why agencies don’t want new business hank blank inspires solutions
TRANSCRIPT
Why Agencies Why Agencies DonDon’’t Want t Want
New BusinessNew Business
Hank Blank Inspires SolutionsHank Blank Inspires Solutions
Apr 19, 2023
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Work
• First account was McDonald’s at DDB Needham in Toronto
• 10 Years with JWT in Toronto & Chicago
• Ran the National Domino’s Pizza Business at Ross Roy Advertising
• Executive Vice President O ’Leary & Partners
• Business Development at Marshall Advertising
• Experience on major Global brands such as Kellogg’s, Warner Lambert, S.C. Johnson, Labatt’s, Divisions of Revlon & Campbell Soup, Burger King, CENTURY 21
Life
• Hank has two young adults that live with him. Both are available for adoption.
• Hank has run six marathons but doesn’t know why
• Hank comes from a long line of nomads. Hank was born in Toronto, his sister was born in Beirut, Lebanon & his brother in Warsaw, Poland
• Hank was nominated to be Volunteer of the Year for OC in 2003
• Favorite recent quote. “Only the humble can save the humble.” Evita
Apr 19, 2023
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• New Business is New Business is about winning about winning new clientsnew clients
• It has nothing It has nothing to do with to do with advertisingadvertising
• New business presentations are not meetings. They are performances
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• Invitation• The dance or
medium list• The altar or the
finals
Three Stages of a Review
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Getting on the Long ListGetting on the Long List
• Are you visible?
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• How’s yourorganic SEO?
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Beware of the GatekeeperBeware of the Gatekeeper• Ambassador or
disaster?
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We are the Best Kept SecretWe are the Best Kept Secret• That’s a problem• I get paid to find
agencies, clients don’t
• “Shameless self promotion”
• Agencies have largely commoditized themselves
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• What I see most Capabilities submissions is submission to conformity
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80% Fall in the Middle80% Fall in the Middle
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• Ever thought of presenting your agency’s Capabilities deck on YouTube?
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• Don’t expect many clients to take great leaps of faith these days and just trust you that things will work.
• They are often betting their jobs
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• Give your prospects hope for success
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• Your agency process is just a bunch of mumbo jumbo
• They are all derivative. Keep it to one boring page
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• Make your cases shorter and start with the results
• Put the good stuff at the beginning of your presentation
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• Leave the Leave the agency agency posse at posse at homehome
• Fewer is Fewer is formidableformidable
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• In your rehearsals make the creative director your prospect.
• If they are bored your potential new client will be be bored
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•Shred your leave behinds
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• If you were rushed at the end of your presentation and didn’t present some juicy morsels, you didn’t rehearse enough
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• “We want your business,” is not a very compelling reason to hire your agency
• Neither is “We’d be perfect for you.”
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• Never give up the opportunity to keep your mouth shut
• Very hard for agency people
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• Leave your smart phones in your office because they make you look dumb
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04/19/23
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Hank Blank Inc949-300-3266949-276-4978 faxwww.hankblank.com30462 North HamptonLaguna Niguel, CA. 92677http://www.linkedin.com/in/hankblankcomfollow me on twitter @hankblankhttp://hankblank.wordpress.com/