Why 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.
Marketing insight secures confidence in everything that follows, so 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, this time.
AND... if you steer the client with superior marketing advice, you will win accolades and loyalty, ensuring good business and a more secure ad agency.
What are the Reasons Most Agencies Miss Out on Winning a Pitch?
A 2112 study, into how an ad agency wins new business, found ...
- 96% of executives said “chemistry” was the key factor... simpatico between the client and agency teams
- 61% of executives said winning agencies had a confident, articulate team
- 39% of executives said passion for the client's business, demonstrated by a "seamless link between strategy & creative"
- Only 33% of executives said brilliant creative was enough to win the pitch by itself
- 50% of executives suggested agencies need to develop "a new business culture"
- 82% of executives preferred ad agencies who differentiated themselves from other agencies
The fact is Marketing folk TRUST and APPOINT agency fold who know "Marketing Speak",
Marketing is not just Marketing Communications - which is YOUR domain; but Pricing Strategy, Distribution strategy, Process Management,
Internal Marketing, Trade Marketing, Inventory Control, Supply Chain Management, Product and Brand Portfolio strategies, Life cycle theory, KPI's and calculations like NMC, NPV, MROI, MDI,
and dozens of other acronyms. (Yes, you may have heard of Net Marketing Contribution, Net Present Value, Marketing Return on Investment,
Market Development Index, but can you seamlessly sew these into a brief that your creative people can turn into a business-winning concept?
Train Advertising Agency Strategy & Account Service People in
"Marketing Speak"
ADVERTISING Strategic Planning and MARKETING Strategic Planning
are NOT the same! While some Agency Strategic Planners recognise
this, others cover it up, sensitive to being exposed for not knowing
everything, rather than welcoming help because "only a fool knows
everything".
Pitch Assistance© consulting delivers...
Improved Agency Skills, Executive Acumen and Better New
Business Capability - EVERY time you include a Pitch Assistance
consultant in your agency new business drive,
your team gets 'skilled up'. They learn new methods, better ways to
present ideas, more finely honed briefing skills, and ways to coerce
clients to select YOUR agency's pitch as the winning one... If your Agency doesn't see results, you won't even be charged!
Value - Application to individual company and industry situations. The competitive edge of your pitch over other
agencies shows you 'get' the client’s perspective.
Utility - you get an expert contribution to your advertising pitch without taking on a specialised, permanent pitching
overhead. Your 'supercharged' new business pitches will secure invitation to future opportunities - even if you still miss out this time.
Ease & Convenience - An ad pitch with advanced marketing 'treatment' 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 advertising pitches will definitely secure an increase in successful
new business acquisition. Naturally, we can only service one Agency in a pitch, remaining loyal to the first agency that confirms our participation.
Why you need an advertising pitch consulting firm
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!
Pitch Assistance© 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.
Clients love a pitch when those pitching know his business as well as they do, and better than their incumbent agency.
Launch Engineering’s Pitch Assistance© 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 Pitch Assistance©, 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!
Nothing beats that call from a client telling you that your Agency has won their
business!
More Ways We Can Contribute to Your Agency's Success
There are over 100 pages on this site, dealing with everything from Brand Management
and great advertising, down to detailed information on Innovation & Marketing,
Marketing Training, Pricing Strategy and New Product Launch Strategies.
Services you might benefit from include:
- Full Market Research Services - The best of the best... PhD's, globally revered experts, ex-agency Research Directors, academics. Just ask!
- Interim Senior Account Managers - Agency experienced, networked to the hilt, ready-to-go!
- Advertising Strategy and New Business Development Services - Generate Immediate Gains in Credibility, Goodwill and Reputation... call for more information.
Bookmark the LE sitemap as a
reference resource when you need to access some in-depth reliable strategic Marketing information.
To genuinely
improve your agency’s pitch win-rate, the sure-fire way is to speak the client's language.
They know you understand "Marketing COMMUNICATIONS", its the other parts of 'marketing'
you grasp that creates trust.