Be recommended by your existing clients and win new business
“RAR acts as a professional and fair conduit and on both occasions we received briefs from them they were very perceptive of client and market needs and helped focus us from the start. Both briefs we received, and won, were for household names – brands normally very difficult to engage.” Mark Fowlestone, Director, Multiply, new supplier to Highland Spring
“RAR provided invaluable support in fast-tracking the agency selection process. They brought a unique market insight to help us rapidly develop a shortlist and offered strong advice on the selection process itself. Working with RAR helped us get a great result in a fraction of the time.” Paul Condron, Marketing Manager of Highland Spring
Why marketing suppliers should know about RAR Marketing success increasingly depends on working with the right suppliers. That’s why so many clients use RAR to make an informed and effective choice when it comes to marketing services. Our model is simple. In essence we take up client references in advance. You provide client references who we contact and ask to rate the service you provide. If your overall score exceeds our quality threshold you can join our register of recommended companies.
Brand owners use the RAR service as a resource to help them to choose new suppliers that come pre-qualified. This means that when clients use RAR to assess suppliers they know that they are looking at companies who come recommended by their peers. It costs nothing to become a recommended agency and you could be in the running to win significant new business.
10 reasons to become recommended 01 It costs nothing to become recommended. 07 You could win an RAR Award – an award that is based on how highly 02 We provide information to clients your clients rate you. based on our research so you may be
asked to pitch for new accounts.
03 Clients are using our information to assess agencies so you could miss out if you are not recommended. 04 You’ll get in front of clients who might not consider you otherwise. 05 You could be included on the shortlist of a client that you didn’t know was looking for a new supplier. 06 We can give you an impartial, independent view on your performance in the research.
08 We promote your recommended status through our website, awards and publications. 09 You can promote your recommended status in your own literature, giving you independent credibility. 10 Where clients use our consultancy service, we help to make the pitch process more sensible (e.g. by advising clients to limit the number of suppliers pitching) so you know your pitch resources are being used wisely.
HOW TO GET STARTED
Create an account on www.agencyregister.co.uk
Add your client references – invitations to rate you will be automatically generated
Attain at least 3 ratings which meet our threshold to attain recommended status
Why clients USE RAR to choose marketing suppliers Put yourself in the shoes of a marketing budget holder. You and your team are bombarded with agencies knocking on your door trying to get their credentials across. You probably aren’t looking for a new supplier but you know you should have a good handle on who is out there. And then when you do need a new supplier, you face a huge process of rooting out the best ones for your brief. That’s why the RAR is a valuable resource for these busy people whose real job is to deliver the marketing ROI, not to spend time finding out about potential suppliers. Clients whose budgets range from modest to mammoth are using RAR to hone down their search for new suppliers because: • Our information is based on agencies’ existing clients’ opinions – so they have an independent assessment of their potential suppliers. • Agencies don’t have to pay a fee to become recommended, clients can use RAR as an impartial intermediary. • Access to our information is easy – clients can use our online tools easily and in their own time. • We can provide them with as much or as little support with their agency selection process as they need. • We know the market so they could find a hidden gem. • They can save time and resource by avoiding extensive market searches. • They can choose with confidence as they know recommended suppliers deliver customer satisfaction.
“If you’re looking for any marketing agency talk to RAR. They made it simple for us to select the right agency partner and effectively managed the briefing and responses on our behalf. This was all with little intervention from us once they understood our business objectives.” Jumoke Oyadare, Digital Marketing Manager, City and Guilds
t 0845 004 5626 e email@example.com w www.agencyregister.co.uk
How does the research work? If you are a marketing service supplier you can create an account on www.agencyregister. co.uk which is free of charge. You then add your client references to the site so that RAR can invite them to rate you. Clients can also visit the site independently and rate their suppliers. You will be rated on: • Client service • Creativity • Effectiveness • Professionalism • Strategic thinking • Value for Money
As soon as you have received at least three ratings you can order a ratings summary report to let you see how you are perceived. Individual client ratings are never attributed. If your ratings take you over our quality threshold, you become recommended and you will become a Basic Member which is also free of charge. You can then elect to upgrade to one of our higher level memberships.
