Background
Opportunity
The Account Manager gets an audience with the client’s CMO and its agency. We don’t have a brief but get a hint that they might want to discuss the upcoming big launch. Spend the next week preparing several dummy options to discuss in the meeting.
Meeting 1
The CMO tells us that the big launch is still some time away and wants us to propose a solution for creating a sales pull for their SME product portfolio. All the preparation fall flats and the account manager look at me for a solution. We are offered another coffee and basis some quick brain storming and inputs from the client, the following three propositions emerge.
The client wants a formal presentation before they can take a step forward. Phew! That buys us some time.
The Pitch
We study the entire product portfolio of the client with regards to SMEs and track all global/Indian campaigns undertaken by the client in FY10 targeting SMEs. We don’t find much and spend the night fine-tuning the ideas and creating dummies to support the presentation.
Meeting 2
After a brief introduction from the Account Manager, I present all the three propositions to the client from a creative and print-digital integration.
The Result
Categories
About the Author, Indian Market, Marketing, Social Media, Technology, Work
Submit a Comment