Posts filed under Process

The Care & Feeding of Creative Professionals – Part 1

Recently I was asked: What are some of the common mistakes that you see people who seek a career in any of these fields make as they pursue that career?

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Some of the common mistakes that I've seen in my career are usually attention to detail(s). Proofreading a print advertisement, submitting an order amount wrong, or typos on presentation decks.

You will come to find that creative people share similar traits, this is a generalization to be sure, but there's a likelihood you'll find one if not more in most marketing professionals:

Many of us have ADHD, this is not figuratively speaking, a lot of us do. Diagnosed or not. Knowing this will allow you to coat the next following list:

  • The biggest shit-storm one can create is to have a vague, or non-existent, creative brief. Creatives are just that — CREATIVE. A creative brief should give, at least the initial idea, and some parameters to reign in their thought process initially. (e.g. If the client has a brand standards manual, fonts, specified voice or defined goal objective) During the creative process of the 'client-only' edition of the project, we more often than not, come up with a slew of new ways to shape the original concept.

  • We get distracted. Allow us to listen to music, background noise, or whatever allows us to get "in the zone." Busy agencies that create atmospheres of account executives (AEs) or related, consistently asking your creatives questions will delay the completion of a project and in many cases, the creative will suffer.

  • We're slow to do the jobs we HAVE to do and ATTACK the jobs we want to do. We often have pissing contests over who got what project.

  • We are terrible spellers (as I write this in Grammarly) – check our shit, again and again. Of course, it's important to remember that your creative IS NOT your proofing person.

  • On tasking: checklists will help. Daily huddles will help as well, as long as we hear what we want to hear and forget the rest (see jobs we HAVE to do above).

  • Most of us suck at math. Give us the sizes of the ad! Tasking us to research this is like throwing money away.

  • Remind us, again and again on the due dates. This is why daily huddles are beneficial.

What are your favorite truths about creatives?

