The secret's out: I'm not exactly a blend-into-the-background kind of guy. I like to come out on top, whether it's catching the biggest fish, scoring the cheapest plasma, or putting away one more hot wing than the guy next to me.
That doesn't change when I'm at the office. Unfortunately, it's easy to get caught up in the excitement of new things and forget to look back. It's hard to be the best, though, if you don't remember to: "Create it. Measure it. Improve it."
If only we could tackle online creative like the Three Little Pigs. Yes, even this Harley-ridin' 40-something knows a nursery rhyme or two.
The first little pig had the right idea when he built that straw house: Construct a shelter that would keep him dry and provide him a little privacy.
The second pig took a different approach and tried to create a stable home made of sticks that looked edgy and different from anything the other pigs had ever seen.
And the third pig decided it would be worth it to spend a little extra cash to build a rock-solid, indestructible house of bricks.
Until the day that wolf came along, all of the pigs thought they had the perfect solution.
1. Create it
It works the same for all of us. Client asks, we jump — sell a product, raise awareness, provide information, whatever. Like those fabled pigs, we've got options when it comes to how we do it:
- Just get it done. Keep it simple and be sure all your bases are covered. Make it easy for customers to see we want them to "just buy the damn thing."
- Apply a concept. Make the main idea your focus but take a little creative license to make it stand out in the sea of digital media.
- Blow 'em away. Take a chance on the big idea that gets customers to stop and take notice. It may take more time and money to bring it to life, but it'll pay off in the end.
2. Measure it
Marketing is a profession, not an art show. Your work's got to be far more than just eye candy. It needs to be smart. It needs to be trackable. And you'd better know ahead of time what you're going to consider a win. In other words, how will success be measured: Opens? Clicks? Calls? Sales?
These numbers don't stifle your creativity, they strengthen it. And, as our pigs once again proved, there are tons of ways to meet your goals. Everyone should have an "in" with analytics. So I'd recommend the creative and analytics folks get to know each other. Maybe plan a BBQ. Nothing like some well-seasoned pork ribs to bring everyone together.
3. Improve it
It's been measured and your numbers are in. But only a fool would leave it at that. You've got to learn from your results and, by all means, use them. Otherwise, you're back to spitting in the wind hoping it doesn't land on you.
Let's go back to those pigs.
As I recall, all three pigs built their houses at the same time. Their mindset? "Go with your gut!" If they had tested and used their results, here's what they may have learned:
- Straw won't cut it. It can't hold up to the competition.
- Sticks looked badass, but still can't stand the pressure.
- Bricks worked perfectly, but did the extra expense break the budget?
Who knows what they'd come up with next time around. Maybe infrared sensors or heavy artillery to keep that wolf from blowing hot air in the first place. Either way, you can be sure they'd do it up one better.
It doesn't matter what you call it — a mantra or New Year's resolution — "Create it. Measure it. Improve it." are words to live by. Make it part of your 2010 code. (Or I'll huff, and I'll puff, and I'll blow your house down.)
