On Friday 21st August 2009, The Armani Dinner for the STC Foundation event was held at the Sydney Theatre Company to raise much needed funds for the Foundation.
Having been to this event previously, I knew what to expect. The event and the companies associated with it belong to a brand group. This brand group is what I call the A-List group of companies.
They are brands that are all leaders in their fields in terms of quality, people, community and brand association. They do not sponsor something that doesn't fit directly into their brand paradigm and they don't let their brand be bastardised will-nilly with every event or opportunity that crosses their path.
People want to be associated with their brands. They want to belong, want to be invited and want to have some association in which to leverage their own personal brands.
The two brands that host the event are Armani and the Sydney Theatre Company. Armani is a globally dominant iconic fashion label only the mega wealthy, fashionable and deliciously sophisticated care to wear.
Sydney Theatre Company has over the years been the number one theatre group in Australia but was catapulted into another stratosphere when Oscar Winner and internationally recognised actress Cate Blanchett and her charismatic husband became the Artistic Directors.
Cate as we all know is one of the most loved actresses of our generation and is known as the Meryl Streep of modern times. She is in blockbusters and in low budget films and is known for her integrity as an actress and person.
Her husband Andrew Upton is well regarded, very talented and incredibly intelligent. He has vision, creativity and the love of a superstar. What more can one ask for?
Giorgio Armani is an icon. I can't say more than that in fear that the words are not expressed as highly as I would like them to be, so I won't try.
Together Armani and STC put on a yearly event and have done so for the past 3 years to raise funds. There are no B-Grade celebrities in sight like many events that invite celebrities just to have them there.
In the room there are business leaders, cultural experts, creatives, talented actors and singers. Each and every one of these people have something to contribute to the community and to the people around them.
As I looked around, I felt incredibly privileged to have been an invited guest at such an event.
There was Pink who incredibly generously donated her money to the tune of $42k along with her musical talents to sing a song for a donation of over $30k. She was beautiful, fun and looked like she really had a good time with the people who were there.
There were the Packers, Joel Edgerton, Mathew Newton and a host of other equally impressive and talented people.
People talked freely with each other on subjects such as child poverty and of course the arts. Not so much about fashion as one would expect although I couldn't help myself but lead into a conversation about how much of a fan I am of Mr Armani.
We had a delightful young actress at our table, who was a shining example of the people that STC nurture. One day I am sure we will see her on the silver screen. She kindly complemented all the actors who performed that night and clearly is someone who is not only an actress but a good person with no airs or graces.
Companies represented in the room were not just any company, but ones that are aware of the benefits of arts to the community and are generous in their donations to the cause.
I can't ever see this event exploding into one that has 1000's of attendees. It is intimate, private and professional.
I can't help but admire how well it was all orchestrated from the time of arrival to the hilarious MC's, Cate and Andrew's entertaining and meaningful speeches, Justin Millers brilliant auctioning skills (who else knows every name in the room and can coerce anyone into giving a generous donation through his charming and often cheeky demeanour) and the ensemble of talented actors that work for STC.
They even had an office band, who had only practiced their set that day. Oh, my gosh! I could have sat and watched them all day. They were brilliant.
The food was fabulous, the entertainment, simply the best and the company was intelligent, purposeful and genuine.
I do hope to be invited next year and thank both Armani and STC for the good they do for our community.
www.marketingeye.com.au
Sunday, August 23, 2009
Wednesday, August 19, 2009
$17.99 per day and get a Marketing Manager for 12 months!
Wow! When you get a bunch of marketers in a room - ideas fly.
They come up with some of the most amazing ideas, many that need to stay at the bottom of the pile, but one that I am going to bring right to the top.
Think... same as our Marketing Eye great offer of having a Marketing Eye in your business for 12 months, 2 days per month to develop your marketing strategy and implement it... but for just $17.99 per day*.
Exclusive to startup businesses and micro businesses - people who need to use their money for other purposes. No interest. No hidden costs. Same high quality as usual.
* Contract for services lasts for 12 months, Payments of $17.99 per day for 2 years with a balloon of $10,867.30 at the end.
