40 Marketing- und Kommunikationentscheider alle Unterehmensgrößen und Branchen sagten mir, was aus ihrer Sicht Agenturen beim New Business gut machen und wo sie sich verbessern könnne. Profitieren Sie von diesem Wissen.
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Example 1:
Task:
Below-the-line agency with international blue-chip clients is focusing on NB target groups represented by top companies in the respective industry.
Strategic approach:
We select one industry which meets the following requirements:
- The industry shows above-average growth
- The supply side consists of a limited number of enterprises, many of which are multi-national
- The instruments which the agency specialises in are only used marginally in this industry and therefore promise distinct benefits
Operative approach:
Executives at the six largest companies in this industry are then sent personalised mailings and contacted via outbound calls to attain a presentation appointment for the agency. We coordinate and confirm the dates, prepare the discussions, participate in the meetings and perform follow-up work.
Result:
A presentation appointment is confirmed with five of the six companies contacted.
Example 2:
Task:
An international company which is newly established in Germany would like to set up discussion meetings with a defined list of potential new clients.
Strategic approach:
We compile selection criteria and based on this focus, determine respective target companies. In a next step, we suggest the form of initial contact as well as subsequent contacts.
Operative approach:
Following approval, we prepare and send out personalised mailings. We get in touch with the responsible contact person by telephone, coordinate the appointments and confirm them in writing in the name of the agency.
Result:
We achieve an appointment rate of approx. 65%. The discussion criteria have already been defined in the run-up to the meeting.
Example 3:
Task:
An owner-operated agency would like to reassess and redefine its target group and its positioning.
Approach:
In the context of a workshop, we illuminate the agency’s strategy until now and assess services, clients, presentation documents, etc.
Result:
On the basis of full documentation, we suggest new positioning approaches and define the appropriate target groups, as well as ways to acquire these.
Example 4:
Task:
An owner-operated advertising agency would like to obtain presentation meetings using a time-tested NB approach.
Approach:
We define the contents of the outbound calls and also conduct these.
Result:
We successfully arrange presentation appointments for this agency at top companies.