No Need to Fight
Tuesday, 06. 16. 2009 – Category: Enversa Companies
The recession is here.
Hold on, let’s rephrase that. The greatest economic conflagration of a generation is upon us – and with it the emphatic need to cut creative budgets, slash media expenditures, trim payroll, and reduce expenditures across the board, right?
Right. For most of us in the ad world, the past 8 months have indeed seen a sharp tightening of the belt, and the renewing of our commitments to driving new efficiencies in the way we conduct business. And, this is certainly the only wise and prudent thing to do as we weather the ongoing economic and political recalibration that will doubtless take many more months, if not years, to sort itself out.
The important thing is for all of us, though – vendors, agencies, and brands alike – to keep our wits, to tough it out together without unnecessarily undermining or (at worst) destroying business relationships out of frustration at the surrounding environment. As JFK once remarked, “The Chinese use two brush strokes to write the word ‘crisis.’ One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger – but recognize the opportunity.”
The dangers are self evident: Your clients are cutting budgets, rolling back projects and, no doubt, being more critical about your current work; forcing you to do likewise with your own teams and vendors. This is your reality.
How do you handle it, though? Well, here are a few things to remember as the storms of economic conflagration boom overhead.
- Consider Your Words – It’s trite, but words are like toothpaste. Once squeezed, they can’t be easily put back in the tube. It’s the same when you receive a critical email from a client. Don’t fire back immediately. Assess the situation, appreciate the client’s position and respond in measured fashion, mindful of the client’s specific needs. If anything, pick up the phone and talk to them directly. Email has a way of sterilizing comments so that tone and intention aren’t always understood. You don’t want to convey the wrong message in times like these.
- Take Care of Your Employees – In those unenviable times when you must let someone go, do so with compassion. These are tough times. And, gather your remaining team or teams together as quickly as possible to explain the situation, especially if you operate a small shop. Continuity matters, and there’s no quicker way to instill panic in the ranks than with an unexplained termination.
- Leave Your Door Open – Keep your employees up to speed, as best you can, on the company’s financial performance and prospects. It promotes continuity and provides added incentive for your team(s) to band together even more for the greater good. You’ll be glad you did the first time your business development associate opts for golf at the Municipal course instead of the country club with one of his prospects. A knowledgeable employee tends to make better decisions than one in the dark.
- Create Added Value – Show clients how much you value the relationship by going the extra mile for them. When a project is due, deliver it a day early, with a few extra features thrown in for good measure. Don’t underestimate the effect this will have. Clients aren’t robots – they’ll look favorably upon this gesture of good will.
The rest is left to chance. But keeping these points in mind will improve yours. One last thing – the clouds will pass and business will eventually return to some semblance of normal. Keep your chin up!
Marc Pickren is the President of Enversa- a performance-based marketing agency.
Tags: advertisers, branding, e-mail, efficiency, Marc Pickren, recession, strategy