{"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":"

<\/span><\/o:p><\/span><\/strong><\/p>\n

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     <\/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

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1.  <\/span>Pre-qualify every account<\/em><\/strong> rather than relying on a spec spot to work magic in an impossible situation.<\/o:p><\/span><\/p>\n

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2.  <\/span> Keep your creative people in the loop<\/em><\/strong>. If a spot doesn’t sell, get back to them and tell them why.<\/o:p><\/span><\/p>\n

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3.  <\/span>Give your creative people as much information<\/em><\/strong> as you possibly can about the prospect’s competitive position, image and long term aspirations.<\/o:p><\/span><\/p>\n

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4.  <\/span>Give the creative department some intellectual freedom….<\/em><\/strong>don’t hand-cuff them with sixties or thirties, and talk to them in terms of strategy,<\/em> not tactics or “your idea”.<\/o:p><\/span><\/p>\n

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5.  <\/span>When you get the spot<\/em><\/strong>, have a conversation to discuss the writer’s and\/or the producer’s strategic thinking that went into the campaign. And say “thanks”!<\/o:p><\/span><\/p>\n

 <\/o:p><\/span><\/p>\n

6.  <\/span>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’t let the client’s personal taste interfere with the strategic correctness of the idea.<\/o:p><\/span><\/p>\n

 <\/o:p><\/span><\/p>\n

7.  <\/span> If it doesn’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><\/span><\/p>\n

 <\/o:p><\/span><\/p>\n

8.  <\/span> Last but not least, 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><\/span><\/p>\n

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P.S. A little financial incentive or recognition for every spec-spot sold can also go a long way.<\/span><\/p>\n


\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

       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.   1.  Pre-qualify every account rather than relying on a spec spot to […]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-294","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/294","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=294"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/294\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=294"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=294"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=294"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}