In a recent column, Rod Brooks pointed out that “effective marketing today is powered by content.” He said that without quality content, marketing support materials will lack success. I agree.
Now, I will admit that every so often a marketing effort overcomes poor content, due to its uniqueness, but that result is very limited and certainly not a safe approach to marketing.
If content is the engine of marketing, then the designer/client relationship—based on trust—is the transmission that takes the power of the engine and converts it into a moving force. Without trust in a relationship, it’s difficult to develop quality marketing services.
Building trust is an ongoing process. Trust is based on conveying the truth to the client. Occasionally, I’ve wanted to hide from the truth because it pointed out the failure of marketing materials that I had created to communicate a particular goal. A publication, brochure, flyer or trade show exhibit that missed its mark in some way is always a problem that must be dealt with objectively and honestly.
A client’s trust is hard to gain, but very easy to lose. (Think of the restaurant whose motto, “You’re only as good as your last meal,” is prominent in its culture.) When I was managing a display agency in San Francisco, I was to meet a client with proofs at 10am sharp. The printer was to have the proofs ready at 9am and I was to deliver them to a meeting in Oakland.
Unfortunately, the printer had production problems and the proofs weren’t ready at 9. Rather than tell the client the truth, I told him I was running late because of traffic. For some reason, the client called the printer and was told that the proofs weren’t ready and that I was still at his plant.
It took a lot of explaining and quite some time before I regained the trust of that client. But I learned right then and there that if you can’t tell the truth you’d better get out of the business.
Almost all marketing support materials go through the familiar production process that begins with a need and a budget. Then a concept is created and produced. And proofs are presented for approval by the appropriate parties. The proofing system is designed to protect all those involved and is the primary method of assuring a quality end product.. This tried-and-true system bolsters mutual trust.
During that proofing process, one learns that some clients are much more demanding then others. Some clients will tear the proof to shreds and completely frustrate the designer. But, in my approach, if that client is willing to pay for changes, let him make all the changes he wants.
I’ve had clients who are unable to visualize the final product beforehand and can only make changes when they see the final proof. This, of course, causes gnashing of teeth and cost add-ons, but it’s all part of the game and is balanced out by the visionaries who are able to make changes at appropriate stages in the process, before the final proof.
Which brings me to a story about John. He was a crabby old manager at a Seattle company for whom I was producing a large catalog (175,000 copies, four-color process, UV coating and saddle stitched) that was a showcase of its products. I was working with several managers from different departments who were very easy to work with, except for John.
He took out his frustrations on any proof that came across his desk. In order to avoid that problem, I very skillfully maneuvered the proofs around John, making sure to cut him out of the proofing loop as I got the final approvals. The files went to the printer and the press proofs again were routed to avoid John. I could hardly wait to show samples of the beautiful catalog to the client.
I arrived at the corporate headquarters and proceeded to pass out this wonderful piece. As I walked through the offices, I ran into John and proudly handed him the finished catalog. He took one look and promptly informed me that I had used a photo of the wrong bank on the cover. I never cut John out of the proofing process again. Sure, I had signed-off proofs, but the content was wrong and I had lost trust.
Having taught part-time for many years in local high schools and community colleges, I’ve always tried to reinforce the trust factor with the students I instruct, many of whom will be working in the marcomm industry some day.
I’d also like to call on those of you already in the business to help the new generation of students in marcomm-related fields. I’ve been to many portfolio shows that has very little participation by practicing professionals. Your presence can make all the difference.
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Larry Gulliatt is the principal of Team Guilliatt. You can reach him at tguilliatt@aol.com or 425-413-9530.
