Ownership

Who Decided This?

Garth Beyer

When someone walks through your agency, reviews your strategy plan, considers purchasing your product, can they answer this question?

Do they know who decided to have yellow lights instead of white lights in the chandelier? Do they know who decided to pitch magazine publications instead of Television news outlets?

Next, is that person accessible?

Ignorance is more rooted in not having a pathway for feedback to the person who made the decision than it is them not caring in the first place.

One of my colleagues sets the work flow up perfectly for the team. She says, “Garth, I want you to own this.” If anything were to go wrong, everyone knows who decided it and they have my contact info.

On the other hand, when I go to the bathroom and see the toilet paper isn’t on the right way or when I walk to the bank and I try pushing the door open when it’s meant to be pulled, who can I talk to about that?

 

In a world packed with designers and decision makers, are you making it clear to the customer, the viewer, the attendee, the visitor who decided X or Y or Z?

 

Stay Positive & Communicate Who Owns It And How To Reach Them

If I Told You Exactly How

If I Told You Exactly How

Garth Beyer

Follow Instructions

If Milton Glaser walked you through how to create a masterpiece, step by step, every minute detail by ever minute detail, your art piece couldn’t make the same impact.

If Taylor Swift held your hand throughout the entire songwriting process, your finished product won’t feel unique.

If I told you exactly how to write with voice, you would feel like your writing is a cheap knockoff.

How others feel using your product or service, looking at your art, listening to your songs starts with how you feel using your product or service, looking at your art, listening to your songs.

If you paint by numbers, color within the lines, and follow every “how-to” guide, you’ll ship work and you’ll learn a thing or two, but it won’t feel right.

And the feeling is why we make art.

 

Stay Positive & Make Remarkable Art, Not Remakable Art

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You’re A Marketer Now, Get It Right

You’re A Marketer Now, Get It Right

Garth Beyer

New Age Marketing

Marketers used to rent eye-balls, they used to take out a loan for a potential audience, they would buy media space to shotgun market. That was marketing at its most traditional. That was marketing when the masses mattered, when there were only 3 television networks, when developers hadn’t come up with a way to block pop-up ads yet.

When I write you’re a marketer now, I’m not knighting you a marketer, I’m reminding you that you’re a marketer now, as in, you’re a marketer in the 21st century, as in the post-renting, post-loaning, post-shotgun marketing world of it.

Now as a marketer you own eye-balls, you own an audience and you own media space in a niche location. The success of your marketing is dependent in how you find those looking for you, treat those who already find you, and provide for those who frequently visit your home; be it your blog, your catalogue, your YouTube account or some other space your tribe gathers.

Marketing involves ownership, and ownership is scary. The stakes are much higher for marketers than they were 10 years ago. You can’t blame the mass for not clicking your ads, you can’t blame the lack of newspaper circulation for the decreasing sales numbers, you can’t blame Facebook for preventing your video from going viral. If some effort of yours is unsuccessful, it’s your fault. More ad space, bigger banners, extra magazine inserts won’t help.

Getting marketing right involves taking care of what you own.

For many that starts with understanding that you have ownership of an audience and a space.

 

Stay Positive & Remember My Favorite Aspect Of Marketing: You Get To Choose What You Own

And here is some bill the cat for you.

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