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FindGood: We’re Agency Search Consultants

By Danielle Stagg on 11 December 2012

Like most firms, every day, we answer the question ‘Who are you; what do you do; what makes you different?’ And, of course, we have our elevator pitch prepped and ready to go. But, it always comes out slightly differently depending on who is speaking, whom they’re speaking to and what else is our minds. I suppose we have this in common with most other companies around.

So, just in case you were wondering and have landed on this page:

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Agency Pitch Process: Is Asking Questions A Good Move?

By Danielle Stagg on 6 November 2012

There’s an old, trite saying which goes ‘there’s no such thing as a silly question’. However, in the case of the agency pitch process, I beg to differ. Questions, which drive a discussion forward are well appreciated by everyone, of course, but other questions which show ignorance are obviously best avoided.

As an agency intermediary, we chat with clients and marketing agencies daily in an effort to properly match firms to appropriate briefs. So, it’s not at all strange for us to be the conduit for questions and answers. Many of those questions are worthwhile and important. But, sadly, others are time-wasters and hurt rather than help the agency’s impression in the eyes of the client contact.

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Marketing Advice for Start-ups

By Danielle Stagg on 14 August 2012

A friend makes the best cupcakes in the world. Ok, maybe I’m exaggerating…but I’ve certainly sampled my share of these golden and delicious pillows of goodness and consider myself of discerning taste. Hers are incredible cupcakes. And they’re just as beautiful as they are delicious. So, chatting with her a few days ago, I was surprised to learn that she’s struggling to sell her covetable cakes.

This conversation with my friend made me again realise a lesson I’ve learned over and over again (though sometimes, even I, choose to ignore). Start-ups must be brave in asking for help when they need it.

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On-boarding Your New Marketing Agency: The Relationship Set-up

By Danielle Stagg on 17 July 2012

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Relevant Prior Industry Experience: Is It Critical When Selecting a Marketing Firm?

By Danielle Stagg on 13 June 2012

Our view is that it’s best to take some measure of risk when selecting a marketing agency.

In ~75% of cases, clients ask that the agencies we longlist for their brief:

  • Have prior industry experience
  • Be located within an hours’ drive or train ride
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But, do they have a neuroscientist on staff?

By Danielle Stagg on 25 April 2012

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Pestering vs Passivity

By Danielle Stagg on 19 April 2012

You’ve submitted your proposal (or RFP response, chemistry check, presentation, etc.) and you’re waiting to hear back from the client firm or intermediary on whether you’ll progress.

Do you:

A) Call or email the main contact 2-3 times a week

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Words and Phrases to Avoid Within Your Creds Deck and Proposals

By Kimberly Mears on 13 April 2012

I’m not a copywriter. Though a voracious reader (or so I like to think) with an OK vocabulary, my first drafts are often cluttered with tired lines and clichés. And despite drastic editing, one or two trite phrases always seem to creep into my final drafts.

Arguably however, it’s worse for time poor agency-side staff, who write pitch presentations and case studies while suffering from the same problem.

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Selecting a Social Media Firm

By Danielle Stagg on 5 April 2012

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Understanding the agency pitch process

By Danielle Stagg on 4 April 2012

While some of our clients boast decades’ experience, some are new to the industry and unsure of the traditional agency pitch process, or what level of bespoke effort is appropriate to ask of agencies in responding to their brief.

The traditional formal pitch process may look something like this:

  • Request for Information (RFI) to Longlist Agencies: We recommend limiting RFI’s to include clients’ 5 most pressing questions,. Limiting the number of questions will increase the chances that agencies will respond personally rather than providing templated responses.
  • Credentials (creds) meeting: Ideally a discussion of the client’s needs; agencies should avoid the temptation to speak too much about themselves and instead ask good questions, which demonstrate their ability to listen and truly understand their clients.
  • Chemistry check: Whether purely social, or a working session to explore an element of the brief together, this portion of the pitch is to test personality fit. As such, the people who will actually work together on the business (not execs and new biz folks) must attend.
  • Briefing: By this point, the number of agencies is trimmed to 3 (+ the incumbent in some cases). At a minimum, client briefs should include a clear statement of the business problem, measurable objectives, a clear budget and timeline. The best briefings will be done in person and allow adequate time for questions.
  • Tissue meeting: This is mid-way review of agencies’ progress in responding to the client brief. Ideas are rough, unpolished and are shared only to gain early feedback from the client
  • The pitch: Competing agencies present their final responses to the client brief face to face, allowing time for discussion thereafter.
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