Find out more by ringing 03 9692 7600
They come up with some of the most amazing ideas, many that need to stay at the bottom of the pile, but one that I am going to bring right to the top.
Think... same as our Marketing Eye great offer of having a Marketing Eye in your business for 12 months, 2 days per month to develop your marketing strategy and implement it... but for just $17.99 per day*.
Exclusive to startup businesses and micro businesses - people who need to use their money for other purposes. No interest. No hidden costs. Same high quality as usual.
* Contract for services lasts for 12 months, Payments of $17.99 per day for 2 years with a balloon of $10,867.30 at the end.
Find out more by ringing 03 9692 7600
Tuesday, August 18, 2009
Saying No To A Prospect
How many times in business have you wished you never took on a new client? They were a bad fit, they weren't on the same page, they didn't have the same code of ethics or perhaps they had unrealistic expectations. Everyone at some stage has experienced a situation where a client or potential client is not a good fit for their organisation.
Yesterday, I had the opportunity to meet with a very enthusiastic couple who own a small printing company on the outskirts of Melbourne. They, like many small businesses, want to grow their business.
They come armed with a new website, which in many ways is quite good, and in another, needs quite a bit of work.
What many small businesses don't realise is that if you are ready to engage a marketing manager in your business, then its time to let them do what they do best. By all means, check out their references and make sure they have the skills to make a difference to your business, but ultimately, you are investing in their skill of marketing.
I can say with confidence, that I have spent the past 18 years in marketing and I am across every area of the marketing mix. Within minutes, I can tell a client information that will aid them in achieving their marketing goals.
The two people who headed this company that had called Marketing Eye after viewing our company website, were ambitious, proud and had taken a few steps in which to improve their business. They had hired a business coach, a web developer (or online guru as they repeated over and over again) and now were interviewing marketing companies.
In addition, according to the owner he had many years of experience in senior marketing roles with some large Australian companies and come armed with a marketing degree.
As they explained their business and their hairy audacious goals (think Verne Harnish)it became apparent that they were a long way off hiring a marketing company. They needed more than a business coach too.
In business, its important that when you are communicating what you do, you are considering the audience you are communicating to. That what information you are telling them, is in fact relevant.
In addition, if you are about to hire a marketing company, then don't say you are a marketing guru - because that has trouble written all over it. Why, because micro management in marketing will kill even the best campaign and if you are hiring a agency, then don't hire them if you don't think they can do the job.
Also, be realistic. Hairy audacious goals are good and business coaches love it! But when they have no basis, and no leg work has been done - save it for a later date.
I too am an entrepreneur and I get very excited when I come up with a good idea, but I know that telling the world every time I have a good idea has bad written all over it.
Sure, when I was in my twenties I had not been banged over the head enough and freely told people my dreams for my career and business, but after a permanent 'googie egg' mounted on the top of my head, I finally realised for it to go down, I had to think before I spoke.
When you meet with a new client or a new service provider - think about how you want to position your company, what you want them to think about your brand and what you actually want them to gain from the meeting.
Time is valuable. Yours and theirs. Don't waste it on information that is not directly integral to the outcome of the meeting.
Even if you think that your idea that you want to share is the only one of its type in the world - think it - don't say it. The amount of entrepreneurs that are proven wrong every day with this comment is very high.
I meet with hundreds of business owners each year and so often they think that their business is the only one of its type or that they in fact do not have any competitors.
Whilst companies may not do it exactly how you do, the reality is that we all have competitors, and to compete we need to understand this reality.
Enthusiasm is good and contagious - but think about your audience and what you want them to take away from your meeting.
Yesterday, I sent an email to a prospect who I had met with hours earlier and said thank you but unfortunately our businesses are not able to work together.
It didn't feel good. After all, it is the GFC and turning back business seems ludicrous, but sometimes it costs more to take on a new client that doesn't fit.
