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Building an innovative culture: Optimazing Our Role In A Connected World How do we see/do it

Building an innovative culture: Optimazing Our Role In A Connected World How do we see/do it. Tuija Malinen & Leena Vento Brussels 24.9.2011. What´s the problem. Clients want us to deliver more than we generally do: Business ideas Product ideas New concepts etc.

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Building an innovative culture: Optimazing Our Role In A Connected World How do we see/do it

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  1. Building an innovative culture: Optimazing Our Role In A Connected WorldHow do we see/do it Tuija Malinen & Leena Vento Brussels 24.9.2011

  2. What´s the problem • Clients want us to deliver more than we generally do: Business ideas Product ideas New concepts etc. • And what´s more annoying, they are necessarily not ready to pay for it • And still more annoying: we don´t necessarily have the capacity to deliver

  3. We try to see the sunny side of the problem…

  4. How do we see it • It´s a good thing that they ask it from us not from the competition • It´s a good opportunity to strenghten the client relationship • It´s a good opportunity to sell more • It´s a good opportunity to learn more about the client • It can be a good way to get new business and more money

  5. How do we do it • Existing, background information: research, IDN • Networking with our suppliers, who want to sell more • We have created a product, which is more or less the same each time: WORKSHOP with the client • So we don´t start from scratch everytime • Account Director is the one responsible

  6. Workshops • Main players (decision makers) form the client side take part • They are given some tasks beforehand • The team or at least the account people from the agency will be present • Premises: in the agency or a meeting center (not client´s premises) • At least half a day, preferably a whole day, even several times • Sometimes a guest star

  7. What happens in the workshop • Background information • Objectives of the workshop • Target group analysis, touch point analysis, life circle • Headline exercise • Team works • Brainstorming and structured tasks • Good lunch • Presentations and ”Prize giving”, some fun

  8. What happens after the workshop • Report: small, medium, large • Plan, schedule and costs for next steps • Client´s brief

  9. How do we charge for it • From nothing to 35 000 euroes • Some good clients can get it free, but they pay it anyhow later on • Some clients buy just the workshop • Everybody wants the report, ideas, a plan and you can charge for it • Clients are happy because they have done the work by themselves

  10. Thank You!

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