times, Wall Street Journal, The Economist, The Guardian, Toronto Globe & Mail, Bloomberg News, Japan’s Nikkei News, and other business and marketing from Europe to Asia. He is a frequent contributor to leading trade and business publications including Advertising Age, Adweek, Communication Arts, Campaign, Admap, Marketing News, and The Advertiser. He is author of the book, Take a Stand for Your Brand: Building a Great Agency Brand from the Inside Out ranked by Amazon as one of the top ten books on brand building. His newest book is Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success.
How to arrange for this workshop
Your Agency in 30 Seconds: Differentiating for Firm for New Business Success is available in three versions: 90-minute presentation, half-day workshop, and full-day seminar.
For details and pricing, please contact us at firstname.lastname@example.org
What others are saying
"Tim Williams shows how by better positioning and differentiating their offering from the rest of the pack, agencies ultimately help create a marketplace that is easier for us, brand advertisers, to navigate and as a result, significantly improves the chances for the right client/agency partnerships to emerge and drive business impact. "Bruno Gralpois, author of Agency Mania and Director of Global Agency Management, Microsoft
“The concept of positioning was decades ahead of its time when it was born, and was all but forgotten when its time finally arrived. Except by Tim Williams. Nobody writing or consulting on the subject today has a stronger and more incisive grasp on what has become the most essential marketing principle of all. He reminds us that success is more certain if we dare to be something than if we try to be everything.” Bruce Philip, Founding CEO of GWP Brand Engineering, author of The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause
“Tim Williams has evolved his knowledge of and passion for relevant and distinctive positioning to a new level. Tim’s expertise at marketing consumer products and services is expertly extrapolated to the arena of agencies as brands. Every business manager who has responsibility for strategic planning or new business will benefit from Tim’s thorough exploration of positioning professional service brands.” Tom Finneran, Executive Vice President, American Association of Advertising Agencies
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