Thursday, January 26, 2012
Winning a PR pitch in Kenya.
Over the last two weeks I had the privilege of sitting through several pitching sessions of a number of PR firms that were gunning to win a high value account in Kenya. From the number of people I met during the pitch, it is clear that the industry is growing.
From the client’s side I noted a few things that if a PR agency capitalized on it would easily give them an upper hand.
I dedicate this blog to sharing a few tips on winning the next account.
For you to convince the client you MUST read the brief and make sure you go through it crossing off all the requirements at the end.
This is a CHEMISTRY business; talk to the client and ideally meet with them. Occasionally, prospective clients are unclear about budget or what they want from any agency. Help them to pin down expectations.
Don’t assume you know who the CLIENT’S CUSTOMERS are and what they want – it’s always worth doing checks with the supposed target audience to get their views on the brand in question. A simple dip stick will do; not all the figures you pick online are right!!
Understand the history of the company, know the SPACE IT IS WORKING in, the media it should be speaking to and be up-to-date on what the competition is doing.
Carefully consider cost and deliverability. A creative idea is useless if it ISN’T PRACTICAL. Clients will never confess that they have big budgets!!!!
Don’t spend the first hour talking about yourself, how wonderful you are and how many awards you’ve won. If the client didn’t RESPECT YOUR ABILITIES they wouldn’t have asked you to pitch.
Ignore you own agency agenda, and focus on what the client needs. There is never a one-size-fits-all approach. This is a POROUS INDUSTRY, by the time the client is calling you for the pitch; they already have an insider’s view of how you work.
Did you know that you are given at least five days to prepare? Have a RUN THROUGH – it doesn’t matter how good your research is or your ideas are, if you haven’t rehearsed properly and fail to get key messages across.
I haven’t done this before but I think it is worth mentioning; if you are worried about your ideas being stolen ensure that you notify the client that your IDEAS ARE PATENTED. Do not fear to ask them to sign a consent note.
Lastly, Power point presentations that go beyond 15 slides suck. Clients are lazy people and that’s why they are sourcing for an agency. They NEVER enjoy the 16th slide unless it has below budget figures.