Agency Search? RFP “Cattle Calls” Don’t Work

Searching for an Advertising, PR, Digital or Marketing Agency? “Cattle Calls” Waste Time

I was in discussion with prospective client who had attempted to hire a PR firm on his own, but wound up disappointed with the apparent lack of interest after he sent an RFP to over a dozen agencies. His planned budget was generous and the company already had a positive image. What PR firm wouldn't like that kind of account? Why had so few firms responded and others outright refused to consider a response? The client couldn't understand what went wrong.

Consider the dating scene. Dating is about exploring potential relationships. However, taking that first step can present quite an obstacle. Someone who is intelligent and attractive can easily attract all kinds of suitors but how does one identify those with the best qualifies and most likely to develop into a healthy, lasting relationship? Jumping up on a table and shouting, "I'm available!" is definitely not it.

For smaller and mid-sized firms, putting together a pitch represents a commitment of human resources and capital they would rather devote to more of a "sure thing." Conversely, established firms often feel their status entitles them to a more exclusive invitation that signals an interest in what they can offer before diverting efforts from established accounts. Sending your RFP out to a non-targeted list of potential firms is the equivalent of a "cattle call" that is demeaning to one and a waste of time to the other.

With a blanket RFP, you've jumped up on the table.

When issuing an RFP, you need a more nuanced message than availability. You have to let potential partners know that their efforts are going to be rewarded with your serious consideration. They have to believe that if they give you their best, they're going to get the account. They need to feel chosen.

My advice is to restrict your RFP to a short list of potential firms that you feel stand the best chance of meeting your needs. How do you know who should be on your list? Similar to dating, sometimes it helps to have a friend who's already familiar with the field to help create your list.

Let Smarti Solutions be that friend; that’s exactly what we do.

And if you're dating, well, I know this cousin of my cousin's best friend's sister-in-law from her aunt's second marriage.