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How agencies are winning pitches using Relative Insight

When it comes to pitching for new business or prospects, agencies are usually pushed for time. The turnaround for RFPs is often only a matter of days, therefore using Relative Insight to help your pitch process probably doesn’t spring to mind.

But here’s why you should reconsider.

Why language comparison is useful for pitches

Relative Insight is a qualitative text analysis platform that uses language comparison to showcase the differences, frequencies and similarities in how different audiences, brands and organisations speak. The technology enables agencies to inject a new way of thinking into the pitch process, in four important ways:

  1. Surprising facts – Relative Insight uses comparison to overcome the confirmation bias of hypothesis-driven searching, meaning agencies can wow prospects with surprising nuggets of information, or unknown unknowns as we like to call them. While most of your competition will exhaust available insights already known to the prospect, chances are the insights you find using Relative will be completely new.
  2. Quick analysis at scale – Relative Insight is a quick, efficient way of sifting through vast volumes of data. The algorithm provides you with an effective solution to analysing millions of words without actually having to read them. Speed and efficiency that are essential when preparing for a pitch!
  3. Cutting through the noise – Our comparative approach sifts through the ‘building blocks’ of language and surfaces the interesting, significant bits – the differences in words, phrases and topics unique to each language set. As a result, you will better understand how the brand or core audience you’re pitching for communicates.
  4. Maximise value from one data source – When preparing for a pitch, you probably won’t have a lot of data to work with. Mostly, you will be utilising public data such as social, forums and web copy. But, luckily for you Relative Insight’s split functionality can help you squeeze all the juice out of your data. It enables you to run multiple comparisons from a single data asset by using various associated details such as age, location or time stamp.

Overall, Relative will help you quickly become an expert on the brand, subject or audience you’re trying to pitch for. Clearly, it’s a win-win for those fast turnaround projects, and a unique way to stand out from the crowd!

What language comparisons are best for pitching?

When it comes to pitching, we tend to find that out of the many interesting comparisons you can run in Relative Insight, some are just better suited for a pitch:

Topic, theme or trend comparisons
By analysing language around industry keywords, or comparing relevant topics, trends or themes over time, you’ll gain insights that will help you understand the specific industry. Furthermore, these insights can go on to inform the creative development process.

Competitor analysis
This type of comparison is perfect for highlighting how a prospective client is currently measuring up against their competitors. Learning what makes your prospect unique and understanding where the white space is key to winning the pitch.

Audience analysis
By comparing different demographics on social media, review data or forums, you will better understand the target audience of who you’re pitching for. Audience comparisons will reveal key themes unique to each demographic, themes that your prospect probably isn’t aware of.

Relative Insight’s comparative approach is a simple yet effective solution to helping agencies pitch for new business. By using language comparison to pull out the differences and similarities between language sets, Relative Insight surfaces unique insights otherwise left undiscovered. Through pairing creative minds with unique technology, you’ll have a killer pitch with the research to back it up.

In our first agency-special Relative Insight Spotlight Series webinar, we were joined by guest speakers from Kindred, Weber Shandwick and Merkley & Partners. They discussed the sophisticated methods (including, language comparison techniques) that agencies use to navigate a complicated, and ever-shifting landscape.

The whole session is now available to watch on-demand.

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