New Business Guide

Step 4: Work sessions

You want to:

1. Make a meaningful personal connection with the contacts.

2. Reinforce understanding of the 4Cs: your prospective client and their competition, their category, their consumers, and their marketing challenge – so that you can develop custom ideas:

  • Review case studies and effective approaches of comparable brands/challenges
  • Vet competitive approaches
  • Develop core products: opportunity brief, audience personas, customer journey map and messaging matrix.
  • Validate and support ideas with evidence from best practice, white papers, or successes from other case studies

How WARC can help

Mapping the consumer journey
This WARC Best Practice can help understand how many touchpoints affect a brand's consumer along the path to purchase.

How to write brand positioning statements
Get practical advice on writing a cohesive brief.

Review proven approaches
WARC's case studies can show how your prospect's problem has been solved effectively. Use the Case Finder to search for a group of stellar cases that match your prospect's requirements. Don't be too "siloed" in your approach; think laterally as well. Search by multiple relevant factors: sector, target audience, marketing objective, primary media types, budget and more. Look for key themes of what is consistent among top performers and that you can apply. Use the learning to create a "story" about the brand to differentiate your agency.

Or use WARC's Pitch Builder tool to find shortcuts to the content you need.

Step 5. Final presentation