win more ad agency new business pitches. it’s easier than you think
TRANSCRIPT
Our Adidas Insight:
Sports is a key ingredient In our humanity.
It brings out the best In us and it brings the
world together.
THE MISTAKES
Ego-rich environment
Wrong team for Adidas
No rehearsals & very last minute
We actually didn’t know all of the key decision makers
PITCHING IS GOOD
Proof that your agency is healthy
Proof that your new business program is working
Proof that you are ‘sexy’
PITCHING IS BAD
Pitching is very expensive
Pitching eats up your staff
The 47% Factor
And… You will probably lose
SOME AGENCY MATH 10 RFP’s + 6 Pitches Per Year
RFP = $15,000 X 10 = $150,000
Pitch = $35,000 X 6 = $210,000 Annual Agency Cost = $360,000
MORE AGENCY MATH
Annual RFP / Pitching = $360,000
Plus…
Business Development = $150,000
The Real Annual Total = $510,000
How Clients Choose Agencies
Positioning Specialization Location Creativity Size Reputation Chemistry Culture
How Did The Client Find You?
A Referral
Reputation / Press = Fame
Inbound Marketing
Outbound Marketing
Why Do They Want You?
Your Fame Your Location Your ‘Creativity’ Your Attitude Your Experience & Specialization
1. Has the client clearly stated
what they need? 2. Have they discussed their
budget and compensation?
3. Do you know the client’s Agency selection criteria?
4. Have you met with the client or
search consultant?
5. What is the client’s agency history?
6. Should this client hire you?
PROCESS: The Client’s Brief
Study the brief
Do a SWOT analysis
Write a Pitch Creative Brief
Know who will be in the room
PROCESS: Budget & Checklist
Have a pitch budget.
And, no… “Oh shit, did you confirm, which building, do you have the connector, who has the leave behind?”
PROCESS: “War Room”
The hub = focus
Physical format to frame issues
Timetable & responsibilities
Google / Basecamp / ProofHub
PROCESS: Meeting Control
Meeting leader
State the objectives
Start on time… Time = $$$
Read the room!
NO, IT’S ABOUT THEM! “The single biggest mistake that agencies make is that they are still desperate to talk about themselves, but the best ones talk about the client from the off.” Angus Crowther.
CONTENT: Client Think
The pitch is about ‘them’ Understand their rational and emotional needs
Winning is about minds and hearts
ONE MORE TIME… “Smart agencies bond with prospects around their problem – their business issue – not the agency solution.” Robin Boehler.
CONTENT: KISS
“Four Square…” = 272 Words
“I Have A Dream” = 17 Minutes
“If It Doesn't Fit You Must Acquit”
“At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature…”
Bill Bernbach
CONTENT: WOW! Insights
Digital Tools:
Search / PDF’s / Topsy eMarketer / Compete Blogs / Google Trends
CONTENT: WOW! Insights Agency Tools:
Research / Industry Blogs Online Surveys/ Interviews Mystery Shopper / Video ‘Cute’ Strategic Charts
CONTENT: Spec Creative?
Spec sucks
The other agencies suck
Get over it – Just Do It Unless the client is very unreasonable
“Approximately half of advertising professionals surveyed say they are dissatisfied with the current internal approach to pitching. Unrealistic timelines. Long work hours.”
Manage Your Team: The 47% Say…
Provoke Insights
PREP: Have An Agency System
Have a standardized RFP and Pitch System
Take the time to get it right
But, be careful…
PREP: Back To Personas
Blind dates are so yesterday
Hone the client personas
Hire an industry expert
… A LinkedIn insight trick
“David is one of the most passionate and innovative marketers in the business. David's knowledge and insights into the brand strategy process (vision, segmentation, target customer, positioning, etc...) enabled him to lead a global team in the development of Mazda's global brand positioning centered around "Zoom-Zoom". Having worked for David in Japan, I witnessed how he easily adapts to his environment, working cross-functionally and cross-culturally.”
KIA’s EVP Michael Sprague On David
Passionate and innovative marketers The brand strategy process Global team leaders Global brand positioning Cross – functional and cultural
KIA’s EVP Michael Sprague “Likes”
DELIVERY: Clock Slavery
Arrive very early – AT&T
Maintain total control
Pay attention
Have 2 hours? Plan for 1.5
“Practically every consultant, or 96% of the sample, pointed to “chemistry” as the key factor for winning.” Avi Dan
DELIVERY: Interpersonal Chemistry Remember the client personas Keep the agency numbers low Assign specific roles Actively listen & lean in
DELIVERY: Body Language Verbal – words, content – 7% Vocal – tone, pitch, intonation – 38% Visual – body language, gestures,
facial expression – 55% Albert Mehrabian
DELIVERY: The ‘Leave Behind’ Support your brand & story Write for downstream readers Do not overwhelm (Paper!!) Be digital and physical
DELIVERY: The End… Gently but firmly “follow-up”
Win or loose: Get honest feedback via a Post-pitch questionnaire!!!