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MCAI June 21st Meeting
MCAI June 21st Meeting
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Managing Client
Expectations
Speaker Background<=
/a>
What’s the Problem?=
What is “managing c=
lient
expectations?”
Knowing Your Busine=
ss
Managing Yourself
Knowing Your Client=
’s
Business
How can you know yo=
ur
client’s business?
The Client’s Busine=
ss:
ONE
Story: Nerds and Po=
ets
What was presented<=
/a>
What Engineering Ty=
pes
Imagined the Final Ad to Look like
What The Creative T=
ypes
Imagined the Final Ad to look like
Lost In Translation=
Make the Business G=
oals
Explicit
Managing Yourself
Managing Your Clien=
t
Question One
Question Two
Question Three <=
/b>
Recommended Reading=
Thanks!
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Managing Client
Expectations
meet their needs, m=
anage their
wants
Jim McQuaid / Turni=
p Video
MCA-I RDC – June 21=
, 2004
Speaker Background<=
/a>
Education:
stuffy prep school =
with lots of
writing
liberal arts degree=
MFA in still photog=
raphy
lots of evening cou=
rses &
seminars in technology & marketing
Work much?
Once worked in a ha=
lfway house
for ex-convicts
taught photography =
& the history of photography
Ran Oral History Pr=
oject at
George Eastman House for two years
tech writer & m=
arketing
communications for software companies
marketing communica=
tions,
product management for electronics / network companies
Currently Product M=
anager,
NetIQ, a California-based software company
“Night job” / Indie=
filmmaker
d/b/a Turnip Video
What’s the Problem?=
It’s human nature t=
o confuse needs
& wants; we all do it
the grocery store i=
s the
easiest place for me to do this!
In business, this c=
onfusion can
be more serious
People, including o=
ur clients,
stay in business by accomplishing what they need to (must) do to make a
profit
Media projects tend=
to bring
out this confusion. Why?
Everyone is an expe=
rt
Videos are fun, not=
work,
right?
My cousin could do =
it for $50
What is “managing c=
lient
expectations?”
It has these compon=
ents:
Knowing your busine=
ss
Managing yourself
Knowing your client=
’s business
Managing your clien=
t
Knowing Your Busine=
ss
This ought to be th=
e easy part
You know what it wi=
ll cost you
to accomplish something
You know from exper=
ience which
things are easy and which things are hard
and which things ar=
e next to
impossible . . . .
Managing Yourself
(we’ll come back to=
this one)
Knowing Your Client=
’s
Business
This is the hard pa=
rt
Your job is to acco=
mplish a
business goal for your client
How can you accompl=
ish this
goal if you don’t know what it is?
For that matter, ho=
w can the
client accomplish the goal if they don’t know what it is?
Truth: there is a l=
ot of
half-baked marketing out there
Corollary: the comp=
anies that
execute the basics well are better positioned to thrive than those that d=
on’t
How can you know yo=
ur
client’s business?
There are 3 ways to=
do this
ONE: you used to be=
in that
business
works great when it=
’s true;
doesn’t exactly grow the business very easily
TWO: the client tel=
ls you
This is the goal, b=
ut it’s not
very common
THREE: you work wit=
h the client
to figure it out
This is what you normally will have to do to succeed
The Client’s Busine=
ss:
ONE
Is this a business =
goal?
“We need a video of=
our sales
meeting.”
How about this?
“Sales management i=
s rolling
out a new product support structure and we need to make sure everybody he=
ars
about it and learns it.”
Your first job is t=
o recognize
the difference between a business goal and a “pre-digested” media thought=
.
Story: Nerds and Po=
ets
While running Marke=
ting
Communications for a network test equipment company we had a burning need=
to
raise market awareness with advertising
All of the Product =
people were
Electrical Engineers (or worse)
All of the ad agenc=
y folks were
creative types
Engineers like comp=
lete
control, dislike ambiguity, lack certain kinds of imagination (“fill in t=
he
blanks”)
Creative people hav=
e a high
tolerance for ambiguity, are used to imagining the final product from a
sketch
Can you see a probl=
em here?
What was presented<=
/a>
Concept of multi-pu=
rpose
equipment replacing five kinds of competing equipment . . . .
What Engineering Ty=
pes
Imagined the Final Ad to Look like
What The Creative T=
ypes
Imagined the Final Ad to look like
Lost In Translation=
Not just an interes=
ting film -
it’s what happens to your client’s business goals when they start thinking
about video & film
Your defense is to =
be the
marketing communications director (for this project)
Establish the busin=
ess goals in
writing
audience
core message =
how this helps the =
business
succeed
key points of infor=
mation or
reference
Make the Business G=
oals
Explicit
audience: people wh=
o buy
network test equipment
core message: our p=
roduct does
the job of several different competitors
how this helps the =
business
succeed:
we have to communic=
ate the
versatility or we lose because we are more expensive than any one competi=
tor!
key points of infor=
mation or
reference:
only those running =
Local Area and
Wide Area networks need this
We achieve versatil=
ity with a
set of plug-in boards in the back of the equipment
Managing Yourself
Managing the client=
is
difficult for many reasons
They appear to hold=
all the
cards
(you are the expert on what you do)
You need the busine=
ss
(there really are s=
ome jobs you
don’t want)
It is most difficul=
t because
you have to manage yourself
Temper your natural=
enthusiasm
for {shooting / billing /
brainstorming} with a goal-driven approach to defining the project =
Do not accept the c=
lient’s
definition at face value
Managing Your Clien=
t
At the end of the d=
ay, it means
doing the best job for your client
“Best,” however, me=
ans best way
to meet the client’s needs, not just their wants
“Best” means that y=
ou took the
time to figure out the difference between the client’s needs and wants
“Best” means that t=
he client’s
media project is more likely to achieve its business goal, resulting in a
desire for the client to do more of this fun stuff!
Question One
Actor: what can you=
suggest
about marketing yourself as an actor?
Others have a lot m=
ore
experience & insight on this, but the basics of marketing still apply=
You have to describ=
e the
product effectively (don’t cling to a headshot because it cost a lot; use
whatever works)
You have to define =
your target
audience / market. The best
“definition” is a list of phone numbers, of course, but knowing the profi=
le
of the folks you want to reach will enable you to track them down <=
/td>
(And, these days, h=
aving at
least a simple one-page web site is extremely useful)
Question Two
Exec VP at client l=
oves the
project but his staff tell me it’s useless.
I get paid, but I’d be happier if I thought the project really was
helpful. . . .
Suggestion: ultimat=
ely, you
can’t “manage” a completely dysfunctional client, however, sitting togeth=
er
and putting the project goals on paper can be remarkably powerful. =
People will verbali=
ze their
feelings, but the goals in black and white typically look a bit more busi=
ness
centric.
Question Three <=
/b>
The client’s projec=
t, as
described, is a $20k project but his project is only $10k . . . . <=
/td>
Managing this clien=
t primarily
involves setting priorities with the client.
Ask them, what one =
thing /
image do you want the audience to take away with them?
Assign real priorit=
y numbers, 1
thru 3 or 5, often the high cost items are not essential to getting the c=
ore
message in the can; if they are, you are set up to brainstorm alternatives
with the client
Recommended Reading=
Making Videos for M=
oney:
Planning and Producing Information Videos, Commercials, and Infomercials =
/ Barry Hampe
Thanks!
jim@turnipvideo.com=
www.turnipvideo.com=
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MCAI June 21st Meeting
Managing Client
Expectations
meet their needs, manage their wants
Jim McQuaid / Turnip Video
MCA-I
RDC – June 21, 2004
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