Four Ways To Find Profitable Client Relationships
In an earlier post, we revealed why it is important to evaluate RFPs before bidding. Some readers asked for more indicators by which to judge whether or not their firm or agency should bid on projects: Fit for other prospects: This is where it makes sense to look ahead. Will this project or client position [...]
Read MoreHow You Can Create Value For Your Clients
By now, most people have heard that Netflix has decided to abandon its newly-formed Qwikster division. Given the negative feedback to the creation of Qwikster all over the blogosphere, it’s hard to imagine that Netflix asked any of its customers what they wanted. In fact, an article in the Christian Science Monitor analyzing the situation [...]
Read MoreBecome A Marketing Hero, Part 3
Create Dynamic Partnerships The easiest way to immediately generate great returns for your clients is to form partnerships with others (e.g., designers, strategists, researchers). This type of “teaming” approach can fill gaps in your knowledge base, generate deliverables in which you don’t necessarily want to be involved at a hands-on level, or provide specific niche [...]
Read MoreDon’t Try To Be A Round Peg In A Square Hole
Most marketing consultants and advertising agencies believe they can help any client. Every RFP is viewed as an opportunity for not only another project, but one in which your expertise will be valued. However, consultants and agencies should carefully evaluate each RFP along several criteria. While you want to maximize your chance of winning the [...]
Read MoreBring Power To Your Client Through Product Testing
A recent article in The New York Times reveals how Unilever leveraged product and image testing to determine the best way to launch its Knorr Homestyle Stock brand in the United States. Company executives maximized the return on their research dollars to not only determine the benefits consumers wanted in the product (in this case [...]
Read MoreThree Ways To Save Money On A Concept Test
Most marketing experts advise their clients to conduct a concept test before launching a product – a smart idea because it can help the client maximize revenue by determining which copy, images and language have the greatest appeal. However, many consultants are nervous about recommending concept tests to their clients, often due to the costs [...]
Read MoreBecome A Marketing Hero, Part 2
4 Ways to Maximize the Profits of a New Product Rollout How can you guide your client to maximize success in a new product rollout? How should they target their product; which group of customers represents the “lowest hanging fruit”? How can you be sure that they use the best strategy and leverage their marketing [...]
Read MoreHow You Can Make Segmentation Work for Your Client
If your client frequently refers to its customer base as “our target market”, it may be missing an opportunity to leverage differences among customers. By observing and focusing on differences between segments within the target market, your client can improve upon its marketing strategy and implement better marketing decisions. Consider the following chart: If [...]
Read MoreIncrease Your RFP Success Rate
In these hyper-competitive times, agencies and marketing consultants need to maximize the efforts they expend upon winning new business. An article today in AdAge’s Agency News discusses a rise in client-led reviews and the frustrations experienced by agencies in pursuing RFPs/RFIs that are often characterized by unreasonable timelines, uncompensated spec work, and ambiguous budgets. And [...]
Read MoreBecome A Marketing Hero, Part 1:
Improve Customer Satisfaction and Loyalty Clients love it when marketing consultants and agencies can show them what really matters to their customers, how they can foster create a stronger sense of customer loyalty, and how they can prevent the loss of their customers to the competition. This is a great opportunity for you to deliver [...]
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