If you work in an advertising or marketing agency, you know how hard it can be sometimes to win new business. The competition is fierce and it’s hard to deliver something truly unique because most agencies perform similar services. Differences can be more nuanced than immediately clear. Here are three ideas for giving your agency an edge in new business presentations.
Develop the Solution - And Then Throw It Away
There are smart people in many agencies across disciplines analyzing each new business brief or RFP. What typically happens is that agencies develop similar strategies because they work within a similar process that leads to similar answers. The answers might be very good, but if they are similar to your competition, then you have to rely on chemistry, prior relationships, or another factor to help you win. What if your strategy was truly different?
If you want your strategy to stand out, develop the answers you think are right - and then throw them away knowing other agencies are probably coming to the same conclusions. Ask yourself, “if I had to do this a completely different way, what would it be?” This process will push the team to come up with ideas and strategies that are far more likely to differentiate you from the pack. Most likely, these new strategies will also be superior because the team is forced to think outside of a typical box.
Make the Powerpoint Presentation - And Then Recreate It
Every agency you compete with will most likely present a powerpoint deck with a similar outline that includes such elements as objective, audience, situation, strategies, tactics, case studies, etc. The problem is that these presentations will blend together in the minds of the potential client. To stand out, make the powerpoint deck the way you typically do - without polishing it - and then blow it up by using three unique ways of communicating the same information without being gimmicky.
For example, turn the “objective” or “situation” or “strategies” into a Q&A between two members of your team. In a similar vein, turn the agency lead on the presentation into a “host” that interviews team members for the information and answers. Create diagrams live in the meeting, whether they are in person or virtual. Or plan for interruptions by different team members in specific sections to create a more conversational setting where clients will be drawn in.
Bring unexpected customer insights into the pitch that are guaranteed to draw more client attention
Clients have often seen many different customer analyses, whether they focus on demographics or behavior. They’ve also seen customer profiles with similar stock photography - so yours may not stand out much. That’s where lifemind comes in to provide customer insights, segmentation, and strategies that the client has never seen before, delivered at the speed of AI.. Lifemind focuses on the values and worldview customers have that drives purchase decisions - all backed by hundreds of research studies.
Now you are providing fascinating insights into customers by helping clients see their own marketing through the value lens of their customers. This includes overall insights, segmentation, segment profiles, and targeting and creative content that is nothing like any other agency will show. It’s your secret weapon for standing out with a smarter, faster, and lower cost solution compared to any other system available today.
