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RSSThe missing rep syndrome looks like this: The rep who pleaded to take you to lunch doesn't respond to your request for a program, inventory, rate, big idea or...worst of all...an actual RFP. Then s/he calls you days later to schedule an outing with the ad director, who's in town for the week.
We're not in the lunch business. We're in the advertising business. The publishers that heed this charge will outrun their competitors every time, even if their sites aren't quite as robust.
Take a recent buy for one of the many luxury brands (including Grey Goose, Callaway Golf and Mandalay Bay) that KSL Media represents. We issued an RFP to 12 publishers for a summer promotion focused on travel. Three didn't even respond. Another sent a perfunctory email with rate-card pricing. These are quality sites with attractive audiences, and they never stepped into the batter's box.
Of the eight publishers that responded, three crafted high-impact programs that combined their assets in creative ways. They made the finals. In the end, everyone on the agency and client team picked the same publisher: JustLuxe.
JustLuxe is represented by LA-based Razavi Global Management (RGM), which focuses on luxury web sites. JustLuxe is a pre-eminent site where a luxury brand can actually behave like a luxury brand. While that pre-eminence played a role, RGM actually won the assignment with exemplary client service that provides a blueprint for distinction. The essential elements:
Respond to the full RFP. This sounds a lot easier than many major publishers evidently find it. Publishers can't pick and choose which questions to answer; it's an all or nothing proposition. If you're not going to address an issue, you have to tell the agency why.
Take it to the top. Senior management involvement is always appreciated. RGM chief Kamran Razavi managed JustLuxe's response personally, and at one point he had us collaborating directly with the JustLuxe publisher.
Prove the numbers. RGM provided Media Metrix runs, site surveys and anecdotal information without being prompted. That might seem ordinary, but it's not. Far too many publishers either don't have audited audience breakouts or refuse to divulge them.
Weave a program, not a buy. RGM bested the competition in several areas: the number of travel packages, the robust content and functionality of the program micro site, the variety of high-impact ad units promoting the program, and pricing that was aggressive in light of the demonstrated value.
Make pricing simple. The more complex the program, the more important it is to have clear pricing guidelines for CPM-based, fixed-fee and value-add program elements. RGM actually provided rates and pricing for three scenarios, with clear rules on what was included in each. Just as important: All of the scenarios synched perfectly.
When I thought about our best shot at succeeding, I remember saying, "I'll go with Kamran over anyone." And then telling I told our team, "We can trust RGM. They deliver."
That's the competitive advantage every publisher should be striving for.
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If I knew there were 11 other competitors for a piece of work, I would not waste my time even reading the e-mail. I have better things to do. Having said that, I am not a publisher and almost all my work comes from referals. I have bid maybe 3 or 4 pieces of work in the last 10 years. And won all of them.
So, I wonder if there's a connection there? Spend more time building lasting relationships, servicing existing customers, and less time in adversarial bidding contests? Hmm...could be a win-win for everyone?!?!?
I believe one of the answers here is a technological solution. A communications platform around the RFP process would help this issue tremendously.
For the buyers, it would allow them to easily build and launch RFI/RFP's to multiple media owners with fully-customizable questions. Answers to these questions would automatically be aggregated into a single location (online) ending the need for cutting/pasting into Excel.
For sellers, it would allow you to "automate" the 80% of the RFP that is standard and really focus on the 20% that is the creative juice around the problem.
Of course, this solution would in no way replace the personal connections that are critical for us all to be successful in this business. However, it would help alleviate the administrative burden we all feel and allow us to focus on our jobs...developing the best solution for the client.
Naturally, my company (Balihoo) has built such a tool - but whether you're using us or another solution, I think that infusing the process with the right level of technology can really diffuse a lot of the aggravation in the process...and ultimate come out with happier parties on both sides of the equation (and better, more effective media plans to boot).
In a large organization there is a thing called corporate politics that usually stands in the way and not only affects the people at said large company but in turn affects the agencies being dealt with. So if you find yourself in the midst of a large agency croud it may not be because all of them are truly being considered as mentioned. In fact, if you are one of the agencies that has a current relationship, you may fnd that you are the one that is being kept in out of respect for your internal contact.
