Organic Growth: What’s NOT The Big Idea?
All too often marketing and communication companies look for the big idea to help grow their existing clients. There may be times when the magic bullet pulls out the big win, but the truth is, magic is elusive. Instead, consider winning often, even daily, with much smaller ideas.
The people are already in place to make the small wins happen. And no, it is not going to come from your big thinkers or management team. These small, daily wins will come from the people on the frontlines; account executives, media planners, writers and virtually anyone who communicates with their client regularly.
Generating small and daily wins is simple in concept, but tough to execute. Frontline people need to be “Seekers” and “Resolvers.” Be proactive and seek to identify problems that will keep the campaign from reaching its objectives and seek opportunities that will help propel the project forward. Do not bring up issues to clients without strategies on how to fix them. Take advantage of opportunities with smart, achievable solutions.
Once you master the skills of seeking and resolving, the result will be more projects, stronger relationships, higher client retention and ultimately, a heftier bottom line. Oh, and a big idea every once in awhile can’t hurt either.
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