- Количество слайдов: 39
Where to from here?
But wait…it’s not the same What’s happening, and why? And just what can we expect of the future?
1. 2. 3. 4. 5. 6. Changing forces The new consumer The marketer’s challenge The agency’s role Some concepts Making sense of it
Changing Forces Clients n n n Agency is a vendor not a partner Project orientation Fast response Low cost Diminished loyalty
Changing Forces Talent n n n Shortage Freedom Empowerment Skill growth Rewards Diminished loyalty
Changing Forces Financial n n n Commission decline Project orientation Price competition Client “procurement” Growing overhead Cash flow slowdown
Changing Forces Technology n n Encourages new competitors Promises are not being fulfilled Expensive Hard to apply
Changing Forces Death of the mass market n n Steady decline of network TV Proliferation of specialized media Dialogic web communications and sales New communications technologies
The New Consumer Expect personal relevance n n n It’s all about me Advertising filters One-to-one Intrusion to invitation Message coherence
The New Consumer Points of influence n n n Multiple receptors Advertising’s slice of the pie Need for validation Third party endorsement The unexpected
The New Consumer Power shift n From the sender The time n The place n The content n n To the receiver Interactive n Ti. Vo n
The Marketer’s Challenge It’s not so easy anymore n n n What outcomes are expected? Market share vs. profits Strategies vs. tactics Brand building vs. immediate sales Cost vs. value
The Marketer’s Challenge Fear n n n Job retention Risk aversion Action over intellect Senior churn Mid-level churn
The Marketer’s Challenge Client side talent n n Credibility with senior management Craft skills Judgment maturity Time frame focus
The Marketer’s Challenge Advertising doesn’t work alone n n Vehicle proliferation “I’m the solution” vendors The magic bullet syndrome Budget allocation
The Marketer’s Challenge Orchestration n n Multiple instruments Harmony Special skill sets Who? How?
The Agency’s Role The agency business model The tried and true…isn’t!
The Agency’s Role Historical baggage? n n n Agency status Partnership with clients Full service Agency of record Bill paying accommodation
The Agency’s Role Polarization n n The holding companies Owner-managed agencies The history of innovation Break-out agencies ?
The Agency’s Role What business are we in n n Ad makers Stuff factories Solution architects Something else ?
The Agency’s Role Rethinking n n n ? What values will we provide What will it take to provide them How will we get rewarded
Some Concepts Customer centricity n n More than a buzz word Media agnostic Compensation agnostic Dichotomy
Some Concepts Niche positioning n n Meaning of your brand Known by the work Known by the clients The ability to say no
Some Concepts Flexibility n n Mirroring clients Internal barriers Function vs. task organization Self-confident people
Some Concepts Focus n n A mile wide and an inch deep An inch wide and a mile deep Rifle vs. shotgun Best of class
Some Concepts Talent driven n n Shortage Recruit, grow, retain Fewer/better strategy Mutual growth expectations
Some Concepts Low cost provider n n Price is a fact of life Low cost doesn’t mean cheap Value Business creativity
Some Concepts Exit services n n Perceived value Competitiveness Sunset mentality Relentless pruning
Exit clients n n Blasphemy Known by them Reflect where you want to be Do it gracefully
Some Concepts Quality n n Expectation based Error horror stories The 2 point difference Process quality management
Some Concepts Adhocracy n n The military model Task centric Inter-disciplinary Self-assured people
Some Concepts Strategic relationships n n Aggregator Build or buy? Core competency High maintenance
Some Concepts Entrepreneurialism n n Sense of ownership Desire to excel Risk/reward Measured by market
Some Concepts Collegiality n n Freedom & responsibility Productivity Leadership Modeling & mentoring
Making Sense of It Observations n n What worked in the past will likely not work well in the future There is great opportunity There is also great risk Creativity is needed in shaping the future business model(s)
Making Sense of It When and how n n The time is now Rethink your agency’s business model Choose the course that is best for you Align the agency with that course
Making Sense of It Prediction The next ten years can be the best of times for smaller, owner-managed agencies
Copyright 2005 Carlton Associates, Inc.