NEW CLIENT SOW You have a new client: an automobile dealership. You have a meeting with the…

NEW CLIENT SOW You have a new client: an automobile dealership. You have a meeting with the…

NEW CLIENT SOW

You have a new client: an automobile dealership. You have a meeting with the marketing director at the end of the week to discuss the agency’s scope of work for the upcoming year.

The preliminary agency fee budget you have been given is $450K. And while you know what dealer has historically directed their advertising through traditional channels, the agency was requestedto developed and present a “speculative” on-line campaign as part of their final presentation to win the account. Immediately after the agency won the account you began hearing from local media reps that there is more than just casual internal resistance within the client organization with regard to the integration of an on-line element into their messaging matrix. At this point you are uncertain as to the direction the dealership will take with regard to advertising on a going forward basis.

How are you going to prepare for this meeting? What, if anything, will you need to discuss, review and agree internally with the agency’s management team prior to the meeting? Who should go to the meeting with you? Should you make a formal recommendation to your new client on the approach they should take to advertising, or let the dealership team run meeting?

NEW CLIENT SOW You have a new client: an automobile dealership. You have a meeting with the…

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