When it comes to the agency search and selection process, what do both clients and agencies expect from a chemistry meeting?

At FindGood we have been exploring this topic on both sides for many months. In that time we have noticed one size does not fit all, but first impressions still count.

Here, our head matchmaker Annabelle looks to bridge the gap between clients and agencies

Preparation

Clients do like an agency to come to a meeting fully prepared (forgive us if this sounds obvious but you'd be surprised), but this entails more than knowing the full background of the business.

It's a difficult balance for agencies though, as through our research we've picked up that clients don't like the agency to be too over the top on the nitty gritty facts and figures. And if they get these wrong it can turn sour all too quickly.

Benefits

Chemistry meetings are literally what they say on the tin. The process, really, is about both sides finding out about each other on an equal footing- much like a date. It's not just about about the client asking all the questions though, after all for any good relationship to work it has to be about both sides. Although most say these meets are all about chemistry, clients do expect agencies to turn up with the right credentials and demonstrate they are up to the job.

We have known agencies to turn up to chemistry meetings empty handed, if you can believe it, which hasn't gone done well. But on the other hand we have known agencies that have gained very little from a chemistry meeting due to lack of information.

Appearance and attitude

Presentation has also been noted. We all know agencies can be rather casual in their day-to-day attire, but this is very rarely the case when with their clients. We have had reports of agencies being way to casual for a 'meeting' and subsequently losing the opportunity to show what they are able to offer.

Attendance

Feedback we frequently hear on chemistry meetings regards the list of attendees. Perhaps the relevant people haven't attended or those who will be running the account are absent. This is something that comes up time after time and interestingly, we have also had agencies that have come back from meetings and felt they too were meeting with the wrong people.

A final note

We deal with this stuff day in and day out here at FindGood, which is why we've recently launched a questionnaire for clients and agencies alike which will endeavour to establish the gaps in the marketing agency-client relationship.

We will be qualifying and sharing these insights soon, so watch this space...