Patrick Keyes's @ Bounce. Agency growth accelerators

Download Patrick Keyes's @ Bounce. Agency growth accelerators

Post on 05-Dec-2014

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Patrick's Key lecture

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<ul><li> 1. AGENCY LANDSCAPE BRAND AGENCIES MEDIA AGENCIES THE STORY TELLERS THE TECHNOLOGISTS THE MONEY MEN DIGITAL SHOPS </li> <li> 2. AGENCY LANDSCAPE BRAND AGENCIES MEDIA AGENCIES THE STORY TELLERS THE TECHNOLOGISTS THE MONEY MEN ALL RUSHING TO THE SAME CENTER DIGITAL SHOPS </li> <li> 3. AGENCY LANDSCAPE BRAND AGENCIES MEDIA AGENCIES THE STORY TELLERS THE TECHNOLOGISTS THE MONEY MEN CUSTOMER EXPERIENCE DIGITAL SHOPS </li> <li> 4. CUSTOMER EXPERIENCE CONSUMERS DECIDE WHEN WHERE WHOM AND ON WHICH DEVICE THEY ENGAGE WEB EMAIL APPS SOCIAL MOBILE IN-STORE AND OUT-OF-HOME PURCHASE CATALOGUE SMART PHONE TEXT APPROPRIATE VS CONSISTENT </li> <li> 5. OMNICHA NNEL </li> <li> 6. RUSHING TO CENTER </li> <li> 7. A MUCH WATCHED EXPERIMENT The changes in Atlanta echo a broader industry transformation, as agencies that built their businesses around high-profile, high-cost TV campaigns adjust to marketers' changing needs. AdAge CMOs need 10 mini-campaigns a year versus one a quarter. Drew Panaylotou, CEO, BBDO Atlanta </li> <li> 8. AGENCY GROWTH INSIGHT OMNICHANNEL CUSTOMER JOURNEY MIRRORS THE EXPERIENCE MARKETERS TRAVEL ALONG THEIR PURCHASE PATH TO BUYING MARKETING COMMUNICATIONS SERVICES </li> <li> 9. AGENCIES ARE BRANDS TOO AGENCY BRANDS NEED TO STAND FOR SOMETHING SELL WHAT MARKETERS NEED V WHAT AGENCY NEEDS TO SELL MARKETERS NEED PARTNERS NOT PITCHES CO-AUTHOR SUCCESS TELL STORIES WITH CONVICTION MAKE YOUR AGENCY STAND APART </li> <li> 10. THERE ARE NO HOT SHOPS THE MARKET IS FLOODED WITH NEW, QUALIFIED PLAYERS AND BIG AGENCIES LACK A CENTRAL PHILOSOPHY AND DISTINCTIVENESS TO CUT THROUGH. SO ITS EASIER FOR A CLIENT TO CHOOSE A QUALIFIED UPSTART THAT COSTS LESS VS A PREMIUM - WHICH IS WHAT A BRAND CAN JUSTIFY. STUART ELLIOTT, THE NEW YORK TIMES </li> <li> 11. AGENCY BRAND GAP AGENCIES SPEND MOST OF THEIR FIREPOWER MAKING OTHERS RICH AND FAMOUS LITTLE TIME RESOURCE ENERGY TO BUILD AGENCY BRAND &amp; BUSINESS PR NOT DESIGNED TO DRIVE REVENUE GROWTH INTEGRATION DRIVES FASTER GROWTH NEW BUSINESS FOCUSED ON SHORT TERM </li> <li> 12. WHAT DOES INTEGRATION MEAN? STRATEGIC APPLICATION OF PR TO DRIVE REVENUE OWNED EARNED PAID MEDIA SOCIAL STRATEGY + CONTENT DEVELOPMENT + MEDIA OUTREACH NEXT GEN BUSINESS DEVELOPMENT TIMELY OUTREACH + BEACONS + </li> <li> 13. DIVERSE AUDIENCES DRIVE REPUTATION + GROWTH MANAGEMENT STAFF CLIENTS SEARCH CONSULTANTS BUSINESS + TRADE PRESS SOCIAL MEDIA WORD OF MOUTH MARKETING + MEDIAI NMFELSUSEAGNECSE SRHSOULD ENHANCE MAKE SURE THE AGENCY BRAND IS THE ONE </li> <li> 14. ASYMME TRIC WARFARE </li> <li> 15. ASYMMETRIC WARFARE PROSPECTS DONT WANT TO BE TRACKED, TARGETED OR HUNTED, ALL RATHER SINISTER METAPHORS DRAMATIC SHIFT FROM COLD CALLING TO CREATING BEACONS TO HELP CLIENTS FIND YOU JOURNALISTS DONT NEED OR READ PRESS RELEASES URGENTLY NEED STORY IDEAS + PEEK UNDER THE HOOD </li> <li> 16. THE END GAME CONVERT REPUTATION TO REVENUE SHAPE AND SHARE THE AGENCY STORY TO HIT PROSPECTS AND MEDIA IN THE GUT </li> <li> 17. ASYMMETRIC WARFARE </li> <li> 18. CREATING BEACONS: SARKISSIAN MASON </li> <li> 19. CREATING BEACONS: SARKISSIAN MASON </li> <li> 20. CREATING BEACONS: SARKISSIAN MASON </li> <li> 21. CREATING BEACONS: SARKISSIAN MASON </li> <li> 22. CO-AUTHOR SUCCESS: LLS </li> <li> 23. Even George Parker at AdScam had something nice to say! </li> <li> 24. CO-AUTHOR SUCCESS: LLS </li> <li> 25. CO-AUTHOR SUCCESS CLIENT GLOWING FEEDBACK FROM TOP LEADERSHIP AND BOARD MEMBERS SVP MARKETING -&gt; CMO BROAD EXPOSURE AMONG INDUSTRY PEERS FOR FUTURE CAREER AMBITIONS CANCELLED SEARCH FOR ADDITIONAL AOR DIGITAL AGENCY AGENCY APPOINTED AGENCY NATIONAL AND DIGITAL AOR STATUS INCREMENTAL REVENUE FROM FIRST EVER E-CRM PROGRAM USING ASSOCIATIONS NOW ARTIFACT TO PROSPECT AMONG BROADER ASSOCATION MEMBERS </li> <li> 26. STAND FOR SOMETHING: COLOSSAL MEDIA </li> <li> 27. THE WORLDS BIGGEST SHAVE </li> <li> 28. STAND FOR SOMETHING: COLOSSAL MEDIA </li> <li> 29. WHAT GAME ARE WE PLAYING HERE? SURVIVE OR THRIVE? STUMBLE OR BOUNCE? </li> </ul>