Advertising Agencies are from Mars, Clients are from Venus
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Transcript of Advertising Agencies are from Mars, Clients are from Venus
You are about to witness a presentationthat may contain content of an adult nature.
Some Images and Humor in this presentation is for a Mature Audience only!
U.S. Retail Sales of Womens Razors
Near $587 Million in 1996
* P&G Annual Report
How and Why?
A creative person and a marketing person united
Took a trip to Venus
Understood their customers needs
Adapted, Evolved, Survived, Grew
The Basics
A Company Hierchy
The Agency Hierchy
The call for a pitch
The Typical Agency Presentation
Strategy Presentation Creative Presentation
The Agenda for Today
CreativePresenters
StrategyPresenters
The need to fill the gap
The Agenda
Understand the Gap
Filling the Gap
Presenting Creativity
Protecting Creativity
Board the Next Flight to Venus
A world of a difference
Different School of Thought
The weird guys in class! Front 2 rows
Company Presidents Brand Managers
Window Facing Art Directors Visualizers
Back Rows Copywriters Ideators
Near the Door Marketing and BDM
Computer Screens
Communities on Networking Websites
Two different worlds!
Channel Surfing
Magazine Flipping
Shopping for Clothes
Bookstores
In a day, over 3 million presentations are made
in Power Point!
* Reports Microsoft
Besides that.. Everyone is selling something or the else..
Companies Products Services Credit Cards/ Loans Financial Reports Research Reports Trend Reports Vegetables Etc…
So what makes you the guy who closes the deal?
Let’s experiment
Who can you convince to buy Designer Wear?
Paris Hilton
Bridal Wear$ 3600
Winter Wear$ 1250
Maternity Wear$ 1900
Who can you Sell Lipsticks to?
Just Kiddin!
But you need to understand how things work at Venus
Welcome to Venus!
Why do you need to be a Creative Sale
Executive?
The Man who invented the wheel could not sell it for years!!!!!
The Quaker Oats: 1877 AD
Nobody knew from where Oats originated. They simple bought it
A entrepreneur named Quaker started putting his name and a illustration on the bags
Soon it became a symbol of Quality
The first sign of Creative Selling and Advertising
The Inventor
Dr. Spencer Silver, a scientist, was a scientist developing glue
He discovered a formula for the sticky stuff back in 1968.
It stuck to objects temporarily
The Seller
Art Fry,
a colleague of Silver
finally came up with a practical use for it.
Unfortunately
You cannot create or get great creative work…
every time
BUT…
Have you ever wondered..
Behind each of these ads…
Is either a Horrible Client
Or a
Great Casanova at Venus
What kind of brands suit SRK?
Brand Ambassador: Hritik Roshan
David BeckhamFace of a brand for?
Presenting your Work
Before you go for the Kill!
Hunter- Marketers
Dog- Researchers
Gun- Creative
Best practices Collect Data, before you fire up Powerpoint
Preparation is more important than Presentation
Interpret the Data Look for trivia, general information, cartoons on the category, news articles
Get away from your work for a while
Filter it Summarize the entire strategy in 2 minutes
Write the story… Don’t write what you want to say…write what you would ‘like’ them to hear
Rule 1: Study the Client
Study the Client
Spend Time with the Client and Servicing Executive Become Friends, not just associates Get a Feel of the Company Get to know what they find funny/ serious/ emotional Try and understand the size of the campaign and
where they are going to release it If you don’t follow Rule No. 1…your chances of
succeeding in selling a campaign grow slightly lesser
What happens if you don’t do enough
study…
Raymond’s TVC aired in the Arab Continents
Targeted at Office Executives Not at Arabs…
But… Brief Sheet contained only TA….not overall Public Perspective
Problem : Dogs are not seen in the right light in Muslims
Effect: Negative Word of Mouth
Parker Pen
"It won't leak in your pocket and embarrass you."
In Mexico it read as… "It won't leak in your pocket and make you
pregnant."
Electrolux
Scandinavian vacuum manufacturer
The American campaign "Nothing Sucks like an Electrolux."
Colgate
Introduced a toothpaste in France called Cue
The name of a notorious porno magazine.
American Airlines
When wanted to advertise its new leather first class seats in the Mexican market, it translated its "Fly In Leather" campaign
Which meant "Fly Naked" (vuela en cuero) in Spanish.
Dairy Association's
The huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico.
It was soon brought to their attention the Spanish translation read "Are You Lactating?"
What happens when you study a client really well?
What happens when you study the product well?
Rule 2: Practice selling your Campaign
Practice…makes perfect
606 takes
6 million dollars
1 hell of a commercial!
Gold Cannes 2005
Rule 3: Make it Real
Make it Real
Don’t expect a client to visualize ‘Picture it’ for them
Use Photoshop to get a real feel
Paste in the Magazine/ Newspaper and give it to the Client to Flip the Pages
Stationery (VC / Envelopes / Letterheads)
Rule 4: Present your own work
Present your own work
Nobody knows it better than you
Observe other people present
Create a Magic
Speak confidently
Rule 5 : Don’t get in the loop of Cultivated Eccentricity
Visualize a… A Fashion Designer
Gay
A Indian Painter Jholawala
A Insurance Agent Spectacled Uncle
A Hacker Geek
A Typical Ad. Creative Person! @$*&/#+#@
Cultivated Eccentricity
Be who you are…don’t try and be someone else
Smoking is uncool!
You cant think better when your drunk!
Clients hate typical creative people…because they can’t communicate with them.
In Roman, do like the Romans (Talk to them in the language they understand)
Rule 6: The first 90 seconds of any presentation are crucial!
