Thought I'd share with you some insights gained from CMO's on how best to approach them for new business.
From the Director of Marketing for a major liquor brand:
"I'd prefer a referral through a friend or former colleague. I always respond to those. I toss mail out. Rarely return unsolicited calls, and if they catch me live I usually politely decline and say we are covered. That's the truth. No time for meetings at this job!"
So, forget cold calling and mailers. It's all about your network of contacts. And if you're the incumbent agency you have one hell of an advantage, so try really hard not to drop the ball.
And this from a Brand Manager for a global Fortune 500 company:
"Maybe if you want to change the game think about how you approach clients differently. I get probably 50-60 calls, emails, direct mails, etc. PER DAY from agencies and creatives, EVERY ONE OF THEM telling me they are the best, they are different, they are unique and every one of them coming across as very much the same.
Start looking at ways to differentiate yourselves EARLIER in the process. If you all approach us in the same way, with the same pitch and the same sales lines then maybe we'll stop treating you as commodities."
The key line: differentiate yourselves earlier in the process.