Winning new business in this damn recession Winning New...
Transcript of Winning new business in this damn recession Winning New...
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates© 2009. Listrak – All rights reserved. May not be used without written permission from Listrak and Robb High.
Winning New Business in This Damn Recession
Thank you for joining us. Audio: Select “Use Mic & Speakers” to use VOIP or “Use Telephone” to get dial in number and access code.
If using VOIP, it is recommended that you connect headphones to your computer for the highest sound quality.
Special Guest:
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Listrak
Winning new business in this damn recession
www.listrak.com 877.362.4556
Over 350 attendees
Penn State UniversityHome Shopping NetworkKPMGThe Bloom AgencyAdAbilityVerisignADP
WELCOME!
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Listrak
Winning new business in this damn recession
www.listrak.com 877.362.4556
Before we get started:• For audio – Select “Use Mic & Speakers” for VOIP or “Use
Telephone” to get dial in number and access code
• To ask a question – use the Question and Answer feature on the right
• This webinar is being recorded – you will receive a copy within the next three days *Only if you joined our mailing list during the registration process
• You’ll also receive a copy of our latest white paper “Streamline Your Email Marketing Budget: Do More with Less”
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Listrak
Winning new business in this damn recession
www.listrak.com 877.362.4556
About Listrak
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Listrak
Winning new business in this damn recession
www.listrak.com 877.362.4556
The presenter
Robb [email protected]
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Interviewed 51 decision-makers.
Clients & the recession.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Clients & the recession.ATTITUDE/POV CATEGORY # %
1Really stressed - may go out of business - get bought/canned
Retail, considered purchase, B2B 6 12%
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Clients & the recession.ATTITUDE/POV CATEGORY # %
1Really stressed - may go out of business - get bought/canned
Retail, considered purchase, B2B 6 12%
2Cutting budgets at the insistence of CFO even though I know we should spend
Luxury, non-essentials 11 22%
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Clients & the recession.ATTITUDE/POV CATEGORY # %
1Really stressed - may go out of business - get bought/canned
Retail, considered purchase, B2B 6 12%
2Cutting budgets at the insistence of CFO even though I know we should spend
Luxury, non-essentials 11 22%
3Holding onto the budget to wait and see (CFO has final say)
Comsumer, retail 15 29%
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Clients & the recession.ATTITUDE/POV CATEGORY # %
1Really stressed - may go out of business - get bought/canned
Retail, considered purchase, B2B 6 12%
2Cutting budgets at the insistence of CFO even though I know we should spend
Luxury, non-essentials 11 22%
3Holding onto the budget to wait and see (CFO has final say)
Comsumer, retail 15 29%
4
There's a crisis but for whatever reason our business seems solid . . . even looking a bit better
Healthcare, technology, softeware, auto care
19 37%
TOTAL 51 100%
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
There are still plenty of clients with budgets.
Clients & the recession.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
16% indicated they might change agencies before the recession ends.
Twice the normal rate of change!
Clients & the recession.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Increased opportunity.
Clients & the recession.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
New Business: some realities.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Winning is all about “I like you and trust you.”
New Business: some realities.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Agencies are commodities to client decision-makers.
New Business: some realities.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Reviews happen when they happen - you have no influence.
New Business: some realities.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
#1 - Generate relevant awareness.#2 - Maintain that awareness.#3 - Get multiple face-to-face
contact.
Which means you must:
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
The new rules of engagement for winning new business.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
New rules of engagement.
Generate relevant awareness.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Having too few prospects on your list and only one contact per company.
Mistake
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Have a mailing list of 200+ companies / 1,000-2,000 decision-makers.
New rules of engagement.
Generate relevant awareness.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
AMERICAN EXPRESSKenneth Chenault CEOGordon Smith President/U.S. Cons. Card Svcs. Grp.Tom Schick EVP/Corporate Affairs & Comm. John Hayes Chief Marketing Officer Barbara Fraser EVP/Products & Corp. Mktg.Richard Quigley SVP/Global Adv. & Brand Mgmt.Barry Herstein SVP/Int’l. Mktg. & Comm.Elizabeth Hurvitz SVP/Interactive Enterprise Dev.Mitch Stevens SVP/Global Business Dev.Ronald Stovall SVP/Investor RelationsAlicia Klosowski VP of CommunicationsTony Mitchell VP of Public AffairsEllen Lasch VP/Brand ManagementNancy Smith VP/Sponsorship Advertising Sid Rothstein VP/A&P Optimization/Agency Mgmt.Gloria Mieles Adv. Coordinator/NAMichael O'Neill Head of Corp. Comm.Desiree Fish Dir. of Public Affairs Judy Tenzer Director, Public AffairsMaryann Detrizio Mgr. International Affairs
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Outbound communication is essential.
New rules of engagement.
Generate relevant awareness.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Believing that promotional communication is effective.
Mistake
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Instead, find some borrowed interest topic – a “lure” – that will be interesting to prospects.About what you know, not what you do.
New rules of engagement.
Generate relevant awareness.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
AGENCY LURE
Experts about people and their money.How they react to problems: recession, job loss, etc.How they feel about their financial institutions How they allocate their income: essentials vs.
indulgences.Using our Mid-America MonitorTM to track attitudes.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
AGENCY LURE
We know what’s next.The agency at the forefront of what’s happening in the new media space and how consumers are behaving toward it.Our “latesttrends” blog is the master source for recording the changes in the new media space as it happens.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Use email vs. “hard” mail: 87% of decision-makers prefer it.
