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Convince the CFO to Pay for Insights Before "Stuff"

Event Interactive 2010
Format Solo
Organizer Jim Walls – 160over90
Description Clients demand hard deliverables so they tell their boss "I made this." Problem is, tons of projects fail because they don't begin with a foundation of thinking and strategy, which nobody wants to pay for-unless you know the secrets of selling them on doing the job the right way.
Questions
Answered
  1. Why do you need a strategy?
  2. Why does giving thinking away upfront set a bad precedent?
  3. What are the secrets to selling clients on a strategic process?
  4. How do you approach clients with a plan and process?
  5. Why does the "get real" approach proposed by firms like 37signals not work for everyone?
  6. How do you present thinking so it feels tangible?
  7. How does this thinking benefit the client?
  8. What's involved in Brand Concept development?
  9. What is a Brand Concept and why is it important?
  10. How do you keep the strategy grounded?
Level Beginner
Category Advertising, Branding / Marketing / Publicity, Business / Entrepreneurial / Monetization
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