Pitch perfect - How to find the perfect agency 

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© Copyright 2013

How to find the perfect agency (What to consider before you go to pitch)

Why are you going to pitch? - Are you replacing an agency relationship that no longer works? Finding a new agency for new skills? Or forced to undertake a regular review? Clearly knowing why you are going to pitch, determines the process and approach and is important in achieving a successful outcome.

What are you looking for? - Once upon a time it was simple – creative and media. Maybe sales promotion and PR. But now there are specialist skills galore and the choice is growing. Determining the skills and capabilities required and prioritising these up-front is essential to ensure you get the perfect outcome in the end.

Timing is everything - Running a pitch typically takes 8 - 12 weeks. During this time TrinityP3 calculates, depending on the numbers of the stakeholders involved, the process can take between 700 to 900 working hours. Can you and your team afford that time out of your working schedule? Because you will need it to manage the process effectively.

Understanding the market - The problem is, it is very hard to get clear and objective information on agencies. All agencies seem to say they can do all of the things you need, but can they? What conflicts do they have? What skills do they really possess? Who are the key staff in the agency? What is their reputation and performance? You need to do your homework before you make your list. Or perhaps you need a consultant?

Can a pitch consultant help you? - The right one can. You need a consultant that has the resources, the depth of market knowledge and expertise across the skills and capabilities being selected. They can guide you through the process, allowing you to make more informed decisions and in the process saving you time to achieve the perfect outcome.

Selecting the right selection process - Are you wanting a single solution? A strategic relationship? A collaborative partnership? An agency to join the team? Or one to lead? Or simply a solution to a problem? There are selection processes designed to achieve each of these. There is not a one-size pitch process to fit all. Knowing the right one is important.

Make sure you get the money right - Going to the trouble of selecting a new agency, you need to make sure you get the remuneration right. Set too high, you are wasting money. Too little and the performance of the relationship will suffer. But beyond cost, you have to consider how you pay and how to incentivise the agency to get the best performance.

Planning the transition - If you select a new agency, you will also need to consider and plan their introduction into the roster. If replacing an existing agency you will need to consider and plan the transition. Embedding the new agency as quickly as possible and managing therelationship are often overlooked in the ‘honeymoon period’.

To get the process pitch perfect call Trinit

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Pitch perfect - How to find the perfect agency 

  1. 1. marketing management consultantsHow to find the perfect agency(What to consider before you go to pitch) TrinityP3© Copyright 2013
  2. 2. marketing management consultantsWhy are you going to pitch? Are you replacing an agency relationship that no longer works? Finding a newagency for new skills? Or forced to undertake a regular review?Clearly knowing why you are going to pitch, determines the process andapproach and is important in achieving a successful outcome.
  3. 3. marketing management consultantsWhat are you looking for? •  Add Objectives Here:•  Add Objectives HereOnce upon a time it was simple – creative and media. Maybe sales promotionand PR. But now there are specialist skills galore and the choice is growing.Determining the skills and capabilities required and prioritising these up-front isessential to ensure you get the perfect outcome in the end.
  4. 4. marketing management consultantsTiming is everything Running a pitch typically takes 8 - 12 weeks. During this time TrinityP3 calculates,depending on the numbers of the stakeholders involved, the process can takebetween 700 to 900 working hours. Can you and your team afford that time out ofyour working schedule? Because you will need it to manage the process effectively.
  5. 5. marketing management consultantsUnderstanding the market The problem is, it is very hard to get clear and objective information on agencies.All agencies seem to say they can do all of the things you need, but can they?What conflicts do they have? What skills do they really possess? Who are thekey staff in the agency? What is their reputation and performance? You need todo your homework before you make your list. Or perhaps you need a consultant?
  6. 6. marketing management consultantsCan a pitch consultant help you? •  Add Methodology Here•  Add Methodology HereThe right one can. You need a consultant that has the resources, the depth ofmarket knowledge and expertise across the skills and capabilities being selected.They can guide you through the process, allowing you to make more informeddecisions and in the process saving you time to achieve the perfect outcome.
  7. 7. marketing management consultantsSelecting the right selection process •  Add Executive Summary Here•  Add Executive Summary HereAre you wanting a single solution? A strategic relationship? A collaborativepartnership? An agency to join the team? Or one to lead? Or simply a solution toa problem? There are selection processes designed to achieve each of these.There is not a one-size pitch process to fit all. Knowing the right one is important.
  8. 8. marketing management consultantsMake sure you get the money right Going to the trouble of selecting a new agency, you need to make sure you get theremuneration right. Set too high, you are wasting money. Too little and theperformance of the relationship will suffer. But beyond cost, you have to considerhow you pay and how to incentivise the agency to get the best performance.
  9. 9. marketing management consultantsPlanning the transition If you select a new agency, you will also need to consider and plan their introductioninto the roster. If replacing an existing agency you will need to consider and plan thetransition. Embedding the new agency as quickly as possible and managing therelationship are often overlooked in the ‘honeymoon period’.
  10. 10. marketing management consultantsTo get the process pitch perfect •  Be very clear on why you are pitching and what success looks like.•  List, prioritise and agree the skills and capabilities you require.•  Make sure you have the time and resources on hand to manage theprocess.•  Do your homework to understand the market and what is available.•  Consider using a pitch consultant, but only one that adds value to theprocess.•  Determine the process you are going to use by what you require –there is no one-process-fits-all solution.•  Determine your scope of work, your remuneration budget, the bestpayment model and if you require performance bonuses.•  Plan how you are going to introduce a new agency or transition fromthe old agency, in case you need it.•  If all else fails, call TrinityP3 to talk through these issues at any time.
  11. 11. marketing management consultantsFor more information please contact… TrinityP3 Pty LtdSydney+612 8399 0922Melbourne+613 9682 6800Hong Kong+852 3589 3095Singapore+65 6884 9149people@trinityp3.comwww.trinityp3.com@trinityp3www.trinityp3.com/blog/TrinityP3Darren Woolley

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