A Client’s Look Ahead at Agencies
The 2011 New Business Report:Â A Clientâ€™s Look Ahead at Agencies was completed by 174 key Marketing decision makers from across the United States during March, 2011.Â The study takes a look at where Marketers think Agencies are headed in the coming years and analyzesÂ Marketers’ overall satisfaction with Agencies and presents ideas/suggestions on how Agencies should pitch and market to prospective clients.
Only 44% of Marketers are truly happy with their primary Agency, which isnâ€™t very different than the levels weâ€™ve seen in past yearsâ€™ studies.Â In 2008, 41% of Marketers were â€œhappyâ€ and in 2009-2010, 47% stated they were â€œhappyâ€ with their current firm.
This suggests there are (and always will be) opportunities for Agencies to bust into a prospect and address an unmet need.
As noted later in the report, one of Marketersâ€™ top frustrations with Agencies is their inability to think and act strategically.Â Showcasing how your thinking and strategic approach can bring better outcomes is key to convincing a prospect you have something different to offer.Â Lay out the reasons to believe that make you different once the pain has been unearthed.Â Donâ€™t just showcase how great you are â€“ talk about the prospect â€“ let the prospect talk about themselves â€“ then use similar situations to show the prospect how you delivered differently â€“ and of course, how great the outcome was!
At some point during the life of many Agency-Client relationships there will be a pain point the current Agency simply canâ€™t address.Â Key is consistency of outreach, consistency of messaging used, and consistency of methodology employed.Â Too much stopping and starting wonâ€™t win the day.Â While the Marketer may not have a need today, tomorrow brings different challenges and demands that may create opportunities for your firm down the road.
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