• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Selling Agency Ideas to Clients (Or Account Executives)
 

Selling Agency Ideas to Clients (Or Account Executives)

on

  • 2,481 views

This course presents the steps agencies should follow to ensure clients understand, accept and support creative concepts. ...

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.”

Statistics

Views

Total Views
2,481
Views on SlideShare
2,479
Embed Views
2

Actions

Likes
5
Downloads
109
Comments
0

1 Embed 2

http://www.linkedin.com 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Selling Agency Ideas to Clients (Or Account Executives) Selling Agency Ideas to Clients (Or Account Executives) Presentation Transcript

    • Selling Agency Ideas to Clients
      (Or Account Executives)
      Second Wind
      University 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 Advertising
      2
    • © 2010 Second Wind University of Advertising
      3
      Ideas are the most important product your agency has to sell.
    • © 2010 Second Wind University of Advertising
      4
      Clients want ideas.
      A recent survey asked clients, “What do you want from your agency?”
      The majority answered, “ideas.”
    • © 2010 Second Wind University of Advertising
      5
      The best ideas make clients a little nervous.
    • Agency-Client/Customer Standards
      © 2010 Second Wind University of Advertising
      6
      Ideas That Work
      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.
      Breakthrough Ideas
      Solid Ideas
      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.
      Marginal Results
    • © 2010 Second Wind University of Advertising
      7
      The Creative Process
      Agencies must follow a very specific process if they want clientsto accept – ideally, embrace – their ideas.
    • 7 Things You Need to Do to Sell Creative to Clients:
      Review the approved Creative Brief
      Reveal creative to clients with a flourish
      Review the work against the brief, one point at a time
      Show how creative aligns with plans, input and brief, just as you did for the Account Executive
      Use the Creative Defense Document
      Get the Client to say “yes” at each stage of your presentation
      Get a final “YES!”
      © 2010 Second Wind University of Advertising
      8
    • If the client still has reservations, try these support tactics:
      © 2010 Second Wind University of Advertising
      9
    • © 2010 Second Wind University of Advertising
      10
      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 Advertising
      11
      The best agencies are able to proactively sell clients on the best creative.
      This is a skill you need to develop.
      Good Luck!
    • © 2010 Second Wind University of Advertising
      12
      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 Advertising
      13
      Start improving your skills today with U of A!