Some articles by marketing strategists expand your horizons and render your giddy over the endless possibilities of our craft with soaring language and sparkling analogies.
This is not one of those articles.
Instead, this article focuses on one of the more grind-it-out aspects of our trade: what to do when you’ve got to provide strategic input for a purely executional project.
Rise and grind, kids. Rise and grind.
You know the type: you have to direct your creative team to complete a very prescribed set of display ads, emails or social posts to meet a specific set of objectives, which usually boil down to clickthroughs, even if objective focuses on branding. More often than not, someone else, perhaps at a different agency, has finalized the brand strategy and creative idea, aka “the fun part.” More to the point, this project may not actually make sense to you. For instance, in the above example about objectives, clickthroughs do not serve as an effective proxy for branding.
Or the task may involve picking existing creative assets to fill a role they weren’t designed for. You’ve got the proverbial hammer all right, but none of the problems looks like a nail.
I liken this situation to the proverbial “painting oneself into a corner.” It doesn’t matter what color you’ve used; you’re stuck.
Here’s the secret: don’t think of it as a chore, think of it as…ah, who am I kidding? It’s a chore all right. However, that doesn’t mean you can’t stretch your strategy muscles and make something as good as can be. Hell, maybe you can even make it fun, as long as you have a flexible definition of fun.
Let’s assume “do something else” isn’t an option. I’ll admit that I’ve often taken “no” for an answer when I could have pushed back a bit. Mea culpa, but mea cupla minima as I’ve learned the hard way that pushing back ends badly more often than not.
Instead, try this approach:
- Clarify objectives and metrics. Go over both thoroughly with the client or client manager. As the strategist, you have to be clear about them even if the powers-that-be aren’t. Pay close attention to any disparity between objective and metric, such as the branding/clickthrough inconsistency. You better believe that when it comes down between the two, the metric will matter more than the objective.
- Find the most likely key. Here’s where you earn your kibble. Use whatever you can to establish which factors drive the metric that matters most. In the best case scenario, you have previous results that you can parse for clues. Fire up Excel and look for anything that you might compare. These comparisons might include the basics (segment, offer) and any and all creative factors (headline/subject line length, call to action copy, image content).
Unless you have really huge audiences, you’ll probably end up with anecdotal evidence. But that’s better than nothing. By the way, if you do have nothing, raid whatever you can for insight, including the overall brand brief, customer research or even insights pulled from competitive or desk research.
- Build your brief around the factors that emerge. Present those factors to the creative team as puzzle pieces. Encourage them to think of themselves as beating the brief; finding the tricks that will make the whole thing work. Then let ’em rip.
While we pride ourselves as strategists and planners by our ability to weave together the whole cloth of new brands and platforms from the frayed threads of consumer insight, business requirements and cultural trends, we still have to pay the bills. In this case, paying the bills means writing the quotidian briefs and offering the quotidian feedback on the long tail of client relationships. Rise and grind.