5 Ridiculously Simple Cures for Your Boss’s Marketing ADHD

Here’s how it typically goes. First, there’s a vital targeted email that must go out. This is quickly outranked by an important digital letter addressing global news.  Then invitations to an impromptu top client event take priority, just as you realize that you have a great idea for your next blog post, which by the way, needs to go out immediately.  When will you write content for your website or newsletter? Which project is more important today?

Sound familiar?

If you find you or your team jumping from one “critical” marketing campaign to another or trying to accomplish too many initiatives, across too many verticals at one time, you could be suffering from what I call, MADHD or Marketing Attention-Deficit Hyperactivity Disorder.

The Attention Span of an 8-year-old

My oldest daughter was diagnosed with ADHD when she was younger. Extremely bright and bored by routine unchallenging work, she would bounce around the class, interrupting the teacher and students alike. As her parents, we had to find creative ways to harness her boundless energy so that she could focus and be successful. Business leaders can experience the same familiar symptoms as my unruly third grader, including hyperactivity, impulsivity, irritability, and even anxiety.

While MADHD may not be a board certified clinical diagnosis, it is a real psychological disorder none the less. And based on my conversations with small business owners, it is the result of having an agglomerate of creative ideas, that keeps them hopping from one marketing campaign to another. A costly distraction that could keep a business from reaching their goals.

In fact, author Gary Keller said, “success is built sequentially. It’s one thing at a time.”

 

Very often, it is in reaction to simple things like poor online engagement or slightly off open rates that can have a company chasing an extensive marketing wish list. But be aware that this can cause MADHD to show up as anger and frustration with the team, difficulty identifying systemic problems and without question, the inability of a leader to recognize opportunities.

Here are 5 simple things MADHD suffers can do to ease compulsive behavior:

• First, prepare a real marketing strategy. Creating a comprehensive plan of the, who, what, when, how, and especially why, will prevent distraction. I cannot emphasize enough the importance of understanding that your why should be the governing impetus behind everything you do.
• Create an “Idea or Creativity Box” (either virtual or hard copy).  Often a brain dump (brainstorm) provides relief from feeling compelled to implement everything that runs through your imagination. Some ideas might be good, but just not for right now – put those in the box for later!
• Measure every marketing campaign by your goals. Will doing this one thing count toward achieving one of your marketing goals? And if so, how? If the idea won’t yield quantifiable results, drop it in the Idea Box or toss the concept completely.
• Get laser focused on your customers’ top three or four challenges – then go about addressing one intentional solution at a time. Concentrating efforts on improving brand performance could reveal opportunities. This is also the perfect time to determine which social media platforms are right for you – your brand does not have to be on every single one of them.
• Let’s face it, everything cannot be a priority. Don’t drag your team on an MADHD roller coaster ride where the priority of every campaign rises and falls based on emotion, anxiety or impulsiveness. This type of ineffective hyperactivity leaves everyone spent and stressed out.

As someone who thrives on producing a plethora of unique and innovative ideas, I know how easy it is to become a bit harebrained when so many creative ideas are swirling around in your head. Just know that MADHD is not code for multitasking or efficiency, but rather a sign that a leader lacks strategy and direction in their marketing, and perhaps their business. However, the way I see it, by concentrating on a well thought-out marketing strategy you won’t be pulled in every direction by every new idea or shiny object. Remember the ancient proverb, “If you chase two rabbits, both will escape.”

It is CREATIVE!

If you’ve ever sat anxiously in a meeting amongst your peers, each of you doodling crop circles and flowers on a yellow note pad, or if a blinking cursor on a clean white screen sends you day-dreaming about your vacation or what you’re having for lunch, then you know getting those creative juices flowing takes a tremendous amount of energy. What sounds like child’s play is really an acquired ability to push boundaries and work hard at break-away thinking.

Ambitious new ideas, not just a re-hashed modified version of last year’s concepts, mean using imagination for real innovation. Creativity is being able to see what could be and not what is.

