Why Agencies are Swiping Left on the RFP Process

If you've ever had to search for a PR firm, creative or digital marketing agency, you're familiar with the RFP process. A "Request for Proposal" (RFP) is inevitably a "Recipe for Pain" for both brands and agencies. It becomes a commodity exercise at best and ultimately a waste of time at worst. Issuing a blanket RFP to a wide net of agencies is a superficial way to make such an important decision.

You may be surprised to find more marketing agencies are passing on participating in an RFP. I was recently mentioned in an article in PR Week, "Why PR Agencies are Swiping Left on the RFP Process". I know creative and digital marketing agencies agree. What brands don't realize, is that issuing a blanket RFP and wide net approach turns off talented marketing agencies.

Why? It's time consuming and takes a lot of work for an agency to properly respond to an RFP. Busy agencies with limited resources need to be selective and consider their chances of success. They wonder if the brand is just going through the motions and fishing for ideas; if it's competitive bid fodder, or if there are political motives and relationships involved behind the scenes. From their perspective, why should they consider giving a "proposal" - equivalent to a business marriage - to a potential partner they haven't met?

The RFP process can be a painful for brands, too. Conducting a marketing agency search often becomes a time-intensive process that can interfere with daily business and other pressing responsibilities. Marketers can waste valuable time and drain internal resources - spend weeks or months going through meetings, pitches, proposals, getting bombarded with emails and phone calls from agencies along the way - just to find out at the end of the process that they might just have one solid option out of it!

Yet, everyone has a network and many marketers are confident it holds the answer and the process is as easy as an RFP. The challenge with relying on your Network is that the "net" doesn't always work! An agency that worked well for you in the past, (i.e., at a large CPG) may not be ideally suited for your current situation (i.e., thriving startup) with a smaller budget. If agency relationships or politics are involved, it can be internally awkward to eliminate them.

With right due diligence, many agencies can be eliminated, or better ones identified without wasting everyone's time.

A third-party agency search consultant can objectively steer the process and ensure the right agencies are in the mix, provide a buffer and help ascertain the right fit from a capabilities and budget perspective.

You'll be more productive, get a shortlist of ideally qualified agencies, save valuable time, possibly money and find agencies you didn't even know existed. And when the RFP is finally issued at the right time, you'll get much more enthusiastic and thoughtful responses from the agencies which can help you make a better decision.

When I'm managing an agency search, part of my process is to first vet a brand's pre-identified agencies. I become "Goldilocks": "This agency is too big"; "That agency is too small"; "This one is too expensive"; "That one is too weird and won't fit with the culture; "This one doesn't have the firepower," and so on.

I spend hundreds of hours researching agencies, doing the legwork and spending the time-so clients don't waste theirs. If you need a Goldilocks to find you the "just right" marketing partner, call me. With thousands of agencies under the sun, I can help you find the right one!

Cupid's Pointers for Finding a Marketing Agency Partner

While the client-agency dating game goes on all year round, Valentine's Day is an appropriate occasion to pass along a few quick tips for finding the best marketing partner. No relationship is wine and roses all the time, but you deserve the best and can achieve it if you plan accordingly from the start.

1) Sizing Up Prospective Agencies

Pretty faces don't always mean smarts, and size isn't everything. Huge agencies within holding companies are not necessarily more creative or dedicated. Sure, if you're a global marketer, you may need resources in many countries. If you're not, you might get more love and attention from a smaller agency. Plus, it will be easier to ferret out potential client conflicts, which are not always obvious at the biggest shops.

2) Considering Credentials

If you're not using a search consultant as matchmaker, you'll have to create a shortlist of agency candidates. Consider that agencies you've worked with in the past may not be ideally suited for your current need. Look for right-sized agencies with relevant experience. If possible, stay within a comfortable geographic radius of your HQ. There's nothing like face-to-face business. Conference calls and emails can only achieve so much. If you have the right selection of a few qualified potential partners, you have a greater chance of ending up with an excellent one.

3) First Impressions

As in dating, the first meet-and-greet tells a lot. Does the agency team seem comfortable with each other? Is there a good age mix? How eager are they to learn exactly what your expectations are? Ask them to explain their long-term client relationships and what they have learned along the way. How passionate are they about what they have achieved for other marketers? You want them to be passionate about you. The chemistry and culture fit should feel good.

