:::renaissance chambara:::

Posts on quality, life, culture, the media, news & tech with a twist & a slice of Limey. I moved my blog to http://renaissancehambara.jp in December 2006, go there for the latest content.

Tuesday, December 21, 2004

How to win pitches and influence people

Pete Gill of The Survey Shop sent through part four of their research into the market for PR agency services in the UK called Winners metrics and how to win more pitches.

Interesting take-outs include:

The five important elements to ensure that an agency is long listed for consideration were:
  • Reputation
  • Relevant previous experience
  • Getting to meet or know someone on the clientside
  • Being local
  • Having an understanding of the clients particular requirements
Getting shortlisted boiled down to:

Winning pitches had the following common elements:
The most important attributes to get across are confidence, commitment and efficiency. The traditional PR preconceptions of them being nice people or fun to do business with did not have a marked part of their responses, or maybe marketers just would not admit that wanting to be seen as professionals.

Money talks kind of: winning agencies fees were average for the shortlist rather than the cheapest.

I am looking forward to the next two parts of the research Client Perceptions, ROI, Evaluation and Achieving Satisfaction: Inhouse, Outsourced or Both?

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