fruition consultants

We’ve been meeting with several people who are looking for new marketing representation lately. They may not be fully aware of what they want from their advertising agency or PR firm, but many of them know what they don’t want.

For those of you who have worked in an agency setting, or have experience in working with an agency,  you’re likely familiar with the use of a creative brief  or marketing brief.

Here’s the definition from Wikipedia:

A creative brief is a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc. The document is usually developed by the requestor (in most cases a marketing team member) and approved by the creative team of designers, writers, and project managers. In some cases, the project’s creative brief may need creative director approval before work will commence.

The creative brief, consisting of a series of simple questions asked by the creative team and answered by the requestor, becomes the guidepost for the development of the creative deliverable. As with many strategic documents, if the project goes off track referring back to this mutually agreed upon document to see where the divergence began is helpful.

Creative briefs can come in many flavors and are usually tailored to the agency or group that is developing the creative deliverable. They know which questions (and answers) are of paramount importance to them in order to deliver a high-quality creative execution.

A creative brief may contain:

• Background — what is the background of the project? Why is it being done?
• Target audience — what do they already think about this subject? Is there anything that should be avoided?
• Objectives — what is to be accomplished? How will this be measured and success understood?
• Single message — what is the one thing to tell the audience? What is the single thing they should remember about the offering? How will they believe what we say?
• Deliverables — what is to be used to give the audience the message? What is the best way or place to reach this audience?
• Timeline — how soon is this needed? When is it expected to be done? How many rounds (revisions) will this project undergo?
• Budget — how much can be spent to get this developed? Is there any budget needed to publish/flight the creative?
• Approvals — who needs to give the “okay”?

—

This document can be the saving grace for any agency/client relationship. Any changes made to a campaign or the working relationship between the agency and client would need a new creative/marketing brief. This allows both parties to know what to expect from each other and gives direction to both as to the standards by which they communicate. In cases where there might be one or more people working on a project or projects, this document helps everyone to be on the same page (pun intended).

The other day I met with a referral, a new business that sells furniture. I am curious about this new business and want to see how well they would fare. The area of this new shop has a lot of furniture shops with similar types of furniture (previously-owned and kitcshy). It appeals to a distinct group of people. I told these new owners that they would want to do some market research. I’m not sure they understood what I was talking about, so I’ll explain myself here…just in case they stop by this blog. If you’re a new business owner, this tidbit of information may help you.

In the perfect world, you wouldn’t have any competition. All your ideal customers and clients would flock to your door because you’d be the only show in town! But, most markets have more than one business competing for the same clients or customers. This can be used to your benefit, though.

You don’t have to reinvent the wheel. Find out everything you can about your competition, particularly if they have been around longer than five years. Know what their ads look like. Find out where they advertise, and how frequently. Do they put offers in their advertising, or do they simply do a pretty ad - what we call a “display” ad? If you get the chance, talk to the owner, and ask questions about what they have found to be successful in their marketing. How do they find their customers? How do their customers find them? If you know of and admire what another business has done, you can mimic, in some ways, what they have done. I’m not suggesting stealing their brand, copy or images, though. You simply take the elements you like about their marketing and bring that to a professional marketing/advertising firm to show them what you like. They will be better able to give you what you want if you can show them.

It’s almost as if you find a picture of a haircut you absolutely love and rather than try and recreate it in your own bathroom with some kitchen shears, you bring it to a professional stylist. “This is what I like,” you say. Then, they get to work creating a look for you that is entirely your own, but based on this fabulous haircut.

Next step…who wants and needs what you have?

This article will appear in the March/April issue of Wasatch Woman Magazine:

My husband says girls can’t throw. We throw like sissies, he says. Adding insult to injury, most men are such naturals that the only way they can throw like a girl is to use the “wrong hand.” It looks awkward and is inefficient at delivering the ball with speed and accuracy.

He’s right. I admit I throw like a girl. First off, I am a girl, and sadly, no one taught me to throw until I was an adult. However, powerful negotiation is one of those skills you don’t have to learn in youth. Learn how to be an excellent negotiator and you’ll feel as exhilarated as a little leaguer pitching a no-hitter.

Begin to negotiate like a powerful girl and create win-win situations for everyone involved. Begin with the basics and you’ll become a successful negotiator.

Emotion vs. Logic
One essential to negotiating is putting emotions in check. Workplace consultant and Work911.com creator Robert Bacal says as we become more emotional, we lose the ability to think clearly. The more we state facts and eliminate emotional judgments, the more we “maintain control,” counsels Bacal.

Let’s say you want a raise. To negotiate effectively, you have to prepare by knowing your subject and seeing things from all sides. Often, that means becoming a mini expert, learning more about it than your boss—a position of power. Here’s how you can.

1) Assess out how much of a raise you want. Research what others with your job earn, how often they receive raises, whether they get bonuses, and how their benefits structured. You are now armed to defend, with more logic than emotion, your increased salary.

2) Explain why you deserve a raise. Point out what you have done for the company, what you plan to do, and what your unique skills are. Quantify what you’ll give and what the raise is worth to the company. Reminded your boss he can’t live without you.

3) State when you want that bump in salary, putting yourself in the shoes of your boss. Consider your timing. Observe ahead of time what is happening in the company and what kind of resistance you may experience. Request your raise when you’ve just received a favorable review, a ringing client endorsement, or another job offer.

Women’s Intuition

Now that you’ve done your homework, you’re on your way to successful negotiation. Yet, don’t expect negotiation nirvana. You’ll probably still be nervous. However, when the stakes are high and your heart starts pounding, that’s the time to listen to your instincts and go with your gut. Remember, you’ve got feminine intuition–use it! Here’s how:

1) Play dress-up. You can usually better identify with your audience by dressing similarly. If you have a boss that is part of the “old boy’s club,” be a girl and wear your heels and a classy skirt or dress with a sport coat. Do not break out the cleavage card. It’s never professional.

2) Wear your “big-girl panties.” Stick to what you want. You are your own best ally. If you waver, you show that you don’t care about getting what you’re requesting. Write down what you want to happen, rehearse it and be prepared with evidence to support. Be prepared for an unfavorable response, though. Whatever happens, determine to be strong.

3) Use the perfect blend of sugar and spice. Friendliness and likeability will take you much further than you think. However, being sugary-sweet will turn most bosses or prospect off and appear fake. According to Tim Sanders, author of The Likeability Factor, “realness” will help you more than adopting false, unnatural traits.

4) Say what you want, then, zip it. After you’ve presented your case, ask for what you want. Making firm eye contact, state your monetary request, and promptly shut up! Don’t justify or explain. The pressure is now on the boss. Let him squirm. The moment you open your mouth to explain, your credibility is gone. When the answer is given, you may have to concede a bit, but now’s not the time. Know how low you are willing to drop, but don’t go there right away.

In summary, trust yourself and your talents. You will become better at negotiating when you practice. Find opportunities to hone your skills. High-priced boutiques or farmers’ markets are fun places to practice. You’ll find yourself more confident and in tune with your instincts. Stay firm. And, maybe, throw underhand next time a guy is watching.