One new business strategy that many agencies employ is sending prospects letters, portfolios and very creative mail pieces.  Two big questions:  How often should agencies reach out to the same prospects and does it result in new business?

Clearly in the perfect world an agency would get a call from a prospect who says,  “we have let go our current agency because of what we saw you have done.  We want to hire you immediately.”  I can’t blame them.  I’d like to get that kind of call when we send out a mailing.

What we’ve heard in our work with clients on agency reviews is interesting.  They remember an agency that sent them something and may suggest that we look at it to see if it meets their Selection Criteria.  We have never had an instance where the client says, “I got a mailing from them and I want them in.”  We’ve also heard clients say “boy, agency X is persistent and it is driving me crazy.  Contact them to get them off my back.”  They do not say to definitely include the agency in the review.

It makes sense.  Think about your own world and how annoying it is when someone trying to sell you something doesn’t quit.  

So our recommendation is to make the outreach relevant.  The more personal the mailing the more likely a prospect will look at it.  Sending big, overdone pieces is not any more effective.  And don’t reach out too frequently.  The result is the opposite of what you intended.