4) Make Your Expectations Explicit

Honesty is the best policy when it comes to romance and client-agency relationships. Many of the latter start on the best of terms but go off the rails for things having nothing to do with creativity. Many clients don't properly communicate their scope-of-work expectations, or they keep changing them along the way. Do your best to set clear, understandable performance goals and make sure everyone understands the parameters of those goals. Craft an explicit on-boarding process for your potential agency partner so that any differences in communication or interpretation are discovered and remedied quickly.

Happy Valentine's Day!

Biggest Mistakes Marketers Make Hiring an Agency

Are your marketing programs producing results you love? Finding the right PR, branding, creative advertising or digital marketing partner can be a time-intensive process that can drain internal resources and impact daily business. But the stakes couldn't be higher. The right firm can inject new life into your business; the wrong one can be costly and frustrating. If you go about an agency search the wrong way, you will needlessly waste time, money and energy.

Through my experience managing hundreds of agency reviews, I've seen businesses repeat mistakes that can be easily avoided. If you are considering a search for a new marketing partner, here is some advice:

Thoughtful Timing
In today's fast-paced environment, things change quickly. Product developments, management teams and business pivots can all impact table-stakes. By the time the meeting rolls around with the agency you had in mind, requirements and budgets have shifted and what might have initially been a great fit, is no longer the case given your present situation. Needs change over time. Do not kick off an agency search until you are ready to hire and committed to the initiative and budget.

Shifting Scope and Expectations
What is the real ask? It sounds like such an easy question. You know what you want. However, your CEO may want something else. Getting internal alignment from all key stakeholders can be challenging and rife with politics, yet critical for success. Many clients don't properly communicate their scope-of-work and expectations to the agency, or they keep changing them along the way. Agreeing on what success looks like is the first step. Clearly define expected deliverables and agree on how will success will be measured.

Battling Budgets
What's in the kitty? Have an idea on the budget range that you're committed to spending. Just about any marketing initiative can be can be done at some level, ranging from minuscule budgets to extremely expensive engagements. All agencies have minimums, although in their efforts to "sell" you, they will not likely not share that information. Getting clear on budgets upfront saves time for everyone. Engaging a large agency for a small initiative will ultimately result in a frustrating relationship if your company is one of their smallest clients. Look for recent engagements with similar sized budgets.

The key to success boils down to communicating openly and asking the right questions.

Article Featured in MediaPost

Article "How to Find an Agency You'll Love" featured in MediaPost's Agency Daily:

http://www.mediapost.com/publications/article/268979/how-to-find-an-agency-youll-love.html

RPFs Suck - How to Find an Agency You'll Love

An RFP (Request for Proposal) may often be referred to as a "Recipe for Pain". They make a search for a marketing agency a "commodity" exercise at the best, and a complete waste of time at the worst - for both client and agency.

Sure, you can throw a rock and practically hit a PR, digital, creative or any kind of marketing agency. Finding the right one perfectly suited to your situation? That's an entirely different matter.

Most companies start off by developing an RFP and sending it out to a long list of agencies. They are often surprised by a lackluster response. Perplexing?

It's similar to the dating scene. Your company may be the belle of the ball and quite the "catch" for any agency. But jumping up on the table announcing availability is not the best way to find that special partner. When you send out an RFP, you've just jumped on the table.

It takes an enormous amount of work to properly respond to an RFP, which are often perceived by agencies as a "cattle call". Successful agencies with limited resources need to be selective about whom to pitch and consider their chances of success.

There's a ton of questions around the reason for the pitch and how the decision will be based that go into the process. Many agencies can be easily eliminated - or better ones identified - without wasting everyone's time.

If you are thinking about hiring an agency, consider the following best practices:

Do:

* Wait till you're ready to hire. Things change and focus shifts over time, not least of which budgets. Get management team buy-in, agree on a scope of work and budget range and allocate the time and resources needed.

* Meet before asking for a proposal: Give the agency the opportunity to ask questions and determine if it's a relationship that's a good fit for them and you will receive a much more enthusiastic and thoughtful response.

* Keep the RFP short and savvy. Brief the agency and give them enough information to properly respond. Include the situation and reason for the pitch, expectations, criteria set and how a decision will be made.

Don't:

* Be seduced by the "hottest" or "top ranked" agencies. It's easy to get sold on - and then lost in - a big shop. Get an idea of the size and scope of the agency's clients and look for comparable examples of success.

* Assume a full-service agency is best suited for your needs. Look for core competencies. Specialty firms can offer expertise and value.

* Blindly issue an RFP to a long list. Do your due diligence or hire a consultant to help you develop the right short-list. Only issue an RFP to agencies you've met, felt a fit and would consider hiring.

