Client Perspective: How Your Agency Should Engage With the CMO
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How valuable is it to hear directly from three CMOs to learn how they like to be contacted, what you need to know about them before you do, how to pitch, and how smart you need to be about
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Each CMO will be different. Older ones may prefer a phone call or face to face meeting. Others may prefer a weekly email. Still others may like to get a text message. You need to discuss this upfront and determine what works best for both parties to avoid missed communications, which would kill any initiative.
This is a great tip from Rod. Focus all of your new business effort on understanding the brand. Do your homework - shop their stores, use their products, call their service centers, talk with employees. It shouldn’t surprise you to know that clients don’t care as much about you as you would like for them to, so don’t focus on you in new business, focus on what they really care about - their brand. (SIDE NOTE: One of the best new business pitches I ever made was when we mystery shopped 100 stores that carried the client prospect’s products, completed a short survey on each visit, and used a board with 100 business cards from the store salesman as the first chart in our new business pitch.
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It matters to Rod as he believes that there are advantages and opportunities that come from leveraging the experience and knowledge gained from long-term relationships with partners who understand the brand and its business. He also believes it should matter to agencies, suggesting that agencies should tout their long-term relationships as a reference in new business pitches. But he also reminds us that loyalty is a two-way street, and questions agencies that resign one account to take on a larger one in the same category.
The legal profession is typically slow to adopt, but most larger law firms (say 60+ attorneys) who are serious about promoting their brand do have public relations or marketing design agencies on retainer or in-house. And, within the past year, most of those agencies have added a social media service line or “expertise” to their offerings, but is that enough? It may be wise to step back and take a hard look at how well they are covering all the bases and if it might be to your advantage to test additional options.
I met with a perspective client yesterday and since then I’ve had a feeling in the pit of my stomach that the relationship just isn’t right. Modern Dining Chairs
Are they inventing new products for clients? Creating communities? Business platforms? Processing apps and utilities and WAP sites? Are they as committed to all the non-advertising platforms as to the :30 secondment die? You might necessity to mate. After all you may be hiring an business implementation, but as the low ponder implies, business may be something opposite in the period to arise.
Most RFIs (request for information) sent to agencies are pretty standard, asking for facts, figures, management bios, client list, recent/wins losses, capabilities, strategic approach and examples of work. No doubt that’s all useful stuff. Some go a step further and ask for a description of the culture or perhaps what you think differentiates you from your competitors.
this is a uppercase tip from Rod. Immersion all of your new playing exertion on tendency the form. Do your schoolwork - workplace their stores, use their products, disposition their pairing centers, blab with employees. It shouldn’t surprise you to bed that clients don’t maintenance as overmuch most you as you would suchlike for them to, so don’t adjust on you in new acting, nidus on what they really fix about - their marque.
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Great tips. Proper communication and interaction is very important in every business.
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