links for 2011-04-15

  • They summarise why a prospect will agree to meet an agency based on calling prospects who meet the agreed criteria of vertical market, size, spend, profile and location.
    Rapport with prospect (this scored highly in those disciplines where there are neither discernible differentiators nor clear ROI, for example, Creative or Corporate communications agencies)Direct relevant experience supported by case studies (this scored highly in all disciplines, particularly PR and creative)Proven ROI supported by case studies (particularly relevant in PR and Direct Marketing)Unique methodology (primarily in Research)Niche skill set, namely in technology (mainly in Digital and Research)Chance of gaining insight from the meeting (mainly in creative and PR)Location of the agency (again, mainly in creative and PR)

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