Rainmaker Survey 2006 Summary
What do decision-makers really want?
In terms of making conclusions, we believe these statements speak out clearly for themselves. Each comment is verbatim and from a different decision-maker. To reassure you on seniority, quotes gathered here for example include one each from a European marketing director at Sony, a communications director at GlaxoSmithKline and a chief procurement officer at BAA: -
1. "I receive so many cold emails from agencies that I don't pay much attention to them. I prefer information by post as it tends to get better cut-through with me."
2. "I understand that cold calls are part of business and therefore necessary, but cold emails are not welcome."
3. "I don't like emails or calls, but if there is something relevant that someone has to talk to me about, I don't mind a phone call. I hate cold emails."
4. "I want creative, relevant approaches, with something for me to read, digest - literally get the feel of."
5. "I want to speak to agencies that know my business, that are informed, that aren't just phishing."
6. "I don't want agencies cold calling me unless there's a VERY good reason."
7. "I like agencies that don't try and sell to me but that want to understand my business."
8. " I do hate agencies with self-serving media coverage - it's always transparent twaddle."
9. "I pay agencies for results, not for flattery or for dinners."
10. "I want an agency that is creative, not one that thinks that being creative is jumping on the bandwagon."
11. "I like agencies that are interested in me as opposed to trying to sell me something."
12. "Some of the agencies that call me sound more like tele-sales people."
13. I can't distinguish, let alone recall, 9 out of 10 agencies that approach me."
14. "If they stay in touch without any of the hard selling then who knows."