It all comes down to the right agency shortlist. Sure, everyone has a network. The agencies you know may be very impressive, but are not necessarily ideally suited for your needs right now.

Save your team valuable time and headaches and do the research, or work with a search consultancy such as Smarti to get the right agency selection.

Marketing Decisions Can Be Scary - Spooked by the Decision?

The decision to hiring a marketing partner has never been simple. But in today's supercharged marketing world, it can be downright scary. You want to make a "safe" choice and be sure it feels right before making a commitment (and writing that first check).

The decision to move forward is always based on rational and emotional reasons, but there can be trepidation:

*Fear of being disappointed. What if the company you hire doesn't fulfill its promise? What if I end up with a poor product or program that doesn't deliver results? It's my butt on the line.

*Budget anxieties. The fear of paying too much. Is this what we really need to spend? Can I find a better deal and obtain greater value?

*Image concerns. The fear of what other people will think is the biggest one. The decision has the potential to affect your reputation.

Looking for the perfect solution is often riddled with unrealistic expectations. Please keep in mind that companies are made up of people, none of whom are perfect. Making the "best" choice comes down to being able to achieve the right balance of capabilities and chemistry.

Indecision is sure to get you nowhere. It almost certainly guarantees you'll lose valuable time that you can't get back.

Ultimately, the decision is a leap of faith.

Here are some steps you can take to reduce your risk:

*Have agreed-upon milestones, metrics and a cancellation clause if the goals are not met within a specific time frame. This can be reassuring for your team.

*Explore options at difference budget levels so you can see the differences and where the value lies.

*Seek client testimonials. Public quotes can serve as social proof and demonstrate their track record.

*Leverage third-party expertise. Search consultants (like Smarti) are always in the market - and will know options out there that you are not aware of that may be better suited for your situation.

All of this can lead to peace of mind.

So yes, the commitment to engage external marketing services can be a little scary. But if you do the due diligence, it doesn't have to be.

The leap can lead to an exciting new partnership and opportunity for success.

Agency RFPS: No "Cattle Calls"

So you need to engage a marketing agency-be it for creative, digital, public relations, media, whatever. While it's a necessary part of the brand-growth process, if you go about the wrong way you will needlessly consume time, money and energy.

For starters, don't kick off the whole RFP exercise until you are absolutely committed to the product/service offering you need to promote and are ready to hire. Things change over time, not least of which budgets.

Once you're ready to go, one of the most common ways to start off on the wrong foot is to issue RFP's to a long list of possible contenders-the corporate equivalent of a cattle call on the vast prairie. With this approach, you stand a good chance of alienating some talented agencies, which might perceive the "wide net" outreach as a waste of their valuable time.

It's far better and more effective to settle on a reasonable short-list. Once that's been accomplished and you've met with the agencies, decide they are a viable fit and the chemistry is good, then it's RFP time. Make it short and savvy. Brief the agency and give them enough information to properly respond. Include the situation and reason for the pitch, agency expectations, criteria set and how and why a decision will be made. A large percentage of client/agency relationships fail because marketers don't explicitly communicate the scope of work involved at the outset. State your expectations clearly and concisely.

So far, so good. But what if you don't know where to even begin to look for outside expertise? This is quite often the reason why some companies resort to cattle calls, and it's an area where Smarti Solutions can help. Sure, you can spend hours poking around LinkedIn, hoping to line up some potential resources that can actually do what they claim to do. But we've already done that-for many, many years. We not only know where to look, we know who we're looking for.

So don't bother reinventing the wheel. The most efficient RFP process for marketing services already exists. Besides, you've got more important things on your plate. By keeping the list of potential marketing partners within reason, you'll get more enthusiastic responses and can spend more time collecting their insights, evaluating them and ultimately forming a working relationship that will achieve your business goals.

Cupid's Pointers for Finding a Marketing Agency Partner

While the client-agency dating game goes on all year round, Valentine's Day is an appropriate occasion to pass along a few tips for finding the best marketing partner. I've highlighted four key considerations: Size, Credentials, Impressions and Expectations. No relationship is wine and roses all the time, but you deserve the best and can achieve it if you plan accordingly from the start.

1) Sizing Up Prospective Agencies

Pretty faces don't always mean smarts, and size isn't everything. Huge agencies within holding companies are not necessarily more creative or dedicated. Sure, if you're a global marketer, you may need resources in many countries. If you're not, you might get more love and attention from a smaller agency. Plus, it will be easier to ferret out potential client conflicts, which are not always obvious at the biggest shops.

