Strategy
Who should talk the most on a capabilities call?
THE CLIENT
What primary metric does every CPG brand need?
Sample Distibution
What is Activate's starting minimum spend on a mailer?
$10,000 unless we really want to work with them!
Client wants a live event for $15,000
Say no thank you.
What do we do before every intake call?
RESEARCH
Primary metrics does every retailer with a brick and mortar store need?
Traffic into their stores.
What is Activate's Starting Spend on live events?
$50,000
Client asks for ideas on a mailer with a budget of $20,000.
Short deck with a ballpark budget.
Activate's three primary service offerings
Live Events, Mobile Tours, & Mailers
Range # of impressions per day for an ice cream truck in a high foot traffic location for a single day event?
1500 - 2500
What is Activate's Starting spend on Mobile Tours?
$250,000
Client wants to launch a new product and has a budget of $250,000
Brainstorm Deck + Confirmation of Cost
Six questions to define when building a strategy.
Answer: who, what, where, when, why, how is it measured?
Event type with the highest sampling numbers?
Multi-day festivals with camping.
Client says they have no clue what there budget is. What do you do?
Throw out number ranges and watch for a reaction
Client wants a National Mobile tour and doesn't know their budget.
Short deck and range budget
How do we get client to describe their demographic?
Ask and provide examples for reaction.
The formula to determine the maximum number of metrics per event day?
# of Brand ambassadors x (Duration of Activation in min/Time in min per Unique Impression)
Client says thier event needs to turn a profit. What do you do?
Run.
Client provides us with an RFP over $500,000
Formal Deck, Illustrations, Formal Estimate, Production Schedule