Life’s a pitch – part one
Busy isn’t it? We’re touching wood here, of course, but at the moment there aren’t enough hours in the day, days in the week, weeks in a month. Checking around, it’s not just our clients who are pushing through the work; the advertising and marketing industry as a whole seems to be pedalling furiously just to keep up.
Shhhh, the dog’s asleep
So why are we pitching for new clients? Isn’t that akin to waking up a dog you can’t feed? The point is that you can nurture contacts over a period of time, but you can’t choose the moment they invite you to pitch for their business. So it’s often a case of buckle up boys, here we go.
We recently presented our wares to The Caravan Company. And we didn’t exactly win ourselves a week in Great Yarmouth in a top-of-the-range Marauder. Or even in Gorleston-on-Sea, for that matter.
Off with the new. On with the old
Now, a lot of agencies cannot resist the glitter of prospecting for new clients. There be gold in them there accounts. But we make a point of putting keeping our clients long term, and that means them first.
So, for The Caravan Club we decided not to present creative work. After all, we reasoned, they can see our skill with words and design in our portfolio. So we concentrated on the thinking.
What, no crayons?
We discussed marketing strategy in some depth. We put together a marketing activity plan stretching over the next 12 months. We created on and off-line strategies. We talked about Search Engine Optimisation, Pay Per Click advertising and alternative revenue streams like eBay and online stores. We even put together some wire-frame layouts of sample web pages, just to give them an idea of the content.
Did we win the business? Does a Ferrari have a caravan hitch point? Maybe we should have got the crayons out after all.