Hello,
Reading time: couple of minutes, but you'll still have time for on-line shopping
We're revisiting last month's topic of how agencies and prospects perceive the significance of an agency's size and location.
One of our regular readers who knows a lot about this subject took a moment to comment and I think you'll profit by reading his thoughts.
He's Dave Beals, president of the well-known search/selection firm Jones Lundin Beals. You'll find his take on the subject below.
All the best,
Joe Grant
joe@joegrantconsulting.com
P.S. What we do best is help agencies do a better job for their clients. Find out more at our website www.joegrantconsulting.com.
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 Right Size, Right Place
Last month's article Size Matters? about Rainmaker Consulting's "Intelligent New Business Survey" generated some interesting reaction. Two major conclusions of the study contained apparent discrepancies: (1) Generally, clients don't feel that agency size matters, but agencies tend to believe it does, and (2) Agency location is not an issue to many clients... but it seems to be to agencies.
We received an unsolicited comment from a bona fide expert on factors clients consider when they pick agencies. David Beals is the president of Jones Lundin Beals, a leading agency search and selection firm that's been around since '72. Believe me, they know how marketers make decisions about hiring agencies.
Dave wrote:
"Joe:
"As always, appreciate getting your e-newsletter. I found this one interesting in that for many of our clients size and geography do matter. When I read the survey [see Intelligent New Business Survey - 2007 (PDF)], the reason for the discrepancy occurred to me: in this particular survey, a client is not going to put agency size or geography as the reason to "select one agency over another" -- and this is certainly true when it comes down to a client making a decision on one agency vs. another on a short list of candidates.
"But, when we are working with clients who are looking to find a way to get to that short list, size and geography can become big factors in determining whether I am willing to look at a small agency in St. Louis or Portland or wherever. And even when a consultant is not involved, many clients are consciously or subconsciously using any number of factors to screen down to a manageable list of candidates.
"By the way, the size issue can work both ways. There are many clients who hire us who don't want to get "lost" at a big agency.
"And, it is indeed true that there are many clients who do not factor in size or geography at all, even early in the screening process; in fact I am working with one right now.
"Having said all of this, I could not agree more that agencies can't afford to use their size or location as an excuse. Your advice is good as always. But if an agency does get turned down for an opportunity by a client using size or geography as the reason, it might well be a real concern on the client's part."
Thanks, Dave.
So sure, for some clients size and location do indeed matter. But my comments last month were directed at those agencies with an almost knee-jerk inferiority response who prematurely disqualify themselves even before a search consultant or prospect checks 'em out.
Never sell yourself short! Agency history books are peppered with stories of small agencies snaring a "too big" account which then becomes their springboard to the stars. It could happen to you.
Jones Lundin Beals, by the way, has a great reputation among the marketers and agencies they serve. Take a look at their website at Jones Lundin Beals and you'll learn how good search and selection consultants work.
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Cool Cards |
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Then again, many people reached the big time without a high falutin' degree. The website where we discovered this list of successful entrepreneurs is called, no kidding, College Startup - Get Rich From Your Dorm Room. |
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You know provocateur Seth Godin from his books "All Marketers Are Liars," "Free Prize Inside" and "Permission Marketing." He talks about his latest work, "Meatball Sundae," in an interview courtesy of Stone Consulting. |
About Grant Consulting
Grant Consulting, formed in 1992 by Joe Grant, is a consultative resource for advertising agency principals who want to improve their agencies. The firm works on a highly selective basis with agency senior managers to help them discover and then reach their full potential. Copyright 2007 Grant Consulting Associates, Inc. All rights reserved. We encourage sharing in whole or in part if copyright and attribution are included. Contact us at:
Grant Consulting
239.394.8220
joe@joegrantconsulting.com
www.joegrantconsulting.com |
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