Posts Tagged ‘creative agency’

Broadcast or boredcast?

Posted on January 17, 2011 at 12:22 pm, by aspect

I’ve just finished watching a web broadcast and, I have to say, business television really lacks imagination. Technology allows us to reach a disparate audience cost-effectively so it makes perfect sense to use a web broadcast or web TV to communicate with clients and your staff but – maybe because it’s so cost-effective – people often seem to forget about making it interesting too! What is the point of publishing a message if no one is listening? Think about the television you watch every day – it’s colourful, it’s humorous, it’s topical, it’s passionate, it’s aggressive, it’s nail biting – most of all, it’s entertaining or we wouldn’t watch it! So why not get these ingredients into our webcasting experiences? The presenter needs to cut out the fat and keep the meat. The content focus should be steered away from your company’s agenda and back to what your audience is thinking; “what’s in it for me?”. Webcasting can be so much more than just a face talking to a screen.  We should really be exploring new ways to engage our audiences – just like they do on Strictly, the X-Factor, Question Time or Test the Nation. Engaging your audience collaboratively has to be the way forward in the webcasting arena. Remember, it’s all about dialogue not monologue! Author: Simon King-Cline

Procurement – who wins?

Posted on January 11, 2011 at 10:41 am, by aspect

  Now here’s a scary word – procurement! I’ve just finished an e-bid process and I still don’t know if we’ve won. The system had a magic button that, when pressed, automatically made your bid the cheapest. To me, it’s like playing roulette and yet the procurement team told me it was their favourite button! The question is: ‘does procurement really add value in communications?’ By pressing the magic button aren’t we reducing our proposition to a commodity? Can we really compare hiring our services to buying a tin of baked beans? I passionately don’t think so.  It’s about achieving that ideal combination of value, quality, creativity and price. What’s more, every communications company offers something different within these criteria. Of course, your client has to trust that you will deliver what you say you will but how do you communicate this in an e-bid or in a procurement discussion where, more often than not, the only topic seems to be money? Do I think procurement reduces costs for clients?  Absolutely and, of course, competition is healthy from all perspectives. But, at the same time, do our clients trade-off creativity for price through the procurement process? Unfortunately, I often think they do. Successful communication companies have built their business and reputation on the relationships with their clients – How does procurement fit into this process? So what’s the answer? Maybe it’s about embracing the procurement teams and trying to love them as much as we do our day-to-day clients.  Sometimes it’s really difficult though, particularly when the pitch process is de-personalised to the point of an e-bid. What I do know is if you can get on to a procurement roster and build a relationship with the procurement team based on creativity and trust then it works. You gain a huge amount of credibility and your client gains peace of mind, knowing that you have been fully scrutinised and have passed the procurement test. Author: Simon King-Cline 

Next / Previous