Summary
Contents
Subject index
KEY FEATURES: Real-world examples from the field ensure that the practical concepts presented become concrete for readers. Numerous interviews with industry professionals from across the country and around the world are included at the end of each chapter to provide readers with snapshots of the agency experience. A chapter dedicated to social media (Chapter 6) offers students a comprehensive look at how companies utilize these important platforms An introduction to the PESO and ROSTIR models shows students how to adapt their campaigns to meet the needs of today's integrated agency environment. A chapter dedicated to tools and templates gives students exposure to real documents they'll need in their careers Arising from a need for a practical, honest guide outlining the inter-workings of agency life, this text can be utilized as a reference by both students and professionals alike.
Starting Off on the Right Foot
Starting Off on the Right Foot
Objectives
- Organize an effective first meeting with a new client.
- Understand critical questions to ask during the beginning of a client relationship.
- Develop the skills to effectively set client expectations.
- Envision the long-term client-development perspective.
Negotiating with a potential client, building a plan, and executing a contract only scratch the surface of developing rapport between the client and the agency. Those first interactions and meetings take on critical significance in setting the cadence, tone, and expectations for a successful relationship. Agency professionals can make their lives immeasurably easier by asking clarifying questions that lead to concisely crafted, measurable objectives. Following these practices leads to a clear understanding of the client needs and overall scope of work, ...
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