New rules of engagement.
Generate relevant awareness.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Making emails too long.Using graphics.
Mistake
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Use all text format and a no-scrolling rule.
New rules of engagement.
Generate relevant awareness.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
The top 5 mistakes retailers make.1. Using last year's schedule to plan for this year vs. setting goals based on current market data and new consumer research.2. Advertising price when a price competitor enters your market.3. Advertising service in a self-service segment.4. Advertising company aspirations instead of consumer benefits. 5. Not understanding that you can never really fool the truly price sensitive. NAME is a full service agency in (location) with in-depth expertise about retailing and consumer buying motivations. We’ve helped put retailers like (name) and (name) on the map. For examples of the newest forms of branded retail spacevisit brandedspace.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
How buyer habits differ by age.Seniors pick up the phone. When shopping online, 62% of Seniors called a phone number they found on the company web site - - outpacing every other generation in this choice (see seniorhabits for more about what they do before they buy.)Younger Boomers “print and run.” More than 50% printed out information and brought it to a store.Gen Y-ers chat. Younger consumers are most likely to be comfortable about online chatting.
NAME specializes in online & printed directional media and knows the latest consumer shopping trends across all segments and geographies . . . trend information that helps clients like (name) and (name) succeed. Visit us atagencysite.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Identify who’s reading them: use an email provider & html.
New rules of engagement.
Generate relevant awareness.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Check out the “openers, readers & clickers”
Subject Sent On
# Del.
# Un-sub %
# Open %
# Read % Clicks
Agency pitch mistake #13 9/6 852 7 1% 131 15% 97 11% 14
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Check out the “openers, readers & clickers”
Subject Date/Time Opened Read ClickedAgency pitch mistake #8. 9/6/08 14:00 ¦ ¦Agency pitch mistake #2. Agency pitch mistake #13. 7/28/08 17:47 ¦ ¦ ¦Agency pitch mistake #7. 7/1/08 13:24 ¦ ¦Agency pitch mistake #4. 6/17/08 18:53 ¦
R. Smith / Smith Advertising
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
New rules of engagement.
Maintain that awareness.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Believing that occasional communication works.
Mistake
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Send a new / interesting email every 4-5 weeks . . . . forever.
New rules of engagement.
Maintain that awareness.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Send them to your web site via interesting links.
New rules of engagement.
Maintain that awareness.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Making your web site:-A work of art-Really clever-A compendium of all your work-Devoid of people profiles
Mistakes
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Create an landing pages on your site with extensive “lure” content.
New rules of engagement.
Maintain that awareness/web site.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Expand your “people” section: use Q&A format and lots of photos.
New rules of engagement.
Maintain that awareness /web site.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Show work effectively; readability is essential; less is more.
New rules of engagement.
Maintain that awareness/web site.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
New rules of engagement.
Get face-to-face contact.
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Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Goal: get to know each other.
New rules of engagement.
Get face-to-face contact.
![Page 47: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/47.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
The model is dating.
New rules of engagement.
Get face-to-face contact.
![Page 48: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/48.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Trying to sell the prospect.
Mistake
![Page 49: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/49.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
More like “medieval dating.”
New rules of engagement.
Get face-to-face contact.
![Page 50: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/50.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
And they’re already married.
New rules of engagement.
Get face-to-face contact.
![Page 51: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/51.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Presenting “credentials.”
Mistake
![Page 52: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/52.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Offer something interesting related to your “Lure.”
New rules of engagement.
Get face-to-face contact.
![Page 53: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/53.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Make it short: < 30 minutes.
New rules of engagement.
Get face-to-face contact.
![Page 54: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/54.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Always an “away game.”
New rules of engagement.
Get face-to-face contact.
![Page 55: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/55.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Always 2 of you, one of them.
New rules of engagement.
Get face-to-face contact.
![Page 56: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/56.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Sending the “available” people.
Mistake
![Page 57: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/57.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Casting is 90% of winning.
New rules of engagement.
Get face-to-face contact.
![Page 58: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/58.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Only the best “actors” go on stage.
New rules of engagement.
Get face-to-face contact.
![Page 59: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/59.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Putting all of the agency’s time and energy against the ideas.
Mistake
![Page 60: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/60.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
It’s the show, stupid. They’re looking for an agency, not a campaign.
New rules of engagement.
Get face-to-face contact.
![Page 61: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/61.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
“Recession” offers.-Retail before discount-Re-work vs. new work-Delay vs. discount-Give more vs. get less
Clients & the recession.
![Page 62: Winning new business in this damn recession Winning New ...media.listrak.com/university/videos/winning-new-business/winning-n… · Winning new business in this damn recession Robb](https://reader036.fdocuments.us/reader036/viewer/2022062922/5f0725e57e708231d41b8b77/html5/thumbnails/62.jpg)
Listrak
Winning new business in this damn recession
2/19/2009Robb High Associates
Robb High’s New Business Boot Camp 3.0
- The Recession Edition84 critical new business strategies
11 of the latest compensation trends45 days of 24/7 individualized consulting
San Francisco - Thursday, March 19New York - Tuesday, April 21www.robbhighconsult.com
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Listrak
Winning new business in this damn recession
www.listrak.com 877.362.4556
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Listrak
Winning new business in this damn recession
www.listrak.com 877.362.4556
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