WE ARE A FULL SERVICE BUSINESS DEVELOPMENT TEAM, WORKING FOR MARKETING SERVICES AGENCIES OF ALL DISCIPLINES INC. CREATIVE, BRAND DEVELOPMENT, ADVERTISING, PR, DM, DIGITAL, MEDIA BUYING & PLANNING, WEB DESIGN AND DEVELOPMENT, ABOVE / BELOW THE LINE & MARKETING COMMS. IN THE UK, EUROPE, USA & AUSTRALIA.
Who are we?
Our dedicated team work together to bring our clients the best leads and opportunities possible.
What is your New Business Cycle?
Well, it is made up of 9 key elements :-
You may be active in some or all of these elements already, but you may not be as successful as you could be in each area of your ‘Cycle’.
This could be for a variety of factors, such as: -
We provide the focus, direction and support to ensure maximum success is obtained from each part of your ‘New Business Cycle’.
Ninety percent of new business decisions – new projects or shortlist for a review/pitch are made through three channels:
You already work for them
You know them personally
You’ve been building a dialogue
Building a dialogue with a customer from cold is (arguably) the hardest task in a new business – however, it is the one element in a company’s control; you decide who to target, what to say and how to say it.
Many companies do not apply the level of expertise, knowledge, thought and discipline to make this route effective. Their programme goes in fits and starts and all too quickly flounders because they do not keep up contact.
Companies cannot rely solely on their existing leads, personal contacts/referrals, or even their fame, to provide a sufficient stream of quality leads.
Building a dialogue gets a company into the ninety percent arena.
Existing clients present (arguably) the easiest – and most profitable target for new business development.
Winning new projects, new brands or eroding divisions must be targeted on an on-going basis. Equally, look to new horizons through networking arrangements – being passed on or recommended by one manger to another can also generate new leads and new business.
Although there are many consultants lurking in dark alleyways – there are central points of reference that can – and do – influence a potential customer to your services.
However, for the most part these are corporate bodies that simply act as a library – you submit your work, if a customer asks for information on a member, he’s given a handbook/brochure – that’s the end of the story.
It is important to review each with care and to build a relationship with the most lucrative partner.
If you are part of a group or network it is vital you organise internal/group discussions on new business opportunities.
Ensure key executives list potential/existing contacts for networking into sister companies
Investigate joint (sister) company proposition(s).
Cross-reference existing clients to sell-in to sister companies.
Personal contact with a potential customer is by far and away the most effective route to successful new business (also see ‘Referrals’). However, although you can [and should] stimulate relationships, this cannot be contrived; whether through school, college or university; golf or social clubs there is a limit to the potential of the successful socialite…
furthermore, the decision-making process is beyond your control. Companies must ensure that every executive constructs and organises a timetable for contacting social/business contacts in order to develop the maximum potential, keeping in contact is as important as drawing up the list.
Keeping ‘tabs’ on your past clients is vital – you must not lose touch just because they are no longer your key contact or no longer with the company. It takes little effort to rekindle your relationship and is often surprisingly rewarding.
Doing the rounds of conferences, seminars and exhibitions can be rewarding – it can also be expensive. Whether it is “protectionism” – looking after your client – or the chance to make new contacts, careful selection of potential opportunities should be considered…
Each/all should be thought through with care. The Glow team can support activity at each event, if required.
If your senior executives can play an “active” role in such events – better still: Up there on stage extolling your view can be rewarding.
“COMMANDING CENTRE STAGE IS ALWAYS BETTER THAN WATCHING FROM THE BACK ROW”
Although few prospects ever admit to being influenced by fame, it often helps if you are ‘top of mind’.
Getting there and staying there, is not easy and takes time, resource and money. It may, in truth, only represent a maximum of ten percent of the decision making process, but it can’t be ignored.
Advertising can also play a role here – it’s never cheap but (at least) you control what is said about your company/service.
Traditional and Social Media is not only useful for building awareness of your company through executive profiles to articles to news, but also they can be a useful source of contacts since they are in daily contact with your market place.
It is vital that you put together a regular review with all salient journalists and platforms.
TELEPHONE, EMAIL, SOCIAL, VIDEO, EVENTS,
NETWORKING, DIRECT MARKETING AND PR
Before we can start to win you new business we need to get to know you. At the start of each campaign the Glow team put together an induction and discovery session with you, attended by the key people from your side and from Glow.
Since we are your new business team to the outside world, the induction briefing is a crucial part of our relationship and ensures that the Glow team gets to know your proposition inside out. There are no shortcuts to this process and at the outset we will agree our targets/objectives and how we will be assessed on a quarterly basis, in line with our contract. Benchmarks will also be agreed with you on your role in converting new business opportunities into income.
Based on the information collected from the Induction & Discovery session, we put together a strategic plan outlining the way forward. We determine what methods, communication channels and techniques should be implemented – tailored to your style and brand image. Creating a long-term, bespoke approach.
We brief the Glow team accordingly (your virtual team) and ensure everyone is fully up-to-date with the campaign plan, targets and initiatives.
Once the strategy is in place and has been agreed we start to build your database(s); organise the trade press and insights initiative, set up the email marketing account(s), write bespoke email / DM communication messages / mailers and develop other areas such as Events, PR, Social Media and Strategic Agency Alliances.
This is a crucial part of the campaign and can’t be rushed. Everything has to be well organised and in its right place in order for the programme to run smoothly and effectively ongoing.
Once the campaign gets underway, the Glow team work tirelessly to unearth the best leads and opportunities for you. We approach the correct prospects, using the most appropriate communication methods. We look to build a rapport with the key decision makers and track leads effectively, so even if the prospect isn’t quite ready to meet with you due to timing, we know when to contact them again to secure an appointment. We also keep your company top of mind through a well planned ‘Keep in Touch’ programme. This can include e-mailers, direct marketing messages, relevant social media campaigns and of course follow up phone calls.
We provide comprehensive status reports at the end of each calendar month to give you a full overview of activity and to keep you up-to-date with every aspect of the campaign.
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We bring a personal and effective approach to every project we work on.