A different approach to agency new business - the smarter way to host a supper club.
Now we are at peak LinkedIn content and lead magnets are everywhere implementing the common lead magnet process to win new clients used to work but I found that when I was running my strategic brand design agency, Hands Down!®, all the agencies were doing the same approach so it became harder and harder to achieve any cut through and generate a response.
At the beginning of 2022 I decided I needed a different approach. Now, I am not saying these lead magnets don’t work, as they have a place but I wanted to find a way to build deeper client relationships - both existing and new.
It can be tempting to do a numbers game (which a lead magnet enables you to do) but I didn’t need hundreds of new biz enquiries. I really only needed 1-2 new solid clients that were a good match and had budget.
So I created a Supper Club. But not just turn up and have dinner - it was curated, clients brought their challenges, I hosted and facilitated it.
It took time to organise and we did a follow up piece of content too. This one activity cost me about £3k and enabled me too:
✅ invite existing clients to something really high value.
✅ invite prospects that I had been talking too to something really high value.
✅ even though I only had space for 15 people I was able to email over 50 people (existing and new prospects).
✅ we created a summary of the event with key takeaways/learnings that were shared with everyone who was invited.
✅ we could use the summary of the event as a marketing tool too.
It was so powerful I wish I had skipped the lead magnet and done this 2 years earlier tbh!
It was powerful because:
🔥 we had a lovely creative concept and storytelling that aligned to our agencies brand.
🔥 we picked a venue that fitted the story.
🔥 we made it all about our clients and not about us.
🔥we fostered real relationships with something genourous, high value and thoughtful.