Our brand is worth more than that and ultimately, every client we work with, we want to make a difference to their business. Our expertise in marketing is where we can add value to any organisation and if there are external factors that would influence this value-adding proposition - it is time to say no.
www.marketingeye.com.au
Yesterday, I had the opportunity to meet with a very enthusiastic couple who own a small printing company on the outskirts of Melbourne. They, like many small businesses, want to grow their business.
They come armed with a new website, which in many ways is quite good, and in another, needs quite a bit of work.
What many small businesses don't realise is that if you are ready to engage a marketing manager in your business, then its time to let them do what they do best. By all means, check out their references and make sure they have the skills to make a difference to your business, but ultimately, you are investing in their skill of marketing.
I can say with confidence, that I have spent the past 18 years in marketing and I am across every area of the marketing mix. Within minutes, I can tell a client information that will aid them in achieving their marketing goals.
The two people who headed this company that had called Marketing Eye after viewing our company website, were ambitious, proud and had taken a few steps in which to improve their business. They had hired a business coach, a web developer (or online guru as they repeated over and over again) and now were interviewing marketing companies.
In addition, according to the owner he had many years of experience in senior marketing roles with some large Australian companies and come armed with a marketing degree.
As they explained their business and their hairy audacious goals (think Verne Harnish)it became apparent that they were a long way off hiring a marketing company. They needed more than a business coach too.
In business, its important that when you are communicating what you do, you are considering the audience you are communicating to. That what information you are telling them, is in fact relevant.
In addition, if you are about to hire a marketing company, then don't say you are a marketing guru - because that has trouble written all over it. Why, because micro management in marketing will kill even the best campaign and if you are hiring a agency, then don't hire them if you don't think they can do the job.
Also, be realistic. Hairy audacious goals are good and business coaches love it! But when they have no basis, and no leg work has been done - save it for a later date.
I too am an entrepreneur and I get very excited when I come up with a good idea, but I know that telling the world every time I have a good idea has bad written all over it.
Sure, when I was in my twenties I had not been banged over the head enough and freely told people my dreams for my career and business, but after a permanent 'googie egg' mounted on the top of my head, I finally realised for it to go down, I had to think before I spoke.
When you meet with a new client or a new service provider - think about how you want to position your company, what you want them to think about your brand and what you actually want them to gain from the meeting.
Time is valuable. Yours and theirs. Don't waste it on information that is not directly integral to the outcome of the meeting.
Even if you think that your idea that you want to share is the only one of its type in the world - think it - don't say it. The amount of entrepreneurs that are proven wrong every day with this comment is very high.
I meet with hundreds of business owners each year and so often they think that their business is the only one of its type or that they in fact do not have any competitors.
Whilst companies may not do it exactly how you do, the reality is that we all have competitors, and to compete we need to understand this reality.
Enthusiasm is good and contagious - but think about your audience and what you want them to take away from your meeting.
Yesterday, I sent an email to a prospect who I had met with hours earlier and said thank you but unfortunately our businesses are not able to work together.
It didn't feel good. After all, it is the GFC and turning back business seems ludicrous, but sometimes it costs more to take on a new client that doesn't fit.
Our brand is worth more than that and ultimately, every client we work with, we want to make a difference to their business. Our expertise in marketing is where we can add value to any organisation and if there are external factors that would influence this value-adding proposition - it is time to say no.
www.marketingeye.com.au
Sunday, August 16, 2009
Marketing Eye Embraces Twitter To Find New Clients
Who would have thought, that one social media medium would take precedent over another just because of usability, ease of functionality and a more aligned target audience joined by the fact that it is achieving better results for our clients.
When Marketing Eye embraced twitter, I wasn’t too sure what the results would be like. I totally get b2c marketing and the dependence on twitter and alike, but when it comes to b2b – it’s a whole different story.
‘Follow me’ is replacing ‘friend me’ because if we are doing business, quite frankly, I don’t want you to ‘friend me’. We are not ‘friends’ who hang out on Saturdays. I would rather hide under a blanket all day then have embarrassing high school photos with my 80’s perm, white stockings and shoulder pads on display. I don’t want a client or prospect seeing photographs of me with a glass of champagne and definitely not in the endless stream of photographs that tend to be openly on display on facebook by people who have no idea what impact it can possibly have.
