How to: Use a niche when your agency is full service

How to use a niche when your agency is full service

Agency Type

Full-Service Creative

Target

Consumer Goods

The Process

Many agencies that have broad skill sets find themselves in a position of trying to drive a conversation with a new prospect but lacking a real specific door opener. There are so many problems that your full-service shop can solve, so where do you begin a conversation? It’s important to us a niche when your agency is full service.

Our client was facing just such a problem in that they don’t niche down on either an industry or a service. We looked at their past experience and decided consumer goods was a great place for us to start based on the current market and what they can offer in terms of insights. We also decided that the best place to start was a conversation around digital that could then branch into a more holistic strategy. Our team decided to create a “digital audit” that we would only offer to specific brands based on their size, region, and current interest level.

In order to create such a tight list of prospects, our team utilized both Winmo and Bombora to trim a list of consumer goods companies down to less than 100 companies. Once we had an initial set of right-sized companies from Winmo, Bombora was used to determine current intent by searching for those that have “digital strategy” high on their intent radar.

We also simplified our email approach with a quick note and then some bullet points on what the audit may provide. Below is a generalized version, but will give an idea on the overall structure.

Jim,

As experts in Consumer Goods, my team reviewed your site and we’d like to offer a complimentary Digital Audit. This would include:

  • Website Design + UX Flow
  • Technical SEO Review
  • Load speeds, Page Speeds
  • Analytics Review
    ….

This email was NOT the first email that we had sent this prospect, it was actually in the middle of an 11 touchpoint cadence. They had seen our name and agency brand before through our emails, so the digital audit approach allowed them to focus strictly on this one area of opportunity.

The email was received by the Global Integrated Marketing Manager, who oversees many brands across their portfolio. The response was that they did have one brand that was struggling in comparison to others and they were interested in our team doing a quick digital audit on it. This opened the door not only to a project for the brand that needed immediate help, but then a review of all the other brands under their portfolio.

The key is, if you aren’t niched down in your agency’s structure, then you at least need to niche down your prospecting efforts in terms of language. Prospects have specific needs and so we need to approach them with that same level of specificity.

This success for our agency partner was made possible by:

 

Derry B
Business Development Director at Catapult