We often hear that client-run reviews can be unnecessarily challenging to navigate and impersonal.
What a missed opportunity! The client may be leading an agency review, but the agencies are also evaluating the client. It’s a dating process. Agency staff want to work for the most appealing clients. And more appealing clients can even get better rates.
How can you make your firm more appealing to agencies?
Of course, the basic process is critical. Clients that run selection processes that are well structured, fair and respectful are more appealing to agencies. We suggest the Mercer Island Group process, which we wrote about here. And you can read about 21 pitfalls marketers can readily dodge to enhance your next agency review here.
In addition to a disciplined and clear process, there are a number of actions clients can take that will make their firm more appealing:
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The Brand Mailing: Kick off your review by sending a brand-centric package to the participating agencies. Include your products and/or services if possible. Do you market CPG food products? Send samples of your products! Do you offer online business services? Send along free trial certificates and instructions on how to get the most out of your services.
Mailings like these are rare, very appreciated, and proclaim loudly that you are a client that is looking for a true partner, one that will dive into your brand and business. - Gracious Greetings: Kick off all calls and meetings with a hearty “thank you”. Express your appreciation genuinely and authentically.
- Consolidated, Written Feedback within 24 hours: Don’t leave the agency with a variety of differing feedback. Consolidate the feedback and get it back to them within 24 hours. They are likely “on the clock”, and so you should be too!
- Timely Updates: Make sure you provide prompt communication regarding the process, timelines and expectations. The agency has a business to run and this kind of clarity helps them manage their business.
- Virtual (or real) Flowers: Show your appreciation to the winners AND other participants. A nice handwritten note. An offer to stay in touch. Maybe even real flowers…
Steve Boehler, founder, and partner at Mercer Island Group has led consulting teams on behalf of clients as diverse as Ulta Beauty, Microsoft, UScellular, Nintendo, Kaiser Permanente, Holland America Line, Stop & Shop, Qualcomm, Brooks Running, and numerous others. He founded MIG after serving as a division president in a Fortune 100 when he was only 32. Earlier in his career, Steve Boehler cut his teeth with a decade in Brand Management at Procter & Gamble, leading brands like Tide, Pringles, and Jif.
Mercer Island Group helps marketers and agencies succeed. Company leadership is as much at home with marketers and their C-Suites as in an agency’s boardroom. With marketers, Mercer Island Group is a top 5 agency search consultancy covering all types of agency relationships (creative, media, web, PR, experiential) and assists marketers with marketing organization structure, workflow and critical skill development (briefing, creative evaluation & feedback, etc.). The company also supports leading and aspiring agencies with positioning, pitch and strategy training and pitch support.
