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/.

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!