Are you a marketing department of one? I feel your pain. Check out this presentation. Maybe you'll find an idea that'll help you keep your spirits high, your work great, and your waist narrow.
33. John Cleese on creativity
Space
Time
Time
Confidence
Humor
Editor's Notes
Left handed
Meh soccer player
Own an Elvis costume
Over 100 friends
It’s just me
This is how we feel when things are going right:
Enrollment is up
Awesome media coverage – newspaper runs an article about your new TV spots
Community tell your boss about how awesome the college advertising is…
You submit 3 entries to the Paragons and they all take gold
This is how it feels when everything goes wrong:
Enrollment is way down. Like 17% down
Crappy college stories languish in the press
Your own radio station DJ’s haven’t heard your ads
You submitted $350 in Medallions or Paragons entry fees and didn’t place in any category
Welcome to my world
You’re setting yourself up to fail.
Doing good work takes precious resources.
Your budget isn’t your most precious resource – it’s your time. Use it wisely.
Leave the multi-tasking for air traffic controllers and Verizon chat help desk reps.
It’s a bunch of BS for creative types.
Make a list and start with the stuff that will make the most impact with the least amount of resources.
You’ll be surprised by what you can accomplish.
Annual media buys and planning are a must.
Stop the endless line of sales reps knocking on your door.
Negotiate a regular schedule as a single media buy up front.
You’ll benefit twice: you’re in a better position to bargain and you can practically eliminate knee-jerk decisions.
Need more spots? They’ll take your money.
Create templates for everything you can: print, outdoor, fliers, brochures, scripts – whatever.
Nothing is worse than staring at a blank page every time you start a new project.
Consistency is key to building any campaign or brand.
BJ & the Bear. Watermark photo? WTF?
Put your publications on a schedule.
Get departments to sign off on their pieces, and print everything at once.
Don’t date things to stretch useful life.
Do you really need to design new folders every year? Can the printed catalog go on a two-year cycle. What about your viewbook?
Everybody thinks their need is the most important. Usually they’re wrong.
If it doesn’t fit into your list of priorities or current projects, say so.
Say "no" when you need to, not just when you can. Share your reasoning with your boss so he or she can back you up.
Interns, print shop, agencies/freelancers
My interns rise to the occasion – no coffee go-fers here
Make friends with fellow mktg peeps in town (Chamber, etc) bounce off ideas/commisserate
Make more than one at a time – you’re already in the mode and have the stuff, gang run them through
Writing scraps – save all undeveloped ideas – they might come back around or you get inspired to rework them
Two most important tools of ANY marketer
Pencil and paper
If your work is good, it’ll have an inherent shelf life of its own.
Besides, it’s what you want to do anyway.
Everybody knows this pic – more than Venus de Milo or Starry Night or the Pieta.
Brilliant.
Good work.
Love it!
http://nyan.cat/original.php
Try to use their solution to your problem.
Put your spin on it.
“Dig yourself a hole.” Seth Godin
Set yourself up in a place where you have few options and the stakes are high.
Focused energy and serious intent will push you to do your best work.
Nowhere to run. Nowhere to hide.
If you don’t make your case, NOBODY else will.
What can/should you be doing?
Ask fellow CC’s – department sizes, responsibilities, enrollments, and budgets
Then determine where you’re lacking and make your case!
Space (“You can’t become playful, and therefore creative, if you’re under your usual pressures.”)
Time (“It’s not enough to create space; you have to create your space for a specific period of time.”)
Time (“Giving your mind as long as possible to come up with something original,” and learning to tolerate the discomfort of pondering time and indecision.)
Confidence (“Nothing will stop you being creative so effectively as the fear of making a mistake.”)
Humor (“The main evolutionary significance of humor is that it gets us from the closed mode to the open mode quicker than anything else.”)