They say in life that the answers to most conundrums are staring you directly in the face but because you are immersed in the daily business of any agency you don’t necessarily see them.
Every agency has its own USP but when you go on their website this is not necessarily evident. The USP is invariably the pedigree an agency has in the form of either work delivered or where its core skills lie. How many agencies profess to cover every skill base but when you scratch below the surface, particularly in the client work, it appears to hone down to only one or two skills. You know the one’s – traditional with digital output, digital but just web content without the technical expertise.
A potential client wants to see the facts – what do you actually do yourselves as an agency and where does the fit lie with them? Marry these two and you have a far stronger point than pitching the whole service ethos only to be found wanting in key areas – use of social media is a prime example of agencies saying they understand the channel and the vast array of mechanisms involved etc. but can you see evidence of this on the agency site or within any pitch? In the majority of cases no.
Playing to your strengths is essential and one agency did exactly this. Very good creatively they wanted to break out into other areas within the digital arena and actually worked with key clients in developing their own proposition and understanding which bought excellent value to both parties. What better way to evolve than directly with the market place.
Thanks as always for reading!
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