How to Make CMOs Choose your Agency among the Others
If you work in a marketing and communication agency, you already know that the CMOs of your possible client companies are the first interlocutors you have to persuade if you want to be chosen among competing agencies.
But what are the parameters to take into consideration when building up an offer a CMO cannot refuse?
Even if there are no absolute answers, the tips below will help you create a balanced mix of the marketing offers’ features which are most appreciated by CMOs.
Let’s not pretend. Before even taking a look at the content and strategies you propose, the marketing manager will go straight to the quote you sent him to see how much you will cost him.
Always propose prices in line with the market and with the quality of the work you offer, but don’t forget that your final cost should hopefully be lower than the one he would have to face if he decided to develop his campaigns with the in-house team.
Total understanding of the brand identity
Design, tone of voice, means used, message conveyed by the proposed campaigns cannot but perfectly adhere to the brand identity of the company, its mission and its vision.
Study in depth the characteristics of the brand and the relationship it has established with its customers, analyze the work of competitors and offer an innovative idea, which totally marries the intrinsic values of the brand.
Remember that the CMO always wants to impress his boss: he will only accept ideas that fully embody the vision of those who invested in that brand, both emotionally and economically.
In his deepest dreams, the CMO would like to deal with you only twice: one to deliver the brief and the other to examine your final proposal.
Try to limit meetings, emails and phone calls as much as possible. Train yourself to quickly analyze the documents that are delivered to you and prepare a list of questions that could be useful to get to know more about CMO’s goals, from the first meeting.
The more time the CMO loses with you, the more the chances he won’t choose your agency.
If you’re trying to grab the attention of a CMO by illustrating the results you gained with previous campaigns, it’s not enough to say you hit all the KPIs, if you are not able to prove it with measurable data.
When proposing your offer, always communicate which parameters you use to judge the performance of your campaigns and give your potential customers the right tools to measure your results.
Although it may seem obvious, respecting the terms of what was promised at the offer stage makes the difference between an appreciated agency and an agency that will not be called back.
Inspiration and know how are less important if they are not accompanied by respect for expectations and deadlines.
It may seem strange to you, but the innovation of your offer could be considered by CMO as the last parameter in the choice between your agency and your competitors.
Of course, a disruptive campaign, capable of becoming viral, is precisely what all brands would like to have in their arsenal. But what do they do with innovation if the campaign you are proposing to them has a disproportionate cost, is not in line with the brand, is not measurable or was not delivered in time with the product time to market?
Well, you’re now ready to fire your next offer to a CMO. Make sure the company where he works will come back to you again and again!