Control or Collaboration: The potential pitfalls of client voiced commercials

By SummitMedia Creative Strategist and Copy Specialist Mike McKenzie

Client voiced commercials can be tricky things. I’ve found that the foundation of their success depends more on the AE’s relationship with the client than the actual production itself. If the client perceives the AE as a partner in their marketing endeavors and looks to them for advice, then that’s most of the battle. However, if the nature of the relationship is order taking, and we’re perceived no different from any of their supply vendors, then the success of the campaign can be very shaky.

We’ve all dealt with very head strong clients with preconceived notions. And in the spirit of choosing one’s battles, the AE and the entire support staff end up having to give in to that will because it’s a deal breaker otherwise.

It’s been my experience these campaigns don’t last long. After a few months, they’re not attaining the success they desired. And they’re the ones that say I tried radio and it just didn’t work.

When the contract ends or is canceled, the AE and support staff do a campaign diagnosis. The most common culprit is of no surprise –brand conflict. We knew that from the get-go. It’s like a train wreck. We could see it coming from miles away. And because of it’s high speed momentum, we had no power to stop it.

In these order taker centric campaigns, a line gets crossed. Within a very short period of time, the client is not the brand’s messenger. They end up becoming their own brand. Ego takes over. The client’s focus is on people recognizing their name, who they want the public to perceive them as. They watched TV as a kid. The local appliance store owner, the crazy guy electronics retailer, car dealer, etc. became a household name. The client then assumes that they and their brand are one entity.

Yet, I’ve witnessed the occasions where the very savvy AE was able to correct the campaign’s focus and direction.

 About two weeks into the flight, the AE reached out to the client. Now that we’ve run a couple of weeks, let’s do a check-up analysis and see if it’s working. You should be seeing some results by now.

 During this check-up, the AE applied the Socratic Method. If you’re not familiar, please look it up. You may already be doing it and just don’t realize. Socratic Method is teaching by asking the right questions helping lead the client to the desired conclusion. It remains the best teaching method. By answering the right questions, the client begins seeing the light.

“We are more easily persuaded by the reasons we ourselves discover than by those given to us by others” –Blaise Pascal, mathematician, physicist, and philosopher.

Then, the nature of the relationship begins to change.

By applying this method, the AE better positioned themselves in the client’s eyes as a marketing expert. The client began perceiving the AE as a true problem solver and partner who was just as invested in their success as they were. The client was again provided examples of what successful campaigns look like, and the ROI they brought. Use of Socratic Method, gave the client a new set of optics. Within a few weeks, they were more receptive to a thorough CNA (critical needs analysis.) They also realized there’s more than one person working for them. They could utilize a team of experienced and results driven writers, producers, and strategists who all know the market.

But, let me give you a heads up. This endeavor is not for the short-sighted.

The relationship will not happen instantly. Sometimes, it can take seven or eight meetings from introduction to close. But, if you’re looking for more fruitful client relationships with a good chance of retention, it’s well worth the work and patience.

Next week, we’ll tour a very strange land –the mind of your production director.

Thank you so much for allowing me some of your very precious time.

Sincerely

Mike –The Reel Architect.