Here are three approaches to the question I get asked the most, so how do you create ‘creativity’?

1. Let go of the need to be right. True invention is neither right nor wrong it just is – usually left to the interpretation of the end user. In fact, most visionary ideas are never politically correct – after all, who would pay for a drink of water? Or pay an entrance fee into a retail store? Is there a realtor willing to donate a percentage of proceeds to a buyer/seller’s charity in order to sell more houses? This is the basis for my mantra, “Don’t compete, create!” Stop copying your competitors or coloring within the lines of industry standards. Start focusing on creating something new – let go of the need to be correct or proper. Then you’ll be competing with your own ability to ideate – instead of appearing lazy or worst yet, conforming to mediocrity because you duplicated someone else’s creativity.

2. Be absolutely fearless! Fearless in your thinking, fearless in your capacity to make mistakes and absolutely fearless that no idea is too radical. Without the willingness to look foolish, it’s hard to break idea barriers. Don’t be afraid to explore the ridiculous, the outrageous, or the unknown. Before you declare “it won’t work,” “we can’t do that,” or “it will never fly,” examine it through the lens of “what if.” Apply cross-over concepts from other (non-competing) businesses. Case in point, if hand-held POS check-out works for car rentals, why aren’t they used in department stores? And if I can test a new lipstick or test drive a car, why isn’t there a method to test the acuity of a doctor or lawyer? No, not every idea will be a new iPad®, but can you imagine what Apple's brainstorming sessions were like when someone first suggested this new application? A new idea should make your palms sweat, your stomach churn, cause dizziness and/or insomnia; otherwise you’re probably playing it too safe.

3. Write down all the assumptions you have and throw them in the trash. No, wait! Maybe not in the trash just yet, because you can use them to spawn new ideas. Who said a restaurant’s price point should be based on food cost – suppose it was calculated on time? If I can ride standing on a bus or train, why can’t I ride standing in an airplane? And shouldn’t the price of a movie ticket cost less for a film that’s been on ‘the shelf’ for a month and more for a block buster new release? Or better yet, when will a savvy movie theatre introduce a VIP section (with reserved seating and table service)? Genuine creativity demands that you challenge all assumptions in order to discover great ideas.

Ideate real creativity to set you and your brand apart. By continually looking for new ideas and innovation, everywhere, all the time, you’ll build your creative muscle and break idea barriers. Don’t compete, create!

It Is Here!

My top seven event marketing trends for 2010 are here! And even if you don’t know the difference between a tweet and a yelp, understand that the educated, informed and active consumer is alive and well, and traditional marketing channels have passed away. Marketers will discover that to stay in the game in 2010 will require, more than ever, agility and a willingness to venture into uncharted waters with new and adaptive innovations. The time has come to explore, ideate and gamble – to tear down the walls that separate people from each other and their views about your product. Here is one of my top seven event marketing trends for 2010. Businesses should note the emergence of a ‘transparency and honesty’ theme that is rising to the top.

1. Social, Media, Networking…Oh, My!

No longer considered a tween fad (think Myspace) or a place for grandma to post pictures, social media will effortlessly meld personal and professional, online with brick & mortar and provide cohesion between brands and their customers. This trend to build customer-centric communities that incorporate internal collaboration, extending a company’s tentacles out into their customer and partner networks, will continue to grow and up the ante in 2010 [btw, according to eMarketer U.S. ad spending on social networks will show a 7 percent increase in 2010, to $1.3 billion]. Savvy marketers can stay ahead of the curve next year by introducing events + video into their social media efforts. This trinity marriage should result in more engaging content, a dynamic way to hear and interact with customers, and produce ‘infections messaging’ that travel faster than ever before. Social media might well become the base in the marketing mix topped off with the event experience, and the spice of video, as brands remove the layers between themselves and the customer. In 2010, custom created events using branded social networking will be the norm for persuasion through organically fitting into the consumer’s social sphere – developing, connecting and engaging loyal fans and customers.

