Hard, Harder, Hardest – Finding, empowering and working with an agency

Looking for a marketing agency? Some thoughts to consider…

Hard: Finding an agency that gets it.

We’re living in a noisy era of message saturation where the customer is, more often than not, in control of who, what, where, when, why and how they allow brands into their communication stream. Agencies that simply try to bolt new tools (digital) onto old thinking (traditional marketing) just don’t get it; avoid ‘em.

Harder: Empowering them to do the work.

The right agency will work wonders, given the ability to attend to all the elements in your go-to-market paradigm. That means digging deeper into your business to the roots of your people, systems and brand. This may be more than many “clients” are willing to allow.

Hardest: Doing your share of the load.

Your agency is expert at doing what it does best (that’s why you hired them). Your company is the Subject Matter Expert of your business — nobody else is going to know what you know, do what you do and connect that to your customer base. True success lies in the synergistic relationship between the agency and you. You need to be actively involved simply because, these days, that’s how it works. There are no back seats.

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Avoidance Behavior

I once worked at a company where everyone — and I mean everyone — avoided the IT department.

The IT people were incredibly hard to work with, had a major attitude problem and generally said “no” to every reasonable request (at least it certainly felt that way).

Sound familiar?

Now, before one of my IT friends sends me hate mail, I must say that IT is often a whipping boy. All they every hear about are problems that must be fixed immediately for frustrated people who don’t necessarily understand technology — and they never receive much credit when the ship is sailing smoothly. I get the picture; it’s challenging.

I guess these IT folks were good at attending to the company bottom line (after all, technology is costly) but they certainly weren’t good at attending to the needs of — and their relationships with — their associates. They were pretty horrible at attending to the needs of their own internal brand.

I don’t know whether they knew — or cared – but one would hope they would have done something about it if they did.

Or, at the very least, someone in senior management would have.

Seems like there’s always some group — or some individual — that doesn’t get it when this applies to them; doesn’t get how toxic it is; doesn’t get that, when all’s said and done, their behavior probably adds to the bottom line by fracturing team cooperation and fostering inefficiency.

If it were me, I’d do everything within my power to avoid avoidance.

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Downsizing (a haiku)

Pink slips and furloughs.

Cost cutting through attrition.

Solvency? Doubtful.*


* According to the Wharton School of Business:

“Research has shown that if a company announces a downsizing without a broader reference to a strategic plan, its stock price will, on average, drop 5% to 6% over the next several days, according to [Michael Useem, a management professor at Wharton.] By contrast, if large-scale job cuts are announced as part of a broader restructuring, and a strategic plan is laid out, the firm’s stock will rise some 4%, on average, in the days following the announcement. Useem says the research shows that, contrary to popular wisdom, Wall Street does not always welcome job cuts for their own sake.”

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Dissing The Hired Help

My wife and I recently ate dinner at a lovely restaurant in Vancouver. Excellent food. Fabulous view of the sunset over the water.

Our server, Beth, attentively took us to our table, chatted us up in a friendly way and discussed the pallet of options. Very nice woman.

The manager, Scott, stopped by to pay a cordial visit, explore our preferences and take charge of the menu — after all, it was my birthday and I deserved some special attention.

Scott was great, visiting our table often, to wax romantic at each course, talk about the chef’s pedigree, suggest things to do the next day, and treat us to a most convivial evening.

Not so with Beth, however. She got off to a great start, but her enthusiasm waned throughout the night — toward the end she was even slightly curt. Same story for the other wait staff attending our table.

When we left, I still considered the evening a success, mostly due to Scott’s incredible warmth and ability to take care of us, but was dismayed at the disconnect between his service and his staff’s.

It was only later that I put the pieces together.

You see, Scott wasn’t just treating us like royalty, he was treating all the other diners like that too, flitting from table to table, taking command of the experience, ensuring each guest had a most joyous meal — and, at the same time, disenfranchising each and every one of his wait staff.

Now I’m sure, if you asked Beth, she’d tell you that Scott’s a great guy, incredibly knowledgeable, really loves his work, is nice to the help, etc.

But I bet she starts out most evenings ready to go and eager to please, only to wear down before the night’s end, thinking “Sure, the tips are great, but this place is getting old.”

Who can blame her, when Scott steals all the fun, all the accolade, and all the purpose?

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Agency Prenuptial Agreement

Ruminations on an agency “prenuptial agreement” with its clients…

As your agency, we have one, primary goal: to help you make money by doing what we do best.

So love us for our brains, not just our big paint brushes.

We aim for results — “killer” creative and awards are merely a by-product.

As happy as we are to serve, please remember that we’re not a wait staff.

We’ll do our part by promising to never, ever, spit in your food.

While we embrace your personal aesthetics, we cater to your customer’s.

Because your customer speaks more loudly than you do.

Speaking of loud, cutting through the clutter isn’t a matter of yelling, or making your logo bigger.

And big isn’t a synonym for bold.

We like bold, even when bold means small, or subtle.

“Cheap,” on the other hand, will always be a four-letter word.

Expertise doesn’t come cheap, and this work takes a team of experts.

That team of experts also includes you.

The team does not, however, include your nephew, the aspiring web designer.

We want your tree to bear fruit, that’s why we attend to its roots (corny, but true).

If we find a skeleton in your closet, we’re going to ask it to dance with us.

We only look like magicians — we’re really artists, scientists, managers and a brilliant construction crew.

And we only look super-human; we’re not immune to the rare snafu.

In our dictionary, snafu stands for “something normal and fixable, u-know?”

Again, we’re here for one primary reason: to help you make more money by doing what we do best.

That’s what you pay us for.

The courtesy, respect, understanding, professionalism, fun and friendship we deliver along the way is just our way of doing business.

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