Content to add punch to an advertising agency 'pitch'
If you keen to improve your agency’s pitch win rate, the best biggest tool for improvement is speaking the client's language - called 'marketing'. A review of marketing directors with high pitch and review experience showed the most common reason for 'disliking' an ad agency was their understanding of marketing.
So, if you are winning >50%, your ad pitch may be already strong. But, winning 25% or less means your ad pitches may have inherent flaws - it is time to make some changes - fast!
Winning an advertising Pitch pitch
Winning an advertising Pitch is a three-way trade off between trust, politics and humility.
TRUST: Does the pitching agency have the ability & resources to d the job? Does the pitching team understand my needs and the brief as well as or better than anyone else? Is the Agency capable, competent and committed?
POLITICS: The client is asking themselves. "Will my organisation support or endorse my selection of this advertising agency against the others?
HUMILITY: Do I recognise I don’t know everything and they have some knowledge that can be empowering? Do they recognise they don’t know everything and are ready to accept input and knowledge?
The advantage of THE PITCHING FAST-TRACK is embellishment of all three for sales-focused advertising agencies .
Welcome to Pitching Fast-track
Ideally, your reputation as an advertising agency and superior pitching skills should be sufficient credentials for a client to choose your agency to handle its advertising.... which makes it even more heart-breaking (and demoralising), after sweating over some new business, to have another, not quite as good agency, awarded the account… and to add insult to injury, see the concept to be second to your own by a country mile!
The Pitching Fast-track stacks the odds in your favour. You get missing element, start at poll position, and will speak the language your potential client speaks.
Gain extra pitch leverage
In advertising we look from the outside in at the clients business, the Pitching Fast-track looks from the inside out - the client’s point of view. Pitching Fast-track assists advertising and sales promotion agencies to mould quality new business presentations and improve the success rate of winning new business.
Your Agency will significantly strengthen its ability to win new business, which ensures that ongoing improvements in growth, kudos and profitability can be yours.
When Do You Need The Pitching Fast-track?
When the Client wants you to know his business as well as he does, and better than the incumbent agency.
Launch Engineering’s core function is to know and recognise the foundation marketing principles, correct strategic models and appropriate marketing strategic responses for any marketing problem. So when you utilise The Pitching Fast-track, you tap into marketing gurus and become empowered with an inside understanding of the crucial issues facing the client. This a builds rapport, as well as the winning new business pitch and your new business pitch hits the proverbial nail on the head, the prospective clients sits up and takes notice, pre-pitch deciding that you are the agency they want, regardless!
When New Business can’t interrupt Current Business
When the pressure is on, senior advertising and marketing executives take on the burden of new business so your resources are not stretched any further.
Use marketing to build convincing argument for advertising
Decision-making marketing executives feel a need for synergy between advertising and marketing: Product Development , Portfolio Management, Personal Selling, Life Cycle Management, Trade & Channel Marketing , Pricing.
First Rule of getting GREAT advertising
If the brief is wrong, how can the creative have a chance of being right? If the brief is right, and the creative satisfies the brief, the creative must be right! Pitching Fast-track ensures that the brief is right. It equips your account service, media and creative teams with an holistic yet detailed map of the client’s particular position so your agency can dazzle the daylights out of him.
Pitching Fast-track offers a variety of modules, each of which addresses a different area facet of the pre-creative brief area.
The Marketing Framework Audit
A myriad of marketing issues from brand equity analysis to sources of competitive advantage, collecting and collating relevant information the prospect might be unable/unwilling to provide.
Classic Theory for Strategic Management Development
Pitching with a level of understanding that glows superior in marketing terms, tends to embellish the end advertising product, making your Agency the ‘best value’ choice.
Work -in-progress
Pre-Creative & Post-Creative Commentary and Participation in the internal Agency assessment of creative concepts. . Pre-Presentation Development of Industry/Marketing diagnosis and overview to support final new business presentation. Evaluation and Assessment of media strategy and programme.
Ad Agency Pitch Critique
Practice run with street-wise experienced Marketing Directors selected from true ex-Marketing Directors who have commissioned $1M+ advertising campaigns and appointed major ad agencies.... selected to match the profile of your specific target executives. Constructive fine tuning and feedback for review, polish and pre-pitch objective preparation.
Call us NOW on 02 9904 5355
Nothing beats the call from a client telling you that your Agency has won the pitch
Call 02 9904 5355 NOW.
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02 9904 5355Why marketing is so important to winning an ad pitch.
A key factor in assessing an ad pitch is whether the ad agency shows real understanding of the marketing problems. Providing marketing insight secures confidence in everything that follows. And if your ad pitch shows a wealth of marketing knowledge, you'll always be invited to pitch again, even if you do lose the ad pitch.
Not only that, but ad agencies can be blamed for bad marketing... if you steer the client with superior marketing advice, the client will be more successful and you will win the accolades and the loyalty, ensuring longer incumbency and a more secure ad agency.
Ad Agency Strategic Planner and Brand Strategist
Ad pitch fast track was developed by Leigh Cowan, who has past experience as an Ad Agency marketing strategist.
Even Strategic Planners in the largest ad agencies don’t possess post-graduate qualifications in Strategic Planning with 30+ years of experience, and so are less equipped to conjure up the necessary corporate and marketing governance speak to present an insurmountable agreement in support of their advertising pitch.
What’s more, if the insurmountable strategy is developed BEFORE the creative concept, then the greatest chance of winning the advertising account is almost assured.
Any Ad Agency keen for growth should be retaining the Pitching fast track service, Call now... 02 9904 5355
Ad Pitching Fast-track gives you...
Value - Application to individual company and industry situations. Competitive Edge over other agencies - seeing from the client’s perspective.
Utility - you get access to expert help you need without taking on a specialised, permanent new business overhead. Top line professional new business pitches will secure invitation to future opportunities - even if you still miss out this time.
Ease & Convenience - Privileged access to marketing resources will establish your Agency as knowledgeable and sophisticated The service is available at short notice and relieves your staff of early, fact-finding duties.
Leverage & Dominance - Superior new business presentations will definitely secure an increase in successful new business pitches. Naturally, we can only service one Agency in a pitch, remaining loyal to the first agency that confirms our participation. This locks-out other Agencies.
Wise Words
Happiness does not come from doing easy work but from the afterglow of satisfaction that comes after the
achievement of a difficult task that demanded our best.
