Avionics News February 2016 - 54
THE MARKETER'S TIP SHEET
Continued from page 53
9. Don't be the bottleneck.
Everyone is busy. Everyone is multitasking. Everyone
is traveling. Everyone has stuff happening in their
personal lives. Look at it this way: It's to your
advantage to keep the project moving forward with
your comments. If your desk is known as the place
where projects go to die, or at least go to grow
whiskers, colleagues might stop including you in the
process. For your opinions to be considered, you have
to act in a reasonable amount of time, which truly
should be no more than 24 to 48 hours.
10. Make your suggestions and comments
precise and realistic.
It's not fair to simply say, "This section should be
buzzier" or "pep up this part" or "add some stuff about
customer service." What stuff? And don't ask for the
impossible. A graphic designer once said she was
instructed to make the logo look bigger, while having it
take up less space. Yeah, it would be great to include a
dramatic in-flight photo of the panel at night showing
lightning in the distance. Everyone wants that, but
with no photography budget, no available airplane, no
thunderstorm and a deadline in two days, that photo
isn't going to magically appear.
In summary, an important responsibility for the marketing
director is to spot disasters in the approval process and prevent
them. Look for inaccurate data, obvious (and not so obvious)
typos, and landmines that could blow up in the company's
face. Do not put your personal stamp on the project. Getting it
out the door is the goal.
A guiding principle for getting your marketing projects
through the approval process is the saying, ascribed to
different philosophers, that "perfect is the enemy of good."
There is no perfect website, no perfect brochure, no perfect
customer email, and no perfect trade show booth. There are,
however, good and very good versions of all. Don't let your
goal of perfection keep you from producing solid work - on
time and on budget. q
Sit back, relax and just do
DO MOVIES. DO MUSIC. DO PHOTOS. DO MAPS. DO IT ALL.