New Business Briefings
We generate regular, topical new business briefings and viewpoints. Our Special Reports are created for prospecting purposes, giving you background and good reasons to contact specific areas of the market.
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Special Report February 2010: Super Bowl XLIV
Read article(February 2010) As the dust settles on New Orleans Saints’ victory over the Indianapolis Colts, Pearllfinders has been interviewing the marketers who reportedly spent up to $3m per 30-second slot. We've been discussing their plans for the rest of 2010 as well as their thoughts on how their marketing dollars
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Special Report November 09: US Fast-Food Chains
(November 2009) So Far in 2009 we've produced special reports on MLS soccer franchises, US Universities and the sponsors of this year's Super Bowl. For the last quarter, at a time when numerous industries have been termed "winners" or "losers" of the recession, we focus on a "winner" - fast-food"...
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Special Report August 09: Major League Soccer
(August 2009) Often hailed as the fastest-growing sport in the US, the commercial value of MLS is catching up to the likes of the NFL and NBA - and though it still has a long way to go, more dollars are being generated from its fan base than ever before. Pearlfinders spoke to sixteen teams and the governing body itself...
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Intelligent New Business Survey 2009
(July 2009) At Pearlfinders, we have always taken the approach that new business should be informed by the views and preferences of key decision-makers at your target companies – so we regularly undertake primary research within this audience.
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Gaining a Toehold - Rainmaker Viewpoint
(June 2009) Project-based approaches are increasingly popular strategies to gain inroads with clients. “Clients, such as Unilever, favour… offering a paid-for project and then extending the relationship to a retainer if suitably impressed with the output. This also cuts out the expense of pitching.” (Campaign 15/05/09). We have observed this in our client work too. But be warned. When a project brief comes your way, it’s likely the easiest, most lucrative work will have been snaffled up by incumbents – there may be unsavoury reasons why this brief is smouldering in your new client’s in-tray...
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Special Report May 09: US Universities
(May 2009) Pearlfinders investigates the marketing initiatives at the top 15 universities in the United States. We've spoken to senior marketers within the country's most prestigious institutions including Harvard, Princeton, Yale and MIT...
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Special Report Feb 09: NFL Super Bowl
(February 2009) Pearlfinders investigates the 2009 marketing initiatives of the companies that purchased ad slots during this year’s Super Bowl. We spoke to marketers within businesses including Audi, GoDaddy, cars.com, Cheetos and SoBe amongst others. We also spoke to two companies whose ads were banned from this year’s event, PETA and The Ashley Maddison Agency...
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Thought Leadership - Rainmaker Viewpoint
(December 2008) For successful new business outreach, it’s important to communicate how your company is both special and different. For this you need to set out your shop window via a market position. Whereas it’s relatively straightforward to adopt a logical position, it’s a lot more difficult to own it in the minds of your decision-makers. In order to do this, you have to flesh-out your basis for adopting it, then energetically communicate it. This is where thought leadership comes in...
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Death of a Salesman - Rainmaker Viewpoint
(February 2008) Too much typing, not enough talking – business needs the phone? Just a decade ago, we conducted the majority of our business communications by speech. Today the majority are typed. Email and texting behaviour, which then would have been thought of as bizarre, is now conditioned into us. In terms of new business activity have we gained from this?
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The Search For An Objective Understanding - New Business Best Practice
Pearlfinders is a part of The Intelligent New Business Group, which undertook the first survey to try and understand best practice for proactive new business technique in 2002. In 2007, indicators from a smaller sample group, suggested significant change was on the horizon, so it was decided to pay a wholesale revisit to decision-makers at major brand spenders in 2008 - and on a wide variety of topics. The findings were presented in a series of seminars in London in May & June 2008, to 152 new business professionals from companies including: AKQA, OgilvyOne, Sapient, LBi, Publicis, OMD, Manning Selvage & Lee, Jack Morton, Cohn & Wolfe, CDP, Identica, Proximity and Universal McCann.
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