What do the Hot Sale and a Pitch have in common? Probably nothing, except that both take place in a good season for agencies and brands: the closing of the 2nd Q. Or the first half of the year, however you want to see it.
It’s funny how they match up. On the one hand, the preparation of promotions, registration and planning of the Hot Sale falls almost at the same time when the biggest pitching season occurs. Approximately from March to June, is when many brands and companies also look for new opportunities with agencies.
In our agency alone, we have been invited to two very large pitches in the last few months. Although it is not exclusive, of course, of this period; Historically, it is when we are most invited to participate to win new brands. Not just me, but also colleagues in the industry.
Many of those projects have to do with the approval of annual budgets, of course. Others with a view to starting the following year with new energy: new agencies and, of course, innovative ideas.
Without getting into much controversy: for many agencies it becomes a golden opportunity to openly compete for one or more brands. Still others decline these invitations, arguing that the ideas they give should be charged. The truth is that a winning idea will always be powerful and can be the difference between winning more customers or losing them. What for some becomes an opportunity, for others, a disaster.
But it’s something we have to learn to live with in the world of advertising and marketing. All business units must be prepared to pitch. It’s creative competition, plus prizes, at its finest.
[Una mención especial para todo el equipo de mi agencia, Los Magicians, por todo el esfuerzo e ideas, dicho sea de paso]
In this sense, the Hot Sale also takes root. It is one of the seasons, along with the Good End, where all brands make efforts to increase their sales. It is estimated that since the beginning of this temporary period in 2014, more than $65 billion pesos in transactions have been produced. It has attracted more than 18 million new buyers, according to data from AMVO itself.
By 2023, it is estimated that 7 out of 10 Mexicans will purchase products online. Crazy, if you ask me. In fact, this season is a panacea mainly for household appliance brands and retail in general. For example, for Walmart, one of our clients, it is one of the strongest seasons with promotions everywhere.
The Hot Sale competition, like the Agency Pitches, is also something that can be seen and felt. Especially for brands that try to increase sales volume, but don’t necessarily have good planning behind it. Precisely the main focus for the Hot Sale is always planning and creativity for the sale season.
The same for the pitches: planning and creativity, but above all, also, a willingness to make adjustments over time, so that we can move everything forward as an agency and as clients.
In any case, the Hot Sale always becomes an opportunity for buyers to take advantage of offers and for brands to increase their sales. The same with a Pitch: Agencies take the opportunity to show the creative “muscle” and also at the organizational level.
In that sense, in any case, it is a season of opportunities for everyone: clients, brands and agencies.