 |
|
|
|
September 2008, Vol. 1, Edition 8
|
|
|
 |
|
|
 |
|
|
|
At ICOM HQ we are hearing more about client budget cuts, agency reviews and downsizing. This is understandable in troubled economies. We have seen it before and we’ll surely see it again. However, as part of ICOM you have advantages your competitors don’t …
|
 |
|
|
Dealing with a downturn is tough. Your clients are seeing their business slow; seeing customers stray to competitors; seeing lowered prices and diminished profits. Against your good counsel they’re cutting their budgets. Or worse, calling for an agency review, “Just to make sure we are getting the best thinking”.
What I suggest is that you call an “agency review” yourself. Well, sort of. Actually, it’s more of a brand review but it will make you look smart, proactive and sensitive to your client’s situation. And, subtly tell your client you are part of a worldwide resource that can be employed for their benefit.
How you can use your ICOM network to help?:
|
|
1) Tell your nervous client you would like to review the current marketing communications plan to insure it is still correct in the changing economy. Offer to show him/her what other companies in his category/business are doing in other parts of the world. Perhaps together you can pick up some new ideas to help their business.
2) Use the MAR system from the the ICOM website (http;//www.icomagencies.com) to gather samples of ads and promotional activities from your ICOM colleagues around the world.
3) If your client sells at retail you can ask your ICOM colleagues to shoot and email digital pictures of point of sales displays.
4) You can ask for samples of competitor’s web sites and digital activity.
5) You can ask your ICOM colleagues if they have anyone on their staff that has worked in your client’s business on the client or agency side and have a phone conversation with them to “pick their brain”. Or, invite them to come to your city to meet with your client.
6) You can even ask for focus groups or trade interviews. However, you should be prepared to pay for the other agency’s time and out of pocket expenses.
7) Armed with all this information you can host an impressive meeting with your client, show an international perspective of their business and develop some new ideas and plans.
If this sounds like a lot of work and expense, please compare it to the work and expense of defending your account in a real agency review. Or worse, losing the account. In an ideal world we would be doing these brand reviews regularly anyway, but usually we don’t.
Fortunately you have the ICOM network behind you; a resource your competitors don’t have. Our members respond to MAR’s because they know next week it could be them needing the help of the network.
Oh yes, one more thing. All of the above works for winning new accounts when some other agency’s client calls for an agency review.
Good luck.
Gary Burandt
ICOM Executive Director
burandt@icomagencies.com
|
 |
|
|
|
