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DBA Business Briefing Marketing and Promotion

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Raising your business profile - becoming famous... Getting your foot in the door - going for it... releases, articles, speeches. Highlight relevant ... – PowerPoint PPT presentation

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Title: DBA Business Briefing Marketing and Promotion


1
DBA Business Briefing Marketing and
Promotion
  • London
  • March 3rd 2008

2
Peers de Trensé
  • Biography
  • Mentor and advisor to design consultancies -
    structure, growth, business development and
    placement
  • Member of the DBA Panel of Experts
  • Member of Brilliant Heroes
  • Previously
  • Marketing Director of Conran Design Group
  • Founder director Results Business Consultancy
  • Director of Worthington Company
  • Chairman of INTIN

3
Today
  • The position of your company in the market place
    - pitching your stall
  • Your marketing strategy and plan - growing your
    business
  • Raising your business profile - becoming famous
  • Getting your foot in the door - going for it
  • Being promotion ready - walking out the door

4
The key ingredients for a business plan
  • Competitor positioning
  • Management and resource capabilities/structure
  • Client relationships
  • Marketing and new business approach
  • Financial information and internal controls

5
  • All conversations start or lead back to
    marketing. Business owners are responsible for
    driving growth and fostering talent to enable
    that growth
  • Sarah Essex, Prophet

6
Business strategy300,000 with proposed growth
of 10 to 330,000
7
Marketing Strategy
  • Grow income from existing client base
  • Attract new clients

8
165,000 from existing clients
  • Project based industry
  • Good at converting to long term
  • Inevitable fall out

9
Shortfall of 165,00010 growth suddenly
becomes 100 growth
10
Aim for the stars and you might hit the ceiling,
aim for the ceiling and youll never get off the
ground!
11
Growing existing business
12
Internal review
  • Meet with the team
  • Understand the strength of the business
  • Agree next years billings
  • Allocate responsibility

13
Client 2007 2008
  • Existing Forecast
  • Grey 20000 15000
  • Green 50000 -
  • Blue 10000 70000
  • Pink 65000 15000
  • Red 40000 -
  • Black 5000 -
  • Mauve 15000 10000
  • Yellow 5000 5000
  • Purple 40000 25000
  • Olive 15000 -
  • White 25000 15000
  • Drab 15000 10000
  • 300,000 165,000

14
Client review
  • Issues and potential work
  • Budgets
  • Forthcoming projects
  • Feedback on current and just completed projects,
  • Client relationship
  • Agency update
  • Exposure to other parts of your business

15
Additional revenue streams
  • Workshops
  • Audits
  • Special products - research models

16
New business
17
New business is the lifeblood of every service
company
  • Too busy working on existing business to
  • worry about new business
  • Everyone is responsible for new business

18
New business
  • 165,000 to get in the door

19
165,000 made easier!
  • 1 project _at_ 50,000 50,000
  • 2 projects _at_ 20,000 40,000
  • 1 project _at_ 35,000 25,000
  • 2 projects _at_ 15,000 30,000
  • 2 projects _at_ 10,000 20,000
  • 165,000

20
How do we do it? - the ingredients
  • Four critical ingredients
  • People, planning and resources
  • Identify potential revenue sources
  • Decide on contact routes
  • Develop materials - content

21
1. People, planning and resources
  • Put someone in charge
  • Make a 12 month plan
  • Work out who you are going to target
  • What you are going to say to them
  • Which tools you are going to use
  • And how often
  • What studio resources you need
  • and dont be too ambitious
  • Heres the checklist of what needs doing

22
How do we do it? - the ingredients
  • Four critical ingredients
  • People, planning and resources
  • Identify potential revenue sources
  • Decide on contact routes
  • Develop materials - content

23
2. Revenue sources - database
  • Existing and previous clients
  • Sector clients
  • Use bubble principle to expand these
  • Add wish list clients
  • make sure its accurate and up to date

24
Bubble principle
Local Estate agency
Edinburgh Law firm
Local College
Killick and Willick
Local Accountancy firm
Local architect
Local corporate finance
25
2. Revenue sources - opportunism
  • Recession proof clients - food retailers,
  • fmcg, luxury, health and beauty,
  • professional services

26
2. Revenue sources - feedback
  • consultancies that take the trouble to ask for
    feedback and act on what is said are head and
    shoulders above those that dont seek an opinion
  • Jan Casey
  • Use client quotes as referrals

27
2. Revenue sources - head office
  • Network with existing clients parent
  • companies other divisions
  • Use the client, or independently

28
2. Revenue sources - career tracking
  • Virtually all of Elmwoods expansion has
  • been by keeping in touch with ex clients

29
2. Revenue sources - friends of
  • Make sure you acknowledge and
  • motivate those who hold your best
  • interests at heart

30
2. Revenue sources - tenders
  • National and local government is recession proof
  • More and more private companies using the process
  • Attend the PQQ sessions run by the DBA

31
2. Revenue sources - marketintelligence
  • Ammo
  • Artemis
  • Intelligencia
  • Hoovers
  • Lexis Nexus
  • Pearlfinders
  • Performance Research Centre
  • TeamData

32
How do we do it? - the ingredients
  • Four critical ingredients
  • People, planning and resources
  • Identify potential revenue sources
  • Decide on contact routes
  • Develop materials - content

33
3. Contact routes - intelligence
  • Make time to read the press, the
  • Economist, FT and sector trade press.
  • Put two and two together before other
  • people do.

