Getting a new client is not easy or low cost. When you decide to do Client Development, understanding why clients say “Yes” is valuable.

While your marketing agency is not large, there are real lessons to be learned from a full-service national agency.

Clients of all sizes have common reasons to choose or not choose a marketing agency.

When I took the 3-year Certified Advertising Agency Program (CAAP) in the 90’s, we were told a story about a major agency pitch.

The largest advertising agencies in Canada were all trying to get a national gasoline retailer as a client.

Our instructor, who was a senior executive with one of the large agencies in the running, described the unique gas pump concept they had come up with.

The plan was to really impress the potential client with their originality, in addition to the media plan and other details.

They created a mock-up gas pump in full size and colour; and then delivered it to the head offices of the potential client.

The receptionist took one look at them and said “The gas pumps go in that office”.

What had been an empty office was filled with gas pump mock-ups. The executives of that agency estimated all the work they had put into the many parts of their pitch cost about $200K. And they didn’t win the competition.

New Tools; Same Feelings

Today the digital tools are amazing.

And yet the factors which motivate a business executive in choosing a market agency are not so different.

It’s about people, not the tools.

Creativity: Not So Much

I recently did research into what makes clients choose one marketing company from a variety of marketing agencies: large and small. Nine different marketing media sources were used: from Ad Age (international agencies) down to much smaller and local.

The topics commonly mentioned are important.

When I studied advertising, Creativity was the hot topic and people still mention that as the memorable point.

The messaging, graphics and words are important. But other factors are more important.

Actual Criteria For Clients Choosing An Agency

Relationship: 6 mentions

Personal connections that people feel are significantly more important than any other factor.

Take the time to build relationships with a variety of people, in a variety of ways.

Because referrals cost so little, you won’t be wasting time and money of “an amazing pitch”.

When the potential client’s decision-makers feel that you have “chemistry” with them, you will have the advantage.

Good Value: 4 mentions

Be competitive in your fee structure and make the services-sets relevant to the client.

Understand The Market Place: 4 mentions

The Environment: the potential client, their industry, their direct competition, trends in the industry and trends with the own customers/clients.

Know them well enough to have insights.

Prove The Value Your Agency Provides: 4 mentions

ROI, business cases, testimonials, portfolio: they all demonstrate your abilities.

Remember: the decision-makers will be thinking about Strategy, Project Management, Financials, Communications and Sales.

Creativity is included, in a minor way.

Develop A Niche Position: 4 mentions

Be the expert that is relevant to the potential client. Show evidence of your expertise.

Strategic Planning: 3 mentions

Start with a clear goal that emphasizes the client’s positioning, include only the essentials, with the right team, keep your eye of the ball and make sure you have clear milestones. That impresses successful business decision-makers.

Creativity was mentioned only 1 time. Yes, you should demonstrate your talents. But let your competition focus on just creativity, as you address what the people with the budget really care about.

Gap Management focuses on research which can be directly applied.

Our services provide a significant edge for our clients.

Satisfied Clients

“I learned things that clients didn’t tell me directly.”
Belinda Lyons CPA, CMA. Lyons & Company

“We are prepared now to grow with what he has established for Lone Star Industries. We have an enhanced market position.”
Glenn Strange, Lone Star Industries

“It’s given me real insight into my clients.”
Diane Penney, CLU, CHS, EPC. D.A. Penney Financial

“…guide me to the right path.”
Vahid Azari, All Season Inspection/Energy Audits

Give your clients an advantage on various levels:

• Target above-average people and businesses more effectively
• Create messages that resonate
• Identify reputation landmines, and deal with them
• Improve your client’s sales team

The scope of the Insight Survey & Report depends on the goal and challenges.

Let’s talk about ways your clients can rise above their competition.

When you can provide a top client with visible advantages, they will appreciate it with loyalty and more projects.

And they will tell others about your excellence as a marketing agency