The Marketing RFP Saga
First off, I know that everything has already been written about the evils of marketing RFPs. We are all aware that they can be demeaning, offensive, and unfortunately, ineffective. No one would ever dream of hiring a lawyer, heart surgeon, or even a therapist through this process, but it’s okay to put marketing firms through the indignity of a poorly conceived and/or ridiculously executed RFP. It happens every day. Mascola Group’s official position is that we don’t respond to RFPs. We also make official exceptions to that official position. As an example, we jumped at the chance when we were invited to participate in the RFP for the new Bugatti. Who wouldn’t?
Allow me to dream for a moment and try out a radical idea: The Reverse Marketing RFP. It qualifies as a “reverse” RFP because instead of a potential client asking agencies to compete to be chosen to work with that client, the “reverse” RFP invites potential clients to compete to be included in the agency’s client roster – radical, right?
But why is it so radical?
We are a small firm that makes money by helping our clients to make even more money. Our strategic insights combined with our mastery of the tools in the marketing toolkit allow us to devise and execute the right combination of online and offline tactics to empower the action steps in our clients’ business plans.
We choose to operate our company with senior strategic experts, and without the “second-string” levels that add bulk and allow the “bait and switch” tactic where the client never again sees the people who pitched and won the account in the beginning. Because of our top-heavy structure, we can really only serve about a dozen clients at one time. The amount of research and brand knowledge that goes into our advanced thinking simply requires too much mental bandwidth, and we never shortchange a client that pays us well for our time. Our client relationships tend to last over six years, many even longer. We are doing a few things right.
But we occasionally find ourselves with the opportunity to add one new client to our roster. When that happens, it’s my chance to dream:
The Mascola Group Request for Client (RFC)
The best Strategic Marketing firm in the business is looking for one new client to work with.
This client must have a demonstrated desire to grow and expand, to track down qualified leads, gain market share, and expand their customer base. They must understand the importance and role of marketing to ensure the success of their business plan, and should be open to examining all aspects of their current marketing efforts, with no sacred cows or legacy practices to interfere.
If your company or organization can benefit from a fresh look at your growth engine, and you are willing to make the financial and intellectual investments to rev up that engine, perhaps it’s time that you talked to Mascola Group.
Please submit a letter explaining your current predicament and your short- and long-term goals.
There is no need to answer a questionnaire, provide references, develop spec creative, or any of the many difficult requirements often included in this process.
Let’s just see if our firms are compatible. Do we, and can we, operate with mutual respect? Can the relationship be a win-win for your firm and ours? We will select only the best client candidate from those that respond.
Deadline is March 6. Email chuck [at] mascola.com
Pinch me. I’m dreamin’.
Tags: agency client relationship, B2B marketing, marketing RFP, unconventional marketing strategy