We recently bid on an RFP (Request for Proposal). However this particular RFP had no real defined scope, it was more of a “Here’s maybe what we want to do, we’re not sure … you tell us what we should do.” so we did what we do best — we created a proposal that was outline like a business consult. We explored all the options we could think of to come up with an innovative, resourceful, and effective campaign solution for the client.
Our proposal was rejected.
I wasn’t surprised. In this industry — marketing and communications — most people still believe that print media, television, and radio are the ways to go. Those are all past technologies. I couldn’t tell you the last time I listened to the radio, read a physical paper, or watched an ad on television.
Unfortunately most established companies aren’t familiar with how much media has changed in the past two decades. Even the past decade. They would rather go with someone with a 20 year reputation and a foundation in the traditional media arts. While that sounds like a great idea, for new media it’s one of the worst decisions a company can make.
While traditional media has its place, it is not what will be attractive to or effective with the current generation — or the two generations prior to that.
It’s unfortunate that we know these companies will spend hundreds of thousands of dollars on campaigns that won’t work — a complete waste of time and money. These days you have to be willing to take a risk on what you don’t know, on what makes you a little uncomfortable, on what has worked for other companies and brought them great success.
If you want to make a mark on the world, today is not the day to be safe.
We will continue to offer our clients innovative and often unexpected solutions. You do what you do best, leave us the rest.