‘Follow me’ saves me from embarrassment. In a few words, I can tell you exactly what I want to say, without boring you to tears with what the weathers like and how bored I am on a cold, rainy day in Melbourne.
Whilst Facebook has its place, I am reluctant to share my page with the rest of the world. I value my privacy and that of my friends, so I don’t want them spammed with information that does not directly affect them.
And… I am not alone. In July 2009 there was a study of Fortune 100 companies that found that more had a presence on Twitter (54%) than on Facebook (29%). Surprisingly, only 32% had a corporate blog – of which, I am a big fan. (Source Burson-Marsteller)
Burson-Marsteller found that these top companies were using Twitter for several purposes: company news, customer service, marketing promotions and employee recruitment.
Quite simply, Marketing Eye is not unlike many of our marketing peers who overwhelmingly are choosing Twitter for their clients.
We welcomed the whole Web 2.0 with open arms and saw the dream come alive for many of our clients who chose this path to marketing success.
Low cost, effective and targeted - social networks have provided a platform for even the smallest company to excel.
www.marketingeye.com.au
When Marketing Eye embraced twitter, I wasn’t too sure what the results would be like. I totally get b2c marketing and the dependence on twitter and alike, but when it comes to b2b – it’s a whole different story.
‘Follow me’ is replacing ‘friend me’ because if we are doing business, quite frankly, I don’t want you to ‘friend me’. We are not ‘friends’ who hang out on Saturdays. I would rather hide under a blanket all day then have embarrassing high school photos with my 80’s perm, white stockings and shoulder pads on display. I don’t want a client or prospect seeing photographs of me with a glass of champagne and definitely not in the endless stream of photographs that tend to be openly on display on facebook by people who have no idea what impact it can possibly have.
‘Follow me’ saves me from embarrassment. In a few words, I can tell you exactly what I want to say, without boring you to tears with what the weathers like and how bored I am on a cold, rainy day in Melbourne.
Whilst Facebook has its place, I am reluctant to share my page with the rest of the world. I value my privacy and that of my friends, so I don’t want them spammed with information that does not directly affect them.
And… I am not alone. In July 2009 there was a study of Fortune 100 companies that found that more had a presence on Twitter (54%) than on Facebook (29%). Surprisingly, only 32% had a corporate blog – of which, I am a big fan. (Source Burson-Marsteller)
Burson-Marsteller found that these top companies were using Twitter for several purposes: company news, customer service, marketing promotions and employee recruitment.
Quite simply, Marketing Eye is not unlike many of our marketing peers who overwhelmingly are choosing Twitter for their clients.
We welcomed the whole Web 2.0 with open arms and saw the dream come alive for many of our clients who chose this path to marketing success.
Low cost, effective and targeted - social networks have provided a platform for even the smallest company to excel.
www.marketingeye.com.au
Wednesday, August 12, 2009
What is the best job in the world?
Snorkeling the Great Barrier Reef is as my good friend Steve would say 'sweet' but after a day or two , I have to best honest - what's next?
Having spent 3 days in glorious Townsville recently where the sky was the perfect shade of blue, the temperature was 27 degrees, the sun was shining and the sea was incredibly inviting - I lapped up a day down at the beach, hopped on a ferry to Magnetic Island and in general had an idyllic winters day - who could possibly complain? This is paradise after all. Every Melburnians dream winters day particularly as we are expecting a very chilly 9 degrees this Friday and unless you are on the slopes, this is not too appealing.
By day 2 in the Sunshine State it became apparent that there was little to do and I was in fact bored. I can't believe I am saying this, but it's the truth. There wasn't a good golf course in site (http://www.womensgolflife.com/) simply because the good ones are in the suburbs in Townsville, and let's be honest Townsville isn't known for its shopping (although there is one good shop called Avanti that looks like it belongs in Paris rather than Townsville - I bet the very gorgeous Rachel Finch shops here!). On top of this, the sun is quite harsh on my lilly white skin and having worked on an advertising campaign for The Melanoma Foundation a few years ago, I am acutely aware of the dangers of too much sun. It's fashionable to be white I keep telling myself every time I am lured into the warmth of a summers day although I am green with envy at the bronzed lifesavers who strut up and down the beaches in their speedos.