To not be leaning one way or another from the start would be quite robotical and I would be amazed if there is a client out there that is completely able to leave out any preconceived notions of their "favorite." That is even more reason to try to stand out. I, for one, don't expect to be given ideas to execute with someone else but I would like to see what separates your agency from the crowd and why you should be selected over everyone else. I don't mean the typical BS about being creative and winning awards but more about your people and who they are and where they have come from and what that brings to the table. Perhaps some personal creative that they have done one the side could turn the table.
It is possible that management is going through this exercise to negotiate prices and for clients everywhere I have to say "I'm sorry" but also realize that even if I were to do this that I am not a stone and would entertain the wild or different idea that draws my attention and this could completely change my mind on my original intentions.
If an agency is that concerned about the resources being used to develop the RFP they should only work with the client that is willing to spend more time with them to determine if this is the right fit. I surely won't choose an agency after just receiving a form RFP. Thats a waste of my time too.
If the list of agencies bidding is solely used to determine if you want to bid that is truly scary. If an agency backs out because another one is invited that is just funny. But at any point if an agency wants to know who is in the game they can know the numbers and names.
Talk to your client. If they won't talk or meet your standards then don't work with them. Set some standards and if the client doesn't meet them refuse.
Many times, management knows whom they will ultimately select. The proposal process is simply a way to comply with corporate guidelines or whimsy. Sometimes, there is no projected vendor change, but the management wants to renegotiate prices.
When any firm completes a proposal, it is very costly in terms of time, money and other resources. More often than not, ideas are presented that can be utilized without compensation. I
Anytime an RFP is released, those who are asked to bid are entitled to know how many others are competing and who they are. Then they can make an informed decision about whether or not they wish to participate. For other aspects of business, and our lives, we weigh factors to determine actions. Why should we be forced to make a decision like this in the dark?
There are companies who after choosing a company based on their proposal or presentation, do not even have the courtesy to contact those who were not selected.
To send out an RFP to twelve companies is unfair. It speaks to the fact that maybe a company will be selected. But a great deal of free creative has been made available by hardworking people tempted by the prospect of more business.
http://www.adtractive.net
Us sales people are busy too, and after a while, we become immune to RFPs coming from accounts we're a reach for or have never done business with. And its a question of focusing ones effort and time in the best place.
And actually- my last RFP for an agency involved basically doing the same exact thing 3 different times in different variations over the course of the last four months, all for a potential payout between $3-10k in online revenue.
Sorry we don't jump up and down all excited at the prospect of banging our heads into the wall!
My previous company we commonly would receive a last minute RFP with all kind’s invitations to come up with an out of the box proposal. Meetings would be called, site managers pulled in from their daily responsibilities even special moch ups’ of the program delivered from our over worked and under paid graphics person. In the end the buy would come through with IAB banners at about 1/3 RFP request.
I have to believe that personal relationship, be it developed through lunch, dinner, industry events, coffee, or even the 20th century invention the telephone would benefit both parties being well informed the buyer knowing what the publication is capable of to begin with as well as seller able to respond to a realistic RFP. And of course let’s not forget in the end this helps Advertiser get the best bang for their buck and commit more dollars down the road.
When the agency gives a proper amount of time, there really is no excuse for submitting sub-par work. There have certainly been instances when a pub I thought was a shoe-in to make a plan was left off, simply because the offering was far from unique.
Agreed that short deadlines make it difficult on the sites to come up with anything spectacular, but generally these are due to urgent & unexpected client requests. If we on the agency side present a lackadaisical media recommendation, we certainly hear it from the client & our bosses. This holds true even for those short deadlines.
It is up to the agency to provide information to the sites that enables them to be creative. If the RFP is short on info, the proposals will suffer. I have learned that the hard way & work to ensure they contain as much information as possible.
At the end of the day, everyone can tell lazy work from dilligent work. We are all accountable to someone.