The meeting room filled with a sense of positive excitement. Together with the client's team, we all felt it - this was it.
Eureka! Bingo! ''F***, this is absolutely insane,'' someone might've said, thought just a little more politely, skipping the first word.
We took the original idea and turned it into a solution that's miles ahead of the competition. One of the company's most important projects in recent years will now be delivered more comprehensively than initially imagined. Innovative digital marketing tools combined with user integration, what more could you ask for?
We have all the resources and expertise needed to create it. Fast, reliable, and with the highest probability of success.
We continued the meeting over a reward coffee at a nearby café. The discussion keeps flowing about the idea itself and its market potential. No one can think of a similar example.
It's unique, and for that reason alone, it will attract users. It perfectly aligns with the company's strategy, strengthens the brand image, and will definitely elevate its reputation. The marketing impact will be exceptional given the resources invested.
Digital Marketing Blockade
The next meeting starts with a thought almost identical to the one with which the previous one ended. ''F*** this is really pointless.'' The director has decided to postpone the project to next year. For this year, only the basic idea, which was presented as the starting point, remains in the plan.
Everyone knows what this means. He hasn't grasped even a tiny bit of the market success the idea could bring. He has no clue what an opportunity is within reach.
So, he's chosen the safe route instead. Let's make the solution like the one he saw with a German business partner. The Germans know. What he originally wanted, nothing more, nothing better. Just that.
The reason is not the budget, as the project woldn't have been any more expensive.
Why do exceptional marketing projects go unnoticed?
As the director of an agency focused on change, I've experienced many similar moments of triumph from directors over innovative marketing ideas.
Again and again, I have to reassure their teams with a simple explanation: ''The director will get behind the idea, if you educate him properly.''.
Most directors are incredibly intelligent. When they are well-informed about all aspects of their decisions, they are capable of making high-quality choices.
3 steps to convince the director of a marketing idea
What's important to the director?
Ask the director some basic questions about what they want to achieve. Higher sales? Lower cots? More motivated employees? Ask follow-up questions. Take your time, maybe over a coffee or two. Not in one day.
Link what's important to the marketing idea
It's possible that you'll have different opinions on what's important. Be honest and say so. Once you both agree on what matters, prepare your presentation. Thtoughout it, explain how marketing activities contribute positively to what's important.
The director usually doesn't have much time. But there are moments when they do, and they'll be happy to respond to an unusual invitation. Prepare an extraordinary, marketing-driven invite. At the right time.
Bonus step
Seend the director to the workshop Digital Marketing for Directors and Managers. Join in as well, let's discuss your opportunities together.
The mission of the workshop is to enhance the role and influence of directors on digital marketing. So that future exceptional development ideas will be better received. :)
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