frank's blog

Smart Clients Become Their Agency’s Best Client – Steve Jobs’ And Phil Knight’s Marketing Secret

Posted in inspiration, Media, quality by aldorf on October 18, 2011

Great post by Avi Dan

To get the most out of their agency, smart clients become their agency’s best client. Steve Jobs understood this. So did Phil Knight from Nike. They understood what matters to agencies and to agency people:

  1. Death by nitpicking. Nothing wears out agencies faster than re-do’s, having to rework the same idea over and over again. I had a simple rule with my agency: we allowed ourselves only 3 strikes.  If, by the third revision, the idea was still not approved, we retired it and moved on to the next idea.
  2. People who can say, “Yes”. Too often the agency has to present ideas to middle managers who are not decision makers, and whose role is often limited to rejecting ideas. Smart clients involve the person who can say “Yes” from the get-go, be it the CMO or even the CEO.
  3. Collaboration. Agencies crave respect – clients that empower them to have a more consultative relationship, rather than a vendor-like arrangement. A key value an agency can bring to the relationship is third-party objectivity, as the client view and the customer view need to be supplemented by an independent agency view in a healthy relationship.
  4. Creative hothouse. Creative showcase accounts, and the chance to win creative awards, attract a disproportionate share of the agency’s, and the industry, best talent. A great client has uncompromising standards of creativity and an almost religious belief in a great brief.
  5. Evaluations. Great clients are objective and encourage two-way communication. They implement a 360-degrees evaluation process, where client and agency have equal input. For great clients, the evaluation process is a dialogue, not a report card. It is designed to inspire mastery, beyond just capturing functioning capability.
  6. Compensation. Smart clients encourage agencies to become their business partners and be measured by business results, aligning compensation with outcomes, and giving them an opportunity for maximizing their upside.

It is up to the CMO and his or her marketing team to create an atmosphere of excellence on their business, and an inspired culture of achievement. An great client, one with the passion to become an agency’s best client, will attracts a disproportionate amount of agency talent that will give it a strategic competitive edge.

Follow Avi on Twitter.

Microaction platform that could change the world.

Posted in innovation, web by aldorf on October 25, 2010

A radically simple web platform designed to turn good intentions into action, one microaction at a time, which launched in beta with a demo at TED 2010, and of, launched at TED 2009. She acts as board advisor to a number of tech startups and consults, describing her consultancy approach as ‘I like to blow shit up. I am the Michael Bay of business.’ Cindy Gallop’s background is brandbuilding, marketing and advertising – she started up the US office of ad agency Bartle Bogle Hegarty in New York in 1998 and in 2003 was named Advertising Woman of the Year. You can find Cindy on Twitter.

How To Pitch Your Company Idea In 5 Minutes

Posted in ideas by aldorf on August 20, 2010

How is your company pitch?

If you are able to sell your company idea in 5 minutes you have much better chances in today’s competitive funding climate. You need to make your point fast, elegantly and succinctly.

To check how good you pitched your idea just answer these simple questions: Was my audience inspired? Are they able to acurately re-tell my story?

1) Be clear and candid about how your company will achive success in the face of competition. Be honest with yourself. You can have a compelling presentation even if your company isn’t  a “one and only” unique idea. By proactively addressing foreseeable roadblocks your company may face you gain trust and build credibility.

Critical questions to answer during your presentation include:

a) What is the company vision?

b) Do you have a five-year plan in place? If not, a concrete vision for the immediate future and why it’s crucial for the current market will do it.

c) What is the problem being addressed? What’s wrong with the status quo and without your product, how are people operating today? Use real world examples and sound bites that make your product memorable

d) Where does your company fit in the market? Regardless of whether you offer a physical product, a software feature,

application, or platform, you should candidly define that market reality, and present sales and marketing plans to back up

your model. Why will you win versus the competition? If you win, who loses or what changes?

2) Present the facts. Crucial to include: overall market size for your product today, list of competitors, your basic business model, how much funding you have raised (if any), names key team members and micro-bios

3) Be passionate. Tell your story with emotion and energy.

The Basic Pitch Outline

Following is a sample outline many successful startup presentations follow. To make it work and worth 5 Minutes use short video clips, images, graphics, and minimal text. You should mostly speak to each of the points below, using graphics to reinforce your spoken words.

Headline (your vision)

Company Purpose (short and sweet)

Problem (customer pain)

Solution (value prop to customer – great to add real customer stories)

Why Now (history and evolution)

Market Size (who are your target customers)

Competition (honest list)

Product (description and road map)

Business Model (revenue, pricing etc.)

Customer Acquisition plan (marketing and sales)

Team (founders & management)

4) Just five minutes to stand out from the other presenting companies!

5) Best company pitchmen aren’t salespeople. They are great storytellers!

(by Chuck Dietrich CEO of SlideRocket via VentureBeat)

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