The Master Planning Process
$99.00. Price includes USPS Priority Mail ShippingThis 45-page workbook walks you through the process of landing valuable new clients with a unique and agency-branded consultative selling experience.
The workbook provides outlines, forms, the important interview questions you need to ask your prospects, and an outline for preparing your final recommendations.
This publication is even more important than past issues, because today we must understand and deal with a client's specific business problems. The strategic thinking process demands that we can discern between a business problem and a communications problem. As a professional firm, you must be able to address this issue today, and handle both equally well.
CONTENTS
What It�s All About
That Unprofitable Learning Curve
The Input Trap
Down To Where It Counts
The AIMReport� and TARGETReport� as a New-Business Tool
An Emotionless Decision
Here�s How. And Why.
Oh, and One More Thing
How Much?
For The Chicken-Hearted
Once You Get Your Confidence
Applying the AIMReport and TARGETReport to Almost Any New Client Situation
Getting Started
A Natural Sequence
Completing the AIMReport and TARGETReport
Keep The Client Involved
The Rest Should Be Relatively Simple
Guidelines to Writing Objectives
You�re Still Not Ready to Write Ads
Be Honest In Your Presentation
A Final Word
What�s Included in Each Report
Business Organization Overview
The Questions
Before You Begin
Guide for Preparing a Marketing Communication Plan
Industry Background/Trends
The Marketplace
About The Client�s Competitors
About The Client�s Customers
About The Client�s Company - Goals, Management, Profitability
Worksheet - AMR Consultative Planner
Promotion
Some Other Things Your Information Should Reveal
The Creative Work Plan: A Definition
The Creative Work Plan
The Need For A Creative Work Plan
How To Use The Creative Work Plan
The Basic Elements
The Creative Strategy
Creative Work Plan Worksheet
The AMR Master Plan will teach you how to turn your presentations into fully interactive experiences that turn prospects into clients. The AMR Master Plan is a valuable tool to use with current clients when updating their marketing communications plan.
AMR believes agencies need to "productize" and then brand their different services to take ownership of a process and create uniqueness in the marketplace. The Master Plan explains how to do that and position the agency to maximize performance and profitability.
Each order includes the manual plus a downloadable text file of the complete manual, forms and outlines.
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