Archive for June, 2011

We’ve had an interesting string of new business pitches as of late that are worth revisiting, as I’m curious to learn if other firms or owners are experiencing the same outcomes.

First let me say that we’re a bit spoiled, as we’ve won more pitches than lost over the years.  An enviable batting average, for sure, but the astute sales and marketing professional would respond to such a statistic by saying we simply haven’t attempted enough pitches in the first place.  Fair enough.

Yet, when you’re used to winning competitive pitches you tend to analyze more deeply the occasional loss – especially when the differences between the winner and the losers are more easily defined and understood.

Two quick case studies: the first involves a prospect we had pitched previously, and lost, only to be called back to pitch again.  The second study involves a loss to an agency that admittedly didn’t know the prospect’s products or industry, but won the business anyway.

In case study number one our initial loss came to a firm that showed more “flash and sizzle” than did we during the presentation, and convinced the prospect that they were better suited to help elevate their brand.  In case study number two, a more recent loss, the winning agency did a better job of exciting the prospect about “all the possibilities” a partnership with them could bring.

In both cases, we were “out-sizzled” in our presentation.  You see, we are who we are, in that we’re a no-nonsense strategic firm that has a history of planning for and executing campaigns and tactics that achieve measurable results for clients.  I know…doesn’t exactly sizzle.

What’s interesting is that in case study number one, the client contacted us after six months with the previous winning firm, and asked us to come back in.  They’re now a good client for LePoidevin.  Case study number two is a more recent loss.  Who knows what the future may bring.

From these two case studies I and we have learned two things: stick to your principles and be yourselves, but add a bit more sizzle to your presentation.


  • Tuesday, June 21st, 2011

  • LePoidevin world tour

    Last week I finished a four-city, three-country focus group project for one of our clients. Moderating the groups was an interesting study in personality differences and group dynamics.

    In Toronto, the group seemed positive and optimistic. New York City participants were intrigued, but skeptical – and they practically demanded proof. In San Francisco, the group members were warm and open, and eager to teach me what is important to them. And in London, the focus group participants were polite and formal, but every bit as skeptical as those in New York.

    I’ve found over the years that the “average” focus group participant attends because they are curious and anxious to share their opinion. As much as things are different across the world, some things remain the same.

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  • Friday, June 10th, 2011

  • To Tweet or not to Tweet

    In the weeks leading up to a tradeshow I recently attended with a client, I began Tweeting on their behalf. Using the show’s hashtag, I drummed up some pre-show interest, and even caught the eye of an attending editor, who wrote a blog about our client’s product that was going to be on display.

    When I arrived at the show, live Tweet boards throughout the exposition allowed people to post comments. Although I continued to Tweet and promote my client, very few others were using this platform. In fact, the number of exhibitors who were also using the Tweet boards was less than 10. And this was a fairly large show with several hundred exhibitors and thousands of attendees. (more…)

  • Thursday, June 2nd, 2011

  • Pendulum swings

    I just read with great interest the findings from a recent marketing industry survey administered and offered by RSW/US, a professional development organization that excels in agency-client relations.  

    With all proper attributions to RSW, their data points to a trend in agency-client relationships that for me is quite refreshing, as I’ve been predicting it for months. The move by several clients in past years from full-service agencies to those who specialize in one discipline or another – like digital or social media – is reversing course, according to the latest feedback from leading client-side marketers.  (more…)