Our leadership team at Stealth often shares thoughts, ideas, encouragement and more with our entire team as a way to keep us focused on ways we can always do our best for our clients. This is one such missive from our Executive Creative Director Dan O’Saben. We thought it worthwhile to share with you, as marketers and business leaders, as not only a reminder that we’re always striving to do better for you – and be the difference – but also as something to keep this in mind as you develop your marketing campaigns and encourage your staff. (Client details genericized to protect the innocent. )
"Am I making a difference?"
I was talking to Pat Nagel (one of our video editors) today about one of his client projects, and we were discussing how much of an impact we can have if we keep moving them toward better work and smarter thinking.
And I think the gist of our conversation should be shared with everyone: Are we making a difference on behalf of our clients? That’s really an important question we should be asking when we think about the work we are creating for them every day.
Another way to express this question is: Am I making the work better? Is it becoming more than it was a month ago, six months ago or a year ago?
Small Changes Matter
And don’t always discount small changes. They can add up to big, cumulative things.
Here’s an example of a client we work with, where lots of little changes have added up to a big difference within a single year:
Digital Marketing
- One year ago: No focus
Today: Significant focus, which has led to more site traffic, more social traffic and more sales – both online and in-store
Creative/Campaign Approach
- One year ago:
- Baby Boomer spokesperson appealed to an increasingly aging demographic
- Product-only images/video didn’t provide a lot of context
- No consistent digital presence
- Today:
- Younger, more relevant brand advocates who resonate with the younger Gen X, Millennials and Gen Z target audiences
- Modern product images in relatable situations and settings designed to appeal to the target audience
- A combination of consistent social media and digital advertising engaging with consumers in the environments they frequent
Results
- One year ago:
- Decreasing sales
- Non-engaged audience on social
- Low website visits
- Today:
- Stabilizing and growing store sales
- More engaged and loyal social media audiences
- Increased website visits and online sales
No matter which way the winds blow, no one can take away the fact that we have grown that client. And that growth was built on all of the decisions made along the way.
We have made a difference.
The work is better.
Is there room for improvement?
Well, of course there is! But that brings me back to my point: Are we continuing to look for ways to make the work better? Even if the client says “no” nine out of 10 times, are we continuing to look for ways to push them to be better? Are we continuing to look for ways to push ourselves both individually and as a group to be better?
Here’s another related question: Am I getting better? Am I growing?
I would contend that if you are making a difference and making the work better, then you as an individual – we as a company – are growing.
We as a company are getting better.
What is the opposite of making a difference, of making the work and ourselves better?
Stagnation. Followed by decay.
The Bottom Line
You all make a difference in our client businesses, every single one of you.
BUT – we have to continue to push to be better at what we do, and to be that difference for our clients.
This is not always easy, but keep pushing.
Sometimes the victories will be small, almost imperceptible. Sometimes they will feel like giant seismic shifts.
But we have to continue to grow.
Challenge yourself to get better.
Challenge the people around you to be better.
Be the difference.
Want to talk about how we can be the difference for your marketing efforts? Drop us a line, and let’s start the conversation.
And as always, stay tuned for more tips from Stealth Creative next time we go Off the Radar.
