new business methods (KC notes)

new business methods (KC notes)

1. What we are for

   • why / gap
   • proof & effect
   • stamps
   • endorsements
   • unique Touch product portfolio
     • develop a couple of products that can be offered to clients, and that endorse Touch appeal.

2. warm new business

   • referral
   • production-in
     • 1. exploration meetings: -what comms / events are happening - who are other agencies - what business is doing (same/changes) - is there anything on their minds that they need - can we be included in pitches / can we avoid pitches - Touch to provide thoughts supported by credentials on the back of knowledge
     • criteria
       • set the criteria to ensure it's a growth client, for example: Suitable brief for Touch Story/software support included Presenter liaison/director intros Appropriate budget
     • exploration meetings
       • Discovery of the basics and more, such as: - what comms / events are happening - who are other agencies - what business is doing (same/changes) - is there anything on their minds that they need - can we be included in pitches / can we avoid pitches - Touch to provide thoughts supported by credentials on the back of knowledge
     • targeted
       • identify ten priority targeted clients who we want/will get business from.  - research - provide original and highly relevant proposition that fills a gap. this may only be a research phase 1, but the headline must be around: MAKE THEIR LIFE EASIER; SAVE THEM MONEY/VALUE; MAKE THEM LOOK GOOD; (optional: be measurable)
     • updates / offers
       • Volume communications: if we are to send notes to all clients and prospects from Touch London, what is the reason, what will stand out / how will it stand out, what is reassuring.
     • f2f intro. happenings
       • What is Touch doing for it's 10th anniversary How are we keeping them entertained and meeting us, over and above AD/BD - are they coming to events? Are they coming to dinners?
   • procurement-in
     • on every list
       • get a graduate in!
     • exploration mtgs
     • updates / offers
     • supplier mtgs
       • if they don't have them instigate them - these are essential to 'content/comms' development and respect
     • f2f intro. happenings
   • c-level-in
     • intermediary comms
     • high referral
     • c-level partnership
       • relationship with the ceo forum etc.
   • AD / BD
     • Might be a good idea to get this a little tighter across all projects and resource. Maybe tighter AD during each project?Look for content/tone/communication feedback and advice and provide whenever necessary.Perhaps more knowledge-finding and tracking of business issues across all parts of the business/products (not just project relevant ones)?More activity and tracking between projects?
   • repeat pitch
     • owners for every project client, responsible for knowing what pitches are coming up and that we're being invited.
   • friends of Touch
     • I have always been an advocate of every part of a company wanting to, and proactively giving introductions to their company: friends, colleagues, ex-employers. See notes from a meeting I had about New Biz with the team.

3. cross-client partnerships

   • A UI agency A small/mid PS company  A research company  A media partnership A c-level forum they have good clients; we have good clients they work with marketing depts; we work in marketing depts  they develop products; we launch products they have insights; we have insights etc.
   • thought leadership
   • sponsorship (in kind)
   • support / 'good' (in kind)

4. cold new business

   • identify value clients
   • research & qualify
   • set meeting
     • someone just to get the meetings (Evan)
   • propositions (pre and post)
   • updates / offers / contact etc.
   • identify reasons to meet