So, for me... I don't think it was actually the best job in the world. In fact, I can't imagine why anyone would think it is. After a week of holidaying in a beach resort, how many of us actually want to stay? Chances are we enjoy our holiday but also can't wait to get back home to friends and family and the entertainment options that are available to us in the big city.
From a marketing perspective, however, this is 'the best job in the world' as whoever came up with the campaign deserves every accolade that they have received.
Statistics as at 6 July 2009 were that the campaign attracted 8 million visitors to http://www.islandreefjob.com/, 94,000 subscribers to receive Best Job in the World Updates and the winner has more than 2000 followers on Twitter. Very impressive.
As a marketer we are always praying that this good fortune will happen to us on the next campaign we are working on.
Having recently won a beer account - yep, that is almost the best job in the world for most men I suspect - I can't help but think that getting a job as a beer tester wouldn't be too bad... but like our tourism counterparts, after day one, what's next?
What is your idea of the best job in the world? Mine... sad but true... is exactly what I am doing right now.
http://www.marketingeye.com.au/
Having spent 3 days in glorious Townsville recently where the sky was the perfect shade of blue, the temperature was 27 degrees, the sun was shining and the sea was incredibly inviting - I lapped up a day down at the beach, hopped on a ferry to Magnetic Island and in general had an idyllic winters day - who could possibly complain? This is paradise after all. Every Melburnians dream winters day particularly as we are expecting a very chilly 9 degrees this Friday and unless you are on the slopes, this is not too appealing.
By day 2 in the Sunshine State it became apparent that there was little to do and I was in fact bored. I can't believe I am saying this, but it's the truth. There wasn't a good golf course in site (http://www.womensgolflife.com/) simply because the good ones are in the suburbs in Townsville, and let's be honest Townsville isn't known for its shopping (although there is one good shop called Avanti that looks like it belongs in Paris rather than Townsville - I bet the very gorgeous Rachel Finch shops here!). On top of this, the sun is quite harsh on my lilly white skin and having worked on an advertising campaign for The Melanoma Foundation a few years ago, I am acutely aware of the dangers of too much sun. It's fashionable to be white I keep telling myself every time I am lured into the warmth of a summers day although I am green with envy at the bronzed lifesavers who strut up and down the beaches in their speedos.
So, for me... I don't think it was actually the best job in the world. In fact, I can't imagine why anyone would think it is. After a week of holidaying in a beach resort, how many of us actually want to stay? Chances are we enjoy our holiday but also can't wait to get back home to friends and family and the entertainment options that are available to us in the big city.
From a marketing perspective, however, this is 'the best job in the world' as whoever came up with the campaign deserves every accolade that they have received.
Statistics as at 6 July 2009 were that the campaign attracted 8 million visitors to http://www.islandreefjob.com/, 94,000 subscribers to receive Best Job in the World Updates and the winner has more than 2000 followers on Twitter. Very impressive.
As a marketer we are always praying that this good fortune will happen to us on the next campaign we are working on.
Having recently won a beer account - yep, that is almost the best job in the world for most men I suspect - I can't help but think that getting a job as a beer tester wouldn't be too bad... but like our tourism counterparts, after day one, what's next?
What is your idea of the best job in the world? Mine... sad but true... is exactly what I am doing right now.
http://www.marketingeye.com.au/
Wednesday, August 5, 2009
Getting your database right
Whether due to lack of knowledge, time, budget or planning, many companies fall short of the mark when it comes to targeting the right audience.
It is essential that business owners, marketers or the person driving a direct marketing campaign know exactly how to define, segment and target prospects in order to maximise ROI.
Today, many businesses realise the importance of segmentation - the process of subdividing customers and prospects according to common attributes and characteristics relevant to a product or service.
