MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_01C464EE.1BF3E7E0" This document is a Single File Web Page, also known as a Web Archive file. If you are seeing this message, your browser or editor doesn't support Web Archive files. 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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
Half baked

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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charset="windows-1252" MCAI June 21st Meeting
<= /td> =
Managing Client
Expectations
<= /td> =
meet their needs, manage their wants
Jim McQuaid / Turnip Video
MCA-I RDC – June 21, 2004
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= What’s the Problem?
<= /td> <= /td> = <= /td> <= /td> <= /td> <= /td> <= /td> <= /td>
• It= ’s human nature to confuse needs & wants; we all do it<= br>
– the= grocery store is the easiest place for me to do this!
• In = business, this confusion can be more serious
– Peo= ple, including our clients, stay in business by accomplishing
wha= t they need to (must) do to make a profit
• Me= dia projects tend to bring out this confusion. Why?
1. Eve= ryone is an expert
2. Vid= eos are fun, not work, right?
3. My = cousin could do it for $50
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<= /td> =
What is “managing client
= expectations?”
<= /td> <= /td> = <= /td> <= /td> <= /td>
•= It = has these components:
–= Kno= wing your business
–= Man= aging yourself
–= Kno= wing your client’s business
–= Man= aging your client
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= Knowing Your Business
<= /td> <= /td> <= /td> <= /td> <= /td> <= /td> <= /td>
•= Thi= s ought to be the easy part
•= You= know what it will cost you to accomplish
some= thing
–= You= know from experience which things are easy and
whi= ch things are hard
–= and= which things are next to impossible . . . .
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= Managing Yourself
<= /td>
•= (we= ’ll come back to this one)
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= Knowing Your Client’s Business
<= /td> <= /td> <= /td> <= /td> <= /td> <= /td> = <= /td> <= /td>
•= Thi= s is the hard part
•= Yo= ur job is to accomplish a business goal for your
clie= nt
–= How= can you accomplish this goal if you don’t know
what= it is?
–= Fo= r that matter, how can the client accomplish the goal
if = they don’t know what it is?
•= Tr= uth: there is a lot of half-baked marketing out
ther= e
–= Co= rollary: the companies that execute the basics well
are= better positioned to thrive than those that don’t
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= =
How can you know your client’s
= business?
<= /td> <= /td> = <= /td> <= /td> <= /td> <= /td>
•= The= re are 3 ways to do this
•= ONE= : you used to be in that business
–= wor= ks great when it’s true; doesn’t exactly grow the
bus= iness very easily
•= TWO= : the client tells you
–= Thi= s is the goal, but it’s not very common
•= TH= REE: you work with the client to figure it out
–= Thi= s is what you  normally will have to do to succeed
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= The Client’s Business: ONE
<= /td> <= /td> = <= /td> <= /td> <= /td> = <= /td> <= /td> <= /td>
•= Is = this a business goal?
–= “We= need a video of our sales meeting.”
•= How= about this?
–= “S= ales management is rolling out a new product support
str= ucture and we need to make sure everybody hears
abo= ut it and learns it.”
•= Yo= ur first job is to recognize the difference
be= tween a business goal and a “pre-digested”
med= ia thought.
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= Story: Nerds and Poets
<= /td> <= /td> = <= /td> <= /td> <= /td> <= /td> <= /td>
•= Wh= ile running Marketing Communications for a network
te= st equipment company we had a burning need to raise
mar= ket awareness with advertising
–= All= of the Product people were Electrical Engineers (or worse)
–= All= of the ad agency folks were creative types
•= En= gineers like complete control, dislike ambiguity, lack
cer= tain kinds of imagination (“fill in the blanks”)
•= Cr= eative people have a high tolerance for ambiguity, are
use= d to imagining the final product from a sketch
•= Can= you see a problem here?
