The Weekly Jolt! 09.11.2013

It is starting to feel like fall is in full swing. Going to miss those lazy, crazy days of summer but it’s good to be busy.

Here’s your Weekly Jolt!

PITCHES

Get The Fee You Deserve This audio interview offers up some very solid business advice from Ori Weiner, a UK based consultant who specializes in profitability management for professional services firms. It’s good, subtle stuff that comes from being an effective, well-prepared negotiator.

Ori touches on:

  • Pitching (and when it’s a lost cause).
  • Scope Creep (and when you have to deal with it).
  • Pricing.
  • When service trumps the technical aspects of the deliverable (usually).
  • The virtues of saying no (so you can do something more profitable).

Here’s the kind of advice you’ll find.

The truth is that when the client says it’s about price, actually it rarely is. And therefore it’s so important to understand what the other criteria are that clients value because if you understand those you can negotiate some form of premium.

What do you think? File it under stuff you knew but forgot?

http://ckwrites.info/1ezUA61

 

CONTENT

14 Best Practices For Advanced Mind Maps I don’t love all of the mind-mapping software I’ve tried, but I really value the process. I’ve done it with groups on a whiteboard (which sounds positively Neanderthal); leading an online group; and of course alone on a computer or dare I say it – a pad of tree fiber.

This article looks at all the things you can do to finish, embellish or otherwise gussy up your mind map once you’ve got your ideas down. Chuck Frey, aka Mr. Mind-Map, has put together a very helpful infographic demonstrating best practices for showcasing your thinking to your extended team and clients.

For more about any and all things mind map, Chuck’s blog is the place.

http://ckwrites.info/14IAbVq

 

THE BIG AHA

Emotional Advertising Must Start With An Emotional Brief  Obviously this article is written from an agency perspective (where they actually do creative briefs.)

There are some tricks here that can be useful to anyone struggling to come up with a heart wrenching or inspiring or manic video, speech, skit or dare I say it, song.

In particular, I like the handy, dandy graphic the author prepared which maps out our emotional zones. It’s a useful tool to help zero in on the most relevant emotion for a client specific emotional appeal. See if this sounds familiar…

 To do great emotional advertising that is on strategy with the brand, there must be a brief that starts with how the consumer feels now (consumer insights) and defines how we want the consumer to feel after they experience advertising (an emotional desired response).  

http://ckwrites.info/19E4dwW

 

METRICS & ROI

The CMO Interview: Wharton’s Dr. David Reibstein I filed this one under Metrics because the good Doctor has some real insight into how to communicate the value of marketing activities.

Marketers may be able to talk about awareness, trial, or loyalty, but they are generally unable to connect these metrics to financial statements. I believe that marketers’ inability to do this has cost them their seat {at the table}.

Think about this in the context of why and what to measure:

  • One of the biggest assets that a company has is its customer base. And who largely manages the activities that determine if the firm is acquiring new customers, increasing loyalty among current customers, and preventing defections? Marketers largely drive this. And, yet, nowhere on the balance sheet is a valuation for a critically important firm asset, its customer base.
  • Most CMOs are the “keeper of the brand.” Yet “brand value” doesn’t show up anywhere on the balance sheet. Again, this is fairly surprising given the data suggesting that brands are contributing more and more to overall firm value. Ironically, when a company is sold, the acquiring company can list the brand value on their balance sheet as an asset.

And for me, this last comment cuts right to the chase…

  • Some seem to be afraid of what the data will show… this shouldn’t be something to be feared as the first time you measure it you are creating a baseline. The goal is simply to be able to figure out how to improve the valuation over time.

http://ckwrites.info/17NWc9o

 

MARKETING 501

15 Mind-Blowing Stats About Online Video Advertising Like social media, this is a category that is garnering more and more of the ad budget. We’ve all made videos forever, we should be in the hunt to keep a slice of this fast growing pie.

  • According to comScore, 187 million consumers watch 48 billion online videos in July.
  • The equivalent of 100 hours of video is uploaded to YouTube each minute. That works out to 144,000 hours a day – 16 years worth of must see viewing DAILY!!!
  • Consumers are 27 times more likely to click-through online video ads than standard banners.

And here is the one that should get you to schedule a business development meeting:

 U.S. digital video ad spending will nearly double in only four years, climbing from $4.14 billion this year to $8.04 billion in 2016.

http://ckwrites.info/17nCVup

For more on these topics, surf ck Curates. It’s the perfect place to go when you’re stuck in a terminal, waiting for a meeting to start or end, or in a strange hotel room.

If you haven’t yet, please subscribe to the ckwrites Blog and get The Jolt! too. Now that you’ve read it, you know that you need it.

Have a great week.