This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
Back in 2010 (OMG that is five years ago) I shared a list of the top ten questions agencies should ask before they decide to participate in a pitch. It was from a significant industry authority – David Ogilvy himself and can be found in his book “Confessions of an Advertising Man”.
Well it is time to update these important questions.
And, as today everything is digital, it appears that in 2015 they can now ask and answer these questions online with the Pitcherator.
The Pitcherator provides the ten questions to be answered by the agency CEO or Managing Director online and then it rates if the pitch is worth pitching for. Developed by dn&co in London it raises important commercial questions that should be considered including:
1. Have you met the client?
Have they committed to talking it through with you and answering any questions? Or did they send you the brief cold and only want to see you on the day? They should want you warmed up not just showing up.
2. Have you worked with the client before?
You have an advantage if you know what makes them tick… or ticked off. Also, you may be able to understand the bigger picture.
3. How many companies are pitching?
Nobody likes a tussle. And a long list often shows the client hasn’t done any clear thinking. (Clearly some pitches are definitely worth passing on)
4. Is it a paid pitch?
A paid pitch shows an appreciation of the cost of your time and the value of your talent. It also reduces your risk. (Not sure how relevant this is)
5. Is this a profile project?
Is this a high profile project from a leading name? One for the trophy cabinet, not the drawer of shame? Will the project create a fundamental shift in the credibility of your business?
6. Will the project be profitable?
Set aside the prestige or the potential and decide if the full project will pay the bills for the duration – the consumables, the expenses, and the time of everyone who will work on it. (Profit is really more important than revenue)
7. Do you have the resources to pitch?
Money, time, energy, expertise – do you have them? Or can you get them?
8. Do you have the resources to fulfil the project?
Winning a pitch and then dragging your heels or out-right non-delivery can ruin your reputation, and you shouldn’t risk it.
9. Is the client team nice?
Are they respectful, realistic and rad? If the idea of your first client meeting gets you excited, then it sounds like you’ll do great work together. But if you already have that sinking feeling, then it’s not likely to end well. (Try and pick the bad one up front)
10. Will the project lead to more business?
Some projects are sublime one-offs. But if the client has lots of potential work and you can see a bright future together, then this could be the start of a beautiful working relationship.
In the end, the Pitcherator rates the pitch and provides you with advice on if you should participate or not. Definitely worth testing it out next time an advertiser, their procurement team or even a pitch consultant calls to offer you the chance to pitch.
To find our how TrinityP3 Marketing Management Consultants can help you further with this, click here.