This posting from Jill Konrath is quite relevant to agencies in their positioning, pitching and prospecting efforts.
Below are the highlights. You can read her full posting here.
How to Create Strong Value Propositions that Lead to Sales
By Jill Konrath
In order to get customers to consider changing, you have to give them a good reason-a really good reason. They need to know about the tangible business results they'll get from using your product or service.
One of best ways to wake a prospective customer out of his "everything is okay" slumber [Read More]
Edcappa, per your request... a review of your web site: www.aghealthcare.com
At first glance, this looks like it could be the ideal agency web site. Beautiful design, good navigation, compelling copy. However, beneath the surface there are issues we see common to most agency sites.
I'll break down my point of view into seven elements:
1. What are the objectives of the site? What role is it playing in the overall new business/marketing mix?
It appears that the objective behind your site is to position Adair Greene McCann as the [Read More]
Here are four agencies that do a much better job of presenting their case studies:
R/GA >>
- Although sometimes a bit too long, best use of video to bring their case studies to life
Kaplan Thaler >>
- Short and to the point, better written insight/solution, better written results
TBWA >>
- Could be more to the point and better structured. However under their Disruptive Ideas section, best use [Read More]
As a new business director, the project I feared most... undertaking a redesign of the agency web site. What message do we communicate now? What is our positioning this week? And, why can't anyone on the management team agree?
As part of Mirren's on-site training, we occasionally interview clients of the agencies we're working with (those from pitches they won and lost). Over the last few years, we've conducted [Read More]
Well their positioning appears to be: cheaper than freelance, better than interns.
Can't say I knew there was a business opportunity in the middle earth that exists between these two levels of talent. It gets better. The client will pay whatever they think the work is worth.
Here's how they describe their approach:
1. You submit a work request form
2. We perform the duties you require within the time you specify
3. When our assignment is done, you decide what it is [Read More]
