BARGE

The Canal Barge Analogy for Agency New Business

I was reminded recently of the Canal Barge analogy for agency new business. It was first told me many moons ago by, if I remember correctly, Graeme Green from LGM (that’s showing how long I’ve been in this business!). It goes like this.

Imagine the marketing director is the pilot of an old fashioned canal barge (the brand) being pulled along by a dray horse (incumbent agency). He has a pretty solitary existence and is always looking out for something to amuse him or help him perform his role more effectively – a good pilot never leaves school!

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think like a marketing director

Think Like a Marketing Director

So, you’ve got a new business meeting lined up with a marketing director, manager or whoever is the decision maker for your service. How are you going to think like a marketing director? You’ve done your preparation, but remember, so has your prospect. Typically they’re pretty busy people and believe it or not they don’t spend all day thinking about agencies, dealing with agencies is typically about 10% of what they do or would LIKE to do!

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