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= What was presented
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= Lost In Translation
<= /td> <= /td> <= /td> <= /td> <= /td> <= /td> <= /td> <= /td> <= /td> <= /td>
•= No= t just an interesting film - it’s what happens to
yo= ur client’s business goals when they start
th= inking about video & film
•= Yo= ur defense is to be the marketing
co= mmunications director (for this project)
–= Es= tablish the business goals in writing
•= audi= ence
•= core= message
•= how= this helps the business succeed
•= key= points of information or reference
------=_NextPart_01C464EE.1BF3E7E0 Content-Location: file:///C:/0B4C1184/McQuaid_files/v3_slide0018.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" MCAI June 21st Meeting
= Make the Business Goals Explicit
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= Managing Yourself
<= /td> <= /td> <= /td> <= /td> <= /td> <= /td> <= /td> <= /td> <= /td> <= /td>
•= Ma= naging the client is difficult for many reasons
–= The= y appear to hold all the cards
•=  (you are the expert on what you do)<= /font>
–= You= need the business
•= (th= ere really are some jobs you don’t want)
•= It= is most difficult because you have to manage
y= ourself
–= Te= mper your natural enthusiasm for  {shooting / billing
/ brainstorming} wi= th a goal-driven approach to
def= ining the project
–= Do= not accept the client’s definition at face value
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= Managing Your Client
<= /td> <= /td> = <= /td> = <= /td> <= /td> <= /td>
•= At= the end of the day, it means doing the best job for your
clie= nt
•= “Be= st,” however, means best way to meet the client’s
nee= ds, not just their wants
•= “Be= st” means that you took the time to figure out the
dif= ference between the client’s needs and wants
•= “Be= st” means that the client’s media project is more likely
to = achieve its business goal, resulting in a desire for the
cli= ent to do more of this fun stuff!
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= Question One
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Content-Location: file:///C:/0B4C1184/McQuaid_files/v3_slide0022.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" MCAI June 21st Meeting
= Question Two
<= /td> <= /td> <= /td> = = <= /td> <= /td> <= /td>
•= Exec VP at client loves 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: ultimately, you can’t “manage” a
completely dysfunctional client, however, sitting
together and putting the project goals on paper
= can be remarkably powerful.
–= = People will verbalize their feelings, but the goals in
= black and white typically look a bit more business
c= entric.
------=_NextPart_01C464EE.1BF3E7E0 Content-Location: file:///C:/0B4C1184/McQuaid_files/v3_slide0023.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" MCAI June 21st Meeting
= Question Three
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text/html; charset="windows-1252" MCAI June 21st Meeting
Recommended Reading
<= /td> = <= /td> <= /td>
•= = Making Videos for
= Money: Planning and
= Producing Information
= Videos, Commercials,
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Barry Hampe
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Thanks!
=
jim@turnipvideo.com
www.turnipvideo.com
------=_NextPart_01C464EE.1BF3E7E0 Content-Location: file:///C:/0B4C1184/McQuaid_files/slide0021.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" MCAI June 21st Meeting
Managing Client Expectations
meet their needs, manage their wants
Jim McQuaid / Turnip Video
MCA-I RDC – June 2= 1, 2004
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Spe= aker Background
•Education:
–stuffy prep school with lots of writing
–liberal arts degree
–MFA in still photography
–lots of evening courses & seminars in technology & marketing&= #13;
•Work much?
–Once worked in a halfway house for ex-convicts
–taught photography &  the history of photography
•Ran Oral History Project at George Eastman House for two years
–tech writer & marketing communications for software companies = ;
–marketing communications, product management for electronics / networ= k companies
–Currently Product Manager, NetIQ, a California-based software company
–“Night job” / Indie filmmaker d/b/a Turnip Video
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Wha= t’s the Problem?
•It’s human nature to confuse needs & want= s; we all do it
–the grocery store is the easiest place for me to do this! =
•In business, this confusion can be more serious
–People, including our clients, stay in business by accomplishing what they need to (must) do to m= ake a profit
•Media projects tend to bring out this confusion. Why?
1.Everyone is an expert
2.Videos are fun, not work, right?
3.My cousin could do it for $50
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Wha= t is “managing client expectations?”