Rule 7: Never present your work as Risk Taking work!
Rule 8: Avoid Handing out Materials before you present!
Police Public
Rule 9: Step by Step
Step by Step
Pretend you are the Client
When an agency unveils the ad. There is so much to look at.
Therefore step by step introduce a Print Ad.
Rule 10: Never say..You are going to Love this!
The ‘F’ Word
We Feel that….
Clients don’t believe in feelings…
They want facts…numbers…research
Instead say “Our research/ Study/ experience says that….”
Rule 11: Don’t just sit there
Rule 12: Defend your strategy
Even before you meet the client
The Devils Advocate
Criticize it
Hate it
Look at it as if in a bad mood
Now defend it. Every thing you didn’t like.
Defend it
Rule 13: They might be right!
Other Tips…
The 2 minute summary
The Importance and Relevance of the most integral part of your presentation
Little things… Get Introduced the right way…if need be explain how you would
like to be introduced…it’s a great investment
Shake Hands…Confidently and Give your Visiting Card
Emit a Positive Vibe…
Remember the Name of the people you meet if not handed over a visiting card If you cant try and ask him/ her for the spelling of the name…. But your in trouble if his name is Raj! Better still ask for the Email ID!
Little Things…
You have nothing to loose…everything to gain! Even dogs and snakes can Sense fear!
Murphy’s Law No.1 If something can go wrong….it will
Technology will always fail when needed most Keep a Joke Handy* It will help break the ice
Protecting your work
When do you need to protect your work?
When the client say’s “There are a few changes…”
Strategy Message Idea Images Logos Colors Fonts Layouts Sizes etc…
Why do you need to protect you work?
The client’s apprehension
The Ad Pyramid
Defend your Priorities
Positioning
Strategy
Campaign
Idea
Design
Copy
Logo Sizes/ Colors / Fonts
Trademark Pending
The Logo
The Brief for MSN’s new Logo
"We want a logo that is unique among the major Internet brands Different
That fits with the Microsoft brand Similar
That captures the spirit and imagination of what Microsoft's software, content and services can do to empower people's everyday lives. Abstract???
The Solution
Creative Selling A multicolored butterfly that symbolizes
Uniqueness, Aspiration, Freedom and Personal empowerment
that people experience when using MSN to bring the Internet into their everyday lives.
Because MSN aims not only to make common tasks truly simple on the Web, but also opens up a new world of adventure by connecting
people and information around the world. That's why the new butterfly logo is the perfect embodiment of
what MSN stands for.
Technical Selling
The MSN butterfly logo, for Microsoft branding, retains the yellow, orange, blue and green color scheme common to Microsoft's other major brands including the Microsoft® Windows® operating system, Office and the BackOffice® family.
The MSN butterfly icon is clean, with a simple font that accompanies it, are meant to capture the imagination and freedom that people should feel from using MSN.
Convincing a Client
Is the Ad. Strategically correct?
Is it creatively satisfying and convincing?
Does it Grab Attention?
If yes…then your target audience will notice
If still not...look for his competitors ads and try and locate a good ad with a small logo!
Complaint No.1
The client wants to say many things in the Ad.
Let’s Recall that ad.
When you say a lot of things and speak about everything…your listener eventually hears…
NOTHING!
How to convince..
The story of the TT Balls
1 message = 1 ad 2 messages = a dissolved ad 3 messages and more… is not an ad… it’s a
waste
Complaint No.2
Negative Headline…No way!
Unilever
Surf Excel Tagline : Surf Excel Hai na! While Everyone talking about
Better Stain Remover Lesser water consumption Whiter/ Brighter/ Color Preservation Formula X with X boosters etc etc etc
A new pitch invited…
Daag Acche Hain!
Does that mean…hum burey hain?
What sells…
Home Truths in Femina
Breaking News
The K series
Item Girl Interviews
Negativity attracts attention!
Will you read this article?
Newspaper with headline saying…
Peaceful meeting at Parliament
Plane lands safely at airport
Mother delivers healthy baby
The Truth is..
Eventually, as long as the product is portrayed in the right way…the result is positive
The end customer does not remember your headline or your body copy.
Just the main idea.
Complaint No.3
Our competitor could run the same ad…
Yeah so!
How drastically is your product different from your competitor?
In most cases it isn't…the advertising brings about the differentiation Travel and Tour Operators Colas Detergents
The truth is…Once you say it first…its yours
How to sell it…
Personalize it..
The content
The look and feel
The Tone (study the history)
The Execution
Complaint No.4
Make it Bigger na…
The Size Problem!
The Art Director wants it Smaller
The Client wants it Bigger
The Dilemma
The Art Director feels that if the logo is too big, it can look ugly, forced, can spoil his layout etc.
The client feel that if his number is not big nobody will call. Nobody will notice its his brand etc.
Convincing the Client
If the advertising is creatively interesting the reader will notice the company
If the consumer needs the number at the right time, he will find it…somehow.
Small Tip: Always ask the Art Director to keep the logo smaller than he wants it to actually be and then change it to the right size after the client complains
Complaint No.5
But you ad says that Hutch is a ….
DOG?!!!!
Taking it literally
How to convince… See the ad as a consumer...not a product manager
Ask him when do you read a newspaper or a magazine?
In fact.. A little exaggeration, humor will make them happy
Don’t underestimate your consumers IQ
Make advertising..entertainment…not a science programme
The difference between a ad and a product catalogue
Rule 13: They might be right!
Take a look at the creative again
Would you buy it if your life depended on it?
So the next time you need to present…
Remember…