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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). …

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.

Published in: Design

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Transcript

  • 1. All of those projects were easy.
  • 2. All of those clients had a great experience.
  • 3. Step 1 Admit you have a problem.
  • 4. Oh, 
 It Ain’t 
 My Fault Building Successful Marketing Relationships
  • 5. Delivering Successful Projects
  • 6. Woohoo! Your project got approved!
  • 7. Chaos Stress Hurt Feelings Cost Overruns Paying More for Mediocre Work
  • 8. Strategies for Success Avoiding Common Mistakes Planning for a Successful Project Implementing a Successful Project
  • 9. Results That’s what I like.
  • 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. 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. What undermines great work ?
  • 13. Unclear objectives
  • 14. Gate keepers
  • 15. New Players
  • 16. Loss of momentum
  • 17. Lack of trust
  • 18. Micro managing
  • 19. So, How do you get results ?
  • 20. Define the Project Assemble Your Team Align Expectations Manage the Process
  • 21. Defining 
 Your Project
  • 22. Articulate The
 Business Goals What are the business goals? How will you measure success?
  • 23. Focus on Outcomes Articulate Desired Results Avoid Dictating How to Achieve Them
  • 24. Have a Budget Share Your Budget
  • 25. Establish a Timeline Is this hard or flexible?
  • 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. Assembling 
 Your Team
  • 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. Be Realistic About 
 Time Commitments During the Process During Implementation
  • 30. Be Realistic About 
 Team Capabilities
  • 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. 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. Aligning Expectations
  • 34. Establish a 
 Clear Process This is harder than it sounds
  • 35. Share Your 
 Insights Into Your Team & Culture Articulate motivations as you understand them
  • 36. Articulate Assumptions & Risks
  • 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. 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. New ideas are rejected.
  • 40. New ideas are scary.
  • 41. Managing 
 the Process
  • 42. Understand What Motivates Creative Professionals
  • 43. What gets you excited about a client project? What maintains your enthusiasm?
  • 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. 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. What are challenges you have experienced working with clients?
  • 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. 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. What can clients do to increase the odds of getting a great project?
  • 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. 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. Remind your team where you are in the process
  • 53. Build a contingency fee into your budget
  • 54. So, How do you improve your odds of getting a great creative project that delivers results ?
  • 55. Define the Project Assemble Your Team Align Expectations Manage the Process

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