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Out of context: Reply #88
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- neue75_bold0
...is a promising new client. In general they responded positively to our proposal but it has become clear that they aren’t accustomed to investing in the BIG C (creative concept). Mike, please don’t misunderstand, they are not totally lacking in sophistication/marketing expertise but it seems that they have never been introduced to a proper process. With that in mind, I would appreciate it very much if the two of you could help me with some ideas on how to sell this to x and her x. Maybe we can expand on the “Five mistakes” idea? Or, even easier, can we find any cases in the literature on the benefits of this kind of up-front investment? Or maybe some corollaries to illustrate the point? Like, you wouldn’t go abroad without servicing your car? You wouldn’t want a surgeon to operate without having conducted a physical. You would expect a portrait artist to work from a sketch or photo, etc. I realize this isn’t quite right but it would be great to come up with a simple, easy to package way of demonstrating the importance of investing (heavily in relative terms) this step in the process...