The Good, The Bad, The Ugly

Perception of ourselves and others is as powerful as it is delicate. It is governed by the information that is presented. Everyone processes things in different ways. Marketing is the delivery of information in a way that everyone will understand and empathize with.

A few weeks ago, there was a day I too learned that being good, when faced with bad, eliminates the ugly.

The Good: July 27 - 12:30 p.m.
I was truly pleased when my friend Kendra Perry called me to see if I would contribute my time to a group of kids in an after-school program she was running. They were working on comic books this summer to promote literacy. The kids were very receptive and had a lot of fun. I’ve always felt that the act of creating art is an effective way to exercise the trouble shooting portions of the mind. Actively creating art improves decision making skills and builds confidence.

The Bad: July 27 - 3 p.m.
Later that same afternoon, I was scheduled for a root canal repair. I was prepared for drama. Everything was fine until half way through the procedure. As he was drilling and grinding, he kept squirting blue liquid into the hole in my face. Suddenly the syringe cracked and the liquid poured directly into my nasal cavity and left eye. At first I felt a drowning sensation but then it began to burn. I heard the doctor say as I rose to my feet in pain, “That stuff is pretty much Clorox! Are you okay?” For whatever reason I felt a need to make him feel at ease immediately. Thirty minutes of rinsing and gargling, I returned to my dental chair all the while trying to let them know I was not angry and that I understood it was equipment failure and a rare occurrence. I immediately evaluated my impression of the doctor: his excellent bedside manner and empathy during the process before the syringe broke and after, and the fact that it clearly wasn’t intentional or avoidable. He even went to the extent of calling my Lasik surgeon to make certain my eye would be okay. I headed home.

The Ugly: July 27 - 5:50 p.m.
On my way home I noticed an accident. The damage was significant to both vehicles. A man stumbled out of the smaller car and went into the back seat to reveal a baby carrier. Hands bloodied he pulled the baby out of the vehicle and stumbled toward the sidewalk. I pulled over and ran down to them as I called 9-1-1. The man was clearly in shock and appeared to have two broken thumbs. The baby seemed to be fine. The dispatcher had me check the child and give her a synopsis of the situation. After running into the Walgreens nearby, I handed out cold drinks for all the accident victims since we were in Henderson in July and, thus, it was about 110 degrees. I got into my car and left once the firemen arrived. Why is this ugly? The entire time this was happening, other people in vehicles surrounding the accident were honking and annoyed about the traffic jam.

Is it honest of me to think that I am doing as much as I can for my community, just because I contributed an hour of my busy schedule to some inner city kids when there are others who contribute so much more? Did I react civilly to my dentist because I wanted to be seen as a calm and understanding guy? Am I better than the angry “honkers” because I pulled over to help others in an accident? Isn’t it likely that they regretted the honking once they discovered the reason for the delay as well as noticing that a child was involved in the accident?

Regardless of all these instances, the most important lesson to learn is that most people are innately good, and when problems arise, it’s typically the result of unfortunate circumstances. This is why we should all take a moment to take a step back and assess a delicate situation from all sides before we pass judgment. Empathy is key.

Alex Raffi is the Creative Director for Imagine Marketing.
Contact Alex at araffi@imnv.com

How to treat a client

Recently, Brooke Borg of Lubbers & Borg Attorneys paid us the ultimate compliment: “You guys make me feel like I’m your only client.” In more than 30 years in this business, that might be the nicest thing anyone’s ever said to me. It’s certainly the most meaningful, because it indicates we’re doing our jobs.

We’re in a unique position at Imagine Marketing. At any given time we’re either serving clients or we are the client. Sometimes the shift happens in mere moments. We need to be comfortable wearing many hats. When we deal with vendors, media reps, editors, publishers and the like, the tables get turned because we’re on the receiving end of customer service. That’s the reason we tend to stick with the same relationships unless someone repeatedly drops the ball. It’s like going to your favorite restaurants. Why risk making a change unless absolutely necessary?

