A simple way agencies can strenghten new business pitches

Agency pros: Are you including measurement into new business pitches? I hope you are nodding your head yes right now. If you think about it, making measurement part of new business presentations should be a no-brainer. More than half of RFPs now include measurement. To improve your odds of securing new clients for your agency, you need to put measurement into all of your future pitches. Here is one example of how to do it:

Present competitive data and show that your agency is prepared to leverage coverage results and analytics for both the prospective client and its competitors.

Potential clients want to know how well you understand their brand, its competitors, and the business space. Show them! Before you pitch, do some basic monitoring of the brand’s competitors. That way you will be prepared to show your knowledge of the competition. As you put together your new business presentation, include a few nuggets of competitive data in the pitch. Point out what the client’s competitors are doing PR wise, and what impact it is having. For example, maybe a competitor recently launched a new product. Find and share coverage data pertaining to that launch, sales figures for the new product, or other relevant information. Explain that your agency’s services include monitoring competitors and analyzing competitive data. Let clients know that by studying this data you’ll be able to help them understand whether they are an industry leader or if they need to step up their game.

Clients will be impressed if you’ve done your homework and can teach them something about competitors, rather than them having to explain the competitive landscape to you. Make it a point to highlight how measurement increases your agency’s readiness to respond to competitive threats and seize opportunities to close sales gaps, increase market share and so on. By getting this right, you can create a need for your agency’s services and get ahead of other agencies that do not employ measurement.

Watch for more on this topic in future posts. Until then, I just want to mention that Wallop! OnDemand is conducting a brief survey on PR and measurement, and we are giving away a $200 Visa gift card to one lucky survey participant. Head on over here  and check it out. Thanks in advance for your participation.

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