To receive my other event marketing trends for 2010, please sign-up at http://www.creativitymadefresh.com/.

It is acceptable.

The Christmas holidays are the perfect time to celebrate. And a celebration can, and should be, centered on meaningful expressions, that are not necessarily tied to religious beliefs (i.e. the end of a good fiscal year, surviving a tough economy or an appreciation for what you have).

With that said, the question of gift giving to clients always comes to the surface this time of year. Not only is giving gifts to clients acceptable, I believe most businesses could benefit greatly if they would treat their valued customers like a love interest or a really hot date. This is a time to remember those that matter. An appropriately matched client gift can go a long way in cementing relationships, and securing future business. Therefore, client gifts should be carefully chosen to be meaningful and produce the greatest return. I adamantly urge businesses NOT to send clients 'gifts' emblazoned with their own company logo, phone number or URL address. The last thing a company wants is to appear cheesy, self-promoting or disingenuous.

I prefer giving gifts that the client can actually use or will remember well past the holidays. Free shipping, account upgrade, a gym membership, a service, magazine or recreational subscription; or a monthly pizza delivery for the office, will have a significant impact on your business being remembered. Or surprise a client by organizing a crowd sourcing collaboration focused on their core business. Also, picking up the tab for drinks and dinner can be much more cost effective (and more personal) than purchasing advertising in a trade magazine.

My mantra is, 'Give the unexpected that is so unique and innovative that it causes customers to remember, and competitors to envy, the way you do business'.

Is BLACK the NEW BLACK?

The more I observe, the more I'm convinced that we truly are a curious nation of followers. A few months ago, I wrote about America’s brand, asking the question what does “Brand America” look and feel like? Beyond the American flag, apple pie, spacious skies and purple mountains majesty, I asked if we’ve made lasting changes to our views and perceptions about race in our country – did we wake up on November 5th to a new icon that says we feel differently about each other?

Well, I dunno if we’ve made lasting changes; tremendous strides? Yes. Lasting changes? I’m not so sure. But I can say that what I’m witnessing now borders on the ridiculous, and is very typical of the American way. And that is to be ‘Fashionably Black’. Not a reverse discrimination per se, but suddenly, it is very trendy to have Blacks in leadership, on our boards, committees, and running our companies. Black is the New Black!

Now before you judge my views as bias (Good Lawd, I can hear the NAACP calling for my card). I am an African-American woman who proudly voted for President Obama, who supports Black initiatives along with select Black organizations. I believe in diversity, fairness and equal opportunity. But I question the sincerity of any organization that has had no history of African-American inclusion suddenly wanting to engage Blacks in leadership. And not necessarily because the person is the best at what they do or the most qualified (although they could be), or because it demonstrates a company’s earnest desire for diversity. No, many businesses are just following a perceived trend. From the nomination of Michael Steele as the new Chairman of the RNC to Mike Paul, publicly demanding that the PR Society seat a Black member on its executive board, companies are scrambling to include more African-Americans in prominent positions. Yet there are countless numbers of companies that have no diversity whatsoever. Okay, so you’re thinking, so what’s the problem? Well for one, any company that would follow a “jump-on-the-band-wagon” trend is sure to disengage when the fad has passed. Second, ‘Fashionably Black’ rings disingenuous – did it take electing a Black man as the leader of the free world for us to realize there were no Black leaders in our companies? Did your company embrace diversity before November 4? How many African-Americans were a keynote speaker or spokesperson for your product, or invited to your party or a preferred vendor before the election and how many are you seeking out now?

