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It happens. A one-off ad. A captivating app. A single pitch participant. Perhaps even captivating theatrics. It’s something that outshines everything or everyone else in a pitch – so much so that it distracts you from the other content or people in the pitch process.
Shiny objects are mesmerizing distractions that have you focusing on one thing rather than the holistic offering being presented. But unfortunately, usually the wrong thing.
Shiny object ideas can be a dangerous thing – for one thing, they can take many forms:
- A single presenter who outshines all other participants
- An engaging app
- A single ad within a campaign
- A single event that augments other creative
- A one-time PR stunt
- A unique media placement idea
- A one-time promotion
- Pitch theatrics
The list goes on. But the common thread is they’re all one-off ideas or an individual that captivates so intently, that it distracts you from everything else.
Generally speaking, shiny object ideas have short life-spans and once executed, the broader attributes of the pitch come to the fore and the cracks begin to emerge.
So what steps should marketers take to guard against and avoid shiny object distraction in a pitch situation?
Understand your own organization
Understanding your organization’s issues as they relate to calling an agency search sets the framework for what you’ll be looking for and what’s really important in your evaluation process. Our agency health check or incumbent agency stakeholder process can help focus your team on what’s important and avoid being distracted by shiny object ideas.
Know what you’re looking for
Before calling an agency search (and before the opportunity for shiny objects can present themselves), articulate the key criteria that are important in your search process.
Align your search team
As your search team comes together, ensure everyone understands the reasons for calling a search and what attributes you want them to uncover in a new agency – regardless of any shiny objects that may appear in the process.
Create a great scorecard
Developed properly, scorecards can serve as an invaluable tool in the search process. Well-crafted, properly structured scorecards are essentially the written defence against shiny object ideas. More on creating scorecards here.
Identify your deal-breakers
In any agency search process there are likely deal breakers that would likely prevent you from selecting a given agency. It might be chemistry, it might be price, it might be process – whatever it is – be sure your deal breakers are addressed – irrespective of shiny object ideas that may have been presented.
Ask the right questions
I’ve written before on asking smarter questions for smarter results and these questions can be a valuable check against shiny objects presented in a pitch situation.
As bright and dazzling as shiny objects may be, don’t be mesmerized by their fleeting appearances that outshine what’s really important in an agency pitch and agency evaluation process.
Image by freepik.
During most agency pitches, emphasis is typically placed on the functional capabilities of the agencies you’re evaluating: Size, scope, capabilities etc., balanced against strategic and / or creative proof points – all weighed against an acceptable financial model.
So, how do you discover if the presenting agency is truly your creative soulmate? Here are some insightful questions you might like to include:Describe your ideal client. Do we match that profile? This should open a discussion about mutual expectations and fit. Understanding their ideal client profile helps you assess compatibility and whether your values and communication styles align. It also gives you the opportunity to address any gaps and clarify your expectations.
When was a time you disagreed with a client and how did you navigate it? Collaboration needs to thrive on healthy debate and open dialogue. This question reveals the agency’s communication style, conflict resolution skills, and their ability to defend their creative vision while maintaining a client-centric approach.
What’s your biggest internal challenge, and how are you tackling it? No agency (and no marketer) is ever perfect. This question assesses self-awareness and the agency’s commitment to improvement. Their response shows how they address internal issues, which reflects their ability to handle yours with open communication and a problem-solving mindset.
What cultural, social, or technological trends excite you, and how could they impact our brand communication? Agencies with teams at the forefront of industry trends bring essential insights to the businesses they work on, and this question should help reveal their understanding of today’s of what’s going on the world and how and why that’s meaningful to your audiences and your brand.
Tell us about an accomplishment you’re particularly proud of that isn’t in the case studies you’ve shared. This should be an opportunity for your prospective agency to showcase hidden gems without missing a beat. It’s should also give you a deeper understanding of what truly excites them and motivates them as a team.
What question haven’t we asked that you wish we had? Sounds overly simple perhaps but it’s a question that should empower your prospective agency to showcase their unique selling proposition and address any concerns you might have missed. It will also demonstrate their confidence, transparency, and eagerness to make a lasting impression.
- Do we like them?
- Do they like us?
- And do they like each other?