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For years, we have relied on oversized brochures and TV reels to introduce our agency and capabilities to prospects. But neither seems to be quite right anymore because:
1) With increased focus on sustainability, we rarely hand out copies of our brochure these days.
2) As we do more with non-traditional media, TV reels don’t show a complete picture of our capabilities and could create a perception that we are out of step with the times.
3) The Web has gained importance for promoting our agency, but we’re finding that we would like to have something to send/leave with a prospect that provides insight into our credentials and work.
I’d love to hear how other agencies that are facing a similar dilemma are doing about presenting their credentials and capabilities. Please comment on:
-- How is your agency packaging its credentials to be more relevant in today's market?
-- What types of pieces/mediums do you use?
-- How are you packaging "difficult to show" capabilities, such as viral, search, and public relations?
Diane Woodruff, Director Business Development, Cronin & Company