new business methods (KC notes)

katherine.ic
Mind Map by katherine.ic, updated more than 1 year ago
katherine.ic
Created by katherine.ic about 6 years ago
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Description

Top-line view of action areas for our new business.

Resource summary

new business methods (KC notes)
  1. What we are for
    1. why / gap
      1. proof & effect
        1. stamps
          1. endorsements
            1. unique Touch product portfolio

              Annotations:

              • develop a couple of products that can be offered to clients, and that endorse Touch appeal.
            2. warm new business
              1. referral
                1. production-in

                  Annotations:

                  • 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
                  1. criteria

                    Annotations:

                    • 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
                    1. exploration meetings

                      Annotations:

                      • 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
                      1. targeted

                        Annotations:

                        • 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)
                        1. updates / offers

                          Annotations:

                          • 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.
                          1. f2f intro. happenings

                            Annotations:

                            • 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?
                          2. procurement-in
                            1. on every list

                              Annotations:

                              • get a graduate in!
                              1. exploration mtgs
                                1. updates / offers
                                  1. supplier mtgs

                                    Annotations:

                                    • if they don't have them instigate them - these are essential to 'content/comms' development and respect
                                    1. f2f intro. happenings
                                    2. c-level-in
                                      1. intermediary comms
                                        1. high referral
                                          1. c-level partnership

                                            Annotations:

                                            • relationship with the ceo forum etc.
                                          2. AD / BD

                                            Annotations:

                                            • 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?
                                            1. repeat pitch

                                              Annotations:

                                              • owners for every project client, responsible for knowing what pitches are coming up and that we're being invited.
                                              1. friends of Touch

                                                Annotations:

                                                • 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.
                                              2. cross-client partnerships

                                                Annotations:

                                                • 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.
                                                1. thought leadership
                                                  1. sponsorship (in kind)
                                                    1. support / 'good' (in kind)
                                                    2. cold new business
                                                      1. identify value clients
                                                        1. research & qualify
                                                          1. set meeting

                                                            Annotations:

                                                            • someone just to get the meetings (Evan)
                                                            1. propositions (pre and post)
                                                              1. updates / offers / contact etc.
                                                                1. identify reasons to meet
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