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This course presents the steps agencies should follow to ensure clients understand, accept and support creative concepts. Includes tying creative to strategic plan objectives; the creative brief; writing a creative defense document; presenting creative in-person; the point-by-point strategic review; and “closing the sale.”
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Selling Agency Ideas to Clients (Or Account Executives)
Second WindUniversity of Advertising
Course Description
This course presents the steps agencies should
follow to ensure clients understand, accept and
support creative concepts.
Includes tying creative to strategic plan objectives;
the creative brief; writing a creative defense
document; presenting creative in-person; the point-
by-point strategic review; and “closing the sale.”
© 2010 Second Wind University of Advertising2
© 2010 Second Wind University of Advertising3
Ideas are the most important product your
agency has to sell.
© 2010 Second Wind University of Advertising4
Clients want ideas.
A recent survey asked clients, “What do you want from your agency?”
The majority answered, “ideas.”
© 2010 Second Wind University of Advertising5
The best ideas make clients a little nervous.
Agency-Client/Customer Standards
© 2010 Second Wind University of Advertising6
Low Risk/High Return
Our work is good.
Nobody thinks it’s great,
But that’s okay with us and our clients.
High Risk/High Return
Our work is outstanding.
Everybody knows it.
We care and so do our clients.
High Risk/Low Return
We think our work is great,
But everybody knows it’s not.
Low Risk/Low Return
Our work is not great,
We gave up caring.
Ideas That Work
Marginal Results
Solid Ideas Breakthrough Ideas
© 2010 Second Wind University of Advertising7
Agencies must follow a very specific process if they want clients
to accept – ideally, embrace – their ideas.
The Creative Process
7 Things You Need to Do to Sell Creative to Clients:1. Review the approved Creative Brief
2. Reveal creative to clients with a flourish
3. Review the work against the brief, one point at a time
4. Show how creative aligns with plans, input and brief, just as you did for the Account Executive
5. Use the Creative Defense Document
6. Get the Client to say “yes” at each stage of your presentation
7. Get a final “YES!”
© 2010 Second Wind University of Advertising8
If the client still has reservations, try these support tactics:
© 2010 Second Wind University of Advertising9
© 2010 Second Wind University of Advertising10
• Reiterate how creative aligns with strategy and objectives
• Offer some thoughts on tactics and media channels
• Share supporting customer and market research
• Explain how you’ll measure results
© 2010 Second Wind University of Advertising11
The best agencies are able to proactively sell clients on the best creative.
This is a skill you need to develop.
© 2010 Second Wind University of Advertising12
Want to learn more?
Review a complete course description or enroll at:
www.univofadvertising.com
Enter code SLD20 and save 20% on any University
of Advertising course!
About University of Advertising
Second Wind created the University of Advertising to provide on-demand training for agency professionals seeking to advance their advertising careers and become more valuable to their agencies. Since 1988, Second Wind has trained over 20,000 agency professionals and certified thousands through its highly recognized Certified Seminar series. Now, Second Wind is delivering this training right to your desktop.
© 2010 Second Wind University of Advertising13
Start improving your skills today with U of A!
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