2) Considering Credentials

If you're not using a search consultant as matchmaker, you're going to have to be able to create a "short list" of agency candidates on your own. Look for right-sized agencies with relevant experience. If at all possible, stay within a comfortable geographic radius of your HQ. There's nothing like face-to-face business. Conference calls and emails can only achieve so much. If you can identify a few qualified potential agency partners you have a decent chance of ending up with a very good one.

3) First Impressions

As in dating, the first meet-and-greet tells a lot. Do the agency people seem comfortable with each other? Is there a good age mix in their client team? How eager are they to learn exactly what your expectations are? Ask them to explain their long-term client relationships and what they have learned along the way. How passionate are they about what they have achieved for other marketers? You want them to be passionate about you.

4) Make Your Expectations Explicit

Honesty is the best policy when it comes to romance and client-agency relationships. Many of the latter start on the best of terms but go off the rails for things having nothing to do with creativity. Many clients don't properly communicate their scope-of-work expectations, or they keep changing them along the way. Do your best to set clear, understandable performance goals and make sure everyone understands the parameters of those goals. Craft an explicit on-boarding process for your potential agency partner so that any differences in communication or interpretation are discovered and remedied soonest.

If you've decided it's time to find a new marketing partner, I'll be here to expertly set you up with a meeting that just might turn into "happily ever after."

Happy Valentine's Day!

12 Tips to Find a Marketing Agency You'll Love

Valentine’s Day is the perfect time to think about the state of your relationships. Of course, this is a marketing blog, so I’m not qualified to help you with your love life. Just like finding the right romantic partner, finding the right advertising, public relations or marketing partner for you all boils down to communicating openly, asking the right questions and paying attention to the details. Are your marketing programs producing results you love? If the passion for your team has faded, you've lost the love for your marketing partner or if you're currently unattached, don't lose heart. Here’s a dozen tips to find a match made in marketing heaven.

1. Be selective. There’s nothing wrong with playing the field a little bit just to see what’s available, but you don’t want to cast your net too wide. The best ones may run away, assuming it’s a waste of time against the numbers, or that you don't appreciate that they’re unique. Limit the lineup. Do the due diligence or use a consultant to weed out the ones that are obviously not a good fit and develop a short-list of the most promising agencies so that you can take the time to get to know each of them well.

2. Consider first impressions. Is there a good exchange of talking and listening? Like in any relationship, first impressions are usually a good indication of what’s to come in the future. Your first phone calls, emails or meetings with a marketing agency should give you the feeling that they are professional, experienced, and passionate about winning your business. Anything less and it may be best for you to walk away now, before anyone gets hurt.

3. Look for inner substance. There are countless stories of people who ended up in a bad relationship because they were blinded by a pretty face. Don’t let this happen to you. A particular agency may be one of the hottest names in the industry and have won lots of awards, but that doesn’t necessarily mean they're going to be the right fit for your organization. Look below the surface to make sure that an agency has real ideas and realistic plans for how they can take your brand to the next level.

4. Bigger isn’t always better. Can you be sure your team will be there when you need them, or are they going to forget about you as soon as they win your business? Bigger marketing agencies may have more resources, but they may not be able to provide your account with the level of personal, senior-level attention it needs. A smaller agency might do more to keep your business because it’s more valuable to them.

5. Can they commit? Look towards the long term. What does an agency’s past tell you about its future prospects? Are they the type of agency that frequently builds long, successful relationships, or do they have a lot of “one-night stands” in their client history? Once the “honeymoon” phase wears off, can they keep the work exciting and fresh?

6. Do they “get” you? Do they have relevant experience with clients facing similar challenges? Do they have a pulse on what makes your customers tick? The agency may have a large service offering, but what do they do best? Identify your needs and the agency’s core strengths to ensure it’s a match of the heart and soul.

7. Look for the “spark”: Just like in romance, there’s a certain feeling you get that can tell you whether or not an agency is right for you. Do they bring energy into the room or sap it? You’re going to be spending a lot of time with the marketing agency you choose to work with, so ideally, the thought of attending meetings with them in the future should get your heart racing faster.

8. Meet the family: When lovers marry, the families –crazy uncles and all—are a package deal. The same is true of marketing agencies. You’re be essentially marrying your brand to the agency’s entire staff, so you’ll want to make sure their overall culture, attitude, and work habits are a good match for your own. In larger agencies, the business development team that wins your account may not be the people you’ll be working with on a daily basis. Get to know the team who will be responsible for your account.

