How to make‘what’s next in

advertising’happen

How do you get clients to take the risk of trying something new and more actively embracing the new marketing world? How do you encourage action?

Estimate the risk associated with what you are presenting.

What aspect of the idea could be a stumbling block for approval?

minimize this perceived risk

Recognize that clients must have impact. They want us to deliver eyeballs. So, include mass channels they expect but find ways to use them differently. Imagine TV spots or print ads about the promotion, the idea, the newly created useful tool, or that drive people to the experience…

Invest enough on your end to be able to show them what your brave new idea looks like, that it will work, that it is easy for the target to use, that it would actually be useful to the target and meet the client’s goals.

Show what marketing issue it overcomes and make sure there is a strategic brand fit.

Be sensitive to the financial risk. Are there ways we can save costs and show that we’ve considered it?

Keep it simple with the type of idea and the number of ideas.

Don’t overwhelm the client with 50% of the plan being new and untried approaches.

Use references or case studies to substantiate why you think this will work.

Use web tools or prototypes to test market the idea before you go big with it to see if it will work

involve trusted community members or mavens in your prototype testing. Get

their feedback and use this to improve the experience.

Get specific and tangible regarding goals.

Agree with the client on what would be deemed a success.

Use existing research and data to prove that this is worth doing.

Put in place metrics that will measure the impact of your new idea/tool/ approach. Create a culture of cumulative learning. Understand and accept that not all new ideas will be successful, but they should provide learning for the future.Again, make sure that in this case the financial risk is minimal.

Pull together learnings and provide the client with a report on what you set out to do; what you did; and what the learnings were

Put together by the guys who mashed up “What’s next in advertising”Uwe Gütschow : http://uweg.typepad.comDon Longfellow : dude, u need a blog