What happens once you are recommended? Brand owners can use RAR to find marketing services without any direct involvement from us, by using the web-based information and reports. So it’s important to make sure that you have as much information on the RAR site as possible. We can offer various platforms for you through our different membership packages. Some clients want to get additional support in finding their marketing suppliers and will use our consultancy service. We provide them with longlists, shortlists, support with their briefing, assistance with running pitches – as much or as little
as they require. We only put forward agencies that are RAR Members, so if you want to use your status to get on the pitches that we are running, you need to upgrade your membership. You can do the research and become a recommended agency for free. But if you want to use your RAR status to improve your competitive advantage, the ideal way is to take out one of our paid memberships (see page 6 for details). You can then start to provide more information to RAR to help clients decide whether to approach your company.
What if you are not recommended? It may well be because you don’t have enough client references who have rated you. We can tell you if this is the case. If you have got enough client references but you have not reached the required level to become recommended, you’ll no doubt want to find out why. You can order a report online and download it immediately to see why your clients aren’t too happy with you.
4 ways to use rar 01 Showcase yourself to clients searching for suppliers on the RAR website. 02 Promote your recommended status independently.
03 Learn what your clients think of you. 04 Get included on pitches we are running for clients.
Why the RAR website is a valuable tool for clients searching for new suppliers: The RAR website provides a single source of information which clients can use to learn more about pre-qualified suppliers. They can: • • • • • • • • •
Search for recommended agencies by geography, speciality, sector experience Create ‘watch lists’ to keep up with updates that agencies make Create tailor-made reports which allow them to compare ratings for agencies Make a discreet assessment of the options available Verify recommended status Create reports on individual suppliers View comments from existing clients Rate agencies they are using Sign up for consultancy services
Search results page
Facility for seeing latest company news
Case studies with video option
t 0845 004 5626 e firstname.lastname@example.org w www.agencyregister.co.uk
RAR membership packages (For recommended suppliers only) PROFILE £795 + VAT per year
PREMIUM £395 + VAT per year
STANDARD £195 + VAT per year
BASIC Free membership
Profile Member Benefits • Opportunity to be put forward for client pitches. • Eligible for the RAR Awards (free to enter but exclusive to Premium members and above). • Free RAR logo (normally £89) to use in your marketing • Free certificate (normally £49). • Unlimited agency ratings reports (normally £89) • Clients can order a supplier assessment report on you. • Access to content-rich profile page where you can give much more tailored information including unlimited case studies • Featured supplier on homepage • Updates appear on homepage • Access to pitch doctor service • 20% discount on other RAR products.
PROFILE MEMBER SEARCH LISTING
Profile member online content • • • • • • • •
Locations Services you are recommended for Telephone number Web address Year established Number of employees Services provided Sector experience
• • • • • • • • •
Company description Contact email Client list Current projects Recent awards Case studies Key staff News Testimonials
PrEMIUM Member Benefits • Opportunity to be put forward for client pitches. • Eligible for the RAR Awards (free to enter but exclusive to Premium members and above). • Free RAR logo (normally £89) to use in your marketing • Free certificate (normally £49). • One free agency ratings report (normally £89) • Clients can order a supplier assessment report on you. • Access to pitch doctor service
PREMIUM MEMBER SEARCH LISTING
STANDARD Member Benefits • Opportunity to be put forward for client pitches. • Free RAR logo (normally £89) to use in your marketing • Find out how your clients rated you from your summary ratings report for £89 • Purchase RAR certificate (£49) to display in your office • Clients can order a supplier assessment report on you. • Access to pitch doctor service
STANDARD MEMBER SEARCH LISTING
BASIC Member Benefits • Find out how your clients rated you from your summary ratings report for £89 • Purchase RAR quality marque (£89) to use in your marketing • Purchase RAR certificate (£49) to display in your office • Clients can order a supplier assessment report on you. • Access to pitch doctor service
BASIC MEMBER SEARCH LISTING
PREMIUM member online content • • • • • •
Locations Services you are recommended for Telephone number Web address Year established Number of employees
• • • • • • •
Services provided Sector experience Company description Contact email Client list Current projects Recent awards
STANDARD member online content • • • •
Locations Services you are recommended for Telephone number Web address
• • • •
Year established Number of employees Services provided Sector experience
BASIC member online content • Locations • Services you are recommended for
RAR Products & Services Client Consultancy
RAR’s sole aim is to help brand owners to get the very best agency for their needs. In our consultancy service we can help clients to prepare briefs and run pitches but principally our role is to identify their longlists and shortlists based on the ratings of other clients. Clients pay us for this support. Only agencies which meet the needs of the clients and are Standard or higher members are put forward for pitches. When we make a successful recommendation the successful agency pay us a commission.
