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Wouldn’t it be great if your agency could offer a service different from anything your competitors are doing — even if they’re much larger agencies than yours?
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Wouldn’t it be great to offer custom research your prospects can afford?
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Wouldn’t it be great to give them one more reason to choose your agency over the other guys?
Welcome to Audience Audit.™
Can you really use research to drive new business?
You bet! There are three main ways our agencies are using our work to drive new business:
Our clients are offering prospects insights that competing agencies can’t match.
“Data” is the name of the game these days, and clients have been conditioned to expect that their agencies will bring them data-based recommendations. Most small- to mid-sized agencies feel at a loss when it comes to sourcing and understanding research, and it can be difficult to justify research specialists with a small agency team. Often external resources for research aren’t a good fit for our clients, who find themselves treated as very small fish in a very large (and expensive) pond. Clients working with us can deliver an affordable, accessible resource for statistically-reliable data that other small- to mid-sized agencies can’t.
Our clients are doing research for their own agencies, to understand the needs of buyers in their target categories.
Our client agencies have used custom category segmentation to gain meetings with industry leaders and demonstrate their category expertise in a way competitors relying on “canned” research reports and focus groups can’t hope to match.
Our clients are showing prospects case studies of projects for their other clients to demonstrate the effectiveness of building strategies based on data.
Once agencies have worked with us, they can show how they’ve used this research to support successful initiatives for other clients.
Is this research really different from what other agencies are offering?
We speak to a lot of agencies, and when we do we always hear, “Wow — this is something really different.”
While there is a lot of discussion in the agency world about big data, segmentation and audience insights, small- and mid-size agencies aren’t finding other resources that offer 100% customized research, segments based solely on attitudinal components, and client-friendly findings helpful and accessible to these agencies and their clients.
Clients also tell us that the prospects they sign often identify the opportunity to do custom research as one of the deciding factors in awarding the agency their business.
Virtually all of the agencies we’ve served since 2009 have come back for more work. We must be doing something right.
How do I know other agencies I’m competing against aren’t working with you too?
Well, you don’t. But we’re small, and our client list is too — we work with around 25 agencies currently, and they’re all over the country. In the rare case that we are contacted by multiple clients pitching the same business, we commit to the first agency who contacted us about the project.
