Top Five Agency Pitch Mistakes
Many of my clients ask me to help them identify and hire agency partners like creative agencies, digital firms, media buying agencies and web design companies. I’ve developed a process that makes efficient use of my clients’ and the contending agencies’ time, and it typically culminates in individual 60-minute meetings between my client and three agencies.
The agenda for the meetings is deliberately bare bones:
9:00 – 9:05 – Introductions
9:05-9:35 – Agency walks us through whatever they think we should discuss/learn about them to assist in our decision
9:35-10:00 – Client questions/discussion
The overall purpose of the final meeting is to see if the chemistry is there for my clients and also to compare and contrast the different agencies on something other portfolio,price and process. The 30 minutes of “free time” in the agenda enables me and my clients to get some insight into how the agency thinks and prioritizes.
I’ve been using this process for since 2010 and in that time there have been five key mistakes I’ve seen some of which, fortunately, were one-time wonders.
Mistake #1: Wrong People/Wrong Tools
One of my clients was looking to hire a web design company to design their new e-commerce site. During the exploration phase, one agency clearly stood out from the pack. They did gorgeous work that was very aligned with my client’s essence and I was trying to figure out how my client was going to be able to pay for the $100K+ site. The project was literally theirs to lose.
And they did.
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