Clients want agency & reference reviews. The question now becomes, why? The review process is meant to be a screening format to put your best foot forward. What actually happens (for the most part) is what is revealed by Ignited about the recent Zappos.com agency review:
Zappos' agency review, launched this summer, quickly attracted widespread interest from the agency community, as the marketer has been a darling of the advertising world with much-admired customer-service smarts.
Zappos had worked with Ad Store, New York, and Gotham Direct. Originally, the retailer contacted 16 agencies but later opened up the process to more respondents, eventually attracting more than 100 shops.
One of the participating shops, called Ignited, tracked the amount of time Zappos spent reviewing its submission. With the help of Google Analytics, Ignited found that the retailer had only viewed five pages of its 25-page submission, with an average page-view time of 14 seconds. Ignited then publicly criticized Zappos for what it felt was an inadequate review.
14 seconds per page on the first 5 pages of a 25 page review? I wouldn't even call that skimming. It's like anything else when it comes to marketing. The more real you are, the best response you get.
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