Archive for the ‘Uncategorized’ Category

Blog Posts versus White Papers

Friday, October 7th, 2011

Should blogs replace white papers? We think not because they serve two different purposes. And, when done well, would have very different structures and content. (more…)

Make Your Tradeshow a Sales Success!

Monday, October 3rd, 2011

‘Tis the season… Fall and Spring host a lot of Tradeshows. They may seem old-fashioned but it’s still a great way to get in front of a specific group of people. However, many companies spend pots of money to participate, but miss the key ingredients to making the entire investment a success. Yes, it increases your overall cost, but you’re much more likely to get a return on investment if you do these five things. (more…)

How do you know you’re doing enough marketing?

Wednesday, August 10th, 2011

You’re responsible for increasing sales; the summer is slow, the recession lags and you’re under pressure. The sales team says ‘maybe if we had a new marketing tool….’ The marketing team says ‘you have lots of tools, start using them properly…(more…)

The 10 Laws of Website Creation in 2011

Wednesday, June 15th, 2011

If you want to create a website that is strategically smart AND helps you get better search engine (Google) rankings, we have come up with 10 things you should do to make your website a success.

This list is a blend of overriding principles for site creation and best practices for SEO. Use it for a site refresh, or site creation.

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Can Good Design Have A Positive Impact On Your Bottom Line?

Tuesday, May 17th, 2011

There’s an adage in the communications industry that goes: “Everybody is an art director”.  With today’s desktop publishing technology, its very easy for almost anyone to believe that they can design their own brand identity, corporate brochure, web site or whatever communications tools they need to move their business forward. (more…)

Should B2Bs Think About Mobile Websites? Part II

Tuesday, May 10th, 2011

Does the Content Have to Change?

Big stack of readingI know in my last blog I said content didn’t have to change for mobile, but it warrants consideration. Ideally you’d only update content in one place and see it magically appear across-the-board, but you might consider the opportunities afforded by the different behaviours of mobile surfers. (more…)

Building Rapport Through Excellent Account Management

Thursday, April 21st, 2011

Client service excellence isn’t about doing what no one else can do; it’s about doing what anyone can do, but doesn’t. – Leo Bottary, Vice President, Public Affairs at Vistage International

This statement is a good summation of the attitude I have carried with me throughout my 30+ years working as a client service/account manager in print, design firm and marketing agency scenarios.

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Your Marketing Plan was a Waste of Time… if it Lives in a Drawer.

Monday, January 3rd, 2011

Eager start-ups often generate business and marketing plans. Or, somewhere along the line a more established company says ‘we should take this seriously, do this on purpose’ and have one done professionally. People often initiate some of the recommended activities, enthusiastic at first. Then, they get busy with work work, the novelty wears off, or people aren’t comfortable with marketing tasks or aren’t getting the support they need.

It’s too difficult, paid work gets in the way or it’s just not a priority. Enthusiasm wears thin, so the grand plan gets filed away and forgotten.

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What to Expect: Turn-around on Website and Design Projects

Tuesday, August 3rd, 2010

The answer to ‘how long do they normally take’ can be as varied as the different types of projects and unique elements required – especially website design and development. Start by identifying key delivery dates, then build backwards to identify key milestones. Your full service design and marketing firm should know from experience how long projects typically take, and lead the way. The key is to discuss it all at the outset of a project, and make sure both sides agree to comfortable schedules.

In General…

We usually tell clients it will take 5-10 business days to see things like logo, ad or web design concepts once the creative brief is decided upon. We say 10–15 days for bigger projects (like large brochures that also require a lot of copywriting. Then, depending again on the size of the project and nature of revisions (we generally include three rounds) we say 2–5 business days.

Identify Major Deadlines

Some of the projects we take on have hard deadlines like a commitment, an upcoming event, or a due date at a publication. If this is true for you, the first question should be ‘can the firm meet it at all?’ If they can’t you should discuss why with them. There’s a difference between they can’t because of other work and commitments (in which case you could go elsewhere) and it’s just not feasible due to the laws of science (plan b?).

If you have no hard deadline to meet, I strongly recommend creating one. If you keep telling your firm ‘no rush’, they will naturally back-burner it for the hard deadlines that come through and so will you. Meanwhile, the project loses momentum, everyone forgets the creative brief and neither side gets what they need (for you the tools to market and build your business, for us a sense of accomplishment and something we can bill).

Creating a Critical Path

Once you determine the hard or soft due date for the project, it’s really helpful to work backwards and set all main milestones. How long does the printer need to work comfortably? How many people need to test the website client-side and what’s a reasonable amount of time to give them to do that, provide feedback and have it implemented? I always try to give a little buffer. From there you can work backwards in terms of rounds of revisions and feedback, meeting on the other end how long the firm needs to generate creative concepts.

You Will Have Deadlines Too

Then there’s your side. The timeline also needs to include when the firm needs to hear back from you or receive needed materials in order to meet their deadlines. If you know when your attention will be needed, and how much of it, you can schedule it in.  If you’ve never been through a website project for example, you may not realize how much time it takes to get information together early on, or test it thoroughly just before launch. Where picking an ad layout may seem simpler, if you need to get the input from hard-to-pin-down higher-ups or a committee, that needs to be worked in.

