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This year at our four ICOM Regional Meetings (Taipei, Bucharest, Boston & Lima) we are asking the “regular” attendees, usually but not always the CEO, to bring some one else from the agency. Here’s why…
At our recent International Management Conference we discussed the need for others inside member agencies to be aware of all the help available through the
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ICOM network. That’s important because quite often those in the best position to use our unique resources and relationships are those most involved in the day to day activities of helping their clients’ business grow.
For instance; an account person hears their client is considering expanding to a new country. That account person can then contact the ICOM member in that country and get a quick report on the market situation in the client’s product category, get a competitive analysis with samples of the current advertising and spending levels, get store checks with photos of point of sale displays and get information about any cultural/governmental issues the client should be aware of. The colleague ICOM agency might also be able to make useful introductions to distribution and media influences. All this can take less than a week if necessary.
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The first agency then can go back to their client with a lot of useful information. They look smart and responsive and secure the relationship. The colleague agency earns an introduction to a new client and is happy to pay a “finder’s fee” to the first agency. And, certainly the client benefits because he has better information with which to make decisions and a knowledgeable partner in his new market.
The ICOM network then gets the beginnings of a new multi-market account they can use as further evidence of our international credentials in new business pitches.
Win, win, win, win.
This scenario actually does happen within ICOM, but not enough. And it only happens if those in a position to use the network understand it and how to use it. That’s why we are asking more people from member agencies to come to our regional meetings. They need to see how our extraordinary sharing of ideas and information can help build businesses; yours, your clients’ and the networks.
See you there.
Gary Burandt
ICOM Executive Director
burandt@icomagencies.com
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