Turning Clients into Creative Partners
-
Upload
inmotionnow -
Category
Marketing
-
view
120 -
download
3
description
Transcript of Turning Clients into Creative Partners
![Page 1: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/1.jpg)
Presented in partnership with
Rob MunzFounder and Chief Product Officer
of inMotionNow
Presented by
Turning Clients
into Creative Partners
![Page 2: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/2.jpg)
What are we learning today?
![Page 3: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/3.jpg)
Clients can become creative partners
• Reasonable vs.
UNreasonable expectation
• Alignment
• Educating
![Page 4: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/4.jpg)
Turn behaviors that invite challenge…
![Page 5: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/5.jpg)
..into behaviors that create fans!
![Page 6: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/6.jpg)
What do clients want?
![Page 7: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/7.jpg)
Clients want:
• Improvement in revenue
• Growth of their customer base
• Advantage over the competition
![Page 8: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/8.jpg)
• High quality work
• Fast turnaround
• Low friction
• Make them look good
Clients want from YOU.
![Page 9: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/9.jpg)
• High quality work
• Fast turnaround
• Low friction
• Make ‘em look good
Reasonable Requests
![Page 10: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/10.jpg)
Other expectations
• Always Make Me Top priority
• Promise Me Instant Turnaround
• Post Unlimited Versions
• Match my personal taste
• Read my mind
![Page 11: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/11.jpg)
Manage down UNreasonable
![Page 12: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/12.jpg)
Meet & exceed the reasonable
![Page 13: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/13.jpg)
Project Kickoff – Project Intake
Creative Execution
Review and Approval
Relationship Building
![Page 14: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/14.jpg)
Project Kickoff – Project Intake
Practices that put the project at risk:
• Not capturing or providing enough information.
• Not accounting for or anticipating all of the elements.
![Page 15: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/15.jpg)
At project intake
Get the information you need to
meet requesters expectations
![Page 16: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/16.jpg)
At project intake
• Provide formats customized for asset type.
• Get what you ask for.
• Ask for and leverage attachments.
• Think “what else?”
Get the information you need to
meet requesters expectations
![Page 17: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/17.jpg)
Weak Request Example
At project intake
Who is the audience?
What size is the output?
![Page 18: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/18.jpg)
At project intake
What are the primary characteristics of the AUDIENCE the piece is being designed for?
ChildTeenAdultAdult 25 - 50Adult 50 – OlderAll
MaleFemaleBoth
High SchoolCollegePost GradAny
LowAverageHighAny
LeaderFollowerModerateAll
Age Gender Education Income Power Level
Add Additional Details:
Much Stronger Example
![Page 19: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/19.jpg)
At project intake
• Provide formats customized for asset type.
• Get what you ask for.
• Ask for and leverage attachments.
• Think “what else?”
Get the information you need to
meet requesters expectations
![Page 20: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/20.jpg)
At project intake
Get the information you need to
meet requesters expectations
• Provide formats customized for asset type.
• Get what you ask for.
• Ask for and leverage attachments.
• Think “what else?”
More. . .create templates, define timelines, showexamples of good briefs, share next steps, etc.
![Page 21: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/21.jpg)
Project Kickoff – Project Intake
Creative Execution
Review and Approval
Relationship Building
![Page 22: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/22.jpg)
Creative Execution
• Transparency and visibility.
• Expect things change.
• Dissuade last minute add-ons.
(the power of yes. . . albeit in good time.)
![Page 23: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/23.jpg)
Transparency & visibility
![Page 24: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/24.jpg)
Expect things change
![Page 25: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/25.jpg)
Dissuade Add-Ons
![Page 26: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/26.jpg)
Project Kickoff – Project Intake
Creative Execution
Review and Approval
Relationship Building
![Page 27: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/27.jpg)
Review and Approval
• Delivery of content for review
• Creative rational
• Rules and roles
Communication
![Page 28: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/28.jpg)
Review and Approval
• Delivery of content for review.
• Creative rational
• Rules and roles
Communication
Communication
• Presentation of the assets
• Creative rational
• Rules and Roles
Attention Mr. Client PromoGold Project is available for your review:
You requested:• Appealing to adults age 25 to 35• Suggesting the emotion of jubilation• Driving traffic to the web landing page• The color scheme of red and white• Using a front shot of the product
![Page 29: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/29.jpg)
At review and approval
Communication
• Delivery of content for review
• Creative rational
• Rules and roles
![Page 30: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/30.jpg)
Project Kickoff – Project Intake
Creative Execution
Review and Approval
Relationship Building
![Page 31: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/31.jpg)
Getting in Alignment
![Page 32: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/32.jpg)
Being on the same side.
![Page 33: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/33.jpg)
Being on the same side.
• Ask clients about their goals.
• Follow-up and ask for metrics.
• Provide competitive design materials.
Your team’s strategic contribution
![Page 34: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/34.jpg)
Alignment
• Educate
• Share capabilities
• Enhance their budget
![Page 35: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/35.jpg)
Be an Action Hero
Project Intake
Creative Execution
Review and Approval
Relationship Building
![Page 36: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/36.jpg)
Take These Actions
Improve Project Intake by making
better creative briefs
• Replace open-ended question
• Provide a variety of briefs
• Share leads times on briefs
![Page 37: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/37.jpg)
Improve Creative Execution
• Share project timeline at kick-off
• Be OK with change in Tier 1 projects
Take These Actions
![Page 38: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/38.jpg)
Improve the Review and Approval
• Remind what the project’s goals are
• State reason that you’re asking for feedback
• Clarify reviewer roles
Take These Actions
![Page 39: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/39.jpg)
Action
Build client relationships
• Educate, advocate, and align
• Lunch and Learns: design critique,
marketing knowledge, design trends
![Page 40: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/40.jpg)
From challengers . . .
![Page 41: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/41.jpg)
. . . to partners.
![Page 42: Turning Clients into Creative Partners](https://reader034.fdocuments.net/reader034/viewer/2022052400/559c64d41a28abc10c8b478a/html5/thumbnails/42.jpg)
Presented in partnership with
Rob MunzFounder and Chief Product Officer
of inMotionNow
Questions?
@robmunz /robmunz