The definitive workshop on agency positioning and brand development, based on the best-selling business book “Take a Stand for Your Brand: Building a Great Agency Brand From the Inside Out.”

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 hands-on workshop 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:

1. A well-defined set of criteria for identifying the clients who want the agency for what it does best.
2. A stronger win ratio in new business, because the agency is playing to its strengths.
3. Clearer direction for how the agency should spend its time, money and resources.
4. A broader — not narrower — geographical market area.
5. Fewer competitors, because there will be fewer agencies who do what you do.
6. Better margins, because specialists command premium pricing.
7. A business model that increases the agency’s value and relevance to clients.

We’ll look at how and why the firm’s energies should go toward not just becoming better, but becoming different. We’ll explore how to develop a differentiating business strategy based on your agency’s core competencies – what you do best.

Most importantly, this workshop shows how it’s possible to stop chasing business and have more business chase you. That’s because when marketers know who you are and what you stand for, they seek you out. Instead of being mildly appealing to a broad group of prospects, you are intensely appealing to a select group of prospects — prospects who want the agency for what it does best.

Who this workshop is for

Marketing communications professionals from all functions can benefit from the content of this seminar. Managers of agency departments will find the featured principles and practices particularly useful.

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 Outranked 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

Positioning Your Way to Success is available in three versions: 90-minute presentation, half-day workshop, and full-day seminar.

For details and pricing, please contact us at info@ignitiongroup.com.

Related content:

• Burying the Billable Hour: Getting Paid What You’re Worth »
• Personal Effectiveness for Agency Professionals »
• Reboot Your Agency: How Progressive Firms Are Transforming for the Future »
• Reinventing Account Management:  “Next Practices” for Senior Agency Professionals »
• The Best and All the Rest: What Makes Great Agencies Great »