Mayas talk on #modernwaystogrowanagency came from Dave Parkinson – a 26 year veteran of Nissan and digital – from IT Manager to EMEA Head of Digital. From managing a digital transformation to initiating the social media plan( and launching the Qashqai on the way) Dave knows the brand personas world. So what are they truly supposing at pitching period?
Since the word ‘digital’ sneak into marketers vocabulary the gap between doing a digital project and actually becoming a digital business started to sort, and brands and agencies have debated how business strategy can and should link to digital schemes. From inside and outside a brand it can be difficult to understand what the appetite and indeed capability to be a fast paced digital business is. Ask yourself this, if your favourite retailer is so fast moving and digitally nimble – why donat the government had contactless payment in their shops yet?
Here are Daveas key insights into how a brand person magistrates your pitch:
Brands have a 5 year plan but marketers have a 12 month budget. That budget is requested once a year and can be cut at any time. Having an understanding of where a brand is in its cycle should guide your conversation. Itas age old to say that apeople buy peoplea so appreciating both the business objectives and the personalities of the person or persons in the room will contribute to the success of the conversation. Know about any highs or lows the companyas marketing squad have had recently, but before telling them where they went wrong recollect the person or persons in the room probably signed off on what youare about to rubbish. Remember everyone in a brand moves role every 2 a 3 years so theyare generalists not specialists. Appreciate the knowledge they have across the board and bring them experts who will impress. Expect that they may have researched you too, does your digital profile stand up to the scrutiny of a digital marketer? Brand have a lot of politics. Right down to where people sit and who you have to ask to get something done. Itas always worth checking what politics might avoid the pitch youave been asked to had participated in a are you really going to be allowed to beat their global incumbent however great your single marketplace idea is. Itas not just budget that changes over the year, with so many job moves the team youare working with/ pitching to/ has only been recently hired by, might change. Be prepared and ask the right questions to ensure youare talking to the right people. We, as bureaux, need to fix brands problems. Often thatas a business problem, a specific long term objective, but it might be that your brand person needs a quick win to demonstrate their boss. Do what it takes, but be honest about why youare all doing something. Putting the customer scene in an idea for an Instagram post Free lunches Presents – most people canat accept them anyway!