!
motown didn’t know they needed punk funk but rick was a visionary and knew people
would get down to it!
however they have a hard time buying it. non traditional ideas don’t have a hole in
their media schedule.
unfortunately creative agencies have a low strike rate for these ideas.
rick is not happy about this.
i have come up with a process that is going to overcome these barrier and give you a better
hit rate of selling innovative ideas !
the r.i.c.k james process
CONCEPTING PRESENTING IDEAS
GO LIVE POST WRAP UPCREATIVE BRIEFING PRODUCTION
there are two key times in the process that we need to concentrate on the r.i.c.k model
you need to get the client to commit early on the importance of a non traditional idea. you
need a demand. !
so you need to show the role in the 4 c’s
!
what is the role in the comms journey? what comms task is it solving?
what is the role in the comms ecosystem? where does it fall in their calendar of
activity? !
create ideas for journalists to cover. !
journalists are the key to exponential growth not consumers. create ideas for
them. !
cash !
in most cases you should see a budget before you go off and concept ideas. this will help
your strike rate.
cost !
you should also present ideas back with a price tag. let the client know how much it is,
don't let them guess.
kpis (key performance indicators)
!
get the client to agree on broad performance measures, then when you have
the idea present it back with kpis
CONCEPTING PRESENTING IDEAS
GO LIVE POST WRAP UPCREATIVE BRIEFING PRODUCTION
!don't forget;
- agree on role and measures - don’t leave the meeting without
the cash (budget ballpark)
CONCEPTING PRESENTING IDEAS
GO LIVE POST WRAP UPCREATIVE BRIEFING PRODUCTION
checklist for presenting non traditional ideas
!- role - idea - cost - kpis
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