It might be a bit of a cliché, but in marketing there really is no such thing as a bad idea. Marketing is a collaborative industry. It cannot work in isolation. Therefore, as marketers we should always encourage our colleagues to share their creative ideas with us in the hope of finding campaigns that resonate with our clients and prospects.
Note: While we should encourage collaboration when compiling campaign ideas, it is the marketer’s job to execute his or her own campaigns. Too many marketers expect colleagues to produce creative content for blogs and email campaigns, resulting in hastily produced or simply ineffective copy that has little impact other than boring the target audience. As a marketer it is your job to harvest ideas and then produce content and strategy your entire organization can be proud of.
So How Do We Encourage Colleagues to Share?
I like to spend time with salespeople, account managers, and customer service agents. These are the people at the sharp end of your business. They speak to your customers every day and understand what makes life difficult for them. Remember, if a conversation with a sales professional leads to a marketing campaign that can solve a problem for one customer, you can potentially solve a problem for many other prospective clients — helping drive leads.
I write any ideas presented to me on a whiteboard, allowing me (and any colleagues) to select and edit the very best ideas. Weaker concepts are removed to make room for “better” ideas.
Testing Leaves Nothing to Chance
This method, however, isn’t foolproof. Just because a handful of people in the office think an idea is a good one doesn’t mean it will fly. This is where testing comes in.
Testing turns a good idea into a brilliant idea (or proves the idea wasn’t such a great one after all).
Remember: A test that doesn’t deliver positive results is not a failure if it saves the time and money you would have invested in that (ultimately doomed) campaign.
Testing removes financial risk and makes us all better marketers. Test everything.
Where do you look for your very best marketing ideas? How do you ensure only the best campaigns reach your public? Share your comments below: