Cover Image for Strategic Positioning: Attract and Win More Ideal Clients with Less Effort, and Open the Door to New Business Models

Strategic Positioning: Attract and Win More Ideal Clients with Less Effort, and Open the Door to New Business Models

Hosted by Lodestar Agency Consulting
 
 
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The most successful agencies have a focused and differentiating positioning strategy, which enables them to thrive in our competitive market and challenging economy.

But forward-looking agencies see positioning strategy as the doorway to an even greater benefit⁠. Their focused positioning allows them to develop new business models that do not rely on selling billable hours, putting these agencies a step ahead of where our industry is going. Through these models, they can apply new pricing methods, diversify and scale their revenue, and secure their agency’s longevity.

KEY TAKEAWAYS

In this session, we will explore: 

  1. Why agencies should develop a focused and differentiating positioning strategy

  2. An actionable positioning framework you can use to define your own firm’s positioning

  3. Many examples from around the world, including agencies that have already taken the next step of adopting new business models

  4. Why a strong positioning results in many benefits, such as:

    • Clear criteria for targeting and qualifying clients who want your agency for what you do best

    • A stronger win ratio in new business because your agency will know how to play to its strengths

    • A compelling self-promotion program based on a meaningful, unifying theme

    • More pricing leverage because you can charge more for differentiated services and expertise

    • Clear direction for which services you should build up and how to develop or hire talent

  5. How to bring your strategy to life through all areas of your agency’s operating model

WHO SHOULD ATTEND

  • Agency Principals, C-suite, Presidents, Managing Directors, Heads of Marketing, Business Development, and Account Services

  • Anyone accountable for new business and account growth

  • Anyone responsible for attracting and retaining talent

ABOUT THE PRESENTER

Brian Kessman is the Founder and Principal Consultant of Lodestar Agency Consulting. Lodestar is a US-based consulting firm that partners with agency leadership teams to improve their firm's financial performance and organizational health. We do this through positioning strategy, productization, and operating model design, resulting in new business success, scalable revenue, and sustainable growth.

​​Brian developed Lodestar’s innovative Agency Wayfinder™ approach over 20+ years as a leader at brand strategy, interactive, product design/development, and full-service agencies across the US. Passionate about sharing what he’s constantly learning about the future of work for agencies, he’s a keynote speaker and workshop facilitator for major industry associations and conferences, including the 4As, AMIN Worldwide, TAAN Worldwide, Worldwide Partners, MAGNET Global, Mirren Live, the Bureau of Digital. He’s also a past Favorite Website Awards (the FWA) judge.