How to Land Clients, Exceed Their Expectations, and Establish Your Agency as a Creative Powerhouse

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How to Land Clients, Exceed Their Expectations, and Establish Your Agency as a Creative Powerhouse

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HOW TO LAND CLIENTS, EXCEED THEIR EXPECTATIONS, AND ESTABLISH YOUR AGENCY AS A CREATIVE POWERHOUSE

Your challenge is to prove you can deliver outstanding creative—better work than any of your competitors, big or small. Introduction: Cut through the clutter Your next creative challenge is out there. There’s a client who needs your unique approach. Your challenge is to prove you can deliver outstanding creative—better work than any of your competitors, big or small.

• Allows them to observe your agency’s creative progress

How can you pull this off? It all boils down to your creative process. In a typical engagement, you do intake with the client, learn their products and services, chew and digest, and then come back with creative concepts for an upcoming campaign.

Let’s take a look at how you can enhance your current creative development process and differentiate your agency from the competition so that you can win and retain more clients.

• Presents them with creative that breaks new ground for their company, grabs the attention of their market, and garners awards for your agency

What if you were different? What if you could take your clients through a creative process that: • Excites, delights, and inspires • Solicits their input and provides ample opportunity for feedback

Bluescape.com | Email: sales@bluescape.com | Address: 999 Skyway Road, Suite 145, San Carlos, CA 94070 | Phone: 888.507.0030

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HOW TO LAND CLIENTS, EXCEED THEIR EXPECTATIONS, AND ESTABLISH YOUR AGENCY AS A CREATIVE POWERHOUSE

PRE-SALES

Take listening to a new level. Your challenge begins as you’re working to land new clients. At first glance, yours is just another agency that’s talented, enthusiastic, and reasonably priced. How do you convince clients to choose you over the host of other options?

From the top two results, you can see that 35 percent of clients want to know their agency speaks their language and understands what they’re all about. Another 30 percent are most concerned with monitoring progress once a project is underway.

Let’s step into the minds of clients and figure out what they’re looking for—or, just as importantly, what they’re not looking for. A recent survey of 500 marketing professionals at companies with at least 500 employees asked participants to select their single biggest challenge in working with an agency.

Want to prove to potential clients that your team “gets it”? If your growing agency is like most, you lack the budget to fly all over the country for pitch meetings. You face the challenge, then, of making a convincing presentation remotely.

Here are the top responses:

18%

17%

17%

13%

Communication

Limited understanding of company strategy and history

Project management1

Performance tracking

You’re not likely to win deals by running a phone interview full of canned questions. Today’s typical client has been there and done that. They’re not convinced agencies really listen during these interviews, and they’re usually underwhelmed by the creative ideas that result. That’s why they’re considering dropping their current agency and working with you. Instead, start your relationship by hosting a collaborative brainstorming session in which stakeholders on both sides contribute ideas on messaging, strategy, and creative direction. Your potential client will feel truly listened to and understood— and it won’t be a mirage. To make this happen, you’ll need the right technology. The ideal technology solution will enable your team and your client’s team to collaborate and engage in real time—no matter where each individual team member is located.

Bluescape.com | Email: sales@bluescape.com | Address: 999 Skyway Road, Suite 145, San Carlos, CA 94070 | Phone: 888.507.0030

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HOW TO LAND CLIENTS, EXCEED THEIR EXPECTATIONS, AND ESTABLISH YOUR AGENCY AS A CREATIVE POWERHOUSE

POST-SALES

Foster collaboration until deadline day—and beyond. Some clients are most concerned about project management and performance tracking. How can you earn their trust? This is much more difficult now that virtual teams have become the norm. Even some fairly large agencies don’t maintain a headquarters at all, instead using a principal’s home office as their mailing address and letting all employees and contractors work from wherever they wish. This is a great way to keep costs down— but it makes creative collaboration a challenge. By their very nature, creative projects have a heavy visual component—one that’s subject to constant tweaks and iterations until it perfectly communicates the intended message. When people are dialing in and relying on forwarded PDFs, it’s difficult to foster a free flow of ideas, and the creative review process often takes much longer than it should.

What agencies and their clients really need is a technology solution that enables them to: Encourage creative input. Firms that truly want to engage their clients need a way to include clients in the creative process. Make everyone feel like a part of the project team. If you’re doing a live creative presentation but some stakeholders are dialing in, these remote participants can end up feeling as if their input is less important than eveyone else’s. Having all participants use the same collaboration technology levels the playing field. Keep a persistent record of the project. All stakeholders, whether in a conference room, dialed-in, or absent from a meeting, should be able to see each draft of every creative asset. The technology should also save all comments, annotations, and notes associated with these assets, as well as project schedules, background documents, digital whiteboards, and other relevant information.

Bluescape.com | Email: sales@bluescape.com | Address: 999 Skyway Road, Suite 145, San Carlos, CA 94070 | Phone: 888.507.0030

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HOW TO LAND CLIENTS, EXCEED THEIR EXPECTATIONS, AND ESTABLISH YOUR AGENCY AS A CREATIVE POWERHOUSE

WHY COLLABORATION TECHNOLOGY HAS FAILED

What you should try next. Facing the challenge of keeping remote project teams in the loop at the lowest possible cost, many agencies turn to Google G Suite and similar products. These online collaboration tools do much to keep people informed. But they don’t provide the platform agencies and their clients need to maximize teamwork and collaboration.

