Growing & Learning Archives - Page 17 of 23

The secret is out — blogging conference in Chicago!

February 18, 2007

We’re having a Successful-Blog conference in Chicago and you are cordially invited.

This conference has been designed especially for relationship bloggers. The way this came together is quite unusual. Some might even call it remarkable Four separate groups of people, independent of each other, had the idea of having a Chicago event that drew from the community of Successful-Blog. We got the four groups together and made it happen!

Interactive presentations on publishing, design and branding, tools, analytics, social networking, marketing, and coaching — all from the perspectives of the relationship blogger and the audience.

You can register for the conference here. And better hurry — we’ve only got 250 slots!

Speakers include:

Phil Gerbyshak, Make It Great!

Liz Strauss, Successful Blog

David Armano, Logic + Emotion

Terry Starbucker, Ramblings from a Glass Half-Full

Rodney Rumford, Podblaze

BenYoskovitz, Instigator Blog

Drew McLellan, Drew’s Marketing Minute

Chris Cree, Success CREEations

Scott Rafer, MyBlogLog

Janice Myint, Technorati

Wendy Piersall, emomsathome

The conference will kick off with Christine Kane’s special brand of music.

Come join in the conversation! I can’t wait to meet you!

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A clean slate…and a deadline

February 17, 2007

As I looked out the kitchen window this morning, I was struck by how the wind had drifted over the new snow. How it was a fresh start…pristine. And I wondered what it would look like at the end of the day.

Sometimes, I have that same reaction to a blank piece of paper (or computer screen). It needs to come to life. But what will it be?

You’re on deadline. It could be a postcard for a trade show appearance, a new e-mail blast, a personal note to a friend on an important day, the annual report…it doesn’t matter what…the dilemma is the same.

The blank slate is before you. The deadline is barreling towards you. How do you move from a wind-wisped canvas to your latest masterpiece?

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How to choose an agency: Do your homework (part 1)

February 10, 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)

Now that you have a better idea of what you want, it’s time to dig into the homework. This is where most potential clients just spit out a generic RFP that won’t really tell them what they need to know. Let’s take a step back.

Before you develop the questionnaire, let’s decide who we should send it to. Create a list of candidates. Shoot for 5-10 options. But, where do you find potential agency partners?

Think about work you admire. Contact the advertiser and ask them who their agency is.
Call your local/regional business journal and ask for recommendations.
Talk to your printer or other suppliers.
Check out the web. You can search by specialty or by geography.
Talk to your peers at trade shows and association meetings.
Check out Advertising Redbooks, a resource on agencies. (if you are more national in scope)
Read agency trade publications like AdAge or AdWeek. (if you’re more national in scope)

Now that you have your list, it’s time for us to decide what to ask them. That’s up next.

The rest of the How to Choose An Agency Series:

Flickr photo courtesy of PeeJ0e

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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 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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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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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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Psst, here’s how to amplify your message!

January 29, 2007

First, you start with a compelling message. I did my best when I created the PDF spotlighting my series "Marketing Lessons from Walt Disney."

Then, you share it with an early adopter, who will hopefully take to your message with passion. Hard to top a woman wearing mouse ears to demonstrate passion! (thanks CK!)

Then, a few other innovators not only turn up the volume, they add new ideas to the conversation and bring the ideas to new sets of ears. (thanks Gavin!)

From there, new voices emerge…adding their own personal elements to the message. (thanks Cam!)

Pretty soon, you have created a conversation and attracted smart, generous and enthusiastic participants who want to invite others in. (Thanks Pat, Tony and Toby!)

And before you know it — there’s a commotion and genuine sharing going on. I can’t think of a better way to amplify your message.

Thanks to everyone who has helped introduce Marketing Lessons from Walt to new eyes and ears!

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Hey there…it’s a Marketeer!

January 25, 2007

A couple days ago, I unveiled the coveted Marketeer ears and described what it takes to belong to this club.

I’d like to introduce you to the first Marketeer and let her work illustrate the traits that elevate someone to this status.

Here are some of the Marketeers themes and how our first Marketeer, CK, fills the bill.

Fun with Senses. CK asked a smart question “why do you blog” but then took the answers and created a visual that said as much as the words it contained.

Guest Star. Wise enough to understand that the audience is the star, CK talks straight about blog rankings, numbers and what really matters to the audience.

Anything Can Happen. Over at her Marketing Prof’s Daily Fix gig, CK posts about the concepts of beauty, social responsibility, and the frailty of some human truths. Another example of CK’s Anything Can Happen attitude is her creation of the Marketing Profs Book Club. Within days of her announcing the club and its first book, over 500 people had opted in.

Surprise! In a culture that turns celebrities into icons, CK takes a surprising and interesting take.

Talent Round Up. CK is all about celebrating others’ talents and smarts. I got the benefit of her spotlight yesterday but so have many others — she has a whole category on her blog about other bloggers.

Without a doubt…ears on or off – CK is one worthy Marketeer! Hey there, hi there, ho there CK! Why? Because we love you!

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