Prospects
A beautiful prospecting model that aims to give you a return on your investment…
- Unvalidated prospects – database build
- Validated prospects – qualifying the prospect/opportunity
Commencement of the relationship marketing programme.
Tactical process
Identifying the elusive minority of prospects that are actively reviewing by:
Understanding the factors that call for an agency review
- Marketing /management appointments – a new decision maker will (not always)
initiate a review of their inherited agency - Brand launches/repositionings, corporate restructuring, A&M, financial results,
alignment policy
Beautiful Communications collate intelligence on a weekly basis which contains all relevant information gleaned from National/Trade Press
This report is reviewed for identification of relevant opportunities and Beautiful Communications are responsible for telephone follow-up
Strategic process
Communications strategy for your agency
- Defining the proposition
- Delivering the proposition
Database build
- Beautiful communications central database includes the top advertisers in the UK and europe and can be segmented by market sector, geography and incumbent agency
- Decision makers are manually researched to ensure optimum accuracy
Beautiful follow-up
Beautiful Communications approach is to put the key prospect at ease, listen and glean (rather than hard sell) we specifically pre-qualify decision makers across two dimensions:
- Agency evaluation criteria
- Propensity to review incumbent agency
Beautiful intelligence
Communications strategy for your agency
Differentiate between real prospects and time wasters
Create supportable “talk pieces” that address defined needs
Identify areas of opportunity for dialogue continuation
Performance
How Beautiful Communications put it all together…
- Agree project objectives/targets
- Assign a project team with experience comprising of account director and account manager
- Immersion/briefing session: background/services/clients
- Agree communication strategy: proposition development/prospect qualification
- Agree criteria for database build
- Build/import database into beautiful communications contact management system
- Beautiful Communications to assume your identity on commencement of telephone follow-up
- Beautiful Communications to work through a central point of contact
- Access to diary commitments with regular up-dates
- Upon confirmation of an appointment:
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- Telephone confirmation
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- Contact report via e-mail
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- Confirmation to prospects
- Monthly status reports:
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- Scheduled appointments
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- Attended appointments
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- Key prospect details gleaned from intelligence gathering and proposed next action
- Regular status meeting to review progress on the new business programme
