Marketing,Company,Search,RFP,M marketing Marketing Company Search: RFP Management

Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t

Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable{mso-style-name:"Table Normal";mso-tstyle-rowband-size:0;mso-tstyle-colband-size:0;mso-style-noshow:yes;mso-style-priority:99;mso-style-qformat:yes;mso-style-parent:"";mso-padding-alt:0in 5.4pt 0in 5.4pt;mso-para-margin:0in;mso-para-margin-bottom:.0001pt;mso-pagination:widow-orphan;font-size:10.0pt;font-family:"Times New Roman","serif";}An RFP (Request for Proposal) can be useful in the marketing companysearch selection process, if you already have a final shortlist of marketingcompanies, and it’s necessary to get a comparison before a final decision.  Unfortunately, an RFP is usually a call for disaster. Mostbusinesses don’t manage the process effectively, and send a lengthy, complex RFPto a long list of marketing companies. Throwing a lot against a wall to seewhat sticks is a waste of time. A marketing company needs to be super selectiveabout whom to pitch to and has to consider if it even have a decent shot at thebusiness. Because it requires an enormous amount of time and work to produce awell thought out and effective RFP Response, it often alienates the superstars, and the marketing company best suited for your needs may decide not toparticipate. A short and savvy RFP is more helpful and productive for levelingthe playing field to a shortlist of viable finalists, all of whom are seriouscontenders. If you’re looking to hire an advertising agency, PR firm or anytype of marketing company, there's a ton of questions that go into the process. If you issue an RFP, consider thefollowing best practices: -     Start with the right marketing company short-list. Take the time to research a marketing company thoroughly, or hirean agency search firm or agency consultant to help. Only issue the RFP to amarketing company whom you’ve met and are serious about hiring. Many marketingcompanies can be better targeted or easily eliminated without wasting your timeand theirs.  -     Make the RFP short and savvy. Each RFP willbe different, depending on the particular needs of your initiative. However, theyshould all include: Ø  Business background Ø  Project description and general scope of workØ  What’s the reason for the pitch? How this work has been handledbefore? Ø  Goals, objectives and current challengesØ  Budget range; not necessarily a specific number, but a guidelineØ  Timing: When is that marketing company to be hired? Ø  Decision criteria: How the decision will be made and what will ittake to win? -     Don’t ask for spec, or be preparedto pay for it.  A marketing companyassumes you’re just fishing for ideas. It’s a big turnoff, and can often be a deal-breaker. Thebest work comes from a solid strategy and a beneficial brief. If you reallyneed to see spec work, make it project fee and compensate them accordingly. Thisway, you’ll get the agency’s best work andexperience what it’s like to work with them.Ifyou are a marketing company providing a RFP response, consider thefollowing:  -     Always get a meeting. At a minimum atleast get a WebEx, to see if there is a first a meeting of the minds. You may find this account is not a great fit for your team. -     Be short and savvy. Don’t give a 3 hour capabilities presentation. Doit in less than 30 minutes. Don't bore them to death; show how and why you're valuable.  Don’t use PowerPoint, unless it’s about showand tell. -  Give some ideas-but not the store. Focus on:Ø  How you approach a client’s business, and how your team would addvalue to it Ø  Strategic  direction; toplevel ideas on where you’d take their business Ø  Team bios Ø  Results for similar clients or case studies  -     ROI Oriented. Focus on what the clientis going to get for the fee. Return on investment has never been more top ofmind. -     Watch out for spec. Are they just fishingfor ideas? Perhaps. But, going too far is risky and can actually backfire. Workdeveloped without adequate research and strategy has a big chance of being(way) off the mark, and not necessarily indicative of what you could do if youwere hired. Ask for a project fee. It’s a great way for your team and theclient to test the waters.  These guidelines will help make the marketingcompany search selection process smoother for both clients and marketingcompanies, helping both sides connect in a more effective way.