In the past, when a new client approached us (and it’s always better when they come to you first) we would spend hours if not days and weeks creating what we thought would be the ideal branding, marketing and PR plan for their company. And this is even after spending hours on a creative brief.
About two months ago after signing with a new client, we found that we were doing a lot more than what was originally agreed upon and completely new and different activities that weren’t even in the plan from the get go.
And from an agency’s point of view, this can be quite frustrating.
The Solution? You really need to experience what your client’s needs are before writing the plan. Spend a month doing the work (for an agreed upon fee of course) to find out what’s really going on. This will truly help build a successful and impactful roadmap for everyone involved in building the brand’s on and offline buzz.
This will give you and your team time to:
- Determine the strengths and weaknesses in your client’s company.
- Talk to the media about your new client and discover what type of content that is really expected from them.
- Meet the key players in the company, those that will give you the information you need.
- Help you discover the true talent and those that will be easily media trained for broadcast and digital media.
- Discover the hidden gems, the stories in the company that should be shared.
During this time period try focusing on the following:
1. Has the client spent most of their time only on national and not on local PR? Shouldn’t they be known in their own backyard, and in the trades?
2. What is the media really expecting and needing from the client in the way of news and information?
3. What new launches are not being talked about that should be included in the plan?
4. What is perceived about our new client that doesn’t show up in the research?
5. Are they truly engaging with their audience or just blasting out messages?
We just reworked a plan with a new set of strategies for a client (after a 30 day immersion plan into their business) that will not only better suit their needs as well as meet their goals, but will also keep our agency and team focused on results.