Are you planning a new project or series of projects? Need a new agency? Youâll probably be running a pitch...in that case, here is our guide to running the perfect pitch.
The general process:
A well run pitch will start with a Request for Information (RFI). You should send this to no more than ten agencies. Why? Because combing through responses takes time. Next stage is your Request for Proposal (RFP). In between sending that out, and having agencies in to pitch for you, you could consider mid-way meetings or âtissue sessionsâ. Ahead of the tissue sessions, agencies may ask for Q&A opportunities. The more contact-time and clarity you can provide throughout the pitch process, the more youâll get back in terms of solid, on-brief responses. When the process is over, be prepared to give honest feedback to all pitch participants. They deserve it and will be able to evolve from it.
Top ten tips:
When compiling your initial list of recipients for your RFI, go for recommendations first; word of mouth/via your own network. Next look for agencies with relevant experience. Donât ask your incumbent if they really have no chance!
When making your âfirst cutâ consider using a scoring matrix that you share in your RFI. It makes selection easier (youâll be more likely to get ten âlike for likeâ responses). Next, get your list of pitching agencies down to no more than five.
Make clear to agencies what everyone on your sideâs roles and responsibilities will be on the project. Nominate an overall âProject Ownerâ at your end - it really, really helps!
Expect good agencies to interrogate your RFP and ask for relevant research, etc. Make time for all that.
Consider a User Centred Design (UCD) approach to your solution. Happy users help achieve your own business objectives and following a UCD process can produce results that strengthen the relationship between your brand/organisation and your users/customers.
Include KPIs for the project in your RFP. What will success look like and how will a projectâs success be measured?
As mentioned above - time allows, hold âtissue sessionsâ (to hear where the agencies are mid-pitch, to guide & bring clarity). Ditch any agency way off course at this stage if you have to.
Time: give agencies enough time to answer your RFP. Give your internal team enough time to assess each stage of a pitch. Donât see too many agencies on the same day.
Be upfront about your budget range. Simple analogy: you want a car. Well, is it a Mini or Rolls Royce?
Beware âyes menâ who promise it all...especially if other agencies are shaking their heads. Listen to agencies when they say something canât be realised for the time or budget youâve allowed in your RFP. You want an agency with integrity...who can deliver what they outline at the pitch stage. Be prepared to make compromises...the most obvious being a phased approach.
In conclusion:
This is definitely a process through which you âreap what you sowâ. Give your pitching agencies the time, space and support theyâll need, and you should be rewarded with some brilliant ideas/solutions in return!
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