Broc Sears

Advertising and design workshop for community newspapers, sponsored by the Texas Center for Community Journalism and featuring Broc Sears. Session 4

Transcript

1. THE CLIENT INTERVIEW
2. THE CLIENT INTERVIEW
3. THE CLIENT INTERVIEW
4. THE CLIENT INTERVIEW
5. THE CLIENT INTERVIEW Working with clients CLIENTS SHOULD SEE YOU AS: Professional, knowledgeable and expert Creative, innovative and insightful Partner in their success
6. THE CLIENT INTERVIEW Compile a Creative Brief Navigation document that hits the research categories designers and other staff members find valuable when generating an entire campaign or and individual project like an advertisement. It can be as simple as one page or as extensive as a twenty-page report. Use whatever works for you.
7. THE CLIENT INTERVIEW Compile a Creative Brief Situation Analysis STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Marketing Problem Industry overview Competitors PRIMARY SECONDARY Competitor Advantages & Disadvantages Target Audience Product Benefit Strategy Statement Tactics Single most important thing or THE BIG IDEA
8. THE CLIENT INTERVIEW Research Ongoing ethnography. Immersion in every aspect of the client’s culture Take pictures. SHoot video. Experience the business as a customer/employee Visit the competition. Ask questions.
9. THE CLIENT INTERVIEW Ask questions? Who? What? Where? When? How? Why?
10. THE CLIENT INTERVIEW Ask questions? Who? Who owns this business? Who is the target audience? Is there a segment of that audience? Who really shops here? Do they shop alone? Do they shop with their family? Who works here and why? Who or what is the competition?
11. THE CLIENT INTERVIEW Ask questions? What? What are the top five products/services and the benefit of each? What are the next five? What promotions have been done in the past? What attitude or tone does the business present? What attitude or tone does the owner want the business to present? What is one thing customers must remember about the business? What aesthetics are present/dominant in the store, advertising? (colors, typography, artwork, interiors, exteriors, logos...) What are the owner’s goals – short term and long term. What are three special things about the business makes it unique?
12. THE CLIENT INTERVIEW Ask questions? Where? Where is the business located? Where are other branches located? Where does the business advertise? What has it advertising looked like? Where does the competition advertise? What do their ads looked like?
13. THE CLIENT INTERVIEW Ask questions? When? When is the business open? When does it advertise? When are the “big” sales and sales days? When do certain items sell better? When should certain items go on clearance? Are weekdays different from weekends? How? Why?
14. THE CLIENT INTERVIEW Ask questions? How? How does the business work with its customers? In store? Online? On the phone? Customer service? How well have different advertising channels worked? (Websites, billboards, direct mail, fliers, newsletters, etc.) How willing is the owner to try something new? Something different? How do you make the product? How do you use the product? How can you tell which product a customer needs?
15. THE CLIENT INTERVIEW Ask questions? Why? Why do people shop here? Why do they come back? Why do people shop at the competition? Why do they go back? Why should they get to know the business? Why should they become part of the family?
16. THE CLIENT INTERVIEW Ask questions? Who? What? Where? When? How? Why?
17. THE CLIENT INTERVIEW But before we move on to the Research module let us have a little...
18. THE CLIENT INTERVIEW EXERCISE!
19. THE CLIENT INTERVIEW EXERCISE! Pick up an Exercise2! sheet at your table and...
20. THE CLIENT INTERVIEW EXERCISE! Pick up an Exercise! sheet at your table and... On the first three lines write a research question you would now ask the owner of a Mexican restaurant in your community about their food.
21. THE CLIENT INTERVIEW EXERCISE! Pick up an Exercise! sheet at your table and... On the first three lines write a research question you would now ask the owner of a Mexican restaurant in your community about their food. On the next three lines write a research question you would now ask the owner of a Mexican restaurant in your community about their service.
22. THE CLIENT INTERVIEW EXERCISE! Pick up an Exercise! sheet at your table and... On the first three lines write a research question you would now ask the owner of a Mexican restaurant in your community about their food. On the next three lines write a research question you would now ask the owner of a Mexican restaurant in your community about their service. On the next three lines write a research question you would now ask the owner of a Mexican restaurant in your community about their customers.
23. THE CLIENT INTERVIEW EXERCISE! Pick up an Exercise! sheet at your table and... On the first three lines write a research question you would now ask the owner of a Mexican restaurant in your community about their food. On the next three lines write a research question you would now ask the owner of a Mexican restaurant in your community about their service. On the next three lines write a research question you would now ask the owner of a Mexican restaurant in your community about their customers. On the next three lines write a research question you would now ask the owner of a Mexican restaurant that you never would have asked before this workshop.
24. THE CLIENT INTERVIEW EXERCISE! Pick up an Exercise! sheet at your table and... On the last three lines write a research question you would now ask a client that you never would have asked before this workshop.
25. THE CLIENT INTERVIEW EXERCISE! Please get your original exercise sheet back
26. THE CLIENT INTERVIEW Working with clients CLIENTS SHOULD SEE YOU AS: Professional, knowledgeable and expert Creative, innovative and insightful Partner in their success
27. THE CLIENT INTERVIEW