why everyone is bitching about advertising pitching
TRANSCRIPT
marketing management consultants
Why everyone is ���bitchin’ about pitchin’
TrinityP3
© COPYRIGHT 2012
marketing management consultants
Once upon a time…
• It was enough to simply give an agency a brief and select the best idea.
• Now there is great complexity and greater demand for rigor and due diligence.
• But sometimes this process can become an obstacle to a successful outcome.
• Here is what you need to consider to reduce the bitchin’ and advertising pitchin’.
marketing management consultants
Outcomes
Winners
Losers
marketing management consultants
Outcomes
Winners
• The outcome of this process is a winner
• And run correctly the marketer wins too
• But where there is a winner, there are also…
marketing management consultants
Outcomes
• All of the other agencies asked to pitch
• Plus trade press love the drama of the victor and the vanquished
• And the industry love to gossip about it too
Losers
marketing management consultants
Resources
High cost in time
High cost in resource
marketing management consultants
Resources
High cost in time
• The pitch process is time consuming
• It is also disruptive to the current marketing process
• Across all internal stakeholders it can take 500 – 700 hours
marketing management consultants
Resources
• Add to this the time invested by the agency
• Multiply that by the number of agencies
• And you are suddenly burning many thousands of dollars
High cost in resource
marketing management consultants
Risk
Moderate
High
marketing management consultants
Risk
Moderate
• There are risks associated with a pitch for the marketer
• Sharing confidential plans and strategies with third parties
• Plus your reputation is on display to the industry
marketing management consultants
Risk • The risk for the
agencies is higher
• Publicly losing a pitch impacts their reputation
• Plus the are investing in a process they have little control over
High
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Process
Thorough
Efficient
marketing management consultants
Process
Thorough
• You need to ensure you assess all of the available options for: • Capability • Expertise • Chemistry • Value
marketing management consultants
Process
• While at the same time minimise waste due to: • Duplicated steps • Protracted approval
processes • Conflicting schedules
• The average pitch should take no longer than 6 – 12 weeks
Efficient
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Approach
Open
Fair
marketing management consultants
Approach
Open
• You can manage confidentiality without being closed
• An information vacuum is soon filled with rumor and misinformation
• So take control of the process
marketing management consultants
Approach • Be open and
transparent with all stakeholders on: • Process • Timing • Reason / Rationale
• But only share agency information with their permission
Fair
marketing management consultants
Requirement
Advisor
Supplier
marketing management consultants
Requirement
Advisor
• Are you looking for a advisor or a supplier?
• An advisor provides strategic advice and recommendations
• They can create and add tangible value
marketing management consultants
Requirement
• A supplier simply provides products and services
• A supplier or vendor fulfills your needs, no more and no less
• Value creation is incidental
Supplier
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Focus
Strategic
Creative
marketing management consultants
Focus
Strategic
• Strategy is the solution or solutions to a problem
• The strategic process usually delivers long term value
• Good strategy always comes before execution
marketing management consultants
Focus
• Creativity is innovation or, at the least, novelty
• Do you want a strategic solutions provider? Creative innovator? Both?
• The process you use will determine the outcome
Creative
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Criteria
Rational
Emotional
marketing management consultants
Criteria
Rational
• Choosing the right agency is more emotional than rational
• It is more subjective than objective
• Therefore it is important to value both in the process
marketing management consultants
Criteria
• Develop & use metrics, and score cards that: • Rationally measure
the emotional • Objectively score
the subjective
• Allows you to organise, assess the feelings and thoughts of the group
Emotional
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Alignment
Capabilities
Relationship
marketing management consultants
Alignment
Capabilities
• In selection hierarchy the point of entry is agency capabilities
• With agencies often having similar capabilities, it is rarely a differentiator
marketing management consultants
Alignment
• The true point of differentiation is relationship or chemistry
• This is often subjective measures such as aligned values, mutual trust, creative alignment
Relationship
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Success
Process
Output
marketing management consultants
Success
Process
• The process you choose will influence or define the outcome
• Therefore ensure you have a very clear view of success
• Develop the process to deliver this
marketing management consultants
Success • The outputs of the
process are important
• But equally so is the process itself
• Decisions should be made taking both into consideration
Output
marketing management consultants
To avoid bitching…
• Clearly define a successful outcome
• Align your process to that outcome
• Minimise wasted time and resources
• Recognise risks for both parties
• Define criteria and metrics against success
• Treat agencies as
partners not vendors
marketing management consultants
For more information go to���http://www.trinityp3.com/
TrinityP3 Pty Ltd Sydney
+612 8399 0922 Melbourne
+613 9682 6800 Hong Kong
+852 3478 3982 Singapore
+65 6631 2861
TrinityP3’s liability is limited as per our standard terms and condition as approved by the client prior to the project commencing
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