Dead On Arrival
Anyone in the creative communications industry deals with this at some point…
The brief has been boiled down to an actionable idea. The creatives have brainstormed, thrown away, started over, scribbled, and sketched until they’ve finally come up with the one: that “holy grail” idea. The sole response from the CD [after shooting down the last dozen ideas] is a simple yet resounding “Fuck yes…”
Finally, with a sketchbook full of elaborate diagrams (charting the sale of laundry detergent by connecting the Theory of Relativity to the Google Search Algorithm), everyone calls it a night, basking in the sublime knowledge that the tough part has been thoroughly dispatched.
But it hasn’t. The hardest part has actually just begun.
It’s true, coming up with a killer idea for a client isn’t easy. Whether its a fantastic TV spot or a killer new digital application, there’s a ton of hard work that goes into the creation of an idea - and work that not everyone can do. But, and this is a big one, that’s not the hard part. The most difficult, and pivotal, part of any great idea is the presentation to the client. Let’s face it…
If a client’s inability to comprehend the potential of the idea you’re presenting them is the limiting factor in the creation of that idea, you’re D.O.A. (not to mention S.O.L.).
How often have you come up with an awesome script, or a killer way to socialize web surfing around your client’s brand, only to have the idea scrapped because the client couldn’t wrap his head (or gut) around the idea? How often have you heard “hey, you’re the experts…we just don’t believe that you’re right.”?
So how do you approach the dilemma? There is no hard and fast rule. No silver bullet. But a couple of things that might help:
- Know yourself.
- Manage expectations.
- Hone your presentation skills
Know yourself.
What kind of work do you do? What are your strengths? Your weaknesses? Are you way out on the bleeding edge, or are you known for simple, sound solutions that fit the mold? What’s your reputation? What are clients coming to you for?
This type of “long, hard look in the mirror” is never easy. You have to be prepared for the fact that you might not like what you see. You also have to understand that it isn’t the end of the world if you don’t. Reputations can grow and change. If you’re unhappy with what’s there, be prepared to work harder to make it change.
But be honest.
Manage expectations.
Coming to terms with your own realities is a huge first step. Clients come to you as an organization based on what they’ve heard about you - based on your reputation. If you’re known for making flashy 30-second spots, are they going to jump for joy when you present them a print solution for their advertising needs? If they come to you expecting a rebuild of their corporate site, and you recommend that their new site is a Flickr page, are they going to cheer for your forward-thinking vision? Or will they just fire you?
Managing expectations is key, both for your own sanity and for your client’s happiness. Sure, you’ll still land in a few situations that don’t work out as planned. Clients who like to view themselves as cutting edge end up getting scared once they see what they’ve actually committed to. But plenty of discussion at the beginning of a relationship will help put everyone on the same page before frustrations mount.
Hone your presentation skills.
Obviously you can’t walk into a presentation and slap the work on the table, expecting jaws to drop and hearts to crumble. You have to sell your idea. You have to help the client love it as much as you love it. And part of that is helping them understand it the way that you understand it. Part of that is also a willingness to look at your own idea from the other side of the table. Your vision for beautiful colors or a flashy UX design might be great, but the guy across the table probably has questions about the down and dirty facts - “how will this effect my sales?” He also probably doesn’t even know what “UX” means or why he should care. Welcome to the role of teacher.
Also keep in mind the value of the theatrical. There’s nothing wrong with a little flair during a meeting. In fact, it might help your cause. The client has sat through three other meetings today. Interest has waned before he’s even walked into the room. Stick a tack on his seat to wake him up a bit. Find a way to bring your presentation to life. Turn it into a story. Most of us would rather sleep through yet-another powerpoint presentation. But who doesn’t love story hour? That’s a deeply ingrained love that seems to stick with all of us. Use it to engage your client and they’ll be far more willing to give their time and attention.
What else?
These are just a few thoughts/tips on maximizing the agency/client relationship. There must be millions of others floating around out there. Share them! What have your experiences been? What tips can you offer?
