THE NEXT TOP FIRM

LESSON 6:  CHOOSING A CLIENT  

TODAY'S MISSION

Your mission is to be able to answer these essential questions:
  • How do I choose the right clients? 
  • What do I need to know about my client to create the best advertising campaign?
  • How does identifying the target audience, company values, and sales play a part in creating an advertising campaign?

ACTIVITY 1:
​CHOOSING THE RIGHT CLIENT

So, what is the right client and how do you choose the right client for your ad agency?  Choosing the right client means you are choosing a client you can easily help while maximizing your own profits.  It is just as important that you are choosing to represent the right client as it is for them to choose the right advertising firm.  Let's look at the following slideshow to learn what to look for when selecting clients.
competition:  anyone in rivalry with you for the client’s account 

target audience: the group of people that the company’s product or service appeals to or is meant for

values:  things you feel are important, things you believe in, or a code of conduct that you live by

skill set:  a group of abilities and special knowledge that can be used to perform a specific job
​

ACTIVITY 2:
​COMPETING FOR A CLIENT

Remembering what you learned from the slideshow above.  Go over the notes you made from interviewing Nelms Pharmacy and Trussville to Go.  Ask yourself which company would be the easier one for your ad firm to create a campaign for? 

So, which is the best client for your ad firm, Nelms Pharmacy or Trussville To Go?  Discuss it with your partner.  One of you fill out the form below for your firm.  
PLEASE REMEMBER ONLY ONE PARTNER NEEDS TO FILL OUT THIS FORM!

YOUR PORTFOLIO

You will create a portfolio for your client called your ad pitch.  These are all the products you create with a synopsis or description for why you chose with an outline of your marketing plan and budget for the costs.  The more quality products you have to present to the client, the better your campaign will look.  The following items are what you will create.  You will have to stay on task everyday and do some work at home to get all of these things done.
Judgement Day will be held in two of the empty classrooms.  Each student advertising firm will be scheduled for a presentation time with their potential Trussville business client.  The firms will each have 10 minutes to pitch their presentations.  When all pitches have been made, the business owners will review the pitches and name the firms that they want to hire.  The two winning firms will be awarded the title of CES’s Next Top Firm at Awards Day.

MISSION ACCOMPLISHED

Congratulations!

You accomplished your mission!  ​
  • I can list the characteristics of client accounts that are best for an advertising firm.
  • I can determine what information is important to know about my client in order to create the best advertising campaign for them.
  • I can identify a company’s target audience, ideals and values, and lowest sales days.