{"id":294,"date":"2007-12-17T19:21:05","date_gmt":"2007-12-17T19:21:05","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2007\/12\/17\/142105.html"},"modified":"2007-12-17T19:21:05","modified_gmt":"2007-12-17T19:21:05","slug":"achieving-spec-spot-buy-in","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/achieving-spec-spot-buy-in\/","title":{"rendered":"Achieving Spec Spot Buy-In"},"content":{"rendered":"<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><strong style=\"\"><span lang=\"EN-US\" style=\"font-size: 18pt;\"><span style=\"\"> <\/span><o:p><\/o:p><\/span><\/strong><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\"><span style=\"\">&nbsp;&nbsp;&nbsp;&nbsp; <\/span>Last week we discussed the three most common reasons for staff not enthusiastically embracing spec spot creation. Here are eight steps you can take towards fostering a better relationship with your creative team, and towards having better spec spot results. <\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\">1.<span style=\"\">&nbsp; <\/span><strong style=\"\"><em style=\"\">Pre-qualify every account<\/em><\/strong> rather than relying on a spec spot to work magic in an impossible situation.<o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\">2.<span style=\"\">&nbsp; <\/span><strong style=\"\"><em style=\"\"> Keep your creative people in the loop<\/em><\/strong>. If a spot doesn&rsquo;t sell, get back to them and tell them why.<o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\">3.<span style=\"\">&nbsp; <\/span><strong style=\"\"><em style=\"\">Give your creative people as much information<\/em><\/strong> as you possibly can about the prospect&rsquo;s competitive position, image and long term aspirations.<o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\">4.<span style=\"\">&nbsp; <\/span><strong style=\"\"><em style=\"\">Give the creative department some intellectual freedom&hellip;.<\/em><\/strong>don&rsquo;t hand-cuff them with sixties or thirties, and talk to them in terms of <em style=\"\">strategy,<\/em> not tactics or &ldquo;your idea&rdquo;.<o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\">5.<span style=\"\">&nbsp; <\/span><strong style=\"\"><em style=\"\">When you get the spot<\/em><\/strong>, have a conversation to discuss the writer&rsquo;s and\/or the producer&rsquo;s strategic thinking that went into the campaign. And say &ldquo;thanks&rdquo;!<o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\">6.<span style=\"\">&nbsp; <\/span><strong style=\"\"><em style=\"\">Sell, sell, sell!<\/em><\/strong> If you believe the idea is the right approach for a client, present it in the light it deserves, and don&rsquo;t let the client&rsquo;s personal taste interfere with the strategic correctness of the idea.<o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\">7.<span style=\"\">&nbsp; <\/span> <strong style=\"\"><em style=\"\">If it doesn&rsquo;t sell, let the creative people know why<\/em><\/strong>. Explain the steps you took to sell it, and discuss the next steps in creating a campaign which will be successful.<o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\" style=\"font-size: 11pt;\">8.<span style=\"\">&nbsp; <\/span> Last but not least, <strong style=\"\"><em style=\"\">prove to your people that their efforts were not in vain<\/em><\/strong>. Discuss what other clients might have similar objectives and tweak the campaign to fit them until someone DOES buy it.<o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\"><!--[if !supportEmptyParas]-->&nbsp;<!--[endif]--><o:p><\/o:p><\/span><\/p>\n<p style=\"margin-left: 18pt;\" class=\"MsoNormal\"><span lang=\"EN-US\">P.S. A little financial incentive or recognition for every spec-spot sold can also go a long way.<\/span><\/p>\n<p><span lang=\"EN-US\"><!--[if !supportEmptyParas]--> <br \/>\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp;&nbsp;&nbsp;&nbsp; Last week we discussed the three most common reasons for staff not enthusiastically embracing spec spot creation. Here are eight steps you can take towards fostering a better relationship with your creative team, and towards having better spec spot results. &nbsp; 1.&nbsp; Pre-qualify every account rather than relying on a spec spot to [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-294","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Achieving Spec Spot Buy-In - ENS on Sales<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/achieving-spec-spot-buy-in\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Achieving Spec Spot Buy-In - ENS on Sales\" \/>\n<meta property=\"og:description\" content=\"&nbsp; &nbsp;&nbsp;&nbsp;&nbsp; Last week we discussed the three most common reasons for staff not enthusiastically embracing spec spot creation. 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