30 years. 30 things I’ve learned in marketing. (11–20)
So I’ve finally found the time to assemble part two of my blog. It took me eight weeks to publish this second installment, not the two that I had hoped. So item 31 on my list will be “things always take longer than you think!”
- I love paper.
All paper; coated, uncoated, color, texture, finish, it doesn’t matter. What does matter is how paper makes you feel. In this digital, multimedia world, the tactile-ness of paper still impresses people, and now a well-done print piece stands out more than ever.
- Make a statement.
If you’re going to go the extra mile and have something printed, then make a statement. Varnish and paper stock matter, so choose something that helps your piece stand out.
- There are many once-in-a-lifetime experiences.
In this business, “once in a lifetime” comes around over and over. I watched Cal Ripken break the record at Camden Yards for the most consecutive games, golfed with Tiger Woods at a pro-am, stood in the mud watching trucks compete to be the “best,” cleaned bathrooms at events and scraped tape residue off the floor when gaffers tape wasn’t used. Enjoy every one.
- Creative folks are passionate.
They also whine a lot. Learning how to push your creative team in ways that feed their passion is an important skill to master. Otherwise, you’ll simply be fostering a lot of negativity.
- Account folks make crazy deadlines.
Then they go home. I’ve spent many a long night working to make an unreasonable deadline that someone else promised. This usually occurs when account team members don’t have all the information they need to understand the ramifications of their promises. Work with your account people to educate them and the client on how short timelines can affect the quality of projects.
- Check your legal.
When producing any materials for the public it’s vital you check disclaimers, contest rules, trademarks and licensing. If you’re not sure about something, don’t assume – get a lawyer to review your work. Not doing so can be fatal to your firm.
- Be wary of ultralow bids.
If a vendor bid comes to you 20 percent lower than everyone else, don’t trust it. It usually means they are going to cut a corner or two. If it seems too good to be true, it probably is.
- Do pro bono work.
It’s imperative your team have creative freedom sometimes, and pro bono work is a great place to flex those creative muscles and make an impact for your community. Plus, it feels really good to work for people who really appreciate what you are doing for them and their cause.
- Say thank you.
It sounds silly but it’s so important. Appreciate the people you work with and the community you do work in. Join a board, volunteer, remember birthdays; it’s all a part of having a successful and fulfilling career.
- Nobody ever died over advertising.
So relax. No matter how much pressure you are under to meet a deadline or client request, everything will work out if you keep your head in the game.
Be sure to check back in a couple of weeks, hopefully, for lessons 21 through 30.