Friday, May 18, 2012
CATHLEEN LEWIS PROFESSIONAL PRESENCE IN THE ENTERTAINMENT INDUSTRY
CATHLEEN LEWIS PROFESSIONAL PRESENCE IN THE ENTERTAINMENT INDUSTRY
Introducing Cathleen Lewis: Cathleen Lewis has over 18
years experience in integrated global marketing, branding, sponsorship and
activation. She began a career in
1992 in advertising, where she worked in media and account management for
number of large agencies including BBDO, DDB Needham and Ogilvy and Mather
handling high profile accounts such as Universal Pictures, AT&T and Kaiser
Permanente. In 1998, she joined
Hilton Hotels where between overseeing global partnership strategy, she also
successfully negotiated over 20 multi-million dollar deals including a
sponsorship deal where Hilton became title sponsor of the largest theatre on
Broadway. High profile enterprise
level partnerships were also created with Clear Channel, several airlines,
Intel, E*Trade and Coca-Cola.
Based on her success in that Director level position, she was appointed
to oversee Hilton Hotels’ Olympic sponsorship strategy through planning for the
Beijing Olympics. In 2007, she
joined former Vice President Al Gore and launched Live Earth, the global
concert to raise awareness of the environment and global warming as their VP of
Marketing and Communications. Since then, she has started her own consulting
firm and has worked with several high-profile companies and startups including
X PRIZE Foundation, Starbucks, TED Conference, and several venture backed
start-ups among others. Cathleen
has a B.S. in Marketing from the University of Oregon.
Interview:
CEO
Cathleen Lewis of “Cathleen Lewis Consulting”. Took sometime out of her busy
schedule to speak with me on different approach while conducting a negotiation.
Melisa Brown: Cathleen thank you for taking the time to speak with
me. My first question to you would be; how do you use objective criteria during
your negotiations?
Cathleen Lewis: “I think you should always site sources or examples
that are relevant to what you are trying to get across our what your trying to
negotiate for. So in the area of sponsorship if they think the price is too
high, your going to site an example of someone paying more.”
Melisa Brown: How do you use leverage and power in your negotiation
techniques?
Cathleen Lewis: “Its better to use positive leverage because you are
giving them something they want. In any negotiation you always want to have
that leverage to walk away and that is a position of power that is the optimal
position to be in, Its better to make them feel like they need you more than
you need them”.
Melisa Brown Counter Question: In the business you run now how have
you used leverage and power?
Cathleen Lewis: “One way I tend to use leverage or power is for
example if a potential client say my rates are two high, then I tell them that’s
my rate and they need to find someone else. Even though you may say oh my god I
want the business, you can’t simply lower your rates because you want the
business, you have to stand strong and not lower your rates for then you will
be lowering your rates for everyone.” You may end up loosing the business but
that’s how it is.
Melisa Brown: When conducting a negotiation is Appreciation one of
your main focuses?
Cathleen Lewis: Whenever I’m trying to get anyone I use
appreciation. Because I hire third
party contractor and when you let them know that they are doing a great job and
they do good work they will want to work for you. You also want to tip them
(Cathleen Laughs) but when you appreciate them, your work will always be
completed on time and never neglected.
Melisa Brown: How do you use Affiliation during your negotiation
technique?
Cathleen Lewis: Look for thing that you and the client can relate to
and connect with people on. For example I just met with a client from Canada
before speaking with you and since I use to live and work most of my life in
California and Oregon, I am very familiar with that part of the country, so we
could talk about Vancouver and DC and where she’s from. This helps a lot
because it shows you know whom they are and were they are coming from. Even if
its geography.
Melisa Brown: How do you Deal with negative emotions during
negotiations?
Cathleen Lewis: This is a fun one! I love this part. You always want
to acknowledge but not agree. And then make sure your speaking in a tone that
is calmer and softer, not too much so that you seem condescending. This is the
best way to tackle this situation.
Melisa Brown: So you have a client and they are really negative and
loud how do you handle that and get them to calm down?
Cathleen Lewis: They will eventually stop talking. You just don’t
say anything. In terms of activating sponsorship for big things like live Earth
and the Olympics. Their was a lot of emotions involve because there was just
not enough time to activate a lot of things, but a lot of money was being spent.
You just have to remain calm because they will eventually see that they are acting
unprofessional and stop talking. “ You can’t play in the sand box” because it
will spiral out of control if you try.
Melisa Brown: Mutual benefit, do you focus on the benefits of both
parties? And how do you come to a mutual benefit during negotiation?
Cathleen Lewis: I usually focus on the clients benefits, not
necessary mine, because if I’m trying to get them to agree its more important
for them to feel that they are getting all the benefits not you are.
Melisa Brown: Why wouldn’t you think of both party benefits?
Cathleen Lewis: I wouldn’t do business with them if I didn’t already
know if they hire me what benefits are in store for me. When negotiating I
always focus on their benefits not my benefits. In all my discussion it’s what
I can bring to the table and what I can do for them. And what I can deliver. I
don’t focus on this is a great client that’s going to build my carrier, the
cost of my retainer, or a great client to build my roster etc. In this
negotiation I am the seller and they are the buyer.
Melisa Brown: Dealing with dirty tricks and/or tricky tactics, how
to you handle this situation?
Cathleen Lewis: What goes around comes around! I think that you have
to handle yourself in a way you feel good about, you can confront the person,
but you know and he knows who said it. But if they deny it you both know who
said it and you know 100% and you know they are not going to come clean you
just have to move on. When anything happen like that it best to move on. If you
mire in those conditions, it is difficult to escape from. You just have to move
on.
Melisa Brown: Cathleen thank you once again for your time and
conducting this very informative interview. I have learned a lot from our
discussion and hope the students of Fullsail University find it as such. To
learn more about Cathleen Lewis Consultation visit Http://www.cathleen-Lewis.com
Posted By: Melisa Brown
Interview By: Melisa Brown
Subscribe to:
Posts (Atom)
SPONSOR EXCLUSIVE INVITE
THE NEW YORK FAME ARE CURRENTLY SEEKING STRATEGIC PARTNERS FOR THIS PRESTIGIOUS EVENT FAME ROCKS FASHION WEEK 2012!
