AAR Partners has joined forces with Catapult and Winmo to help provide leads for new business opportunities based on the right timing.

But this time, we’ve put science behind the art of prospecting by using data from technologies like Winmo, Pathmatics, and Bombora.  This powerful combination helps increase the probability of reaching out at the right time to engage and eventually convert.

This month our research showed a surge of interest around “Creative Agencies” and “Creative Services” within the retail and CPG sectors.

While there are a host of brands/companies looking for creative help, we have isolated two opportunities, for our AAR Agency Growth Program Partners to evaluate, who may be in need of some creative help right now.

Please keep in mind that although the intent data shows “creative agency” interest, brands often start thinking about their media and digital needs as well once they’re thinking about their creative needs.

Retail:

Ben Bridge Jewelry Store

Ben Bridge operates a network of jewelry stores located throughout the United States. The company’s headquarters are based in Seattle, WA.  Recently, their spend has been in full recovery mode in H2 of 2020 and here in January.  In pre-pandemic 2019, Kantar has them listed at over $4M in total spend.  Their Creative AOR is DNA Seattle and Media is handled by Media Plus, Inc.

Key Contact: Stephanie, Engle

Email: sengle@benbridge.com

Personality Type: Enthusiastic, Open, Casual, Optimistic

Stephanie is likely to thrive in an unstructured environment and tends to act on intuition over logical analysis.

• Be casual and express enthusiasm.
• Keep it friendly and bring the energy.
• Speak with colorful language and enthusiasm.
• Share ideas and initiate collaboration.

Stephanie tends to be an optimist who works with energy and enthusiasm. Their passion can be infectious, and their excellent social skills likely make them a naturally persuasive person.

• Trusting someone quickly
• Independently generating new ideas
• Making hand motions while talking
• Feeling comfortable speaking to strangers

Stephanie prefers light-hearted, open conversation. They may have a hard time quieting down, but can offer plenty of entertaining stories. Use plenty of vivid language and metaphors when telling a story. Demonstrate creativity and innovation when sharing your ideas.

• Encourage their creativity
• Use self-deprecating humor
• Speak with colorful descriptions
• Use diagrams to explain concepts

CPG:

Bumble and bumble, LLC

Bumble and Bumble is a leading hair-care products company and salon. In addition to its cosmetic products the company also operates Bumble and bumble University, which offers classes for stylists and salon owners. Bumble and bumble, LLC is headquartered in New York, NY.  They currently work with Reprise Digital for their digital and social work.  They have also shown a high interest in CRM recently.

Key Contact: Erica Wohlwend, Executive Director, Marketing

Email: ericaw@bumbleandbumble.com

Personality Type: Confident; Bold; ambitious

Erica is likely to be an ambitious and persuasive achiever with a casual and direct communication style.

Erica is likely to thrive in the spotlight, since she is vocal, charismatic, and upbeat. She may eagerly pursue innovative solutions, often preferring to take swift action. Don’t be surprised if she avoids tasks or projects that simply don’t excite her.

When selling to Erica?

• Keep the discussion high-level
• Break your pitch up into bite-sized chunks
• Present exciting opportunities
• Ask about her goals and objectives

How to email Erica?

• Be direct and friendly
• Abbreviate where appropriate
• Be highly focused
• Give her a clear path to respond

Erica tends to make decisions quickly, so reach out to her with creative ideas and innovative solutions while avoiding getting into the fine details, especially in email correspondence.

AAR Partners – Want more insights on creating successful client-agency relationships? Visit www.aarpartners.com

Winmo – Need a comprehensive, one-stop shop, sales intelligence resource to help targeting marketing, advertising, and media decision makers? Visit www.winmo.com

Catapult – No time to build the pipeline? Catapult is the “agency for agencies” who need an outsourced solution for performance-based prospecting.  Visit www.catapultagencygrowth.com

I’m not sure that a day goes by without some variance of this question: What should I do to help gain more new business?

First, there is no one answer.  Second, it takes discipline, focus and commitment.

But what are agencies doing who are truly growing and profiting, especially during turbulent times?

There are some common threads to keep in mind to help you make 2021 a homerun.

1. New Biz Plan – a goal without a plan is just a wish!  Craft an editorial/activity calendar-related specifically to new business.
2. Focus on Your Forte – highlight your agency’s strength or strong suit and focus on that forte… showcase that expertise that you do better than anyone else.
3. Flexibility – flexibility is the key to stability.  Do not delay making difficult decisions or adjustments… if the numbers show change is needed, then change fast.
4. New Biz Exec + – stay the course with new business activity but ramp up stewardship by having agency CEOs, presidents or owners reach out to current clients to reinforce relationships.
5. The Power of NO – saying ‘no’ allows you to go on what’s more important! Know what you’re great at, what you’re passionate about, what you stand for, what you can grow with and what makes a successful client for you… And walk away from those that do not fit your checklist.
6. Offer Solutions – do not sell!  Offer solutions to marketing problems and make them relevant to your agency’s offerings and expertise… webinars, workshops and white papers are ways to amplify these insightful solutions.
7. Teach – find ways to teach to help businesses.  The more you teach, the more you build trust.  The more you build trust, the more you become a resource.  Remember, your agency is a potential liability to that CMO’s brand and his or her responsibility is to protect that brand while growing it.  Teaching builds trust!
8. Don’t Piss in the Wind – you read that right!  I had an old boss 25 years ago at Y&R (when it was Y&R) that always used to say that line and he was so right.  Be scalpel-like focused on brands you want to work with and know why.  That passion will shine through and it helps make an instant connection.
9. Confidence is King!  Every client wants an agency partner who is confident in their approach, counsel, views and business solutions.

Hopefully, these best practices will help make ’21 one helluva prosperous year…