10 WAYS TO GET ON THE CLIENTS GOOD SIDE

A PROMO ROCKSTARS PUBLICATIONBY EDWIN J. GOITIA APRIL 2017

#1: UNDERPROMISE & OVERDELIVER

• The biggest mistake one can make, especially during an interview to say the following words: “Don’t worry, I will never let you down!” and just leave it at that.

• During an interview, don’t show ALL of your cards. Merely promise the bare minimum that is expected of the program.

• When sharing past experiences, share the most relevant experiences; however, do not reveal the ultimate “above-and-beyond” measures you took in previous programs. Let it be a surprise.

• Only share the basics of your “tool chest”, your “armory”.• Leave your “special weapons” for last. Build-up surprises, skills and extra services

for a client program towards the end to really leave a lasting impression.• Most talent start strong, over-promise, and then slowly begin to underdeliver

towards the end of the program. BE DIFFERENT, END STRONGER.

#2: LEAVE THINGS BETTER THAN YOU FIND THEM

• When finding yourself with a new program, it’s easy to dismiss the shortcomings and just go through the motions.

• Be better, and discuss with the client/marketing company what is currently in place for shortcomings and what the plans are for improvement (contingent upon budget constraints, of course).

• If there is a budget, great! Work with the company to make the event campaign better than ever; thereby increasing ROI for a company.

• If there is not a budget, it’s time to get creative. Think back to all the past events you have done that are similar, and perhaps make suggestions to the event marketing company on what YOU can bring to the table to increase client ROI.

• Create a win-win for marketing company and/or client, and everyone’s happy!

#3: TAKE MORE PHOTOS/VIDEOS THAN ASKED

• If the client/marketing company is asking for photos, deliver more than asked for.• Think quality over quantity.• Get creative, and use photo apps to really get outside of the box.

• Boomerang• Snapseed• Effects from Snapchat• Slo-mo videos• Timelapses• GoPro Footage (or any camera using a gimbal for smooth transitions)

• Ensure proper lighting, background in all photos.• Avoid inappropriate backgrounds• Be careful when cropping photos

#4: THINK OUTSIDE-OF-THE-BOX• Marketing companies work hard with clients to find the best approach to

consumer outreach within target markets.• With your previous experience, you can bring other ideas to the table.• For one-off events, this is much harder to apply, although quick ideas to

make a program more effective or drive more ROI can be possible. (without changing the underlying theme or end-goal, of course)

• For long-term programs, where feedback can be shared with a company, it is easier to try different approaches (pending approval)

#5: GET CREATIVE• Getting creative can involve various aspects of a promotional campaign• Activation Skills• Data Capturing Skills• Communication Skills

• How to deliver brand-messaging• Consumer Psychology Tactics

• Crowd-Gathering Skills• Premium Giveaway Management• Setup/Safety Tactics

#6: PASS THEM BUSINESS LEADS

• Collect business cards• Get to know who the important contacts are within the client side (PR vs.

Marketing Dept vs. Biz Dev)• Connect the appropriate individuals with the correct departments within the

company.• Potentially get the client new business.

• New business connections for a client can lead to long-term valuable relationships.

• Utilize LinkedIn for brownie points, to immediately connect people.• Be wary of getting too involved in business transactions; ensure there are

no non-compete or exclusivity clauses in your contract.

#7: GET INSIDE INDUSTRY KNOWLEDGE AND SHARE

• Spend time with other industry folks to learn more about what is going on behind the scenes.

• Always carry your phone or a piece of paper to take notes.• Quote people and ask if you can share their knowledge publicly (via social

media, etc). • This is a power move and allows you to set yourself up as a resourceful

person who people can go-to.• Share your knowledge with your co-workers and those that you work

closely with.• Interview folks via Google Hangouts or Skype, record, and share with the

public (with permission, of course).

#8: SAVE THEM MONEY • Always treat a business as if it was yours.• Look for ways to be resourceful, re-use materials and recycle, barter

services/goods with vendors or partner companies.• Seek discounts or employee pricing when buying goods/services.• Keep detailed track of expenses and see where money is “leaking”.• Help the marketing and/or client company realize what is happening with

funds, and what steps will be taken to mitigate the waste of money.• Who knows? This move could earn you additional work, a bonus, or just

merely recognition.

#9: THINK LIKE THE CLIENT• Always be on your toes, and be ahead of the game.• This puts you in a position to ensure you are running your promotional

campaign or event activation as if it were your very own. “Treat it like your baby”.

• Ensure that proper on-site protocol is always being followed.• Ensure that human resources (hours worked) are being properly utilized

(need to cut staff? Do it!)• Ensure that PR concerns are handled by the appropriate individual.• No consumption of alcohol while wearing company branding. (on or off

the clock)

#10: JOIN THE “CLOSED-DOOR” MEETINGS

• Lots of “behind closed door” meetings take place every single day in the event industry.

• Ask what industry parties or meetings are taking place, especially around media/press events.

• Make the right connections, and eventually be able to get in just about any meeting.

• Ensure you nail down your elevator speech prior to attending.• Invest time/money into getting yourself around the right people.• Utilize social media (Eventbrite, Facebook, Twitter, LinkedIn) to discover

some of these special events.

THANK YOU FOR READING!

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