Votre client est réfractaire à votre stratégie publicitaire. Comment pouvez-vous les convaincre de son efficacité ?

Data-driven evidence: Present figures to them. How well does your plan fit their objectives for business? Benefits that are obvious: Describe how your plan will improve their bottom line or solve their challenges. Visual assistance For better clarity, use charts, graphs, or mockups. Case studies: Tell success stories of comparable clients. Engage in a conversation: Invite comments and inquiries. Directly address their problems. Provide choices: Offer substitutes or alterations to the approach. Keep in mind that the secret to winning people over is fostering understanding and trust.

Understand Their Perspective Active Listening: Give your client undivided attention and truly listen to their concerns. Question Effectively: Ask open-ended questions to understand their reasoning behind the resistance. Validate Their Feelings: Acknowledge their concerns and show that you understand their perspective. Show You Care About Their Business Align with Their Goals: Demonstrate how the advertising strategy directly aligns with their business objectives. Share Their Vision: Show that you understand their company's mission and values. Emphasize Shared Success: Position the strategy as a partnership for mutual benefit.

Share success stories from similar brands that saw great results, highlighting key metrics like increased engagement and better ROI. Explain why the strategy works by discussing market trends, consumer behavior, and industry standards that back your approach. Emphasize the benefits, using data to illustrate potential gains in awareness, engagement, and conversions, while also pointing out how the strategy optimizes their budget and targets the right audience. Use clear, compelling visuals like charts and graphs to present your data, and offer testimonials from other clients who’ve seen success with similar strategies.

If the matter is to de-risk for performance projections, work with your client on a test market strategy to allocate a fraction of the budget into pushing the advertisement live into a test market. Marketers should understand that it's next to impossible to project and forecast numbers with zero track record. For advertising programs that are net-new and overall experimental to test out hypotheses, evidence & data need to be part of the campaign development process.

1. Data-Driven Insights Market Research: Present data on target audience behavior, preferences, and trends. Competitor Analysis: Show how the proposed strategy outperforms competitors. Industry Benchmarks: Compare your strategy to industry standards and best practices. 2. Case Studies and Testimonials Similar Client Success: Highlight successful campaigns for clients in the same industry. Expert Opinions: Cite industry experts or thought leaders who support your strategy. Customer Testimonials: Share positive feedback from previous clients.

1. Deep Dive into Client's Business Understand their goals: Clearly define the client's short-term and long-term objectives. Identify their challenges: Pinpoint the specific issues the client is facing. Analyze their target audience: Understand the client's customer base in detail. 2. Tailor the Strategy Directly address concerns: Align the strategy with the client's specific worries and objections. Showcase unique benefits: Highlight how the strategy solves the client's unique problems. Offer a customized solution: Create a strategy that is specifically designed for the client's business.

If you could copy/paste campaigns and have the same results, then I'd be unemployed. Brands, marketers, and consumers all have unique needs & wants. Take time to learn about the product, user, and marketing team that you're working with. Use their past campaign performance to inform current decisions. Customize and tailor creative to the audience, find out what resonates with their users. Once you understand them, you can begin the process of forming the campaign.

1. Quantify the Benefits Financial metrics: Clearly articulate how the strategy will impact revenue, profit margins, and sales. Customer acquisition cost (CAC): Show how the strategy will reduce the cost of acquiring new customers. Customer lifetime value (CLTV): Demonstrate how the strategy will increase the value of existing customers. 2. Set Clear KPIs Measurable goals: Define specific, measurable, achievable, relevant, and time-bound (SMART) objectives. Track progress: Regularly monitor key performance indicators (KPIs) to measure success. Communicate results: Provide transparent and regular reports on campaign performance.

I have found that sharing success stories from similar campaigns is vital to not only building trust, but addressing the elephant in the room– ROI. Share with them the amount a similar company has spent and the results that they received. Don't just explain the forecasted performance they can expect, show them that you can achieve it. Don't forget to find out what KPIs they care about most so you can discuss in-detail performance as it pertains to that metric.

Innovation! Keep an eye on how your client's campaigns are performing, what has been working and what hasn't been? A/B test your creatives so you can see which is a better allocation of their budget. Quickly identify what isn't working and the offer solutions to address this performance. Be flexible in your strategy if something isn't working the way you anticipated it too. There's no need to cement yourself or your client into a rigid plan. reassure them that it is fluid and responsive to their needs.

While laying out your strategy, be sure to explain how the process works once you go live. DON'T be the ad exec who starts a campaign and then doesn't check in with them until it's time for renewal. This makes them feel unheard and uncared about. Maintain communication with them throughout the campaign to uncover any latent pain points, and to be sure that they are actually seeing the impact that your performance data suggests. It gives them a sense of control, builds confidence, and opens up growth opportunities. Reducing resistance when it becomes time to renew the contract or launch a new campaign.

Make sure you understand what is creating the hesitation. To often we provide solutions that don’t address the underlying issues.