How To Dig A Ditch

Posted by Pinky on Aug 10, 2011 in Blog | 2 comments

It’s really easy… move some dirt from one part of the ground over to another, and voila… a ditch!  So now you can dig your own ditches any time you want, free of charge.  You’re welcome.

I was having lunch with my new Portland pals Rick Turoczy and Jason Glaspey this afternoon, discussing the nature of client expectations, among other things. I regaled them with a story of a prior client of mine that was loathe to pay anyone for marketing, or anything else they felt they could do themselves. And it makes perfect sense! If you believe that the hardest part of marketing is in knowing what to do in the first place, why not just read a few blogs, maybe spring for a $20 book, and do the work yourself?

For the same reason you shouldn’t always dig your own ditches.

There is a time and a place for everything, of course, but too often we make the mistake of discounting the value of services we think we can do ourselves. The next time you snicker when someone describes themselves as a “social media expert,” ask yourself the question, do YOU really want to spend hours a day responding to stupid Facebook posts and entertaining the anonymous masses, or is that something you can put into the hands of a competent professional? Or to put it another way, what is your time worth? Is there anything else you could be doing right now that would be of greater value to your bottom line?

If not… dig a ditch.
If so, hire a ditch-digger.  And pat yourself on the back for having the wisdom to do so.

The Power of PIE

Posted by Pinky on Jul 18, 2011 in Blog | 0 comments

What happens when the Ad Agency of the Year teams-up with Coca Cola, Target and Nike to nurture and support local entrepreneurs in Portland, OR?

PIE happens. And who doesn’t love PIE? The Portland Incubator Experiment is a concept based on the success of such well-known accelerator funds as Y Combinator, Tech Stars and Nashville’s own Jumpstart Foundry. It is a combination of cash, mentorship and direct opportunities to pitch ideas to some of the world’s biggest brands and major investors, and I am proud to be joining them this week as a bonafide mentor.

PIE is a collaborative center where brands, tech, and culture meet to explore and redefine brand experiences. If you or someone you know has a great idea in need of a launchpad and wouldn’t mind spending the summer in the spectacular Pacific Northwest, it’s free and simple to apply. Head on over to PIEPDX.com, and tell ‘em Pinky sent ya.

Happy entrepreneuring!

The Importance of Presence

Posted by Pinky on Jun 8, 2011 in Blog | 6 comments

I have attended 11 “strategy” meetings in the past 7 days. The topics have ranged from sales and business development to product and personnel, but there has been a common theme through every single one.

Presence matters.

I learned this lesson during my time with echomusic but am amazed at how relevant it still is during these trying times.

In our prime, we had nearly 300 clients, some of which you’ve heard of and some of which you never will. But as we began to grow, many of our early clients began to feel that the service they had come to expect was falling short. We were no longer reaching out with new ideas or suggestions. We were no longer giving our smaller clients the attention they really needed. They felt abandoned. In some cases they felt betrayed. And worst of all, they began expressing their discontent with others. “Others” including big-time accounts that we may well have missed out on as a result. This is a very.small.town.

Reputation is all that matters in this business or any other. Apple can charge more for its products because we believe in the brand. Luxury cars, clothing… even medication cost more based solely on the expectation their customers have for the name.

We are who we employ

At their core, all of those meetings revolved around gaining or keeping new customers. There is an active discussion about whether or not companies outside of Nashville should have someone representing them here in town. In Portland, it’s about what to do with “legacy” accounts – those that don’t pay as well as new customers on a more efficient platform. In all cases, it boils down to how these decisions will affect the way these companies are perceived.  My recommendations are these:

1. DO hire someone that knows the local market as you expand into new areas. It’s much easier for a potential client to trust a business they “know.” If they know your staff, they know your business.
2. Build an “internal outreach” program into your sales efforts. If your current clients don’t know about new services or products, they certainly won’t be buying them, but you should be in contact with them long before you’re shaking them down for more money.
3. Sometimes it’s appropriate to part ways with past clients, but doing so with grace and dignity is the name of the game.  CALL THEM. Then send an email. Give them time to make alternative plans, and suggest other service providers. Nobody likes a break-up, but new relationships can be just what the doctor ordered, on both sides.

Above all, be PRESENT for your clients. Make them feel important. Hire people with more than money on their minds. Be kind and considerate. And do good work.

Sometimes the most obvious advice is the easiest to miss.