|
We at McCann are proof that great advertising begins
with great clients. Whether a new
business prospect or a long-existing client, these are qualities we look for in
our client partners. They need to:
Share
their financial strategies with the agency. Since the ultimate business objective for our
clients is to make profits, we get a much clearer picture if they can be
completely open and honest about their financial expectations for the brand.
Develop
good, solid marketing strategies and plans. Advertising is an incredibly powerful
marketing tool, but it can’t solve all marketing problems. Success in the marketplace also demands good
products, correct distribution channels, and competitive prices.
Share their long-term
marketing strategies and plans.
There is nothing more frustrating than struggling to save a brand,
through sheer effort and will power, when it later turns out that the company
had decided to milk it for all it’s worth and let it die a painful death. Good clients would have told you what their
long -term intentions were.
Invest
enough resources to the advertising campaign for it to be effective. Great clients understand the need to support
their brands with marketing and communication budgets that ensure
competitiveness in the market.
Ask for help and advice – and listen. Good partnerships are based on mutual respect
and admiration. Great clients are
willing to admit that they may not know everything.
Evaluate
creative work with a prices based on how well it matches the strategy, rather
than whether or not they “like it.” The vast majority of times, the brand
managers who are asked to evaluate creative solutions are not members of the
target segment. Whether “they like it “
or not is irrelevant. The question needs
to be – will it be effective?
Don’t
make changes just for the sake of making changes. So many great, memorable and effective ad
campaigns over the years have come from clients who stayed with the same basic
strategy year after year while keeping everything fresh and new through the
creative interpretation of that strategy.
Love
advertising. It is especially productive
to work with people who share the same enthusiasm for what you are trying to
accomplish.
|
Fortunately, most of our
clients have some of the above characteristics.
Rarely do they have all. Like
individual human interaction, wee need
to communicate with our clients in a way that ensures a long-term
partnership. Stuart Sanders, a
consultant to the advertising industry has labeled for basic types of clients
according to their actions, behaviors and “personalities.’ He suggests that
agencies need to tailor they way they communicate with clients (as well as
prospect) based on these profiles:
Body
Copy Illustrator
* Interested in process * Interested in first,
most, newest, best
* Tends to ask firs * Tends to act
first
* Businesslike * People-oriented
* Wants experience * Wants to be
inspired
* Analysis-paralysis sometimes * Wants to inspire
* Very cautious * Impetuous
Headline Logo
* Interested in results * Interested in
relationship
* Tends to act first * Tends to ask
first
* Businesslike * People-oriented
* Snap decisions *
Consensus-builder
* Turn-around specialist * Sensitive to political
considerations
* Risktaker * Very cautious
These personality types are based on Myer-Briggs
personality profiling. Such profiling is a valuable too for new business as
well as teamwork.
|
Like
consumers of our clients’ brands, there are many influences during the decision
process of our clients when they are deciding which agency they want to work
with. While the quality of the creative
pitch plays a very important role, McCann-Erickson brings many other strengths
to the table when competing for client assignments.
·
We have a strong commitment (a passion) to
create the most “effective” advertising that builds stronger brands, higher
sales, and higher profits for our clients.
·
McCann-Erickson Worldwide has the larges
worldwide presence of any advertising agency.
·
We have excellent “local” market knowledge
across many countries.
·
We bring a strong business orientation to an
industry often noted for a less-disciplined approach.
·
We have a strong management team and great
continuity of management over our long history.
·
McCann has superb account management skills and
global management as well as a reputation for being able to manage “difficult”
clients.
·
McCann has developed proprietary tools such as
McCann Pulse, The Brand Footprint, The McCann Selling Strategy, and McCann
AdWorks to help its clients.
·
We have a rich creative heritage, and are now
winning significant creative awards.
Remember -
advertising is about solving problems and capitalizing on opportunities. Incorporate these advantages in your
positioning to create the perception in clients’ minds that McCann-Erickson
Worldwide can do both.
|
We
see a number of trends occurring for our clients in marketing their brands in
the new millennium.
Global
brands are a priority. Everyone is looking for growth opportunities
outside their domestic markets. At the
same time, they are constantly looking for any cost efficiencies they may be
able to achieve by leveraging their brands across national boundaries.
Brand
Equity responsibilities are becoming more centralized. Although our clients fall into many places on
the spectrum of centralization from highly decentralized to highly centralized,
the trend is definitely toward increased centralization. Companies recognize the extraordinary values
that are contained in their brands and they want to minimize any risk of seeing
that value destroyed through improper positioning or support.
Client structures are flattening. Where there used to be many layers of
assistants and support personnel in client organizations, cost-cutting has
removed many of them. Clients may need
to rely more and more on outside resources and partners.
Local
and regional managers take the lead. While brand equity may be getting more
management attention centrally, the trend is toward giving local and regional
managers more responsibility when it comes to responding to competitors and
local market conditions.
Centers
of Excellence are being used for communications development. When a particular campaign of communication
activity works in one market, there is an immediate search to see if it can
work in other markets around the world.
Organization
structures vary by client. As we will discuss below, our clients will
continue to manage their marketing and advertising activities in many different
ways. For example, Ferrero is a
family-owned business while Unilever is publicily traded stock ownership.
|
Our
clients have broad and busy task in managing their brands beyond just
advertising. Their marketing managers
have responsibility for the complete marketing plan, including segmentation,
positioning, product research and development, production, sales, distribution,
pricing and other communication activities, such as public relations, sales
promotions, direct marketing and events.
As part of the decision-making process, they also perform competitive
analysis and market research. Thus
advertising is only a part of their marketing activities.
Most
clients also have very complex organizations with multiple marketing
decision-making hierarchies. While some
marketing managers may have authority to make many of the decisions contained
in the marketing plan, many other companies divide those duties among number of
different managers. Our
Functional:
Marketing activities are divided into specialized areas such as sales,
advertising, market research, etc. Each manager of an area would typically be
responsible for managing that activity for some or all of the products within
the company portfolio.
Market: A more market oriented approach than above
with managers responsible for all of the marketing plan for a group of products
directed toward a particular market.
There might be a marketing manager or team for a country or horizontal
market, such as health care or telecommunications
Product:
Management by product or product line.
The classic “brand management” structure where a brand manager is
responsible for a brand or category of products across a multitude of segments.
Product
– market: A matrix organization that
tries to combine all three of the above by creating reporting lines.
client companies may be organized in a number of different ways (see sidebar).
client companies may be organized in a number of different ways (see sidebar).
The
current trend marketing management structure is to try to move the marketing
planning focus closer by assigning marketing managers segment
responsibilities. They will identify the
needs of those consumers and develop the marketing plans for best satisfying
needs.
Terima kasih telah membaca artikel tentang client training teks dan anda bisa bookmark artikel client training teks ini dengan url http://fastlearning4.blogspot.com/2015/02/client-training-teks.html. Terima kasih
Belum ada komentar untuk "client training teks"
Post a Comment