SURVIVAL MARKETING IMPROVISE, ADAPT, AND OVERCOME – 2018

1. SURVIVAL MARKETING IMPROVISE, ADAPT, AND OVERCOME 20 WAYS TO STAY ALIVE & THRIVE

2. BENCHMARK THEN NOW

3. TACTIC#1: GET THE GEAR Social Management Project Management Automate

4. TACTIC#2: LISTEN Google Alerts Google Trends Sentiment/Device/Audience

5. TACTIC#3: RESEARCH Spy Fu Email Conversion Campaign Analytics

6. TACTIC#4: EMAIL Build Compliant? Deploy Test

7. TACTIC#5: A/BTEST Subject Lines Post Timing Brand Image/Voice

8. TACTIC#6: DRILLTEAM SHTF/WWYD? Unite SOP Deploy

9. TACTIC#7: VILLIANIZE Topical Create/Answer Revisit

10. TACTIC#8: ACTION IS GO Audience Questions First Make Useful Content ASK-ASK-ASK

11. TACTIC#9: TRANSLATE Define Audience Campaign Segmentation Refine to Location

12. TACTIC#10: HIJACK Topics Content Alignment Inspirational Quotes

13. TACTIC#11: MICROCONTENT Horoscopes Inspirational Quotes

14. TACTIC#12: OWNTHATSHIT Watermark Repost Link #Tag

15. TACTIC#13: GEOGRAPHY PAID: Media Earned

16. TACTIC#14: ALTERNATES Medium Multi-Author Submissions

17. TACTIC#15: STREAM Live / Recorded / ICYMI Distribute

18. TACTIC#16: INFILTRATE SEO Rich Content Cross-Pollenate Seek Backlinks Snippet Tags

19. TACTIC#17: REINFORCEMENTS Repurpose Version Control Content Redeploy Distribution v2

20. TACTIC#18: GRIFT Affiliate Programming Native Advertising Reviews SME

21. TACTIC#19: STRIKEFIRST Live events Programming Thought Leadership Revisit

22. TACTIC#20: SOP Rate Sheets Support Materials PrePrepped Content Logo/Brand Packs

23. TACTIC#21: CLONES CoScheduler Multi-Author Blogs Content Calendars Basecamp

24. TACTIC#22: TRANSMIT Vlogging? Meh. Casting! Podcasting Serialized Content

25. TACTIC#23: TRAIN Content Calendars Webinars Live Q&A Chat Forums

26. TACTIC#24: WALKIE-TALKIES Become A Guest Blogger Podcasts for Guest Hosting Rating & Review Sites

27. TACTIC#25: GOIN GROUGE Limited Programming Landing Pages Squeeze Pages

30. TACTIC#26: SPECIAL SKILLS UI/UX Mobile Only Layouts Apps?

31. TACTIC#27: REPLICATE Podcasting Players Social Channels Chat / Streams

32. TACTIC#28: FINDSHELTER Reddit Imgur Giphy Mastodon Alt. Properties

33. TACTIC#29: THINK TANK Thought Starters Assignment Desks

34. TACTIC#30: C.O.U.M. CREATE ONCE USE MANY PUBLISH: ARTICLE CONTENT

35. PUBLISH: ARTICLE CONTENT PUBLISH: A/V TRUNCATED ARTICLE

35. TACTIC#30: C.O.U.M.

37. TACTIC#31: THE“PDP” PRE, DURING & POST AKA: Before, During & After

38. TACTIC#32: IWILLCUTYOU 2: 00 1: 00 00: 30 00: 15

39. TACTIC#33: HUMAN REACTION Sex Love Greed Health Flattery Weight-loss Uncertainty Improvement Exclusivity Longevity Anger Doubt Fame Fear

40. JUSTICEMITCHELL.COM – but you’re already here :)

First-Strike Propaganda — Why Anti-brand Terrorism is a Real Thing

There's a war going on every day — it's not only for your attention and allegiance but for your mindshare.

Brand bombing, Anti-brand, Ambush Marketing, Brand HiJacking, Credential Exposures and Collaborative Brand Attacks (CBAs) are terms that should keep you up at night. People have directives and are not above taking grassroots and professional tactics, pointing them at your brand

Blackfish —

People aren't going to like this next part — "Brand Bombing" plots like Blackfish, and collaborative brand attacks that have been done by influencers, change.org and falsification insurgents are part of a much larger problem — as we can see with the 2016 election. However, much like a terrorist — brand bombing is edited for content and uniquely driven to spearhead the conversation BEFORE any real conversation can be had, THEREBY owning the mindshare in a lazy digital consumer that will no longer look past the threshold of what they were plausibly fed. "You keep a whale in a cage — you're all bad people."

It would seem to be logical that it's not just that easy — it's not. But if Donald Trump has taught us anything, it's that all you need to do is feed people what you [think] they want to hear.

Terrorists are some of the most puritanical marketers in the world and here's why. They're not selling a widget; they're not attempting to become a competitor to your marketplace, they only seek to disrupt by ALL means. Choas and confusion (that manifests itself by created fear, hatred and blind positioning) are paramount in the success of their terrible efforts.

"Justice, how can you compare something as evil as terrorism to marketing even in a fraudulent capacity?"

Russian Collusion of the 2016 Presidential Election —

Sadly, they're part of the same family tree, and they're not even distant cousins. Take for instance the Russian collusion of the 2016 Presidential election. A group of like-minded people seeking to purchase marketing to sway public opinion and create divisiveness; the likes of which I've not seen in my lifetime. Were their deaths? Most assuredly, but that's for another article.

We'll never know the extent to which SO many people were brainwashed by a nonstop bombardment of messaging. That said, the effect of the campaign will forever (in my mind) be the largest turning-point in the digital era for illegal and illicit use of advertising.

Will this change the future or marketing? Most assuredly, as long as it works. For now, the ability to share media, fake or not, is too vast to control. Attempts to control it create new firestorms, regarding privacy and governmental infringement – and the circle continues.

The Publix “die-ins” 

I agree with peaceful protest.

I feel like they're (the protestors) muddying their directive but by brand-blasting. Stick with reform, and move the needle. Additionally, I feel that using private property for their "die-ins" is thinning the impact and motivation of rally's, and speeches. 

People don't want to be "forced" to confront constructed messaging. Example: the KKK, Westboro Baptist Church, and others have made minimal headway on the POTENTIAL 'blue wave' that is building. With that said, the progressive movement is building traction using diplomacy, intellect and a vision of respectful opposition that 'Trump's' the bombastic nature of the current appointment. 

Publix heard them the people in their actions and swiftly stopped the campaign contributions. That said, they were strong-armed in so doing. One side will insist that this is a win! However, if gun owners insisted they could not protect their families and did the same tactic at Dick’s Sporting goods for removing the AR15 as a purchasable weapon, everyone would be screaming blood, Jesus. There’s no perfect solution, need I remind anyone.

Later, I'll try to explore steps your business can take to protect/insulate yourself from some of these tactics.