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Power of the Pen
How agencies are adaptingto clients’ new demands…
Comvort AGM 2015
September 17.-20. in Vienna, Austria
Power of the Pen
…or are they?
Power of the Pen
Introduction
A little bit about us
Why customers don’t complain
Changing demands
Service is an attitude
What we have done…
Discussion
Power of the Pen
Who we serve – with which services- and the typical approach…
InternationalCompanies with their own
marketing & back office ressources
NationalTrading & industri with few
ressources in marketing, HR and
admin.
LocalOwner managed
companies with no
internal resources
LINDSKOV
er et ejerledet
all round
kommunikationsbureau
med specialiserede
samarbejdspartnere
som backup og support
efter behov og opgave
PR & Content Public Affairs Marketing & SoMe
LINDSKOV
is an owner managed
all round
communication agency
with a wide range of
internal competencies
and specialized alliances
as backup and support
- handpicked and combined
for each assignment
Power of the Pen
Teamwork makes dreamwork
Lars LindskovCommunication advisor
International clients
Owner - CEO
Catrine EisenreichCand. Comm.
Communication advisor
COO
Pia TromborgPhotoprapher
Portraits
Profiles
Ulrik LarsenJournalist, merkonom
Building & Construction
Climate & Energy
IT and auto
Mads R. ThomsenStud. Cand. Mag. BA
Project assistant
Public Affairs
Mogens LangeCand. Mag.
Journalist
Charlotte FiltenborgArt Director
DTP
Nanna ValentinerStud. Cand. Merc.(EMF) BA
Project assistant
Marketing
Kim ReichJournalist, editor
Business to Business
Business to Government
Bettina SønderskovJournalist, ghost writer
HR, CSR,
profiles & names
Peter JarvadPhotographer
Press
Products
Peter SpliidStud. Scient. (DAT)
Project assistant
Web-programming
+
Power of the Pen
Lars LindskovBackground
Sales
Marketing
Management
Politics
Communication
Power of the Pen
How often do you makecostumer satisfaction surveys?
Power of the Pen
Customers don’t complain- they change supplier …or agency
Power of the Pen
Customer needs areconstantly changing
Power of the Pen
But do you noticethe changes?
Power of the Pen
If we don’t see the changesand if we don’t react in time…
Power of the Pen
The needs are constantly changing- but how about the fundamental requirements?
Performance – value for money
Reachable 24/7/365
Close by – meetings within hours
Insight in clients’ business environment
Proactivity
Stability
Capacity
One stop shopping
Other demands…?
Power of the Pen
What we did…
Power of the Pen
Finding our USPs
Power of the Pen
Being a skilled professional is a commodity, but…
Power of the Pen
Our office hours
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Demand in all contracts
Power of the Pen
Workshop as kick offCommunication Check
TM
Power of the Pen
Close to the clients
Videnpark Trekantsområdet
Vesterballevej 5, Fredericia
Store Torv 9Aarhus
Business HouseJernbanegade 23B, Roskilde
HQIndustrihegnet 8A, Tune
Sweden
Germany
Norway
Copenhagen
DENMARK
Power of the Pen
We mean it: REALLY closeOn Site Communication Help Desk
TM
Power of the Pen
Making a choice: Selling hours or solutions?
Power of the Pen
Customer cases
Structuring the meetingsThe Dynamic Q-planTM
Season
Products, projects, services
Conferences, fairs/exhibitions,
seminars, events
Opinion,
tendensies, surveys
HR/personal, certifications,
Company/corporate news
Q3Q2Q1 Q4
Each story is defined:
Target group (internal/external)
Message
CTA/reaction from target group
Media/platform
Communication tools
Success criteria
Power of the Pen
Executive Branding™Ambassador loyalty programme
New on the job Management style Anniversary
New business area
Profile
Personal PR
Visits from politicians
– eg the local Mayor
Videopresentations and
radio/podcast.
Social media – Twitter,
LinkedIn, blogs, news
letters m.fl.
Speaches and key note
speaker platform – at
conferences and in
catalogues
Wikipedia-profile,
databases and relevant
network
Also a service for C-level
and middle managementOpinion / blog
Power of the Pen
Content is King
Power of the Pen
The Official Content Marketing Model
Power of the Pen
PR & Contentare not likeadvertising…
Power of the Pen
Markedet
Website
Blog
News letter
Ubivox
MailChimp
Sponsor
CSR
Social media
Google+
Marketing
Brochures
Paperline
Flag
Exhibition
Public
Relations
Video
Youtube
Vimeo
Advertising
Print media
Our No Bullshit Content Marketing ModelFlexible Message Carrier Platform™
Advertising
Online
TV
Public
Affairs
Customer cases
Season
Products, projects, services
Conferences, exhibitions/fairs, seminars, events
Opinion, tendensies, surveys
HR/personal, certifications, corporate news
Power of the Pen
30.09.2012 - 30.09.2013
Monitoring toolsEstimated advertosing value of PR
Power of the Pen
ROI documentation= our business case with PR (USP for us)
Annual advertising budget DKK 1,5 mio.
From this – 20% allocation to PR DKK -0,3 mio.
Annual advertising budget DKK 1,2 mio.
Estimated advertising value of PR DKK 4,8 mio.
Media pressure in total DKK 6,0 mio.
Example: ROI = 400%
Message: For 300 TDKK to PR – combined with 80 % of your original advertising budget you achieve media pressure to a total value of 6 MDKK
Power of the Pen
A proven concept for workflow from idea to resultStatus meeting or Help Desk
Idea development
Tool & channelDistribution
Monitoring and evaluation
Project management
Production
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Year 3-4
Developing three base concepts Appointing COOJoining Comvort
Power of the Pen
Our to do:
Optimize organisation and concepts to the new age
The right competences with the right attitute
Scalable concepts with the right prices
The right services with the right balance between inhouse
recources and external alliances
Handle specialized services Perhaps establish another agency – or joint
venture
The right customers with the right values and attitude
using the Comvort International Task Force to pitch – and to continue moving up in the market
Power of the Pen
Discussion
Power of the Pen
Did we hit or miss?
Power of the Pen
www.lindskov.comCOO Catrine Eisenreich - [email protected]
CEO Lars Lindskov - [email protected]
How agencies are adaptingto clients’ new demands…
Comvort AGM 2015
September 17.-20. in Vienna, Austria
Thank you for listening!
