Time and again, we see companies execute marketing plans without any clear idea of what a “win” would look like. When briefing your agency or creative team on a new assignment, ask the question, “How and when will we know if this works?” Make sure everyone agrees to an answer before starting the assignment.
January 2012 - PS Insights
It’s an American football game. But more important, it’s the coming out party for a crop of new commercials. Many of us make sure we’re glued to the TV when the advertising comes on; game time is our getaway to the kitchen and the bathroom. It’s because the advertising has far more staying power than the game and provides a bigger cultural window. Don’t believe us? Name an advertiser during the 1984 Super Bowl. Now try to name the teams who played the game. And by the way, Go Giants!
Spring semester has just begun – have you posted a job listing at your local college or university for an intern (or two or three)? You owe it to them and to yourself: Let some college student(s) get some real-world experience; get some job done that’s been sitting in your in box for months and months; and have the energy, insight and perspective of a twenty-something around your organization.
When was the last time you celebrated a win – however big or small – with your team? Even if it’s just as basic as ordering in a pizza lunch, give yourselves the occasional pat on the back. The carrot has always been more effective than the stick – especially in today’s business environment.
Steve recently saw The Muppet Movie and was a little disappointed. It felt like there were too many sacred cows in the making of the picture. Henson Associates (HA!) no longer has its visionary founder at the helm; and it appears that current management are preservationists rather than risk-takers. Which are you?
Bosses focus on “who,” “where” and “when.” Managers focus on “what,” “how” and “why.” Are you a boss or a manager?
Our friend and colleague, Jane Maas, has written a tell-all book about women and advertising in the 1960s. If you only know one side of the story (Mad Men), this is definitely a must-read. And if you were there in the 60s, it’s a great walk down memory lane. Mad Women is slated for publication in February, but you can pre-order by clicking on the picture above. Let’s see how much – or how little – has changed!
The only way to break down silos is to share what you know with everyone else. Knowledge is power but only when it is activated in concert with other people and key initiatives. So whether it’s regular meetings, regular reports or an intranet database, make sure what you know is accessible to all. It’ll make you look smarter and make your team play smarter, too.
Think about your marketing approval process and ask yourself, “How many people in this process are really ‘No-Bodies’?” By that we mean people who have the power to say “no,” but not the orientation to say “yes.” Their “no” means the work is dead. Kaput. Finished. Their “yes” really means, “You can show it to my boss.” If they don’t really have the authority to approve the work, why should they have the responsibility to evaluate it?
Do all of your advertising and marketing materials speak in a single voice? Too often, managers of different departments go about their business giving each piece of marketing communication–from the Website to the local sales brochure to the point of purchase materials–a different headline, a different selling message and a different tone of voice. Review ALL your materials and make sure they’re being synergistic.