But this brings up a more serious phenomenon in business, and that is our propensity to be followers rather than innovators, creators and real visionaries. One of the reasons President Obama was successful in his bid for the white house, was his audacity to do the outrageous, the unthinkable, to stand out, and then run the most unique political campaign in our nation’s history. The fact that he did all this is as a Black man was an added bonus of fortitude to the package. And don’t get me wrong, I don’t have a problem following some of today’s trends (why re-invent the wheel?) – I enjoy my iPod, text-messaging, Apple martinis and hair extensions. But I also recognize that trendy phrases like, “your call is very important to us,” “how may I direct your call?” “service first” are all very passé and meaningless idioms. We do it because someone else did it. That’s because growing this country, like growing your brand, requires a business to be innovative and a front-runner of the unthinkable – inventing a brand, new bar, not following the herd under the old one.

If we want true economic recovery we can’t get stuck at the top of this victory hill (none of us is allowed to rest on the coat tails of President Obama’s blackness). We must bravely go out and create something new, something cutting edge in our businesses, our marketing campaigns, our events and promotions. And if that means including more African-Americans in our organizations, that’s even better! But don’t follow what has been done (there is only one Barack); instead blaze a new trail, a new path. Be original. Be uniquely you. In fact, I encourage each of you to be so daring, so brash and brazen that it makes your insides churn with fear just thinking about what you’re planning to do. Because only then can you be a creator of the next big thing, the next impossible endeavor – which is the backbone of America’s ingenuity – it’s our brand! And by all means hire me to aid you in pushing new, creative boundaries – but not because I’m ‘Fashionably Black’, but because I share your company’s vision for setting a new bar!

Is Your Client Madly in Love With You?

Most of my girlfriends will attest, that I’m pretty happy being a single woman (most of the time) and I don’t normally flash my high-beams at a man when I’m at a party or social function. And yes, there have been many BFF discussions over martinis whether a woman can be married if she really wants to be, but I feel that my ‘dilemma’ is that I have yet to meet “the one.” In truth, I’ve decided to hold out for a man that will look at me the way Barack looks at Michelle – and yes, Mr. President-elect, we have noticed those subtle pats on her backside. But it’s very simple. I want his glance, his mere gaze to make me forget myself and where we are, and have us pause to ponder our destiny. I want others to not only admire our PDA, but envy our powerful magnetic bond. Like when Jerry Maguire finally reaches Rod Tidwell in the locker room and everyone around them feels their reverberating connection – none more than Cushman; who turns to Bob Sugar and says, “…why don’t we ever hug like that?’ So it’s not surprising that while creating Valentine’s Day party ideas this week for a hot nightclub here in Las Vegas, romance has permeated the air in my office. And I begin to explore the correlation between the man/woman relationship and the relationship we have with our customers and clients. Because I’ve determined that at the very least, I want my clients to love my creativity, and feel that the services I provide are so incredible it causes even my competitors to envy or admire the way I do business!

So much of what event marketers and producers do, requires us to be more intuitive to our customer’s goals, objectives and sometimes personal preferences. We must court the client in order to generate intangible ideas in a highly creative process that often results in emotional responses from clients and guests alike; responses that can build or destroy the relationship with the client. Because a smoking hot event can exponentially say to the world that you are hip, sophisticated, and innovative, or if lack luster can prove you to be a traditional stick-in-the mud with no vision. But it is far better to have raw emotions (and be either loved or hated) than to have a mediocre relationship with a client.

So in our new experiential-social economy, I’ve put together ways to help you go from dating or just hooking up, to producing a client that is in love with what you do and how you do it. In fact, I believe most businesses could benefit if they would treat their customers like a love interest or a really hot date.

Wooing (Muuhwhaaa…)

Wooing is that dating period of slowly getting to know each other, and it is a necessary part of the relationship (and the sale). Take the time to get to know the players and let them get to know the real you. However, now is NOT the time to discuss your previous client’s flaws, reveal that your team’s creative process involves coloring books and a bottle of Patron, or that you’re driving your parent’s second car! I’m not at all advocating being deceptive when pitching to a client, but you do want to present your best talents and unique abilities and avoid any embarrassing attributes. Concentrate on divulging how your talents can benefit the client’s business; and why you are someone they should get to know. A prominent woman speaker once said that she advises women to go on that first date wearing little or no make-up and Saturday morning ‘bed hair’ so that a man knows exactly what he was getting. You know, keepin’ it real! Well, bravo my brave sisters; you go right ahead -- because I, for one, won’t be showing up for any date without my MAC cosmetics and Bobby Brown lip glaze -- although I don’t believe in putting on airs -– for a man or for a new client. What I do strongly believe in is being my authentic self and presenting personal best.

