Drew McLellan, Author at McLellan Marketing Group

Ask yourself this

February 9, 2007

Raj Setty of Life Beyond Code has created an amazing series. Raj has coined the word "quought" which is a question that provokes thought. Raj describes his series:

So as we approach the new year, I thought posting a series of questions that people should consider asking themselves in 2007 to get more out of their life or business or both. Since there is only so much that I can do alone, I reached out to several influencers and thought leaders to get those questions. Here was the question I asked these thoughtful, kind and smart people:

So, what is the one important question a person should ask himself or herself in 2007?

I’m very proud to have been asked. My question appeared yesterday and here’s what I asked:

Check out the whole series on Raj’s site. You will find yourself completely engaged.

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How to choose an agency: Know what you want (part 3)

February 9, 2007

You’re hiring an agency because you want results.

This is not about making your ads look prettier or your Web site cooler. (Although that may be a by product.) This is about doing more business, smarter.

So, how do you choose the right partner? Eenie Meanie Mienie Moe?

Well, if you read my earlier post you know I don’t think it should be an RFP. But on the other extreme, it shouldn’t be just because your cousin works there either.

Following a simple process (simple to understand, but will take discipline and time to execute) will protect you from making an expensive mistake.

The phases of the process are:

Know what you want (ask yourself questions)
Do your homework (ask the prospective agencies questions)
The meet and greet (get together and ask questions)

Let’s start with the first phase — knowing what you want. You start with your own organization. Before you reach out to find the right partner, it’s important to know what you are bringing to the party.

You should ask yourself a series of questions. Let’s look at question #3:

What kind of client will we be?

This is probably the most important question you need to ask yourself and it’s also the toughest to answer. Before you can know what kind of agency you need, you need to know how you’ll be as a client.

Will you be open with your financial information? Will they be privy to board meetings and your internal dirty laundry? Will you be open to new ideas and innovative strategies to hit your goal targets? How accessible will you be? Are you going to make their daily contact person a junior staffer or will they have the ear of a senior management team member?

Before you can really know what kind of an agency will be the right fit, you need to know what sort of an environment you’re bringing them into.

Watch for the next question you should ponder…

The rest of the How to Choose An Agency Series:

Flickr photo courtesy of PeeJ0e

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Do you want a 340 lb exercise instructor?

February 8, 2007

…or…

Last week, The Wall Street Journal wrote an article about a new exercise (Nordic Walking) that targets the "less than fit." Part of the effort to lure the couch potatoes and non-athletic type people into an exercise class is to have overweight instructors lead the group.

In the article one of the instructors, the 340 lb. Donna Mirabile, explains the tactic as "we want people to think if big fat Donna can do it, so can they."

Hmm.

Now the politically correct answer of course, is…it doesn’t matter how much she weighs. And maybe it doesn’t.

But I find myself wondering if this isn’t a case of someone marketing based on what they wish people thought/wanted rather than either recognizing or wanting to acknowledge the not so flattering human truth. (Sort of like the recycling movement.)

I get the whole before and after technique that is rampant in weight loss marketing. They show a picture of "big fat Donna" and then we see the after version "svelte, sexy Donna" while she tells us she could still eat chocolate. The premise of these ads is to encourage the mental leap — if Donna can transform herself, so can I.

But if "big fat Donna" is leading the class and she is still "big fat Donna" does that imply that you’re going to stay "big fat you?"

Be honest — both women are friendly, kind, love animals. But one is fit and one is fat. Who would you, as a consumer, want to take the exercise class from?

Do you think it matters, from a marketing perspective?

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How to choose an agency: Know what you want (part 2)

February 7, 2007

You’re hiring an agency because you want results.

This is not about making your ads look prettier or your Web site cooler. (Although that may be a by product.) This is about doing more business, smarter.

So, how do you choose the right partner? Eenie Meanie Mienie Moe?

Well, if you read my earlier post you know I don’t think it should be an RFP. But on the other extreme, it shouldn’t be just because your cousin works there either.

Following a simple process (simple to understand, but will take discipline and time to execute) will protect you from making an expensive mistake.

The phases of the process are:

Know what you want (ask yourself questions)
Do your homework (ask the prospective agencies questions)
The meet and greet (get together and ask questions)

Let’s start with the first phase — knowing what you want. You start with your own organization. Before you reach out to find the right partner, it’s important to know what you are bringing to the party.

You should ask yourself a series of questions. Let’s look at question #2:

What kind of budget should/can we allocate to advertising for each of the next few years?

This question will narrow the number of candidate agencies.

Some larger agencies won’t touch accounts with less than $1 million in yearly billings. Conversely, some small agencies might not want to take on accounts that would drastically increase the workload beyond the limits of their staff.

You want to know that your agency can handle your workload. On the flip side, you want to know that you won’t be such a small fish that you’ll get ignored or relegated to the most junior of staff.

Logic will tell you that you don’t want to be 1% of an agency’s total billings nor do you want to be 75%.

Watch for the next question you should ponder…

The rest of the How to Choose An Agency Series:

Flickr photo courtesy of PeeJ0e

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Is that an r?

February 7, 2007

Seriously — I get that we need these things to avoid the bots leaving 3,256 comments. But must we make them so difficult for a middle-aged human to read?

