senior designer at Blue Glass Media
09 July 2002 14:52pm
A group of multi international award winning designers have decided to come together to form a multimedia company. Our problem is that never having to deal with the "business" side of things such as contacting agencies etc. we really don't know where to start )! we have contacted clients that we have worked with in the past and so on but we really want to be able to get the jobs that go through the agencies. So can anyone please explain to me how we go about being able to pitch for and hear about potential jobs. And how we get in contact with and get work from agencies.
Thanks for any help on this!!
Founder and Director at Elemental Communications Limited
10 July 2002 21:49pm
Why don't you do both? Go directly to the client and pitch with/for agencies?
If you 'only' work with agencies then more often that not don't they grab your glory? That's if there is any to be had?
There are a variety of ways to be invited to pitch [well I believe anyway]
1. This is not a plug, but you need to create build and maintain your brand and profile off and online. You need to consistently do this to enlighten key decision makers or the individuals that have the influence to invite you in to pitch. I am not saying that you need coverage every week, but you do need consistency.
Have solid case studies and examples or previous campaigns/projects. I've noticed a few agencies releasing projects [viral games] and using them as a vehicle to promote themselves by using topical events as a springboard e.g. the World Cup and Wimbledon. I am not suggesting that you jump on the bang wagon, but perhaps you could offer something to potential clients that they currently don't have? Offer something they cannot say no to, and if they do can be offered to another potential client?
See why I think PR is important after my signature below.
2. From what I have experienced, many relationships/partnerships are on a 'it's not what you know, it's who you know' level. Are there contacts that you have which have not been explored? Get to know the right people by starting to network on a professional and more social basis. I am not sure where you are based, but most regions have networking events for our industry.
If you are not in London, and can't get down here, then do have a look at online PR.
Try the following to begin with, then find more targeted resources that are applicable to what you do.
Beyond Bricks [predominately for SMEs, but friendly and looks like it will be fun]
Chinwag [many forums that you would like to be involved with]
Adhere to their FAQs, rules, regulations and stay away from cheesy sales techniques, and you should be fine.
Sample a few threads and pick up on the vibe before you interact with them.
It works, I work with clients in Washington DC, New York and Santa Clara and they are relationships started online.
3. Do your research and read the media that covers the sectors and industries that you are targeting.
There will be at least one who is sleeping with who publication, so learn who is doing what with who, when, where why and how.
Don't be carried along by what is written, follow the trends and second guess them and aim to be proactive.
4. Use media intelligence resources and by doing so tap into what is happening, therefore keeping your finger on the pulse.
I think that Ammo http://www.ammo.co.uk/ is a gem and if you have the budget, then definitely give it a whirl. It will update you on account wins, new appointments, new budgets, launches etc., and for a variety of sectors.
Also have a look at the other products and services that The Profile Group http://www.profilegroup.co.uk/ has to offer.
It's worth calling them up and requesting samples. Their details are:
The Profile Group (UK) Ltd, 6/7 St. Cross Street, London, EC1N 8UA
Tel: 020 7440 8555, Sales Fax: 020 7405 4347
5. Have you tried calling potential clients and partners and asking to be put on pitch lists? I know this works - sometimes. I know some government departments work this way and usually require some credentials. A CD-ROM will work nicely, so they at least know who you are. Any decent library should have a comprehensive Almanac that will lists heads of government departments.
6. Let resources online know that you are available for work. Some even refer work and enable you to bid or submit proposals for work. There is not harm in adding your details to them.
Initially I would register and/or subscribe to:
The Marketing Handbook 2002
New Design Partners
Good luck, be patient and most of all be persistent.
Account Director, Elemental PR
Integrated Multi-Channel Public Relations
& Strategic Marketing Development
Why should consider doing your public relations
- Organisations that continue to invest in PR and marketing through a downturn tend to perform much better than those that don't. You maybe better of for it when the upswing kicks in.
- Potential clients will gravitate to those companies that have consistent visibility. If it is an issue of budget or time to provide and produce newsworthy pieces, time management, forwarding planning will resolves this. Not investing in PR and marketing, in the long run will result in the need to "catch up".
- The lack of visibility may even reduce any chance that an organisation will have to make total recovery in achieving media coverage for future newsworthy items that it may have.
- PR is always one area where, if done well, it can provide a return well above other marketing activities. When integrated into the other mediums available, it becomes even more powerful. When it comes to evaluating and retaining products and/or services, word of mouth always comes top amongst existing and potential clients, closely followed by editorial coverage. This point is compacted further due to the volatile sectors that your organisation operates within.
- Editorial is even more valuable today, given the situation at the moment where the numbers of editorial pages are reduced across the board, and thus the opportunity for coverage. Those organisations that continue to invest in PR greatly improve their chances of getting through, and coming out the other side in a more favourable light.
- Because pagination is so volatile, more editors are looking for last minute copy. Under these circumstances, journalists are of course going to turn first to the companies that have kept the lights burning. Elemental PR’s experience and relationships with media professionals within the current environment also demonstrates that this is also the trend for forthcoming articles, features and not just press releasing newsworthy items.
- Media relations is not really something that can be turned on and off at will. Most other marketing activity can be done on a project basis and still work, but on the whole, media relations is more effective when carried out on an on-going basis.
- Maintaining PR activity albeit on a lesser scale through a downturn will ensure you continue to grow, as well as being better placed to succeed as and when the sectors/industries/markets pick up again.
- Not only is the PR achieved by you good for morale, but also is essential to take to clients to demonstrate how successful the work carried is. Coverage and achievements will also be useful when pitching to existing and current clients, when an organisation can show that its achievements, awards and recognition from peers and contemporaries within applicable environments.
On 14:52:09 9 July 2002 matt@blue-glass wrote:
>A group of multi international award winning designers
>have decided to come together to form a multimedia
>company. Our problem is that never having to deal with the
>"business" side of things such as contacting
>agencies etc. we really don't know where to start )! we
>have contacted clients that we have worked with in the
>past and so on but we really want to be able to get the
>jobs that go through the agencies. So can anyone please
>explain to me how we go about being able to pitch for and
>hear about potential jobs. And how we get in contact with
>and get work from agencies.
>Thanks for any help on this!!
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