10.8.2009
For many organisations the thought of marketing their products or services is a daunting task. What does our brand stand for? Who are we targeting? What is our message? What are the most effective routes to market? There is much to be considered - get any of these elements wrong and precious marketing spend can be quickly frittered away.
This is where the experience of a full-service marketing and advertising agency is invaluable. They will bring a fresh pair of eyes to your business, distill all the benefits of your products or services and help to deliver a marketing strategy that will really work for you.
Agencies pitching for your account will do everything within their power to impress, but below are a few pointers to ensure you get the best out of them and the pitch process.
Agency selection:
Keep your shortlist of agencies short - too much choice will only confuse. Serious contenders should give you the impression that your account will represent an important piece of business to them, so give them an idea of your intended spend and see what reaction you get.
Safe bets and wild cards - the obvious choice is to invite agencies that have relevant experience in your field but sometimes it pays to cast the net wider - in fact ‘no experience’ can often result in fresher thinking.
Agency briefing:
Outline the parameters of the pitch - is it to be a credentials or a creative pitch? Prepare a firm timetable for the process and make sure that all the agencies get equal treatment and stick to the timetable.
Make your aims and objectives clear - define both your short and long term goals.
Share your knowledge of your business, your industry and your competitors - it’s an agency’s job to research as much as it can about your business prior to the pitch but nobody has better firsthand experience than you. And expect your agencies to ask loads of questions - be suspicious if they don’t.
The Pitch:
Look past the smart talkers and high-technology presentation aids - look for a real understanding of your business and what you want to achieve. Overall you are looking for a well-rounded presentation with the right balance of research, planning, strategy, media, evaluation processes and creative ability.
Don’t expect finished thinking - it’s unlikely that any agency will present a solution that is ‘spot on’ first time round. If you’re happy with the core concept you can work closely with the chosen agency to refine the presented work.
Who will you be working with? More often than not the new business team involved in the pitch will not be the people working on your account. Ask for a clear indication of the experience and numbers of agency staff servicing your account on a day to day basis.
Winners and Losers:
Decide quickly and inform fairly - ensure all the pitching agencies are informed on the same day and be prepared to provide some feedback to those who are unsuccessful.
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