An Exclusive Relationship (Of course I trust you…)

Have you ever really discussed exclusivity with your customer? In other words is the client even aware that your company wants to date exclusively with the possibility of marriage? If your client is still putting out an RFP for every single event or marketing project, something is wrong with your relationship. Seriously, you may be assuming that the client is all yours, when in fact they spread out their projects to one or more of your competitors. But when you have developed a strong bond with a client, they know that even if you can’t provide the service they need, they can come to you for the best possible recommendation or referral. What’s important about this is you have control and can refer a trusted source; someone that you can or will partner with. I make certain that anytime I must make a referral to another business that they also share my passion for excellence – and it’s a business that will ultimately refer me. And while I am secure in my client relationships (able to refer without creativity envy), I don’t want my clients being ‘intimate’ with some other company and then coming back infecting my team with highly contagious bad vibes, demanding attitudes and low budget (cheap) expectations. Use protection!

Communication (What’s your name again?...)

Okay, can I just tell you right now that if a man doesn’t call me the next day after a night of intimacy, there will never be an encore performance. Or if this said man calls me only when he has ah, um shall I say, “needs,” I consider this to be an official booty-call and subsequently will block his phone number. So if that makes sense socially, why on earth do companies only contact their clients when there’s a sale to be made, or a need to talk about the latest-and-greatest new product? How often do we complete flawless operation of an event or production, and then stop communicating with the client for months at a time. No ‘follow-up’. No ‘what’s next’. No ‘do you still like me’. You would be shocked to know that a producer of a major world expo doesn’t contact their attendees again until a few months before the next expo. And they are not alone. An accomplished paramour will stay in communication (with love notes, late-night phone calls) right up until the time for the next soiree! For heaven sakes, stay in contact with your clients! Geez!

Gifts (For me?...)

From a single rose to diamond jewelry and everything in between, women love receiving gifts from a man she’s dating! It demonstrates his sincerity and level of interest. So, what is your excuse for not sending thank you or congratulatory gifts to your clients? Even in a down-turned economy, it costs very little to bring coffee, donuts or snacks to your meetings – don’t be labeled a ‘cheap date’ because the client will remember this when the market turns around (and it will). Okay, if you must cut-back, cut the office supplies budget, but leave money to spring for client lunch, dinner or drinks – this will go a lot further in cementing the relationship. And may I digress for just a moment? Pahleeze, don’t send clients ‘gifts’ encased with your logo, phone number or URL address. This smacks of cheesy, self-promotion and appears disingenuous. Save the company logo and a picture of your dog, Sparkie, for pens, hats and other small promotional give-aways and give ‘gifts’ that the client can actually use. Picking up the tab for drinks and dinner can be much more cost effective than purchasing advertising in a trade magazine or main stream publication –socializing with the client is much more personal!

As we prepare to enter a new year, it is important to me to make everyday count and to engage with people I respect, admire and/or care about (whether in love or in business). Wouldn’t it be fantastic if in 2009, whenever possible, each of us could choose to work with clients that we are genuinely happy with? I’ve been fortunate so far to only work with clients I really like (even in this recession). And I admit that it’s the initial falling-in-love stage with the client that I enjoy the most. Meanwhile, I’m still waiting for my own ‘love connection’ with a man who will make me want to share my bathroom vanity, remote control and shoe rack.

Entertain Us Already -- Please!