Annual awards scheme which takes place in March in London. They are based on client ratings and will recognise marketing suppliers who provide excellent client satisfaction. The awards are free to enter but are only open to Premium and Profile members.
These printed directories are designed to help clients to choose marketing suppliers. Any recommended agency can elect to promote themselves in these publications. Profile members get 20% discount.
If you would like to do a dress rehearsal for your pitch before coming face to face with the client, we can give you constructive feedback on your approach to the client brief and improve your chances of success. Cost available on request. Profile members get 20% discount.
RAR Quality Marque Logo
You can use this marque on printed or digital materials to reinforce the high regard that your clients hold you in. £89+vat per year or free to all Standard members and above.
Visitors to your office can see that you are a recommended agency if you display this prominently. £49+vat per year or free to all Premium members and above.
Agency Ratings Report
As soon as you have more than three client ratings, you can buy a summary report to help you see your areas of strength and any weaknesses. This report can give you a clear insight without having to set up an expensive research study for yourself. £89+vat per report. Premium Members get one free report and Profile members can have unlimited free reports.
t 0845 004 5626 e email@example.com w www.agencyregister.co.uk
What our clients say “In looking for a PR Agency we approached the RAR with our brief. The RAR put in the time and effort to understand what we were looking for and put forward a strong shortlist for us. As a result we’ve found the right agency with which to form a long-term relationship.” Marketing Controller, Typhoo
“RAR made the agency selection process very simple from my viewpoint. The calibre of candidate agencies nominated was excellent and the process projected our brand in a professional light which I attribute to your expertise. All our stakeholders are delighted with our new marketing partner.” Centre Manager, CBRE
“Working with RAR helped us make a really informed and objective choice when appointing our design & branding agency. RAR helped us speed through the whole process in a really enjoyable manner, saving us valuable marketing resource. I would recommend RAR to anyone looking for new agencies.” Head of Brand, Carphone Warehouse
“RAR dedicated significant time to understand the brands goals and match the best agency for the project. Overall we’re very happy with the result and ended up with a great campaign.” Group Brands Manager, AG Barr
“Picking the right agency is one of the most important decisions that can ever be made for a brand... RAR helped Halewood International enormously by providing speedy, detailed and useful information which was used to shortlist potential partners resulting in a positive outcome for the Lambrini brand.” Senior Brand Manager, Lambrini, Halewood International
“When reviewing digital agencies for a major web tender we used the RAR. As well as providing a thorough list of good potential partners we found the information provided about the agencies particularly useful, we’ll definitely use RAR again.” Communications Manager, Scottish Museums Council
“I found the RAR very useful, it provided me with further market information when I was looking to appoint a DM agency. As well as being easy to use, the search function validated my thoughts and presented strong candidates. Though in a few cases recommended agencies had not submitted their facts and examples of work which meant I was less likely to consider them.” Marketing Director, Premierline Direct
MORE ABOUT US We have five years experience of researching marketing suppliers. RAR’s research was initially started by The Drum magazine in 2004 and covered the UK outside London. In 2007 RAR became a separate business from The Drum, but remains part of Carnyx Group, a media and events company, which was established in 1984 and specialises in marketing communications. RAR research now covers marketing services in the UK and beyond.
Glasgow Mercat Building, 4th Floor, 26 Gallowgate, Glasgow G1 5AB Manchester 5 Oak Street, Manchester M4 5JD t 0845 004 5626 e firstname.lastname@example.org w www.agencyregister.co.uk Deansgate Publishing Ltd t/a Recommended Agency Register Registered office: Mercat Building, 4th Floor, 26 Gallowgate, Glasgow G1 5AB. Company Registration No.: SC197906