All of those projects were easy.
All of those clients had a great experience.
Step 1
Admit you have a problem.
Oh, 

It Ain’t 

My Fault
Building Successful Marketing Relationships
Delivering Successful Projects
Woohoo!
Your project got approved!
Chaos
Stress
Hurt Feelings
Cost Overruns
Paying More for Mediocre Work
Strategies for Success
Avoiding Common Mistakes
Planning for a Successful Project
Implementing a Successful Project
Results

That’s what I like.
The result is that we’ve been able to
double our revenue goals in two
years, and we continue to accelerate
with their help...
Instead of our customers getting
frustrated and leaving the website, 

Line 58 simplified and streamlined our
entire system...
What
undermines
great work ?
Unclear objectives
Gate keepers
New Players
Loss of momentum
Lack of trust
Micro managing
So,
How do you
get results ?
Define the Project
Assemble Your Team
Align Expectations
Manage the Process
Defining 

Your Project
Articulate The

Business Goals
What are the business goals?
How will you measure success?
Focus on Outcomes
Articulate Desired Results
Avoid Dictating How to Achieve Them
Have a Budget
Share Your Budget
Establish a Timeline
Is this hard or flexible?
Understand the
relationship between
design and content
Is this a pure design project?
If not, what are the content require...
Assembling 

Your Team
Identify Your 

Internal Team
Who needs to be on this project?
What is the role of each person?
Articulate who owns this p...
Be Realistic About 

Time Commitments
During the Process
During Implementation
Be Realistic About 

Team Capabilities
Set Expectations
Everyone attends every meeting
Each person speaks to their expertise
Everyone remains solutions focused
E...
Select Your Partner
Do they have a record of success?
Can they do what you are asking?
Are they a good cultural fit?
Do you...
Aligning
Expectations
Establish a 

Clear Process
This is harder than it sounds
Share Your 

Insights Into Your
Team & Culture
Articulate motivations
as you understand them
Articulate
Assumptions & Risks
Assumptions
Management will not insert themselves into the process
Project Managers will deliver project info on-time
Mark...
Risks
Management will insert themselves into the process
Principals won’t approve copy in a timely manner
10 RFPs will lan...
New ideas are rejected.
New ideas are scary.
Managing 

the Process
Understand What
Motivates Creative
Professionals
What gets you excited
about a client project?
What maintains your
enthusiasm?
Working with clients that are open to
genuine discussion of ideas or
solutions and not focused on pushing
pre-conceptions ...
Clients that are passionate,
thoughtful, have clear goals and trust
that we know what we’re doing. They
have to like what ...
What are challenges
you have experienced
working with clients?
With respect to Architects specifically,
it can be hard to work with their
tendency to think they can do any
design-related...
Inability to focus on the big picture or
take a step back, not interested in
understanding and being a valuable
partner in...
What can clients
do to increase the
odds of getting a
great project?
Trusting that they hired a competent
team and be open to what they
suggest. It becomes a miserable
process when the trust ...
Clear communication and consistent
expectations, flexibility to let the
project evolve into something better
than they imag...
Remind your team
where you are in
the process
Build a contingency
fee into your budget
So, How do you improve
your odds of getting a
great creative project
that delivers results ?
Define the Project
Assemble Your Team
Align Expectations
Manage the Process
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
Oh, It Ain't My Fault: Building Successful Marketing Relationships
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Oh, It Ain't My Fault: Building Successful Marketing Relationships

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At talk by Geoff Coats of Line 58 Branding and Web Design -- www.line58.com -- presented to the Society for Marketing Professional Services (SMPS).

Working with marketing directors and their teams at various construction, architecture, and engineering firms we have seen projects start out promising and then devolve into chaos. This results in higher levels of stress for all team members, delivery of projects that are less successful than they could have been, and often firms paying more for a mediocre (or bad) outcome than they could have paid for a great project.

We will look at are some of the missteps that clients and creative teams make, explore strategies for how you as a marketing leader can avoid these common mistakes, and how you can plan and implement a successful project.

