r.i.c.k james model How to sell in innovative ideas
by @juliancole
punk funk
rick james created a new genre of music
!
motown didn’t know they needed punk funk but rick was a visionary and knew people
would get down to it!
‘the king of selling an idea that motown didn’t know they needed’
rick james
at the moment we are seeing an increase in demand from clients for non traditional
ideas.
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
r.i.c.k james process
r - role i - idea c - cash k - kpis (key performance indicators)
!
y’all got a process and named it after me! we gone done made rick proud!
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
OLE
!
R
rick always had a clear role when he got on stage…
the entertainer
one of the mistakes we make with ideas is sometimes we don’t have a role for the idea.
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? !
DEA
!
I
rick james always gave journalists something to
write about.
create ideas for journalists to cover. !
journalists are the key to exponential growth not consumers. create ideas for
them. !
ASH/cost
!
C
rick would never get on stage without seeing the cash first.
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.
PIs KEY PERFORMANCE INDICATORS
!
K
RICK ALWAYS HAD A CLEAR GOAL
!
‘THIS SONG IS GOING TO MAKE ME MY NEXT MILLION’
kpis (key performance indicators)
!
get the client to agree on broad performance measures, then when you have
the idea present it back with kpis
KNOW WHEN YOUR CLIENT IS BUYING !
presenting in the golden window
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
now go sell the pants out of those innovative ideas and make your boy rick james happy
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