Ideally, the firm you work with has a process for keeping track of your timelines and holding you accountable, as opposed to just lobbing it into your court and forgetting about it. If not, things can fall through the cracks.

There’s Always a Workaround

Going back to the laws of time and space; occasionally timing just won’t allow for the ideal, but there’s always something that can be done. For example, instead of rushing through a branding process, we may print a very small run of temporary business cards for clients to take to an event. Can the website be up in a reduced form and called a ‘soft-launch’?

We work really hard to meet clients’ tighter deadlines and will not let them down by telling them we can do something we can’t and have pulled off some great creative under pressure. However, we do a much better job when not rushed, and build much better Rapport for them and for us.

Best Planning Practices

Sometimes unexpected opportunities pop up and your firm should do their best to help clients take advantage of them. But, if you involve your firm in everything related to your marketing efforts and discuss upcoming commitments, events, etc. in advance, they can help you not only plan better, but maybe recognize additional opportunities too. A one-year action plan can be a great tool for both sides.

Building a Great Team with Rapport

Friday, July 9th, 2010

Hiring – especially for the first time – can be one of the scariest moves as an entrepreneur. Rapport currently has nine crew on top of me, and the dog. I’ve had a lot of experience with this and, though was lucky to find really great people, learned a few things along the way.

This is one of the top things other entrepreneurs ask me for advice on. My top tips are:

  • Try prospects out on a project or two before committing.
  • Define the need/position first, then find the right person.
  • Personality and ‘fit’ into culture is as important as skill.
  • Be open to them doing things differently then you and let them shine.

Try People as Freelancers Before Hiring

My very first hire was Art Director Lisa, who is still with me today. I absolutely could not have built the company without her. I was fortunate to work on a project with her old boss and friend of mine Mondo Lulu, and got to know her through him. Then, as he started scaling back she began freelancing for me. I knew her design style, her work ethic, that her strengths complemented mine, and that we got along like old friends. My only hesitation hiring her full-time was sustaining her pay. When I had the need with a large project and knew I could keep her busy for three months I asked her to come full time – that was six years ago.

Since then I’ve been fortunate enough to try most people out on a contract basis before making a commitment. Not just to see the quality of their work, but to get a taste of their working style and personality. If it doesn’t work out, it’s tough on both sides, so this is a really great way to try each other on for size.

What Kind of Help Do You Really Need?

My second hire was a newborn designer, and a big mistake. I was still doing all the admin work myself and felt I didn’t have enough time to do all that and my design work. I thought I needed another designer and the recent grad was cheap. I found I still didn’t have time to get anything done and was also now babysitting this kid. So, I let him go and hired an administrative person. Pamela was a God-send. This was my first pure overhead employee – unlike Lisa who generated revenue. But, Pamela took the work I liked least off my shoulders, did it better than me and freed me up to do what I was really good at and made good money for.

Besides hiring for the wrong role, it’s also a mistake to hammer a job around someone you ‘like’. I now determine what roles we really need to fill against goals for the company, then create detailed job descriptions around them to use in my search.

Don’t Underestimate the Power of the Culture You’ve Built

Our team recently did a colours test with our business consultants, Your Planning Partners. Seven out of 10 came in as blue or the ‘Relationship Way’ first. We varied on what came second (Action, Organized, Logical), and that was reflected in skills and roles. What it told me was the team strongly embodied the Rapport values of being laid-back, friendly, relationship-oriented, client-focussed and a close family that got us our name. This culture started with me, gained momentum with early people like Lisa, and continues today in the people we attract. Skills in relation to the role you’re filling are incredibly important, but if a really talented person doesn’t fit our friendly, collaborative culture they don’t belong at Rapport.

It’s important to have more than one of you meet with prospects. From a practical standpoint, I had Senior Web Developer Noel, do initial interviews with junior web developer prospects to make sure he had the skills needed. Then I met the recommended finalists to make sure they fit in and talk money. We added the ‘social interview’ with new guy Nick, where he joined the crew for drinks to get everyone’s feel for him. We are a very social bunch, and it’s a very big deal day after day if someone just doesn’t fit in socially. I think I’ll continue that tradition.

Define Your Values, Be Open to New Things

There is always more than one way to skin a cat. I find this most evident with web developers as their logical nature means they always question the way the other guy did it. But, it’s the same with design, processes and which way the toilet paper goes on. It’s important to define the standards expected for the end result as well as the practical processes that run the business, than make these consistent across the board. However, you’ve hired people to complement what you do, let them. This may mean everything from different journeys to great design, to suggestions that improve workflow.

We’ve defined our vision, mission and values, which I share with the company repeatedly. Resulting details include things like design and web standards, or the project management process we’ve developed. The key is sharing it with the whole team, getting their input, then giving them flexibility within to do their thing.

This makes for a much stronger and more dedicated team than if I insisted everything was done my way.