The Intelligent New Business Survey 2011

Many marketing agencies will be currently planning their 2012 new business development campaigns and deciding where to focus precious resources and investments. Much of this will be aimed at the Olympics but the larger economic picture remains in place in the background and affects brand decision-maker sentiment and planning.

Pearlfinders Marketing interviews over 5,000 brand decision-makers every year. Although Rainmaker's Survey sample each year is large, it's not that large, and among other things Pearlfinders carefully records spending interests and preferences, and has been doing so for the last 21 months. So with this substantial sample at their disposal and a view on long-term trends, the Intelligent New Business Survey this year turns to the Pearlfinders' data and their team for their forward looking opinions.

From speaking with the Pearlfinders Marketing research team we have drawn the following conclusions. These help to inform broad-brush advice to Rainmaker clients for 2012 (you can read the full text of the Pearlfinders Marketing Index Q3 2011 here).

It goes without saying that the circumstances of each agency vary and there will be very good reasons why an individual agency will have experience or capabilities that mean they will want to ignore our larger statistical picture and our advice for specific areas. However for many, we feel they will find this summary useful. We look at: -

1.      Sectors to target for new business success in 2012       

2.      Sectors to maintain your prospecting activity                

3.      Sectors to expect less from                                        

4.      Sectors to consider investing in less next year              

5.      Triggers for new business opportunities               

6.      Demographics                                                    

7.      Agency service categories                                      

8.      Reviews in 2012                                                      

9.      Brand themes in 2012                                            

10.    If I were Martin Sorrell...

                                          

To download a PDF of the Intelligent New Business Survey 2012 click here.

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