9. Avoid Revolving Doors: With the level of turnover that occurs in mostly larger marketing agencies, it’s important to find out if the talent that produced those successful campaigns is still with the agency, and available to work with you going forward. Can they point to recent successes with the current team?

10. Share Mutual Goals. What’s considered a successful relationship? Develop a scope of work, deliverables and a timeline. What happens in the first 30 and 90 days? Do you agree on the end game and share a vision for the future?

11. Talk about Money. Are they talking “champagne and caviar”, but you’re thinking “fish and chips”? If you don't openly discuss money and manage expectations in the beginning, you may waste time discussing programs that are beyond your means. Let them know your limits so they can work within them.

12. Where Is this going? Do you have a future together? Have they produced successful campaigns with impressive results? Will they produce a campaign that puts your company on the map? You deserve the best. Look for a track record of success and feel comfortable with their plan for the future.

Even if you’ve got all the right tips, having a matchmaker who can introduce you to the right firm will dramatically increase your chances of success. That’s why I’m here. If you’re looking for marketing love this Valentine’s Day, I can set you up with a meeting that just might turn into happily ever after.

All that it takes is a bit of research and due diligence, and you can find a team that is perfect for what you have in mind. Well, that and maybe a bit of love too.

Happy Valentine’s Day!

More Bang from a Broker

Who wants to pay money if they don’t have to? When we find special deals on our own or avoid extra fees, we're a wise consumer, a smart shopper. Sometimes there are other costs…

If you aren't already aware of all that Smarti does as a marketing consultancy, you may not realize that a big part of our business is working as a broker connecting businesses with marketing agencies that meet their specific requirements. I've helped hundreds of business find the right marketing partner. The usual reaction is "Wow! Why haven't we done it this way before?"

As you might guess, some of these businesses didn't come to Smarti first because they wanted to avoid a small setup investment. They tried to "do it themselves," devoting resources and money into a search that often left them wholly dissatisfied with the results. That's when they came to Smarti.

I've found myself in that same position recently as I went off on my own to locate a new apartment for my family. It couldn't have been simpler. I wanted something pre-war with 3 bedrooms and 2 bathrooms on a tree-lined street with private outdoor space. Added to that, I was looking for something that didn't have a cookie-cutter sterility. I wanted interesting layouts and character - a certain "vibe."

As a longtime New Yorker, I was certain I could get the best deal for my money. I canvassed Manhattan neighborhoods, worked my way into buildings and contacted management companies directly. Internet searches provided prospects that even included no-fee rentals. Was I a savvy shopper, or what?

Well, not everything you read on the Internet is true. The ads were designed to lure in the unwary with nice images and scant details. A little due diligence and in person visits revealed that they didn't resemble the advertisements at all.

After wasting a lot of time and energy on apartments that were disappointing, I reluctantly got in touch with some brokers and found the fees were actually more reasonable than I thought. I came to realize they had access to many more options than what I had discovered on my own. They knew about condos and coops. They were in the know about "exclusives" and properties that weren't publicly listed yet. There's no way I could have known the market the way they did.

Happily, a broker found us a beautiful duplex townhouse on the Upper West Side with just about everything on my wish list. It has tons of character and importantly, just the right "vibe." It was within our budget—less than most of the apartments we looked at on our own—and we still wound up saving money after the broker fee.

My experience as a DYI'er reinforced my insights into the mindset of my clients. Full of confidence in their ability to select a marketing firm, they decide to avoid that initial fee by searching for a marketing partner among the firms with which they're already familiar or browse websites of firms whose impressive credentials may exist only on the Internet. After all that work, do they really know what’s behind the curtain?

To get the best marketing company for your situation, you have to go beyond the basic criteria and understand the critical intangibles that can only be known first-hand.
The right broker can add tremendous value, which I learned personally in a market that I only thought I understood.

That's why clients come to appreciate the experience, time, effort and detailed understanding of the marketing landscape that Smarti provides as a broker. It's rewarding to provide such a valuable service. In the marketing world, Smarti knows the game, the names and the claims to fame. You want to maximize your resources, save effort, time and money? Wise up and get Smarti ;-)

Cupid’s Miss-Fire: How to Find a Marketing Partner You’ll Love

Feeling blue this Valentine's Day? Think Cupid's most recent arrow was fatal? Being as this is a blog about marketing, I won't comment on your love life, but I do have some thoughts for those of you looking for a new marketing romance.

First things first. As with any relationship, first impressions mean a lot. Did those first contacts exhibit the professionalism you demand? How much detail were they able to give you in that first meeting? How strongly did they want you?

