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As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
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© Copyright 2013 Beyond. All rights reserved. Private and Confidential
Miami Ad School - July 2013
the pitch process
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
Leads a team of creatives, planners, analysts and generally smart people. Responsible for managing clients.
who the hell
are we?Let’s introduce ourselves !
Creative social planner who drives program development for Beyond’s global client base
Matt BasfordDirector, Beyond NY
Ben MartinHead of Planning
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
INSIGHT
TECHNOLOGY SOCIAL
LESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS
a little bit about us
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WE drive brand engagement through the
CREATIVEapplication of technology
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createlet’s talk about how to
Great ideas don’t come cheap
What we are going to talk about today
Go
selland them
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A QUICK PRIMER
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WHAT ARE CLIENTS
LIKE?REALLY
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clients don’t know what they want
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
they have more customers than ever
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
more stakeholders than ever
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so many channelsto cover
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
It used to be really...
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
20 years agoHR Consultants
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
PR
Accountants
Management Consultants
Branding Agencies
Ad Agencies
Corporate Training Consultants
Sales Consultants
Product design & innovation agencies
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
and then the web came along
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Brand websiteOnline ads
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and got useful for more things
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Brand websiteOnline ads
Social
E-commerceSEM
“Fun” apps
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
and a few more things
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
salesSocial analytics
Digital supply chains
Digital transformation / change management
E-Recruiting
E-Learning
Co-creation
Crowdsourcing
“Serious” apps
Digital product design & testing
Digital service design
Brand websiteOnline ads
Social
E-commerceSEM
“Fun” apps
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
everybody’s getting into each others’ businessJust a few examples...
branding
PRmanagement
consultancies
data analytics
Design
social
advertising
digital
Accenturebuying Fjord
W+Kaces social with Old Spice
WCGbuying predictive analytics firm
WPPbuying AKQA
PR + data analytics
digitalADVertising +
ADVertising+social
+managementconsultancies Design
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SO WHAT’S THE NET?
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briefs are getting more confusing
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
some stats...
20%
27%
53%
found briefs complete but lacking focus
found briefs incomplete and inconsistent
found briefs complete and focused
Source: Joanne Davis Consulting
...in a 2013 survey of200 agency heads
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
some confusing things that we’ve seen in briefs...
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...leading to direct roi via sales leads”
“the goal is conversation and brand awareness...
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“we’re looking for acompletely immersive...
...but ultimately simpLE EXPERIENCE”
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“we’re looking for a very focused campaign...
...the audience is anyone from ages 18 - 50”
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DEFINITION OF A STRATEGY: KNOWING WHAT NOT TO DO(THERE ARE ALWAYS TOO MANY THINGS WE CAN DO)
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some (more) stats...
2%3%
45%49% clients have “limited”
strategic capabilitiesclients have “adequate”
strategic capabilities
clients have “excellent” strategic capabilities
Source: Joanne Davis Consulting
didn’t respond
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we are (meant to be) the experts!
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but we make it hard for ourselves
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it’s time fora different view
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THE REDUX PROCESS
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Brand Briefing inputs
agency Understanding
Our know how...Their agenda...
REDUX process Starts Here:
VERSUS
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STRATEGY AND PLANNING: IS A REDUX PROCESS.BOILING DOWN. REDUCING THE STOCK. GETTING FUNDAMENTAL.
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step 1: boil it down
create a one sentence brief
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
step 2: assess the situation
do your research
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turn unstructured data into insights & strategy
who influences
them?
where Does the audience spend
their time?
What drives consideration?
What drives brand
Preference & emotional
connections?
?
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
are there White space
opportunities for content?
what do they search for?
what are they talking about?
what content will they
share?
turn unstructured data into insights & strategy
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
step 3: outline the strategy
in just a few simple statements
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now it’s time tocommunicate your ideas
some things to remember...
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BULLETS ARE FOR SUCKERS
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MAXIMS ARE FOR CHAMPS
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A PICTURE PAINTSA THOUSAND WORDS
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AN ANALOGY PAINTSA THOUSAND PICTURES
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SALES OPPORTUNITY CLIENT RFP DOC
BYND BRIEF DOC
BRAINSTORM REDUX RESEARCH STORYBOARDING CREATIVE THREAD
Three simple steps:
#1 - distilling the brief
#2 - stating the situation analysis
#3 - reducing our creative strategy to simple statements.
A copy written description of our creative treatment.
The Brief Distilled
Situation Analysis
Creative strategy
REDUX workflow:
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THE IDEA ISN’T ENOUGH
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sell it
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CLIENTS ARE ALWAYS QUESTIONING HOW MUCH WORK YOU ARE CREATING FOR THEM
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AND, YET, WHAT DO THEY WANT?
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M.O.A.S
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MOAS?
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MOON.ON.A.STICK
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SO WHAT SHOULD YOU DO?
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REMEMBER: THEY ARE
BUYING YOU AS MUCH AS THE
IDEA
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FOCUS ON RELATIONSHIPS
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set the stage: Find common ground
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GET YOUR FOOT IN THE DOOR
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“Foot-in-the-door (FITD) technique is a compliance tactic that involves getting a person to agree to a large request by first having that person agree to a modest request. The foot-in-the-door technique succeeds owing to a basic human reality that social scientists call ‘successive approximations’. FITD works by first getting a small 'yes' and then getting an even bigger 'yes.'”
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SELL OUTCOMES NOT TACTICS
MAKE THE CLIENT THE HERO
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prepare to pitch your idea in 1 minute with no notes. answer: so what?
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But... respect your own time. if the client is late (really late), reschedule.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
STAND FOR SOMETHING
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“Make your product so good, so addictive, so ‘can’t miss’ that giving customers a small, free taste makes them come back with cash in hand.”
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THANK YOUtimefor your
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