Creating Value Features, advantages, and benefits Features are what you’ve got (advertising services, mobile production/execution, strategy, media buying) Advantages are why what you’ve got is better. Benefits are how what you’ve got solves your clients’ problems. Client’s buy based on advantages and, most importantly, benefits. 20

Create Value Advantages Medium Advantages Company Advantages Strategy advantages Creative advantages Most awards Execution advantages Account management advantages The gold standard in the industry

Create Value Benefits Business Benefits “What’s in it for me?” (WIIFM) Position benefits according to personality traits. List of Human Needs Benefits Matrix THE HOME RUN IN SELLING

Creating Value Know your prospect’s business. Discovery Questions Know your customers’ marketing goals. Increase market share Increase traffic Increase sales Increase profit margins Increase share of mind Increase stock price Increase share of voice 23

Creating Value Know your customers’ primary marketing strategy. To Sell Product To Build Brands Differentiation Niche 24

Don’t Promise Results YOU control your client’s expectations. Under-promise, over-deliver YOU define their wins. Don’t allow clients’ fantasies to become their reality. 36

Create Value EV = Q + R + S P To increase the Economic Value to the customer, raise the numerator (Quality, Results [ROI], and Service), don’t lower the denominator (Price).

Create Value Value, like reality, is a perception The price someone pays is a combination of real and perceived value. “You get what you pay for.” 41

Create Value Buyer perception is reinforced by value signals: Brand reputation Cumulative advertising and promotion (differentiation

Creating Value Ethical practices Presentations Awards Case studies of advertiser success Client list Price (high = quality) Management visibility 42

Creating Value Client brainstorming Ideas, innovative strategies Account management Flawless execution Service recovery efforts 44

What Buyers Want Ideas Communication (targeted, helpful) Respect for their time Run as ordered Responsiveness (speed, accuracy) 47

Most Important Creating-Value Rule Under-promise, over-deliver Our growth and our future depends on it.