The Master Planning Process - 2009 Edition
Includes complete client briefing questions$49.00. Price includes USPS Priority Mail Shipping
This 56-page workbook walks you through the process of landing valuable new clients with a unique agency-branded consultative selling process.
The workbook provides outlines, forms, the important interview questions you need to ask your prospects, and an outline for preparing your final recommendations. The guide includes topics that the agency should address, those the client can provide and the ones that the agency and client should work on together.
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 differentiate between a business problem and tactical tools such as emerging media, print and broadcast communications. 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
Phase ONE: - Situation Analysis and Problem Definition
PHASE TWO: DETERMINE OBJECTIVES, TARGET AUDIENCE, STRATEGIES
Phase THREE: Implementation and Follow Through
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 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.
As soon as your order is received, we will send you an electronic file to download. No printed copies will be provided.
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