In this guest post, Graham Webster from pitch agency Enth Degree, offers his expert tips on how media agencies can better earn the all-important client trust…
I recently had the honour of speaking to a group of up-and-coming Media Agency stars at an MFA/NGEN seminar on Media Pitching.
The question was asked, “Why do CMOs put their account up for review? Is it just to save money?”
Apart from those pitches where corporate governance determines that all suppliers must be reviewed at pre-determined periods, there is one overwhelmingly dominant reason Marketers put their Media Account up for review, and that is a lack of trust with the ongoing performance of the Agency.
Over the course of the relationship, trust has been eroded by myriad reasons.
When entering the new business arena, all stakeholders, from both Client and Agency, are anticipating that this new alliance will deliver successful outcomes for both parties. The reality is that often Agencies promise the world and deliver an atlas.
I note recently that a leading Media Agency compared the Agency/Client relationship to a marriage. I thought this an unfortunate analogy, when you consider that 48% of Australian marriages end in divorce.
I wondered whether Agencies have lost sight of the fact that they are not true “partners”, but are suppliers, providing a remunerated service.
The breakdown in trust in an Agency and Client relationship is generally the result of declining service standards. Or simply put, a chasm between the service promised and expected at the new business pitch, to that delivered “after the honeymoon is over” (if I can borrow form that unfortunate marriage analogy).
Yet this erosion of trust can be overcome by adhering to standard business practice and getting back to basic service ethics.
The following are some key areas where Agencies can rapidly build and maintain trust with their clients (and lower that 48% divorce rate).
Simplistically, they are all captured under the “GET BACK TO BASICS” banner.
Media Strategy Recommendations.
Do you really need that 50-page deck?
Avoid cliché riddled documents that spend more time restating the brief, plumped up with knowledge provided by the client.
Succinct, articulate recommendations that are insightful, logical and include detailed achievable outcomes are what marketers are seeking – with outcomes addressing quantifiable business results.
It is always obvious when a document has been prepared by a less experienced media person. There is a lack of substance, and an almost cultlike devotion to recommending their Agency’s latest “shiny new thing”, with little rationale as to “why” and “how much” of this new product/alliance/dashboard (insert name here) should be included.
Open, accountable business focussed recommendations will earn client trust.
The Plan
Is it an accurate reflection of the agreed strategy? (I know this is obvious, but industry changes can impact original intent.) If not, has the Client been informed as to why things have changed?
Let your Clients know early, provide solutions, and ensure the Client has ample time to address and align with internal stakeholders
The Buy
It isn’t essential that you spend the nominated budget.
Whether the result of over-cautious planning, or a softening of the market, over delivery is not good business practice. It is wasteful and reflects poor budgeting skills.
Where economies are generated, advise your client, and offer a hierarchy of priorities for re-investment.
This has the double benefit of highlighting the outcome of a good negotiation, while offering the Client an opportunity to consider their options. You may well be providing them much needed revenue to fund other marketing functions.
Post Campaign Analysis
A Client once said to me that he knew that the Agency had under-performed when he didn’t see campaign post analysis. Now there’s an indication of decline in trust!
Agencies need to present timely, insightful, “warts and all” post campaign analysis.
Too often it is a brag sheet with little analysis – Big on logos, low on constructive analysis.
Analysis should provide learnings that reflect the Agency’s commitment to continuous improvement on behalf of their Client.
Remember the Basics
The Client and Agency relationship succeeds when the Agency is open and honest with the Client.
If the Agency screws up, own it, and provide a solution. They’ll respect your honesty.
When you become aware of an upcoming change of staff, let the Client know in advance. Don’t let them find out when they ring the Agency, only to find that members of their team have moved on!
If you are going to miss a deadline, advise in advance. Manage expectation.
Client/Agency trust is developed where all members of the team are engaged with the Client. Its not the sole responsibility of the Group Account Director. Every team member has an opportunity to build trust and maintain a sound ongoing relationship.
While the above observations may seem simple, (and they are) Enth Degree is constantly exposed to trust that has been damaged by overlooking the simple things – Media 101 and business basics.
Hopefully if you take the above on board, your Client relationship will disprove the 48% divorce rate!
And don’t lose sight of the fact that your Client is your customer. There are plenty of Agencies out there looking over your shoulder.
