The last time I waded in on Request for Proposals, a passionate and sometimes cantankerous debate ensued in our comments section. Seems this is a hot spot for a lot of people in the biz, so once more unto the breach my friends.
What do you do when an RFP meets your criteria for success, but includes a requirement for speculative creative?
You can line up a lot of arguments on both sides but here’s where I fall: we won’t do it.
The best successes Copeland has had in the past few years have been the result of key insights that have popped up during strategic sessions with our clients:
> Suggesting the introduction of a Catalytic Mechanism to put teeth into Columbia Fuels’ RVP last fall. (11% redemption rate on offer to current customers)
> Discovering the plausible denial in potential hearing aid customers and finding a way around it for Island Hearing. (15% lift in national sales)
> Getting BC Ferries passengers to travel mid-week with a discounted fare. (10% increase in mid-week reservations)
The restrictive and formal nature of communication within the RFP process doesn’t allow for the level of conversation and exchange of ideas that we think leads to game-changing insights.
So we just say no.