Comments on: Newport’s John Pannell: “Ask for a Test Package, Not a Proposal” http://anewmarketingcommentator.com/2006/01/04/newports-john-pannell-ask-for-a-test-package-not-a-proposal Written by copywriter, creative director and social media consultant, Bob Cargill, A New Marketing Commentator is an eclectic series of insightful, candid commentaries on the trends, developments, topics and issues that are on the minds of marketers today. Sun, 29 Jan 2012 23:57:35 -0600 http://wordpress.org/?v=2.8.6 hourly 1 By: Jeff Brooks http://anewmarketingcommentator.com/2006/01/04/newports-john-pannell-ask-for-a-test-package-not-a-proposal/comment-page-1#comment-512 Jeff Brooks Fri, 06 Jan 2006 21:44:25 +0000 http://anewmarketingcommentator.com/?p=122#comment-512 I agree that agency RFPs can be a pretty lousy way to find out what an agency can do for you. I also agree that asking for a test package would show you what an agency can pull off in your real world. I disagree, though, that simply commissioning a test package will tell you what you need to know to hire an agency. Unless you intend to use your agency as a one-trick vendor, a test package won't tell you some very important things, like: - Does the agency share your values? - Do they have the wherewithall to take you places you haven't even dreamed about going? - Can the agency help you beyond direct mail to alternative media, online, broadcast, and more? - Will the agency own your budgets and long-term outcomes -- not just the performance of one campaign at a time? I know many nonprofits prefer vendor-type relationships over true partnerships. Many of the agencies that serve them are comfortable with that too. But that mentality really shackles nonprofit growth, keeps them in the direct-mail box, stifles creativity, and nurtures a destructive silo mentality that makes innovation nearly impossible. The decision to hire an agency is more important than one-shot direct mail performance. Get more information than that! I agree that agency RFPs can be a pretty lousy way to find out what an agency can do for you. I also agree that asking for a test package would show you what an agency can pull off in your real world. I disagree, though, that simply commissioning a test package will tell you what you need to know to hire an agency. Unless you intend to use your agency as a one-trick vendor, a test package won’t tell you some very important things, like:
- Does the agency share your values?
- Do they have the wherewithall to take you places you haven’t even dreamed about going?
- Can the agency help you beyond direct mail to alternative media, online, broadcast, and more?
- Will the agency own your budgets and long-term outcomes — not just the performance of one campaign at a time?

I know many nonprofits prefer vendor-type relationships over true partnerships. Many of the agencies that serve them are comfortable with that too. But that mentality really shackles nonprofit growth, keeps them in the direct-mail box, stifles creativity, and nurtures a destructive silo mentality that makes innovation nearly impossible.

The decision to hire an agency is more important than one-shot direct mail performance. Get more information than that!

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