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Oh, It Ain't My Fault: Building Successful Marketing Relationships

  1. 1. All of those projects were easy.
  2. 2. All of those clients had a great experience.
  3. 3. Step 1 Admit you have a problem.
  4. 4. Oh, 
 It Ain’t 
 My Fault Building Successful Marketing Relationships
  5. 5. Delivering Successful Projects
  6. 6. Woohoo! Your project got approved!
  7. 7. Chaos Stress Hurt Feelings Cost Overruns Paying More for Mediocre Work
  8. 8. Strategies for Success Avoiding Common Mistakes Planning for a Successful Project Implementing a Successful Project
  9. 9. Results That’s what I like.
  10. 10. The result is that we’ve been able to double our revenue goals in two years, and we continue to accelerate with their help. — Charles Josephs, CEO Acute Medical
  11. 11. Instead of our customers getting frustrated and leaving the website, 
 Line 58 simplified and streamlined our entire system, creating a responsive 
 e-commerce website that makes it easy for our customers to intuitively 
 make purchases. - Jon Sherman, Owner Flavor Paper
  12. 12. What undermines great work ?
  13. 13. Unclear objectives
  14. 14. Gate keepers
  15. 15. New Players
  16. 16. Loss of momentum
  17. 17. Lack of trust
  18. 18. Micro managing
  19. 19. So, How do you get results ?
  20. 20. Define the Project Assemble Your Team Align Expectations Manage the Process
  21. 21. Defining 
 Your Project
  22. 22. Articulate The
 Business Goals What are the business goals? How will you measure success?
  23. 23. Focus on Outcomes Articulate Desired Results Avoid Dictating How to Achieve Them
  24. 24. Have a Budget Share Your Budget
  25. 25. Establish a Timeline Is this hard or flexible?
  26. 26. Understand the relationship between design and content Is this a pure design project? If not, what are the content requirements? What is the budet for content creation?
  27. 27. Assembling 
 Your Team
  28. 28. Identify Your 
 Internal Team Who needs to be on this project? What is the role of each person? Articulate who owns this project.
  29. 29. Be Realistic About 
 Time Commitments During the Process During Implementation
  30. 30. Be Realistic About 
 Team Capabilities
  31. 31. Set Expectations Everyone attends every meeting Each person speaks to their expertise Everyone remains solutions focused Everyone acknowledges the expertise of others No one needs to win Maintain the same team
  32. 32. Select Your Partner Do they have a record of success? Can they do what you are asking? Are they a good cultural fit? Do you have a partner on the creative team? Do you trust them?
  33. 33. Aligning Expectations
  34. 34. Establish a 
 Clear Process This is harder than it sounds
  35. 35. Share Your 
 Insights Into Your Team & Culture Articulate motivations as you understand them
  36. 36. Articulate Assumptions & Risks
  37. 37. Assumptions Management will not insert themselves into the process Project Managers will deliver project info on-time Marketing team will reduce portfolio categories to 6 Video team will complete work in 4 weeks
  38. 38. Risks Management will insert themselves into the process Principals won’t approve copy in a timely manner 10 RFPs will land in the spring Video team will not complete work in 4 weeks
  39. 39. New ideas are rejected.
  40. 40. New ideas are scary.
  41. 41. Managing 
 the Process
  42. 42. Understand What Motivates Creative Professionals
  43. 43. What gets you excited about a client project? What maintains your enthusiasm?
  44. 44. Working with clients that are open to genuine discussion of ideas or solutions and not focused on pushing pre-conceptions through. Architects don’t want to be CAD monkeys for their clients for the same reason we don’t want to be told “just do what I tell you”.
  45. 45. Clients that are passionate, thoughtful, have clear goals and trust that we know what we’re doing. They have to like what they are doing if I’m going to do the same.
  46. 46. What are challenges you have experienced working with clients?
  47. 47. With respect to Architects specifically, it can be hard to work with their tendency to think they can do any design-related job well, including 
 web-design and branding.
  48. 48. Inability to focus on the big picture or take a step back, not interested in understanding and being a valuable partner in the design/development/ execution/whatever process. Have to be able to work through things together, otherwise it all breaks down.
  49. 49. What can clients do to increase the odds of getting a great project?
  50. 50. Trusting that they hired a competent team and be open to what they suggest. It becomes a miserable process when the trust is lacking 
 and each side struggles to control 
 the other.
  51. 51. Clear communication and consistent expectations, flexibility to let the project evolve into something better than they imagined and willing to invest (time, energy, dollars) in the best version of it. Pick people that you want to work with and admire, hopefully they’re doing the same.
  52. 52. Remind your team where you are in the process
  53. 53. Build a contingency fee into your budget
  54. 54. So, How do you improve your odds of getting a great creative project that delivers results ?
  55. 55. Define the Project Assemble Your Team Align Expectations Manage the Process

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