Learning From the Other Side of the Marketing Biz

You know how Alice in Wonderland stepped through the looking glass and got a whole new perspective on life. Well, I just did that (again.)

I made the jump from the agency side through the direct marketing looking glass and found myself with the Cheshire cat, the Mad Hatter and a slew of department heads and a CEO that are all late for a very important planning date in Client Land.

This career see-saw from agency side to client side has actually given me numerous advantages, the most important of which has been the ability to understand a project from all angles. Everyone should have a chance to take this journey. Here’s a few things I’ve learned on both sides of the looking glass.

1. What list companies need to know to more effectively work with their clients.

Ever get a list request and subsequent revisions and think what the heck is going on? What is this person trying to accomplish? Well, as you work with list customers you need to realize that they’re trying to make educated guesses about client needs and potential prospects in an economy where it’s almost impossible to predict what will occur tomorrow, let alone three months, six months, or even 12 months down the line. As they submit list requests, they are working off a marketing plan that may have been created under different economic circumstances and now they are working to play catch-up.

Similarly, the marketing director that calls you frantically for a rush count today might have just had a new edict or new direction placed in front of them that very same day. Maybe a new product has been added or a new strategy uncovered. Or, maybe it’s simply a shot in the dark.

So how can you, as a list professional, help your clients focus their lists and increase return on investment (ROI)? It’s really quite simple. Ask to see their creative. Ask what they are hoping to accomplish with the campaign. Evaluate every aspect and see if the list count