Advertorial
BRINGING CREATIVITY TO THE
STRATEGIC BID PROCESS
Technology brands are increasingly adopting ‘stealth’ marketing
techniques designed to help nurture the most profitable business
customers, as well as recruit new ones
op technology companies have always competed based presentations, as well as creative imagery and video
T
head-to-head but the technological case studies help to polish presentations and account
differentiators of the past are now merging into a pitches. By adding creative and visual impact, your pitch is
generic pool of capabilities that are difficult to set apart. differentiated and is enhanced through bringing new
This is prompting a shift in approach from mass marketing dimensions to the supporting communications. Marketing
to ‘stealth’ marketing where creativity is being sought in and communications tools and tricks make a significant
the areas of winning major bids and key account difference because the sales and account management
marketing. teams are either not aware of them or leave it too late to
Companies often quote that 80 per cent of new business implement.
comes from 20 per cent of marketing expenditure, or that 80
4. Post-support
per cent of profits derive from just 20 per cent of customers.
Measurement of who is viewing what and when through a
This wisdom is being used to not only nurture the most
portal provides an insight as to how the process is going
profitable customers but also to focus attention on securing
and will allow you to make quick and informed decisions,
more of the same.This article gives examples of how
such as adding updates that can be flagged and sent as the
leading technology companies are rethinking their
decision making draws closer. Learnings from previous
approach to winning new business and strengthening key
pitches and programmes can be factored into future
customer relationships. It also illustrates what marketing
pitches and best practice can be shared across the
can do to support the major bid process and key account
different account management and sales teams.
management teams beyond its traditional remit.
Over the past twelve months Volume has been working
5. Adding creativity for impact and empathy
with its technology clients to reshape the way they respond
Major bids are intensive projects and the process can be
to major bids and to develop sustainable programmes that
strictly governed and regimented. There is however the scope
help to strengthen existing customer relationships.Volume
to break from tradition and look at new ways of delivering
is supporting its clients through a structured delivery
and presenting the tender. By using mixed media to deliver
model that includes the following:
and support the bid content, the presentations become more
1. Pre-support engaging and interactive. This also demonstrates a willingness
This involves developing a strategy in conjunction with the for innovation, a key attribute for a technology company and
sales and/or account management teams. Various creative one that helps to differentiate the proposition.
routes are also explored and tested to help strengthen the A creative route or theme also helps to create instant
communications. Once these have been decided a empathy with an audience and one way to achieve this is
communications plan and content delivery mechanisms using imagery that is aligned to the prospective customer’s
are implemented and all stakeholders are engaged. brand not their own.
Using imagery in bid materials helps the audience make
2. Online communication and interaction tools an immediate connection with what is placed in front of
Bespoke portals are ideal for supporting both the bid them. It acts as an ice-breaker, creating a less formal
process and as customer engagement platforms. Creating environment.
a memorable site to support a tender can contain more
6. Project management
than just the Request for Proposal. They can help to
Involving your agency in the pitch process gives you the
reinforce the brand and the commitment to wanting and
opportunity to have proactive project management that
winning the business. Portals also provide a focus for the
aligns all the different stakeholders involved in the process.
business being pitched for, as it means all the necessary
Collating information and synergising the content from
information is in one place, being concise, structured,
various sources helps to strengthen the presentation and
relevant and accessible. Content can be tailored to match
reduces last minute changes and frustrations. The entire
the business goals outlined in the tender meaning, and the
pitch process becomes smoother and more structured and
.com site does not have to be trawled, helping customers to
the end result significantly stronger.
better access a prospective vendor’s capabilities and
To contact Volume, email Volume is supporting technology companies such as
culture.
chris.sykes@volume.co.uk Oracle, AT&T and Dell and can demonstrate how this
or telephone 3. The pitch approach has helped to win new business and extend their
0118 977 5800 Utilising tools such as Pitchcraft to support Flash or PPT- footprint in some of their major accounts.
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