Or am I the only one that ends up re-doing them because I cannot distinguish between a v and a u?

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How to choose an agency: Know what you want (part 1)

February 7, 2007

You’re hiring an agency because you want results.

This is not about making your ads look prettier or your Web site cooler. (Although that may be a by product.) This is about doing more business, smarter.

So, how do you choose the right partner? Eenie Meanie Mienie Moe?

Well, if you read my post from yesterday, you know I don’t think it should be an RFP. But on the other extreme, it shouldn’t be just because your cousin works there either.

Following a simple process (simple to understand, but will take discipline and time to execute) will protect you from making an expensive mistake.

The phases of the process are:

Know what you want (ask yourself questions)
Do your homework (ask the prospective agencies questions)
The meet and greet (get together and ask questions)

Let’s start with the first phase — knowing what you want. You start with your own organization. Before you reach out to find the right partner, it’s important to know what you are bringing to the party.

You should ask yourself a series of questions. Let’s look at question #1:

Why are we looking for an agency? What do we want them to help us accomplish?

(Increasing sales locally? Increasing sales nationwide? Changing our image? Introducing a new product or service, etc.)

This question will help you decide exactly what results you need from an advertising agency. Some advertising agencies may not offer all the services you might need.

And on the flip side, some agencies may offer – and charge you for – services you don’t need. For example, if you decide that new business cards and a new letterhead are all that you need, a local design studio may be more cost-effective than a full-service advertising agency.

Watch for the next question you should ponder…

Flickr photo courtesy of PeeJ0e

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RFP = Really Flawed Plan

February 6, 2007

An RFP or “request for proposal” has long been one of the standard ways that clients look for business partners.

I can only conclude that businesses and government departments continue to use them because they can’t figure out a better way. It’s a lot like playing pin the tail on the donkey.

The RFP process is flawed from the get go. Its very structure forces the bidding companies to either blow smoke up your skirt or actually be brave enough to be honest about how little they can tailor their answers to you — because they don’t know anything about you yet.

Of course, I’m coming at this from the marketing/advertising agency’s point of view, but I suspect the same could be said about any service provider RFP.

No one wants cookie cutter solutions, but the RFP process begs for them. I don’t care how much factual information your committee tries to pack into the RFP, it is no substitute for sitting in a room with you, picking your brain, talking to your customers, interviewing your employees and observing your processes. We learn more in the interactions, discussions and exploring process than you could ever capture in the “current situation” section of an RFP.

There are nuances and uncovered truths about your marketing challenges that need to be discovered before any good agency can truly impact your business or your bottom line.

Would you send a prospective physician a written document, describing a pain in your neck and expect him to accurately diagnose your ailment and prescribe a treatment?

Why is choosing a business partner any different?

Flickr photo courtesy of eszter

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Join me by the fire

February 5, 2007

Have you ever shared a campfire with a friend?

The warmth and the crackling colors mesmerize you as the fragrance of the burning wood mixes with the crispness of the night. You’re aware of the world that cocoons you but it simply serves as the backdrop to the moment.

You sit close together, your voices almost hallowed in their hush. You listen intently, knowing each has something important to be said.

You aren’t in a rush, trying to force your point or plan your response before the other finishes talking. You are savoring the conversation and are content to let it pace itself.

You are reluctant to let it end. You feel connected. You know you matter.

That is what good marketing looks and feels like. No hype. No interference. Just authenticity and intimacy.

Flickr photo by Mr. Sugden

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Vote in SuperBowl Ads Poll — What had buzz?

February 4, 2007

It’s finally time. The SuperBowl. All the hype has led to this. Ready or not.

Vote here on which SuperBowl ad you believe will have the biggest buzz. UPDATE: If you’d like, view all the ads here.

And…just to get you in the mood, here’s a snippet from one of Anheuser-Busch‘s amazing tally of 9 spots.

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Grace

February 4, 2007

Grace is something I think about a lot. My definition? Simply offering support, forgiveness, comfort etc. to people in my world, whether they’ve earned it or not.

It’s much more than turning the other cheek. It’s about assuming the best of everyone. It’s being empathetic of where someone’s coming from. Meeting them where they’re at. Knowing full well they are going to screw up or disappoint – but staying true to the vision and my own values. It’s about choosing to give them the benefit of the doubt and be gentle.

It is acknowledging that they are human, in the humblest form.

I try to apply this idea to all aspects of my life (and hope to God people offer me the same grace) but I think it is very pertinent to working with clients/customers.

Our clients/customers count on us to be their guide. They’re an expert in their field and they look to us to be their expert in ours. If you were walking side by side with a trusted friend and they stumble, wouldn’t you first reach out to help them up and then, again with them by your side, explore what tripped them up?

Do clients always behave like we’d want them to? Do they always make the best decisions or react with the speed, amplitude or enthusiasm that we’d prescribe? Do they drop the ball? Or hand it off to the wrong person/team? Or forget about conversations about potential consequences and decisions made until there’s a problem?

You know the answers to all of those questions.

But I think it is the questions behind the question that matters. What was their intent? What is their heart?

Then grace comes easily. The day it doesn’t is the day I need to change jobs.

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