In an uncertain economy many businesses let their advertising efforts idle while waiting for the green flag to drop. I hate to say if that’s you, your competition has already passed you by. While you’ve saved gas others are revving up and getting their message in front of your audience, lap after lap.
Effective advertising doesn’t have to be expensive, but it does need to be consistent to build brand awareness. Explore ways to keep your message in front of your audience. Break through the clutter and tell your story in a way that is unique. Nearly everyone’s marketing budget is holding level or even decreasing to combat these financial times, so spend smart! Think outside the box and search for co-op dollar opportunities as we did for one of our clients.
Wichita Roofing & Remodeling is taking its new customer service program to the streets, literally. We designed a vehicle wrap for the marketing director’s car that would represent three different market areas—and more importantly strategically and effectively use their resources.
Today, the company name is reaching thousands of people daily as the director travels to meet one on one with insurance agents across the state. It’s not often you see a “Nascar” traveling down the Kansas turnpike. Is wrapping a vehicle original? No. But choosing an image of the number one spectator sport in America to carry your message across unexpected terrain is. It’s a conversation starter and it creates a memorable impression. And the best part is some of the client’s vendors are “car sponsors.” Their sponsorship dollars are helping pay for the vehicle wrap while our client’s message speeds across the state.
Get in the driver’s seat. The race is on! What are you doing to reach the checkered flag before your competition?
I’m a huge American Idol fan. I love watching how potential is coaxed to life. I was so stimulated by last night’s surprise value lessons I lost sleep. Usher was the Idol mentor for this week’s R&B-inspired show. He did a phenomenal job of coaching the idol “10” to take the stage. He seemed to nail the issues that are barriers to winning for each of the contestants and directly call them to action to overcome them. He was immensely likeable. But the thing that captivated me was how outside of himself he was in his approach. Usher was completely focused on each contestant, completely in the moment with them. His personal confidence and sense of identity are apparently so strong that he is able to actively press himself into building up others. The contestants were his agenda, not the camera or upholding his image and reputation before millions of viewers or winning more raving fans to himself.
The second value lesson came from Simon Cowell, who spoke directly to Lee Dewyze, a contestant with huge potential for commercial success who gave a banner performance. This young man apparently struggles with small confidence. Cowell called it (the confidence issue) out again, spoke to his difficulty making eye contact, suggested his lack of self assurance is perhaps due to something that happened in his past, and then affirmed him. He said Lee Dewyze would realize in watching back the tape that his world had just changed. Like Usher, he was an agent unafraid to challenge the barriers to potential and give a reason for hope (success).
So here’s the value lesson: those of us in positions of leadership have an opportunity to unleash the best in those around us. But we can’t do that effectively if we can’t get past or outside ourselves. How’s your confidence factor? Are you doing the right things to quell your own insecurities or bring down personal barriers so you can actively press yourself into the lives around you? Are you an Usher who’s over instead of all about yourself? Are you bold enough to mentor a friend, family member or client, calling out the barriers to potential and authentically investing in and cheering success? Are you ushering talent?
I’ve thought a lot over the past 24 hours about what drives an agency and the people who work within its walls. We were asked to spend two hours with a group of students from Northeast Magnet High School in Wichita. Jeffrey asked Scott Light and Jo Tomson, art directors here, to prepare for and direct how those two hours would be spent.
From the inception of The Strategy Group, we have said we would be teachable. We would display a servant’s heart toward our clients. We would go above and beyond through work ethic and creative stretch to move the needle for them. We would give our best work to every client, regardless of budget. Do those values show up outside the agency/client relationship?
High school students have a lot of highway to travel. Their career decisions aren’t imminent. Jo and Scott have a lot of work to do. We’re in the middle of a very busy first quarter. But they poured their hearts and time into giving their best thinking and sharing their best experiences with these students (pictured here/ Jo is on the left and Scott is far right). They didn’t marginalize the opportunity by making a quick decision to not cut into too much billable time. They didn’t decide they could easily wing it with a bunch of uniformed kids. These kids got two hours of solid content, full-out enthusiasm from Jo and Scott, a sign at the entry and take-home promotional items from a printer because Jo stopped and asked for them on her way in to work.
Watching two art directors and six kids, everyone here got a value lesson. Here’s what I’ve asked myself: How often do I wing it?
I’m tired. This is a business, but we live with it like it’s a family member. When our clients feel anxious, we feel anxious. Many of our clients have ridden a rollercoaster of anxiety this year-longer sales cycles, lost sales, no sales. Squeezed margins. Fewer profits. We watch clients swallow down panic. Nearly every business conversation begins or ends with the latest estimation—never a summation—of when things will turn.
In a pep talk this morning Jeffrey reminded me to fight. Our clients are fighting hard for their businesses. We are required, as their partners, to fight hard—now harder—for them. Their trust in us mandates that we be 1) better students of the environment to bring them the best thinking, 2) quicker to cut through the clutter to distinguish them in the minds of their consumers and 3) smarter about what initiatives to keep, toss or place on hold.
I love a good fight, but I can’t fight for myself or anyone else without passion. Today, I had to stop to remember what I’m really passionate about. It’s potential. I love finding and championing the best in those I love and the clients I serve.
It’s funny, the track the mind takes when someone admonishes you. Mine went to a Keith Emerson (Emerson Lake & Palmer) piano solo. It came up on Jeffrey’s ipod several weeks ago as we headed to a K-State football game. It’s intense. When I asked Jeffrey about it he said that Emerson pushed his genius so hard that he ended up with severe nerve damage in his hands and wrists. He was passionate about playing the keyboards to a high standard.
Entry #1—passion. Do you remember yours?