With tools like Facebook, MySpace, YouTube and other social networking platforms, segmentation has become the most valuable and lucrative industry in the world - all with good reason. Collating information on a market segment that is valuable to marketers and alike - is priceless!
A segment is a part of the market consisting of a group of customers or prospects which is homogeneous to itself, has a similar need and which can be addressed in the same way, using the same strategy and distribution channel.
It is also very much about identifying which product or service a customer or prospect is likely to buy and exactly how best to communicate with them.
Many companies still treat all customers and prospects the same.
Know how big your segments are, what the size of the market is and ascertain what opportunities exist for your company in each channel.
Importantly, put your resources where it is most needed.
"The realism is that getting information to segment in depth is a challenge," said Marketing Eye, CEO, Mellissah Smith.
"The difference between b2b and b2c is very complex."
4 Steps to segmentation
1. Clean data: Data must be clean, current and comprehensive in a universal format. Create one master file by merging information from different areas to enable you to assess the state of the market and create a cusotmer-centric view.
2. Identify variables: Segments can be compiled by using a multitude of factors like geographic location, purchasing behaviour, business size, type etc.
3. Divide and Analyse: Determine what each company needs and divide it into segments of businesses with similar profiles then enlist a data specialist to conduct a statistical analysis. This will help identify trends and determine important charactistics of each segment.
4. Apply: Match the segments against your business objectives and use the segmentation as an ongoing part of your marketing strategy ensuring you have the market intelligence to fine tune your database and turn customer information into your competitive advantage.
ROI is very important when it comes to delivering direct marketing campaigns and market segmentation will not only help you deliver a more targeted campaign to your audience, but also work in your favour to achieve sales outcomes and a higher return on investment for your marketing dollar.
www.marketingeye.com.au
It is essential that business owners, marketers or the person driving a direct marketing campaign know exactly how to define, segment and target prospects in order to maximise ROI.
Today, many businesses realise the importance of segmentation - the process of subdividing customers and prospects according to common attributes and characteristics relevant to a product or service.
With tools like Facebook, MySpace, YouTube and other social networking platforms, segmentation has become the most valuable and lucrative industry in the world - all with good reason. Collating information on a market segment that is valuable to marketers and alike - is priceless!
A segment is a part of the market consisting of a group of customers or prospects which is homogeneous to itself, has a similar need and which can be addressed in the same way, using the same strategy and distribution channel.
It is also very much about identifying which product or service a customer or prospect is likely to buy and exactly how best to communicate with them.
Many companies still treat all customers and prospects the same.
Know how big your segments are, what the size of the market is and ascertain what opportunities exist for your company in each channel.
Importantly, put your resources where it is most needed.
"The realism is that getting information to segment in depth is a challenge," said Marketing Eye, CEO, Mellissah Smith.
"The difference between b2b and b2c is very complex."
4 Steps to segmentation
1. Clean data: Data must be clean, current and comprehensive in a universal format. Create one master file by merging information from different areas to enable you to assess the state of the market and create a cusotmer-centric view.
2. Identify variables: Segments can be compiled by using a multitude of factors like geographic location, purchasing behaviour, business size, type etc.
3. Divide and Analyse: Determine what each company needs and divide it into segments of businesses with similar profiles then enlist a data specialist to conduct a statistical analysis. This will help identify trends and determine important charactistics of each segment.
4. Apply: Match the segments against your business objectives and use the segmentation as an ongoing part of your marketing strategy ensuring you have the market intelligence to fine tune your database and turn customer information into your competitive advantage.
ROI is very important when it comes to delivering direct marketing campaigns and market segmentation will not only help you deliver a more targeted campaign to your audience, but also work in your favour to achieve sales outcomes and a higher return on investment for your marketing dollar.
www.marketingeye.com.au
Tuesday, August 4, 2009
Is It Criminal Not To Be Creative?
When one fancies themselves as a bit of a creative, it's hard to ignore that urge that consumes you when an opportunity to pitch for a relatively large account comes your way.
Creative has alot of up-side - it can often be memorable, evoke a laugh or perhaps two, be passed on to others that may not normally have received a sample and for the person who has actually come up with the clever and insightful creative - some old fashion back patting from colleagues, bosses and importantly, the client.
