starting off on the right foot - martin jones' presentation at the linkdex think tank
TRANSCRIPT
![Page 1: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/1.jpg)
Starting off on the right footThursday 1st October 2015
![Page 2: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/2.jpg)
AKA “Ah yes but…”
![Page 3: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/3.jpg)
1. Background/Mindset
![Page 4: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/4.jpg)
Understanding clients
![Page 5: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/5.jpg)
New client New requirement
Statutory Dissatisfaction
Why clients change agencies
![Page 6: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/6.jpg)
Top 10 things agencies need to remember about new business clients
1. They will ultimately end up post rationalising their decisions
2. They don’t like giving bad news! You will always “come a close second”
3. The majority of large pitches still tend to be “distress purchases”
4. Meeting someone at a conference doesn’t constitute “a relationship”
5. Most of them don’t enjoy pitches!
![Page 7: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/7.jpg)
Top 10 things to remember about new business clients
6. At the early stages they are looking for reasons to exclude you
7. Agencies are often better when they are not right for everyone
8. They want to know how you can help them.
9. The best pitches are about finding the agency to work with, not just solving the problem
10. Clients are human beings!
![Page 8: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/8.jpg)
The Agency Mindset
![Page 9: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/9.jpg)
Do you really want to do this pitch?
![Page 10: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/10.jpg)
The key factors to consider
MoneyCreative/ strategic
opportunity
Level of interest and
rewardAvailability
![Page 11: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/11.jpg)
Other factors to consider
Process Reputation of client
Seniority of client Instinct
![Page 12: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/12.jpg)
Do agencies pitch too much…
or not enough?
![Page 13: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/13.jpg)
Average number of competitive pitches by discipline in 2014
Discipline Number
Advertising 10
Digital 11
DM/SP 13
Integrated 16
Media 22
PR 37
![Page 14: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/14.jpg)
Never forget:Win the pitch…don’t just try
and solve the problem!
![Page 15: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/15.jpg)
3. What makes a successful pitch?
![Page 16: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/16.jpg)
The best pitches are well paced
![Page 17: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/17.jpg)
Hunger and enthusiasm goes a long way
![Page 18: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/18.jpg)
Agencies should never go over the Marketing team’s heads
![Page 19: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/19.jpg)
The cult of the team, not the cult of the individual…
![Page 20: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/20.jpg)
Why do agencies feel the need to swallow ‘truth pills’?
![Page 21: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/21.jpg)
Engagement is key to chemistry...and starts the moment the client walks in the door
![Page 22: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/22.jpg)
Have they met the other agencies/consultancies with whom the client currently works?
![Page 23: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/23.jpg)
Make the best use of tissue meetings and Q&As
![Page 24: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/24.jpg)
Know when to shut up!
![Page 25: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/25.jpg)
Have they got the logo right?
![Page 26: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/26.jpg)
Agencies shouldn’t spend the last day/days getting the last 5-10% right
![Page 27: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/27.jpg)
Have they got the right number of people in the room?
![Page 28: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/28.jpg)
Everybody must have a role, particularly if they are running the business!
![Page 29: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/29.jpg)
Do they just talk to the most important person in the room
![Page 30: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/30.jpg)
The authority to say “yes”, but the influence to say “no”
![Page 31: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/31.jpg)
Less is more when it comes to creative work/ideas
![Page 32: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/32.jpg)
Is there a recommendation
![Page 33: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/33.jpg)
The best pitches are like good dinner parties
![Page 34: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/34.jpg)
Summary
1. Clients want to work with hungry teams of people
2. Agencies need to put themselves in the shoes of the client
3. Rehearse, rehearse, rehearse!
4. Clients will end up post rationalising their decisions
5. Never forget that clients (and agencies) are human beings!
![Page 35: Starting Off On the Right Foot - Martin Jones' presentation at the Linkdex Think Tank](https://reader035.vdocuments.us/reader035/viewer/2022081604/58a14bd91a28abf8068b700b/html5/thumbnails/35.jpg)
Thank you