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r.i.c.kjamesmodel
How to sell in innovative ideas
by@juliancole
punkfunk
rickjamescreatedanewgenreofmusic
!
motowndidn’tknowtheyneededpunkfunk
butrickwasavisionaryandknewpeople
wouldgetdowntoit!
‘thekingofsellinganideathatmotown
didn’tknowtheyneeded’
rickjames
atthemomentweareseeinganincreasein
demandfromclientsfornontraditional
ideas.
howevertheyhaveahardtimebuyingit.
nontraditionalideasdon’thaveaholein
theirmediaschedule.
unfortunatelycreative
agencieshavealowstrike
ratefortheseideas.
rickisnothappyaboutthis.
ihavecomeupwithaprocessthatisgoingto
overcomethesebarrierandgiveyouabetter
hitrateofsellinginnovativeideas
!
ther.i.c.kjamesprocess
r.i.c.kjamesprocess

r-role
i-idea
c-cash
k-kpis(keyperformanceindicators)
!
y’allgotaprocessandnameditafterme!
wegonedonemaderickproud!
CONCEPTING
PRESENTING
IDEAS
GO LIVE POST WRAP UP
CREATIVE
BRIEFING
PRODUCTION
therearetwokeytimesintheprocessthat
weneedtoconcentrateonther.i.c.kmodel
OLE
!
R
rickalwayshada
clearrolewhenhe
gotonstage…
theentertainer
oneofthemistakeswemakewithideasis
sometimeswedon’thavearolefortheidea.
youneedtogettheclienttocommitearlyon
theimportanceofanontraditionalidea.you
needademand.
!
soyouneedtoshowtheroleinthe4c’s
!
whatistheroleinthecommsjourney?
whatcommstaskisitsolving?
whatistheroleinthecommsecosystem?
wheredoesitfallintheircalendarof
activity?
!
DEA
!
I
rickjamesalwaysgave
journalistssomethingto
writeabout.
createideasforjournaliststocover.
!
journalistsarethekeytoexponential
growthnotconsumers.createideasfor
them.
!
ASH/cost
!
C
rickwouldnevergetonstage
withoutseeingthecashfirst.
cash
!
inmostcasesyoushouldseeabudgetbefore
yougooffandconceptideas.thiswillhelp
yourstrikerate.
cost
!
youshouldalsopresentideasbackwitha
pricetag.lettheclientknowhowmuchitis,
don'tletthemguess.
PIs KEYPERFORMANCEINDICATORS
!
K
RICKALWAYSHADA
CLEARGOAL
!
‘THISSONGISGOING
TOMAKEMEMY
NEXTMILLION’
kpis(keyperformanceindicators)
!
gettheclienttoagreeonbroad
performancemeasures,thenwhenyouhave
theideapresentitbackwithkpis
KNOWWHENYOURCLIENTISBUYING
!
presentinginthegoldenwindow
CONCEPTING
PRESENTING
IDEAS
GO LIVE POST WRAP UP
CREATIVE
BRIEFING
PRODUCTION
!
don'tforget;
-agreeonroleandmeasures
-don’tleavethemeetingwithout
thecash(budgetballpark)
CONCEPTING
PRESENTING
IDEAS
GO LIVE POST WRAP UP
CREATIVE
BRIEFING
PRODUCTION
checklistforpresenting
nontraditionalideas
!
-role
-idea
-cost
-kpis
nowgosellthepantsoutofthoseinnovativeideas
andmakeyourboyrickjameshappy

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Rick James Model for selling innovative ideas