When we start using technology to enhance creative collaboration rather than merely to keep everyone informed, things will change. In fact, they’re changing already—with visual collaboration software.

As one advertising executive told us: “For the organic creative process to work well, I need to be able to sketch out ideas on a whiteboard and have all my remote team members see this and contribute in real time. There’s no substitute—web conferences and file sharing don’t come close.”

When we start using technology to enhance creative collaboration rather than merely to keep everyone informed, things will change.

Bluescape.com | Email: sales@bluescape.com | Address: 999 Skyway Road, Suite 145, San Carlos, CA 94070 | Phone: 888.507.0030

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HOW TO LAND CLIENTS, EXCEED THEIR EXPECTATIONS, AND ESTABLISH YOUR AGENCY AS A CREATIVE POWERHOUSE

PICTURE A NEW FUTURE

With visual collaboration software. Your agency is looking for ways to differentiate itself from a crowded field of competitors.

Visual collaboration software can deliver. It provides a virtual workspace that lets your creative team: •E  stablish a truly collaborative environment with clients—through all stages of creative development • Brainstorm and sketch out concepts in real time •H  old high-quality video or audio conferences with stakeholders across the country or around the world •M  anage all campaign files in one visually appealing, easily navigable, highly accessible location • Import even graphics-intensive files for everyone to see at once • Share screens for seamless creative presentations • Manage projects from mobile devices as easily as from computers

Bluescape.com | Email: sales@bluescape.com | Address: 999 Skyway Road, Suite 145, San Carlos, CA 94070 | Phone: 888.507.0030

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HOW TO LAND CLIENTS, EXCEED THEIR EXPECTATIONS, AND ESTABLISH YOUR AGENCY AS A CREATIVE POWERHOUSE

ENGAGE A POTENITAL NEW CLIENT

With visual collaboration software. Your first task, as always, is to gain a deep understanding of your client’s messaging, products, services, and creative vision. But instead of simply conducting a phone interview, taking extensive notes, and then sending your client a messaging platform or creative brief a week later, you invite them to attend a collaborative virtual meeting. To host this meeting, you don’t just provide a dial-in number and then share your screen. Instead, you open a digital workspace that lets in-person and remote participants collaborate equally. You invite remote participants to your virtual workspace, turn on the audio video conferencing feature, and show them a set of highly intuitive tools that they can use to jot down ideas and sketch out concepts on a screen. All participants can see this screen and contribute their ideas. Rather than dictating the flow of the meeting, you invite your client to share their goals, plans, and objectives—not just tell you, but actually sketch them out on screen. Both your team and theirs will add notes to the workspace as ideas take shape. Once the meeting is over, your team will have everything they need to get to work—and you won’t have to transcribe notes from flip charts or whiteboards because all the content will be in your virtual workspace.

With visual collaboration software, you'll make your clients co-collaborators in their journey to success. Need a follow-up call or meeting? No problem. You can simply invite everyone to return to the workspace to continue the conversation. Even team members who missed the first session can easily catch up. As your first campaign takes shape, you and your client will have a single location for storing all project documents along with notes that provide valuable context. This workspace will also give everyone a real time view of creative reviews completed, deliverables produced, and deadlines looming on the horizon. Meanwhile, as your extended team of creative professionals work, they’ll be able to communicate in real time and collaborate anytime. With communication tools and complete project information at their fingertips, all team members can

Bluescape.com | Email: sales@bluescape.com | Address: 999 Skyway Road, Suite 145, San Carlos, CA 94070 | Phone: 888.507.0030

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HOW TO LAND CLIENTS, EXCEED THEIR EXPECTATIONS, AND ESTABLISH YOUR AGENCY AS A CREATIVE POWERHOUSE

communicate more clearly and efficiently—and make smarter decisions for a better creative product. Throughout your project, you’ll dramatically reduce the overall volume of emails because your team and your client’s team will be able to find the latest drafts of deliverables and project status information online. Everyone will have the same view of reality and the same outlook on progress. And because everyone will have collaboration tools at their fingertips, their location will be irrelevant. With visual collaboration software, you have a chance to deliver a unique value to your clients—and differentiate your agency from the competition. You’ll make your clients co-collaborators in their journey to success, and they won’t want to work with other agencies that push them to the back seat.

Bluescape.com | Email: sales@bluescape.com | Address: 999 Skyway Road, Suite 145, San Carlos, CA 94070 | Phone: 888.507.0030

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HOW TO LAND CLIENTS, EXCEED THEIR EXPECTATIONS, AND ESTABLISH YOUR AGENCY AS A CREATIVE POWERHOUSE

LEARN THE REAL POTENTIAL

Of a shared virtual workspace. Visual collaboration software holds great promise for agencies. It could give your agency the edge you need against much larger competitors by helping you engage clients in ways they can’t. To find out more about visual collaboration software, visit bluescape.com.

Clutch and R2integrated. “Enterprise Marketing Survey 2016.”

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Bluescape.com | Email: sales@bluescape.com | Address: 999 Skyway Road, Suite 145, San Carlos, CA 94070 | Phone: 888.507.0030