Time to Reshape Your Clients’ Approach

The days when a print piece was the driving force behind a campaign are long gone. While we know this, it may take some effort to migrate the mindset of our clients, who may not be as tuned-in to the changing dynamics of marketing communications today—especially the power of digital.

Focus on the message. We’ve all been there.Your client is looking to develop a campaign based solely on a direct-mail print concept. Your first step? Steer your client away from how the message will be delivered and work with them to determine the key themes of the campaign.

Engage your account team. Remind your team that while print is likely to be a component of the campaign strategy, they must consider the widest array of media possible. Despite a client’s print-centric approach, the team’s job is to develop creative that works in every format—print, web, video, social media and beyond.

Educate through your work. Clients may view your organization in traditional “silos,” with digital and print teams separated. Use the results of your team’s efforts to demonstrate how talent can be combined for a better, all-encompassing campaign. Show how results can be tracked, particularly digital media, and how to refine your approach based on those results. Explain how your team has evolved to meet the demands of today’s marketplace and the benefits of that evolution: namely that it fosters talent development, allows for more collaborative idea generation, and leads to more successful campaigns.

Do your clients need help evolving their mindset? What strategies have worked for you to help them get there?

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