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How to Write Better Case Studies

When marketing and brand directors are looking for information on an agency, most of the time they want to see real-life examples of how you have solved businesses challenges, business challenges similar to theirs. It’s best practice to have a bank of case studies for each client project that you can then pick and choose from when you have pitches or need to send information to a prospect.

As soon as a client project is finished you should have a process in place whereby assets are...

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Hosting Events to Win More Business

Given that it’s now quite rare for marketing and brand directors to meet agencies just to hear more about them, hosting events where you take attendees through some valuable insight and give them an opportunity to network with and learn from peers is a great way to build the profile of your agency. They add credibility to your agency and it’s a chance to get your agency brand and name in front of more prospects. At Cherry, the new business consultancy I co-founded 14 years ago, we...

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The Death of the Deck?

Is an agency deck the best way to sell your agency culture, ideas and services? Is the old PowerPoint presentation still a “crutch” agencies need or would it be better to ditch the deck in favour of a more interactive, informal conversation?

Jeff Bezos famously banned PowerPoint at Amazon replacing it with a four-to-six page memo which they call a “narrative” a number of years ago and Jeff Weiner, CEO from LinkedIn put a stop to them too so why are agencies so slow to...

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7 Reasons Why Most New Business Campaigns Fail

Agencies can spend so much time, effort and money creating what they think is a new business campaign worthy of an Award, for it to then fall flat on its face with zero results. And by results I mean new clients in the door.

I’ve been really fortunate to have worked with a huge variety of agencies over the years from start-ups with very little money to spend through to big global agencies with big marketing teams and budgets. In this time, I’ve learnt a lot from what does work and...

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Are you wasting time on new business?

If you or your team aren’t getting the results you need from your new business activity then take a closer look at where you are spending your time. Are you doing enough of the right things or wasting time on the wrong things. Have a look at my list below to check you are on the right track.

Contacting new prospects every day

You need to always be building your pipeline and this means approaching new people every day. It doesn’t have to be a large number. If you are responsible...

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One strategy that you are probably not doing that will improve your new business campaigns

One strategy that many agencies forget about when it comes to their own marketing and new business efforts is audience profiling.

"Understanding the differences between your audiences is essential for getting messaging right"

Something you know right but probably aren’t doing ;-)

Building personas for your core audience can help improve your marketing and new business efforts. Its means that you can be more focused on creating messages that are relevant to and that resonate with your...

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What to include in a new business plan

When I start working with an agency on their new business, the first thing we look at is their new business plan. I tend to map this out over a 12 month period although it’s important to review and tweak each month. Writing the plan shouldn’t take long. The best way to approach it is to have a mini workshop to brainstorm the detail and then the new business plan is simply a written plan of what was agreed.

In this blog post, I’ve written what I always include in a new...

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How to craft an agency positioning that stands out

Often Marketing Directors complain that all agencies say the same thing and there’s little to differentiate one agency over another.

"Your positioning statement or elevator pitch needs to stand out, it should be unique and above all tell the customer exactly what you do."

Having a clear positioning will help you set yourself apart from the competition and attract the best possible clients. Read below for my 5 key steps that you should follow when crafting your agency positioning.

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