•It has these components:
–Knowing your business
–Managing yourself
–Knowing your client’s business
–Managing your client
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Kno= wing Your Business
•This ought to be the easy part
•You know what it will cost you to accomplish something
–You know from experience which things are easy= and which things are hard
–and which things are next to impossible . . . = .
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Man= aging Yourself
•(we’ll come back to this one)
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= Knowing Your Client’s Business
•<= /span>This is the hard part
•Your job is to accomplish a business goal for = your = client
–How can you accomplish this goal if you don= 217;t know what it is?&#= 13;
–For that matter, how can the client accomplish= the goal if they don&#= 8217;t know what it is?
•<= /span>Truth: there is a lot of half-baked marketing = out there
–Corollary: the companies that execute the basi= cs well are better positioned to thrive than those that don’t
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How can you know your 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 b= usiness very easily
•TWO: the client tells you
–This is the goal, but it’s not very common
•THREE: you work with the client to figure it out
–This is what you  normally will have to do to succe= ed
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The Client’s Business: ONE
•Is this a business goal?
–“We need a video of our sales meeting.”
•How about this?
–“Sales management is rolling out a new p= roduct support structure and= we need to make sure everybody hears about it and learns it.”
•Your first job is to recognize the difference between a business goal and a “pre-digested” media thought.
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Sto= ry: Nerds and Poets
•While running Marketing Communic= ations for a network test equipment company we had a burning need to raise market awareness with advertisin= g
–All of the Product people were Electrical Engineers (or worse)
–All of the ad agency folks were creative types
•Engineers like complete control, dislike ambiguity, lack certain kinds of imagination (“fill in the blanks”)
•Creative people have a high tole= rance for ambiguity, are used to imagining the final product from a sketch
•Can you see a problem here?
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Wha= t was presented
•Concept of multi-purpose equipment replacing f= ive kinds of competing equipment . . . .
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What Engineering Types Imagined the Final Ad to Look like
•Half baked
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What The Creative Types Imagined the Final Ad to look like
One or Many?<= /span>
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Content-Type: image/gif R0lGODlhfwATAHcAMSH+GlNvZnR3YXJlOiBNaWNyb3NvZnQgT2ZmaWNlACH5BAEAAAAALAAAAAB9 ABIAgAAAAP///wIwjI+py+0Po5y02ouz3rz7D4biSJbmiabqyrbuC8fyTNf2jef6zvf+DwwKh8Si cVUAADs= ------=_NextPart_01C464EE.1BF3E7E0 Content-Location: file:///C:/0B4C1184/McQuaid_files/slide0017.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" MCAI June 21st Meeting
Los= t In Translation
•Not just an interesting film - it’s what happens to your client’s business goals when they s= tart = thinking about video & film
•Your defense is to be the marketing communications director (for this project)
–Establish the business goals in writing
•audience
•core message
•how this helps the business succeed
•key points of information or reference<= /span>
------=_NextPart_01C464EE.1BF3E7E0 Content-Location: file:///C:/0B4C1184/McQuaid_files/slide0018.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" MCAI June 21st Meeting
M= ake the Business Goals Explicit
•audience: people who buy network test equipment
•core message: our product does the job of several different competitors
•how this helps the business succeed:
= –<= span style=3D'font-family:Arial;font-size:83%'>we have to communicate the versatility or we lose because we are more expensive than any one competitor!
•key points of information or reference:
–only those running Local Area and Wide Area networks need this= 3;
= –We achieve versatility with a se= t of plug-in boards in the back of the equipment
------=_NextPart_01C464EE.1BF3E7E0 Content-Location: file:///C:/0B4C1184/McQuaid_files/slide0019.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" MCAI June 21st Meeting
Man= aging Yourself
•<= /span>Managing the client is difficult for many reasons
–<= /span>They appear to hold all the cards <= /span>
•<= /span> = (you are the expert on what you do)
–<= /span>You need the business
•<= /span>(there really are some jobs you don’t want)
•<= /span>It is most difficult because you have to manage <= /span>= yourself
–Temper your natural enthusiasm for  {shooting= / billing