I’m a digital strategist dealing with an old-school client who is still madly inlove with TVCs. I know TV plays a part but I am growing increasingly frustratedat his stubborn attitude toward new technology and refusal to buy any freshideas. What are the most constructive ways to tell people they should let go andembrace the future?
Gotta love the ‘Old-Skool’ client. No really, you do.
You need to show him that you’re listening to him. Hear his rationale as to why he feels TVCs are the only way, and establish what his fears are in moving (some of) his budget towards digital.
Perhaps he still sees digital as niche, in which case you can show him stats and reports by his favourite analysts. Or perhaps he’s not convinced he’ll get as much return on investment as he would with TV, in which case you can educate him on Social Influence Marketing supported with case studies of companies similar to his. Maybe he’s the type of person that responds better to stick than carrot, in which case take him through what his competition are doing, how much they’re investing and where that’ll leave his business in the months or years to come. Whatever his rationale or concern, as a strategist you’ll appreciate that this isn’t about an either/or, it’s about an ‘and’ – TV isn’t about to die: change, yes, but die, no. Help him understand his target consumers’ typical media consumption habits; showing him where, when and for how long, each form of media (digital and traditional) is consumed at each stage of the consumer lifecycle. And who knows, you may discover he is right… if his target market are the recluses hiding out in the 12% of Australian adults who’ve never accessed the internet. Ahem.
Jennie Bewes, director of new business and social media, Amnesia Razorfish
Published in B&T Magazine, 6 August 2010