Look beyond the flash. We all know clothes make the man (and Maybelline makes the woman), but don't let what an agency shows be all that you see. It's all too easy to promote themselves onto a list of "top firms" and get important sounding awards for campaigns that don't match your specific goals. Did they really take a company brand and turn it around or take it to the next level?

Is bigger always better? The big agencies often have more resources, both in-shop and through partnerships. Lot's of muscle, but what will it actually do for you? Will your account get the individual attention it deserves? A smaller agency might do more to keep you happy.

Do they understand you? Have they marketed in your industry before? Do they know what makes your customers tick? Are they able to use their experience to show you a new approach that has worked for other clients with similar needs?

Are they really good enough for you? You deserve the best. Will they produce a campaign that gets your company noticed? Take a close look at the campaigns they've been producing. Was it innovative and produced impressive results or ones that barely registered?

Do you two have a future? How recent was their last success? Is the talent that produced that success still at the agency? Is there a current campaign the agency can point to as an example of what you can expect or is it relying on past glory?

Be selective. It may seem practical to cast your net wide, but often times what you haul in are the desperate. The one you really want to consider may be driven off thinking they don't stand a chance against the numbers or that you don't have a real interest in their unique offerings. Use a marketing consultant to develop a targeted RFP.

Meet the family. There's more than just the two of you to think about. Don't forget about in-laws and crazy uncles. Will the agency "fit" into your corporate culture? Will there be differences in attitudes and work habits? You're going to be spending a lot of time on each other's turf. Will you both be comfortable?

Do you feel that special "something" when you're with them? Are you going to dread those future marketing meetings? Spend time with your potential marketing partners before you make that commitment. Do they bring energy into the room or sap it?

Make time for heart to heart chats. Talk to the people in the agency who will be directly responsible for your account. The first people you meet at the agency may simply be the "face" that draws in new accounts before passing them over a different group altogether.

Avoid one night stands. Does the agency have a track record of keeping clients long-term or do they lose interest once the novelty wears off? Can they keep a client's image fresh?

Control how far you go. A good agency will establish clear and concrete markers for progress toward your marketing goals. It should also be willing see its fees based on reaching those markers on schedule. Create a common vision of success. Encourage them by establishing a bonus schedule for success beyond the original objectives.

Don't be afraid to talk about money. Make any potential agency understand that you have a budget. If you don't talk about money from the beginning, you may waste your and their time presenting proposals they cannot deliver given your budget. Let them know your limits so they can operate within them.

I told you I wouldn't delve into your love life, but if you've decided it's time to find the perfect match in marketing, I'll be here to set you up with a date that just might turn into "happily ever after."

Happy Valentine’s Day!

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.

Happy Valentine's Day!

Are your marketing programs producing results you love? If you've lost the love for your marketing company, the passion for your team has faded or if you're unattached, don't lose heart. In the holiday spirit, I'm sharing tips to finding a marketing company You'll Love:

* Superficiality. Don't get blinded by over-rated rankings and "top" or "hottest"
agency labels. Agency awards don't always translate into the clients' goals.

* Limit the lineup. "Long Lists" risk alienating agency jewels that avoid "cattle calls" and pitch selectively.

* Money Matters. Establish a budget range upfront. Any program can be scaled and without parameters you could end up with sticker shock.

* Commitment. What's the agency's client-relationship history? Do they have lots of long-term clients or mostly project quickies?

* Chemistry clicks. It makes or breaks relationships. What is the agency's turnover rate? Meet the daily team; it's all about inner compatibility.

* Manage Expectations. What's considered a successful relationship? Establish mutual goals to ensure priorities align and you're on the same page.

* Size Matters. It's easy to get sold on (and then lost in) a big shop. Will you be a priority client, or just keep folks busy and be another phone number?

Smart planning and vetting will help you find an agency you'll love for the long-term. Contact Smarti to get the full article.

Too Many Choices

Too many choices are problematic. Sometimes a simple visit to a drug store can be a production. If you have to choose among 3 toothpastes or shampoos, it’s fairly easy to make a decision. Confronted with over a hundred choices can be daunting. Too many options leads to decision overload, confusion and indecision.

Agency selection can be just challenging. I’m currently working with an exciting, young company that initially started their PR agency search on their own. They met a few firms and none were quite right: one was too big and they knew they would get lost in the shuffle; the others were too small and lacked clout to really move their business. So, they hired Smarti. Their challenge was practically mission impossible: industry experience, strategic, creative thinkers with the muscle and power to drive their business—all on a very small budget.