This week while helping a friend plan a baby shower, we were discussing different venues for our Big Belly event. But when she mentioned Caylix Jazz Supper club here in Las Vegas, I quickly pointed out that they may not be around by the date for our party. It made me wonder how many other businesses won’t be around in 6 months if they continue on with business as usual. Caylix Jazz Supper Club is a gorgeous venue with killer ambience, décor and a great location. But their service is some of the worst I’ve experienced in Las Vegas, with over-price low-value-slow-to-arrive food, run by aloof and clueless management. While sad, but true, without immediate marketing 'adjustments' they won’t be open much longer.

A new economy has arrived people! And if your business is directly involved with any component of entertainment, special events or F&B service, now more than ever, you will need to change how you provide the business of entertainment. No longer will ho-hum event(s) or mediocre service be acceptable. Elements that are entertaining, wildly exciting and vastly different from anything consumers have done or seen before will set the bar – this is especially true for any type of soirée hosted here in Las Vegas – the mecca of ‘experience marketing’.

Case in point, why on earth in the middle of the fiercest battle ground for the consumer’s dollar and attention would Jay-Z’s 40/40 club Las Vegas give us coffee – plain, no cream, no sugar and definitely no added foam and sometimes not even hot. It broke my heart to see the posh VIP sports venue close their doors last month so soon after opening, when many of their marketing faux pas might have been easily avoided [the official statement is they sold--okay...]. Today businesses like 40/40 need brand managers who not only understand the nuances of the brand and hot marketing trends, but more importantly have their ear to the heart beat of the customer. [Shameless Self-promotion: if your club, restaurant or venue hasn’t hired a mystery shopper who can also provide you with feedback and marketing solutions, please stop reading and call me immediately so we can get you started -- geez]. Unfortunately, the 40/40 Club Las Vegas never gave us the swagger its namesake is known for – management never took us past a boring-ass happy hour with inexperienced, inattentive wait-staff to a world where grown-ups got to play hard (centered around sports). Celebrity name or endorsement alone isn’t enough – especially now that our hard-earned play money is harder to come by. Our down-turned economy will cause consumers to demand more than "corporate speak" over the chicken dinner and jazz trio!

And can I digress for just a moment? What marketer worth their weight in salt doesn’t at least collect basic demog info on party goers in order to stay in touch and market their product? Take the Ceren Vodka Launch several months ago, hosted by Cedric The Entertainer (whom I LOVE btw) at the doomed 40/40 hot spot. And while Cedric’s Grand Prix race car might have been on display in Denver, it wasn’t in Las Vegas! Not only was the event lack luster at best with absolutely nothing “special” about it (can we at least smell exhaust fumes?), we were never even asked our opinion about the vodka after we FINALLY got to taste it. A total waste of marketing dollars. I felt like if the 40/40 Club had NID (No Imagination Disease), Ceren Vodka also tested positive (it is known to be highly contagious). Pity, I guess the importer, Rio Blano Spirits didn’t feel collecting consumer information was important. In Las Vegas? Where the average audience yields regional, national as well as international consumers. I could go on; there are others. For example, the MB shoe store, in the Wynn Las Vegas who just this month hosted an in-store promotion for a we-are-all-so-very-over-it Sex And The City DVD release. But I won’t. But pahleeze, don’t make me come over there VY and hit you in the head with my creativity spoon!!

The trend is this. Consumers are opting out of traditional marketing channels like never before (i.e. spam filters, pop-up blockers, Sirius radio, TiVo, DNC registry). That means that a special event has the potential to be the perfect medium for making a memorable and lasting imprint on your target audience. But in order to truly connect with your customers in an almost cognitive way your event has to be knock-your-socks-off-when’s-the-next-shindig experience. Lackluster products or service won’t survive in the new economy. To survive the tough times ahead, businesses must wake up and figure out how to give customers entertainment vastly different from anything they’ve done before or they might as well hit the snooze button and sleep-in for the next 5 years. Meanwhile, I wonder if we can we take a bunch of pregnant women to the Blue Martini – talk about the exceptional standard? Question. Why in the hell doesn’t Hank Serrano (the GM) hold classes on ‘how to give excellent service’?