The Pittsburgh Chapter Dinner recap with roundtable led by Nathan Martin, CEO, Deeplocal.
- As you are in the Ideation process, think of “What will the headline be?” “What will the tweet or Instagram post say?”
- Keep it simple. If you can’t put it on one piece of paper or explain it to someone NOT involved in bringing the project/program/campaign to life, then it is too complicated and won’t catch fire.
- I run ideas by his 75-year-old father. If he doesn’t “get it” after a brief explanation (or if it doesn’t get a smile out of him,) it is too complicated and needs to be boiled down to the essence.
- Don’t be afraid to investigate, use, and give creative agencies in second-tier markets a chance. They are leaner and hungrier, and you get closer to those who are building the technology and campaign.
How a CMO can be a good client
- Discuss the overall goal and budget early. Avoid wasting each other’s time.
- Define what “success” is early on.
- It may be “cool” (like using drones or robots,) but will it make sense and be identifiable for your brand?
- Anything is possible – it just takes technology, time and money. How much do you reallyhave for each
- Don’t go for the name or “panache” of the agency. It’s the people actually working on your project and their track record that will give you the greatest chance for success.
Check out other CMO Club Dinner recaps here!