Smarti to the rescue! The agency selection results were amazing. They met 3 highly targeted PR firms carefully selected based on industry experience, similar successes, personalities and budgets, and loved them! They were really excited and thanked me for doing such a fabulous job. I was really thrilled with the results of the search and their happiness makes my job so rewarding. Hurray.

So, I was shocked to get an email a few days later. Well, they are really not so sure about them after all... And since Smarti is so connected and knows so many firms, can they see a bunch more? (Now, they’ve met at least 7 great agencies to date.) Really?

Too big a selection is overwhelming and ultimately leads to indecision. I find the most successful business people I know are very strong decision makers. Thankfully, they ultimately agreed they had a fabulous selection and made a decision. The easiest choices come from select, solid options coupled with a need and commitment to purchase.

A Day in the Life.

I meet many, many agencies. Most of the time it's very enjoyable. I love meeting interesting people, seeing cutting edge creativity, innovative techniques, break-through technologies and learning about new ways of doing things.

While certainly selective, most agencies are very interested in new business—or at least the prospect of building a relationship that could lead to new business. (That’s just smart, right?)

Agencies have different styles. I like to meet the team, get a sense of their capabilities, successes and what they do best. Sometimes agencies give a “dog and pony show” with bells and whistles, other times it’s just meaningful conversation with a stellar portfolio and proof points. I find how an agency presents their agency to me is often how they present themselves to clients.

PR agency search is underway for a really cool company and I’m making the rounds. ALL the agencies on my list had impressive client rosters, which was why I was made the meetings.

So, imagine my surprise at a recent agency meeting. I arrived on time, but was kept waiting for almost a half hour while the Big Wigs were in an internal meeting. A few kids chatted aimlessly about their personal lives; no one offered coffee. Upon the start of our meeting, I was informed they had another one starting shortly. They boasted about their A-list client roster. Expensive, they only took on smaller accounts when begged. Repeatedly. They gave the same old “why we’re different” in an under a minute spiel. (They sounded just like any other agency.) They didn’t ask any questions. One of the most impressive things about this agency was their egos. Yikes. My clients were really mellow, down to earth folks; this wasn’t going to be a personality fit.

Flip over to my next agency meeting. They were just as busy, and I was also kept waiting for about 20 minutes; but apologies were forthcoming. But everyone that worked there—juniors included—couldn’t have been nicer or more accommodating. I was put into a conference room and given coffee while I waited. The meeting had a very different “feel.” This agency had an equally impressive, A-list client roster. Successes were rattled off. Questions were asked. There was engaging conversation. I got the impression they really care about their clients.

I believe that my experience with an agency is often indicative of what will be a clients’ experience. All things being equal, it's the small things make a really big difference.

PR Guarantees

I hear it all the time from companies just about to hire a PR firm. “What can you guarantee me?” No matter how tight the publicist may be with the journalist, there are no guarantees. Whether you handle it in-house or work with a freelance publicist or a PR agency, expecting feature coverage in desired media right away may be unrealistic, and you could likely be setting your publicist up to fail. The level of your company’s brand awareness and news worthiness will be a factor.

Unless you’re a well-known brand with “stop-the-presses” news, you’ll more likely need to entice the journalist with how your news or story fits into their plans. This requires the skill to develop and position your message, and the savvy to craft relevant story angles targeted to audiences, which will differ from business media to industry trades. Most likely, the journalists have already mapped out the pub and decided the agenda; your company may or may not be relevant. But your firm might fit in nicely with a story they are doing—months from now, which means being on top of editorial calendars matters and why PR is a long-term process.

Media tends to covers other media. So, if your company isn't widely known and hasn't been covered by analysts or the trades, media interviews need to be happen, first. Then, when there’s a relevant, you’ll have a better shot at being included. Media-trained spokesperson great at giving sound bites helps, too.

A myth I’ll debunk: the biggest agencies do not have an advantage. What they do have, is more brains and bodies—a larger team to pitch your business. If you have a vast news pipeline with lots of activity, lots of different target audiences and a huge footprint, a larger agency may be necessary. It all comes down to how much time and talent is needed to effectively pitch your company.

Contrary to popular belief, it doesn’t matter how well the publicist knows the journalist; there’s no guarantee of getting an article. Leveraging the right relationships with journalists that cover your industry certainly facilitates the conversation. Contacts are useful, but virtually useless without the skills to pitch—and that comes from experience. A small and senior “A” team will get better results than a large and junior “B” team, every time. Guaranteed.

