Friday, March 28, 2014

Advertising agency, Inhouse, or freelance contractor?

The heart of this question posed by Brian Regienczuk in Linkledin, speaks to tools, ability, and management when it comes to jobbing out creative services. We are perhaps not too different from our advertising agency clients when it comes to resource allocation. As a small business we know what it means to be agile in augmenting our internal resources with reliable contract help.

However, big difference: our clients are typically not immersed in the advertising industry - with expertise to properly select, manage, and take full responsibility for a complete marketing project of which creative is but a single component. Art, design, illustration, videography and copy writing is highly subjective. Unless a company has a really well-rounded art director on staff, this is probably outside most managers' scope of work - regardless of who they know that does any one discipline either on staff or works outside as a freelancer.

Our agency lives in the B to B world where many smaller accounts understandably feel like they have to do everything themselves. But how much more marketing value could a client receive if a well rounded, empathetic, B to B advertising agency were brought into the picture?

I would say to companies who are actually at the point of realizing they need creative help: make an effort to find an advertising agency, and be prepared to form a real partnership. Raise your sights to find a group with whom you feel comfortable sharing challenges, not just an order taker.

Who knows? In the best possible outcome the company gains a fresh resource to serve as their de facto marketing department. Save overhead while getting (on demand!) new market communications ideas professionally-created and designed to boost sales. Visit http://www.ejwassoc.com/what-we-do/creative/


Thursday, March 27, 2014

Manage your next corporate capability publication

Few would dispute the keystone significance of a corporate capability brochure, even as the Internet has (for some businesses) superseded an actual print rendition. Building a website has similar issues. Those who have been through the process know what a minefield the development process can be for any major communications work. Here I share my notes for taking on and managing such projects.

Identify your audiences.
Keep in mind ALL of your companyʼs potential publics, including: prospects, customers, vendors, bankers, employees and investors.

Note the development & production process
•— Concept development
•— Concept refinement with mockups, user interface design
•— Creative development - Research, Writing, Imaging
•— Prototype design and graphics with content text and images
•— Hosted Staging, testing. For brochure: Print ready artwork and print specifications
•— Live rollout. For brochure: Print production and distribution

Plan
A good plan well executed will fulfill its mission, net greater returns, have a longer life than an ill-conceived or poorly executed work.

Involve stakeholders from the outset
Nobody likes surprises, from the executive suite to the boots on the ground. Establish a representative team for the mission. Consider involving important partners, too. With skin in the game the hierarchy ensures that buy in is complete.

Research. Discuss. Listen.
It’s not just a marketing exercise. Collect many points of view from a broad variety of sources. C-level execs, managers, product engineers, department managers, sales and application engineers, HR. Begin with a free-form wish list from each stakeholder. Work this into a more detailed outline:
•— Introduction, company background
•— Capabilities & scope of operations
•— Industries and markets
•— Systems and products
•— How we work, sales & service support
•— Contact information, partner imprint.

However, avoid design by committee
Excessive delays in collecting input, proof approvals, etc., are the bane of any major project. Anyone missing a deadline forfeits bragging/bitching rights later. Not everyone’s opinion can or should be accommodated. Establish which experts will have final say for what project component.

What are others doing?
Review competitors, partners, suppliers samples to set the bar.
Develop a project timeline and stick to it.