Today, no matter how much I wanted to be creative - I knew it wasn't the time, the place or the right market in which to do so.
For tomorrow's pitch to a building supplies company, I am going back to marketing 101. Sometimes, you just have to bite the bullet and give a client exactly what they need to connect with their customers.
Sure, we make more money out of outlantish creative and possibly could win some awards, but the reality is, the client has to sell their products or services and we have to provide the platform for this to occur.
The incumbent company has had the account for quite some time and I have to say, with many of their other clients they are very clever, very creative and I am immensely jealous of their ability to secure sexy and fashionable clients - that if I was in the b2c space I would love to have.
In the not so glam b2b space, we are restricted to say the least with what we do. There is no high end fashion shoots with supermodels in bikini's happening down at Marketing Eye headquarters - although we do have one fashion client that is quite a bit of fun for the gen-y marketing executives we employ.
What the current agency has done I presume is to be far too comfortable with the client and to produce same old, same old collateral and marketing activites. They aren't looking outside the box or perhaps the client has asked them not to. I am unsure, but tomorrow no doubt I will find out.
Pitching is a funny thing - putting your credientials out there, presenting in a room of people who may or may not like you or your ideas, being questioned on areas that often to the arrogant marketing professional common sense and being judged on your performance on that particular day - rather than on that week, month or year.
It's disheartening to lose a pitch and although this has not happened to me too often (mainly because I cannot handle rejection and therefore do not put myself in the position to pitch to organisations relying very heavily on client referrals and repeat business) in the current environment we all have to put ourselves out of our comfort zones.
We're prepared as a company and have been talking of nothing else for the last 2 days. The enthusiasm amongst the team is contagious and lively - so I do hope that the choice not to go creative, but to go back to basics wins on the day.
Marketing is my passion and I believe in the value it represents.
Fingers crossed... maybe toes too!
www.marketingeye.com.au
Creative has alot of up-side - it can often be memorable, evoke a laugh or perhaps two, be passed on to others that may not normally have received a sample and for the person who has actually come up with the clever and insightful creative - some old fashion back patting from colleagues, bosses and importantly, the client.
Today, no matter how much I wanted to be creative - I knew it wasn't the time, the place or the right market in which to do so.
For tomorrow's pitch to a building supplies company, I am going back to marketing 101. Sometimes, you just have to bite the bullet and give a client exactly what they need to connect with their customers.
Sure, we make more money out of outlantish creative and possibly could win some awards, but the reality is, the client has to sell their products or services and we have to provide the platform for this to occur.
The incumbent company has had the account for quite some time and I have to say, with many of their other clients they are very clever, very creative and I am immensely jealous of their ability to secure sexy and fashionable clients - that if I was in the b2c space I would love to have.
In the not so glam b2b space, we are restricted to say the least with what we do. There is no high end fashion shoots with supermodels in bikini's happening down at Marketing Eye headquarters - although we do have one fashion client that is quite a bit of fun for the gen-y marketing executives we employ.
What the current agency has done I presume is to be far too comfortable with the client and to produce same old, same old collateral and marketing activites. They aren't looking outside the box or perhaps the client has asked them not to. I am unsure, but tomorrow no doubt I will find out.
Pitching is a funny thing - putting your credientials out there, presenting in a room of people who may or may not like you or your ideas, being questioned on areas that often to the arrogant marketing professional common sense and being judged on your performance on that particular day - rather than on that week, month or year.
It's disheartening to lose a pitch and although this has not happened to me too often (mainly because I cannot handle rejection and therefore do not put myself in the position to pitch to organisations relying very heavily on client referrals and repeat business) in the current environment we all have to put ourselves out of our comfort zones.
We're prepared as a company and have been talking of nothing else for the last 2 days. The enthusiasm amongst the team is contagious and lively - so I do hope that the choice not to go creative, but to go back to basics wins on the day.
Marketing is my passion and I believe in the value it represents.
Fingers crossed... maybe toes too!
www.marketingeye.com.au
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