Marketing made easy with this 5 step post-project routine
When I started an in-agency role, I couldn't understand why no-one wanted to talk about recently completed work. In my eyes, our very own design on a real-life shelf in a real-life supermarket was occasion enough for a riveting conversation about how we could get the most prospective client attention possible. After all, the challenging work was complete, and this was the fun bit. Right?
What I realised was that when a lengthly project is coming to a close, it's so tempting to squirrel away the files on the server (neatly or otherwise), celebrate with a team drink or ten, and be thankful that there is a new brief to get stuck into. And that meant it was always going to be an uphill battle to get what I needed to promote our work.
Because in marketing terms, when a project leaves the studio, that's when the opportunities begin.
In this post, I'm going to suggest five actions that you can tag on to the end of a project routine, which will help you maximise the recognition you deserve to get for it.
#1
Set up a marketing folder and dump inside it: a copy of the original client and internal briefs, a copy of the 'before' images of this project, any articles from trade mags about the project category (The Grocer's 'Focus On' features are perfect for this), the first concept presentation especially any copy about the route that the client chose. This will help you to build your press release, award entries, case studies and much more in quick double time.
#2
Book in 10-minute individual conversations with the designer, the account manager and the creative director. Prompt them to talk about their understanding of the brief, and their approach to the project. Record it on your phone and store the files in the marketing folder. They'll thank you that they only need to have that conversation once!
#3
Six weeks out from launch, ask your client what their launch PR plans are. Can you get a name check in their press release? Do they have a draft press release that you can use to mould your own? Request a quote from the most senior stakeholder possible, and ensure it features your name and the message you want to push. I always draft a quote before sending to the client. A 'starter for ten' rarely sees any drastic changes, meaning the intended message is undiluted. Save everything they email across. It will prove useful for award entries, case studies and more, later down the line.
#4
Create a range of media-friendly images. That doesn't mean they have to be visualised to within an inch of their lives. Instead, consider what your target media will feature. If they publish just one image, don't spend all your time and money, creating a suite of images. Consider the format of the publication, orientation of images, the details on the design that would be of interest to call out. And supply 1-5 images accordingly.
#5
Set diary reminders 3, 6, and 12 months down the line to ask the client for results. This might not just be increased sales. Remember to take a peek at the original brief to see their goals before you approach them for evidence of the project's success. These results will be invaluable for your marketing activities. But they can also be an excellent way to reawaken a dormant client relationship to new business, months after the constant comms have calmed down.
Was that a sarcastic "thanks Charlotte, for the ton of extra work" I heard? I know it might feel like I've just sent you a time-consuming to-do list, but the time I've saved you later down the line is far greater. And let's face it, the chances of you marketing the project at all have drastically increased because of this upfront grind.
You'll thank me later.
