While everything in the world of marketing and advertising appears to be slimming down, why is it creative seems to be fattening up?
Amazing enough, amongst shrinking budgets, optimization and streamlining communication channels, you still see creative campaigns overflowing with snazzy effects, filters and taglines that miss the mark. Even the coolest collective of creatives could end up frustrating both the client and the back-end customer if not careful. Here are some words of marketing wisdom….
Have you qualified the client?
Because they are so busy, some clients can be prone to disorganization these days. Avoid pushing client down paths they’re not properly prepared or informed to take. It’s not a question of if you can do the YouTube video, iPhone app or Flash website. The question is, is the client ready for the journey?
Assume the sand is always shifting. Total client buy-in is essential for successful creative execution and proper marketing integration.
“Poor timing can result in sudden cases of client amnesia,” says Phil Black of TripleSpoke, a local visual communications firm. “The client forgets why they’ve hired us and proceeds to inform us of our new roles, typically in front of their own staff.”
Clearly map out the roles and the responsibilities between you and your client. By using a decision framework to align accountability with each deliverable, you can confirm the client is ready and manage everyone’s expectations from the get-go.
Do you move with purpose?
Defining what success looks like up front helps set the project’s tone and purpose and keeps creative egos in check. Always remember that your talent is there to serve the project – the project does not serve your talent.
For example, sneaking or squeezing in more “cool” stuff along the way can be dangerous.
“Singularity of purpose is essential,” explains David Kissel partner at Zócalo Group a full-service Word of Mouth and Social Media Marketing agency. The unified purpose balances healthy decision-making with troubleshooting skills. In this way, you can avoid selecting what Kissel describes as “the ‘Hootie and the Blowfish concept’, e.g., the one nobody hates but no one really likes.”
A bland solution is not a solution – it’s just plain blah. Steer clear. Instead, maintain a common vision that can encourage collaboration. Depend less on conformity or competition.
Is delegation turning into demolition?
Pushing things back to another co-worker or manager or ignoring timelines can be a quick way to make good creative go bad. It’s important to have clearly assigned roles of client manager, traffic coordinator and production specialist.
“Not having a single, specialized, dedicated point person for project traffic and management can send an efficiently executed project right off the rails.” said Jon Davis of The Eloquent Arrow, an independent firm that develops focused marketing messages and strategies.
He has also seen how deflection can add injury to an already troubled project.
“Sometimes, a client will hire marketing people for fresh insight and messaging but then will fear taking an intelligent risk.”
Placing a design freeze at critical milestones in the project plan is necessary to prompt decisions that will prevent delays and back-pedaling. Informing both your team and the client of the cost of missing decision and production deadlines can help maintain scope while keeping good creative from spoiling on the shelf.
WHITE GAZELLE HOLIDAY TOUGH LOVE – Blow the Creative Cover-Up’s Cover!
All things considered, know that 9 times out of 10, inflated creative is simply a way people to hide and postpone hard business decisions. Accept the fact as messaging takes form, it can reveal what is painfully lacking in the company and/or business strategy. It’s natural for creative execution to stress-test marketing ideas and flush out brand gaps. And it’s your job to guide clients through often intimidating challenges and embrace the opportunities that await.
The bottom line is that what is good for you and the client is not always pleasant, but needs to be addressed. So just do it!
