manifest meaning

What’s In a Name?

When deciding upon a new name for our new business agency, we started with a question – ‘What is it that we do?’ The answer, of course, is that we are chosen by our clients to represent them to the prospects with a view to arranging for them to meet and pitch their agency with a view to winning new business.

But is it JUST about fixing up a meeting then? No. For a meeting to be valuable, it must be with the MAN. Means, Authority and Need.

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website design

Website for Agency New Business

We all know that the website for agency new business is essential. So why is it that so many agency websites are as bad as they are? I’m not saying they’re all bad and I’m not saying that our own is perfect, but some are really, VERY poor indeed, with almost as many still ‘under construction’ due to being ‘so busy with client business’ or some other feeble excuse.

When will these agencies get it? Do they honestly not think it important? Do they believe (as many have told me) that the less they show the better because that way clients will have to ask them in to find out more?

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Hygiene and Chemical Factors in Pitches

Hygiene and Chemical Factors in Pitches

It’s a pretty safe bet that we all agree that there are (essentially) two types of factor that influence a decision makers choice of marketing agency (and probably most other types of supplier or partner as well for that matter!). We call them Hygiene and Chemical factors.

These factors vary in their importance during the different stages of the selection process.

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Agency Positioning

Agency Positioning

As a leading new business agency, we have, since 1992, been helping agencies of all shapes and sizes to articulate their agency positioning and proposition in a compelling and differentiating way.

One thing we have learned is that quite often agencies just don’t understand their brand well enough, sure, they can say what they do and why they think they are different, but they sometimes suffer from cobblers children syndrome; and when this happens we sometimes need to get back to basics and that often means going back to Yung and his archetypes …

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wedge

Offerings Wedge

Think of your entire suite as an offerings wedge, with your deepest expertise placed at the thin edge. As you move back from the thin edge you have your less specialised offerings, with your most commoditised offerings – the things that you do but everyone else does too, at the rear-most, broadest end of the wedge. For even specialist firms these broader offerings can account for a large percentage of the firm’s income.

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