34
3. Contact routes - telephone
  • most effective
  • personal
  • level of interest
  • control
  • telesales course

35
Cold calling
  • By understanding how people like to speak and
    be spoken to, and then applying this to an
    introductory phone call, you can remove those
    barriers instinctively put in place by the
    individual

36
Use the 3 Fs - Feel, Felt, Found
  • I know how you feel, John Banks
  • Marketing Director at 02 felt the same way.
  • But what he found was that because we are
  • a small agency we were very hands on with
  • his project, as opposed to a larger agency
  • where he only ever saw the founders during
  • the pitch and then never again.

37
Cold calling
  • Research undertaken by RSW, indicates that 75
    of prospects with an active brief are unwilling
    to admit to such until after they have met with
    prospective suppliers.

38
3. Contact routes - mail shots
  • Relevant
  • Personal
  • Intriguing and memorable
  • Useful to recipient

39
3. Contact routes - email
  • use sparingly
  • short and pithy
  • memorable
  • action proof

40
3. Contact routes - seminars
  • Negotiate/volunteer to speak at industry/sector
    sponsored events

41
3. Contact routes - events
  • Client get togethers - summer/winter
  • parties

42
3. Contact routes - networking
  • Make sure everyone can sell the
  • company in 30 seconds
  • Ask them about vision, proposition and best
    achievements

43
3. Contact routes - associations
  • Join and use to best advantage - both industry
    ones and client sector associations

44
3. Contact routes - p.r.
  • Do it!
  • Yourself or get someone in
  • Not just Design Week but sector press, national
    press

45
3. Contact routes - TRAPPER
  • Target - brands in trouble
  • Research - desk
  • Audit - sector/competitor analysis
  • Proposal - fix meeting
  • Project - from first meeting
  • Evaluation - of your project
  • Re-employment - on a longer term

46
How do we do it? - the ingredients
  • Four critical ingredients
  • People, planning and resources
  • Identify potential revenue sources
  • Decide on contact routes
  • Develop materials - content

47
4. Materials - case studies
  • Tell a good story
  • Make then relevant to target - their job is to
    increase sales - demonstrate how youve done that

48
Fairview Travel
  • 15 years ago, Fairview Travel asked us to work
    with them to build their visual brand. Working as
    an extension of a very busy Marketing Department
    on relatively short lead times and challenging
    budgets, we developed all elements of the
    marketing mix to build Fairview Travel into the
    student and youth brand leader that it is today -
    and managed to scoop a fair few creative awards
    along the way too.

49
Why Fairview Travel goes from strength to
strength
  • In the last fifteen years turnover at Fairview
    Travel has increased from 11 million to 190
    million. During this period Fairview Travel chose
    Design Creative to be its strategic brand and
    design partner.
  • Fairview Travel has long been a great believer
    in the power of brand positioning and the need to
    gain and maintain its place as the market leader
    in a rapidly changing market.
  • The task for Design Creative was to help them
    win and then maintain this hard fought position.
  • How did we do it? We started with research and
    audits to give us feedback and insights from our
    customers.

50
4. Materials - web site
  • Keep it simple if you use flash have a very
    good reason for doing so
  • Show case studies that have made a difference to
    a brand most notably to the bottom line
  • People are your most important asset chemistry
    is critical and your web site gives you the
    chance to show the interesting people you have
    working with you
  • Dont try too hard it always shows
  • Talk about what you can do for client not about
    design per se.

51
4. Materials - credentials
  • Less is more
  • Structure
  • Show the commercial results of your projects
  • Tailor for each meeting

52
4. Materials - insights
  • Very much the buzz word
  • Clients will always be interested to hear
  • a new angle on their market
  • Insights equal dialogue, dialogue equals
  • opportunity, opportunity equals project

53
4. Materials - articles
  • Press releases, articles, speeches
  • Highlight relevant passages
  • Order reprints

54
4. Materials - talking points
  • We believe the world would be a better
  • place if
  • Try this on on your own business and on your
  • clients.
  • Great brands are founded not just on ideas
  • but ideals look at Apple, Virgin.

55
The pitch process
  • These are some tips from the AAR
  • Everyone who attends from the agency speaks and
    gets involved
  • Come over as a very democratic organisation
  • Use a monitor to show work do not black the room
    out
  • Spend more time speaking about the client and the
    sector in which the client operates
  • Be very specific about what you show less is
    more problem solution result
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