r.i.c.kjamesmodel How to sell in
innovative ideas by@juliancole

punkfunk
rickjamescreatedanewgenreofmusic

!
motowndidn’tknowtheyneededpunkfunk
butrickwasavisionaryandknewpeople
wouldgetdowntoit!

‘thekingofsellinganideathatmotown
didn’tknowtheyneeded’
rickjames

atthemomentweareseeinganincreasein
demandfromclientsfornontraditional
ideas.

howevertheyhaveahardtimebuyingit.
nontraditionalideasdon’thaveaholein
theirmediaschedule.

unfortunatelycreative
agencieshavealowstrike
ratefortheseideas.
rickisnothappyaboutthis.

ihavecomeupwithaprocessthatisgoingto
overcomethesebarrierandgiveyouabetter
hitrateofsellinginnovativeideas
!
ther.i.c.kjamesprocess

r.i.c.kjamesprocess r-role i-idea c-cash k-kpis(keyperformanceindicators)
!

y’allgotaprocessandnameditafterme!
wegonedonemaderickproud!

CONCEPTING PRESENTING IDEAS GO LIVE
POST WRAP UP CREATIVE BRIEFING PRODUCTION therearetwokeytimesintheprocessthat weneedtoconcentrateonther.i.c.kmodel

OLE
!
R

rickalwayshada
clearrolewhenhe
gotonstage…
theentertainer

oneofthemistakeswemakewithideasis
sometimeswedon’thavearolefortheidea.

youneedtogettheclienttocommitearlyon
theimportanceofanontraditionalidea.you
needademand.
!
soyouneedtoshowtheroleinthe4c’s

! whatistheroleinthecommsjourney? whatcommstaskisitsolving? whatistheroleinthecommsecosystem? wheredoesitfallintheircalendarof
activity? !

DEA
!
I

rickjamesalwaysgave
journalistssomethingto
writeabout.

createideasforjournaliststocover. ! journalistsarethekeytoexponential growthnotconsumers.createideasfor them.
!

ASH/cost
!
C

rickwouldnevergetonstage
withoutseeingthecashfirst.

cash
!
inmostcasesyoushouldseeabudgetbefore
yougooffandconceptideas.thiswillhelp
yourstrikerate.

cost
!
youshouldalsopresentideasbackwitha
pricetag.lettheclientknowhowmuchitis,
don'tletthemguess.

PIs KEYPERFORMANCEINDICATORS
!
K

RICKALWAYSHADA CLEARGOAL ! ‘THISSONGISGOING TOMAKEMEMY
NEXTMILLION’

kpis(keyperformanceindicators)
!
gettheclienttoagreeonbroad
performancemeasures,thenwhenyouhave
theideapresentitbackwithkpis

KNOWWHENYOURCLIENTISBUYING
!
presentinginthegoldenwindow

CONCEPTING PRESENTING IDEAS GO LIVE
POST WRAP UP CREATIVE BRIEFING PRODUCTION ! don'tforget; -agreeonroleandmeasures -don’tleavethemeetingwithout thecash(budgetballpark)

CONCEPTING PRESENTING IDEAS GO LIVE
POST WRAP UP CREATIVE BRIEFING PRODUCTION checklistforpresenting nontraditionalideas ! -role -idea -cost -kpis

nowgosellthepantsoutofthoseinnovativeideas
andmakeyourboyrickjameshappy