Marketing Agency Selection - Video

Hey, wonder what that Smarti stuff is all about? Want to virtually meet me?
Here's a new video to explain how smart agency selection works...

Getting RFPs Right on Point

RFPs can be useful in a marketing agency search. However, many are vague, alienate agencies and PR practitioners agree those who develop and issue RFPs need guidance. Recently cited in The Council of Public Relations Firms' The Firm Voice, "What Clients Want in RFPs," I offered agency critiques. But there's a lot clients can do to get better responses.

Agencies come in all shapes and sizes. Many may look alike, but there's a ton of difference among them. While it may be necessary to compare agency apples to apples, it's harder when there are oranges and even some pineapples in the mix, too. There's a big difference between capabilities and expertise.
Often companies make the mistake of conducting an agency search too early, knowing it can weeks or months of agency presentations. Problem is, things change. Quickly. Budgets get cut, focus shifts and you may find the agency ready to hire is not so well-suited anymore. Now, you have to the search start over and your launch is delayed.

If you must issue an RFP, consider the following best practices:

� Wait till you're ready to hire. Get management team buy-in, agree on a general scope of work, budget range and allocate the time and resources needed.

� Avoid the long list. Blanket RFPs to a "long list" of agencies risk alienating gems. It takes work to provide a thoughtful response. Smaller agencies with limited resources need to be selective about pitching. Issue to a few that you would consider hiring.

� Get the right short-list. Everyone has a network. But not necessarily the right players at the right time. Many agencies can be easily eliminated (and better targeted) without wasting everyone's time.

� Make the RFP short and savvy. Brief the agency and give them enough information to properly respond. Include the situation and reason for the pitch, agency expectations, criteria set and how and why a decision will be made.

Save and your team a lot of time and headaches and do your research, or work with a search consultancy to get the right selection and ask the right questions. Especially when teams are spread thin, time is valuable.
To read the full article (on how agencies screw up) visit
http://tinyurl.com/WhatClientsWantinRFPs

What Clients Want in RFPs

When your agency is invited to respond to an RFP, do you get excited or cringe? While new business is the lifeblood of any agency, agency RFP responses drain resources and are poorly executed. I was recently cited in the PR Council’s The Firm Voice article, “What Clients Want in RFPs: Firms Can Win More New Business by Tapping Nine Hot Buttons in Proposals” and provided suggestions on how agencies can respond more effectively to an RFP.

Here are my top tips:

• Don't hold out—offer real, strategic insights. Each agency has a different approach, a different perspective on how to drive the client's business. Clients need to know yours. There's world of difference between sharing a strategic vision and giving away the store.

• Ask questions. You are not working on their account yet, so don't assume you have all the answers, or know the client's business better than they do. You don't have to have the answers—but you want to show you've thought through the issues.

• Carefully consider the case studies. Before you throw in the boilerplate, think about how relevant the case studies are to the client’s initiative. Is there any relevancy in areas such as industry, market share, and budget or brand recognition?

• Talk ROI—focus on business outcomes, not just PR outputs. Show value for the money. Be very clear about what the client is buying. For example, "What can they expect in the first 30 or 90 days? What will they get for the fee?"

• Focus on the frontline team—not figureheads. A common complaint among clients is meeting Team A, working with Team B. You can tout your management—but if possible, let the client see whom they'll be working with.

• Avoid sloppy mistakes. It happens to the top agencies in the industry. It’s embarrassing. Try having someone else who wasn’t involved in developing it proofread it last.

Hiring a Freelance Web Programmer

To save money, freelancers can be a good alternative. It's important to be careful whom you hire. Technology programmers can be particularly challenging, as communication is not always their core competency.

In a recent interview with Inc. magazine, I was asked about pointers on hiring freelance technology programmers. Here are a few pointers:

- Working as a freelance programmer is a whole other ball game, compared to working on a tech team, since there is no team to share the workload or the responsibility. Look at the past projects the freelancer has completed successfully from start to finish--while solo. Diligently check references. Don't be the experimental guinea pig.

- Look for the over-looked communications skills. While the freelancer may be a great coder, tech “geek speak” can be a whole other language—one that you may not speak so well. Do they put everything in writing; provide you with clear proposals that make sense.

- Always have a clear scope of work, deliverables. I suggest dividing the work into stages and tie a fee schedule to milestones.

Note, I did NOT endorse, recommend or suggest any online services mentioned in the article. Those sites have a lot of unknown entities--anyone can post a resume--so be careful.

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