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Where to from here? Where to from here?

But wait…it’s not the same What’s happening, and why? And just what can we 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 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 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 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” 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 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 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 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 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 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 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 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 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” 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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. Copyright 2005 Carlton Associates, Inc.