I don’t think we ask for much. When we’re on the client side, here’s how we like to be treated:

• When we leave a message, please get back to us in 24-hours or less. I don’t think that’s too much to ask.
• Don’t make excuses or throw someone else under the bus. If you make a mistake, please admit it and fix it. Everyone messes up; it’s how you handle it that counts.
• Respect our knowledge and experience. You don’t always have to agree with us (because, believe it or not, we’re not always right), but let’s keep things civil and professional.
• Work with us. Sometimes we need a rush job or something picked up. We’ll try not to take advantage of your good nature. But the occasional “extra mile” really helps.
• Tell the truth. If a particular job will take seven working days, don’t tell us “five.” We’d rather you give us the bad news up front so we can deal with it.

That’s about it. This is how we treat our clients and how we like to be treated in return. In today’s New Economy, it’s absolutely essential to provide better client service than in the past. Retention is key. Don’t give anyone a reason to look elsewhere. If you can make every client feel like your only client, you’ll be way ahead of the game.

Brian Rouff is the Managing Partner of Imagine Marketing.
Contact Brian at brouff@imnv.com

PERSONAL PUBLIC OUTREACH CAMPAIGN: Making yourself invaluable

In my profession, I have the unique opportunity to talk with “big wigs” and be among “the people.” Most of all, I have the opportunity to be a part of both sides to every story. Right now, the story everyone is talking about is their frustration at the workplace.

I consider this blog a public service announcement to help my fellow “people” and share with you precisely what employers are thinking and how it may impact your job (primarily if you’re working at a small business like so many of us do).

There’s a common grumbling from both sides.

SIDE ONE: Business Owner/Director – “We’re not going to survive until everyone takes ownership in this company. Where is the ‘whatever it takes’ attitude? Do they understand we all don’t take home paychecks unless we all work together to make this happen?”

SIDE TWO: Employee – “Why is my boss asking me to do things that are not my job? I’m already on a reduced salary. There’s no incentive to me to do more for less.”

I know it’s difficult to hear, but there IS an incentive to do more. The incentive? Job security. This is why making yourself invaluable is absolutely critical to you today.

Here’s the part I get stirred up about: While listening to employers tell me their frustrations over the last eight to 12 months, I’ve been most concerned about their perception of their staff. Instead of telling you their frustrations, I’ve opted to list suggestions on how to create a sense of “security” in their mind when it comes to your employment with them.

If you have financial responsibilities – which is likely everyone reading this blog – there is no worse mistake to make at this economic time than to overlook the need to make yourself invaluable at your place of work.

Create your own personal public outreach program to give you an added sigh of relief when it comes to your job.

Here are small, yet impactful, tactics you can take:

• Embody the “it takes a village” vs. “it’s not really my job” philosophy. These days, no one can afford to have a sense of entitlement. Do your best to take on new work, new challenges – even if it means picking up copy paper at an office supply store. You WANT to be wedged into every possible nook and cranny of your business.
• Get out more. If you want people, including your employer, to take you more seriously, you need to be involved. I suggest connecting to an association related to your trade, a group that can generate business leads for you and at least one charity cause you can sink your teeth into. Church groups and knitting classes are great, but won’t do the job you’re looking for it to do at the workplace.
• If you’re not the one hustling for business, then make certain you are hustling to be a team player in EVERY other way. Do not isolate yourself. Good professionals bring a company money, relationships or a constant flow of ideas. Invaluable employees do all three.
• Be an idea machine. This is especially important if you work as a “specialized” professional, as oftentimes you are (unfortunately) perceived as simply a producer – someone considered “a dime a dozen.” Set aside time each week to brainstorm ideas that can help your company, even if they’re not related to your department. How can you improve processes or results at your company? Employers will love you. They will love you even more if your ideas are easy to implement, low cost and help save the company money.
• Expand your skill set. There are hundreds of people vying for your job right now, and you don’t even know it. People who are hungry for work, are more experienced and have a handful of skill sets you don’t are sitting at the forefront of your employers’ minds as we speak. The more diversified you make yourself (be an innovator), the less likely your employer will think about ever letting you go.

Amber Stidham is the Director of Strategic Planning at Imagine Marketing.
Contact Amber at astidham@imnv.com

If It Fits…

I had a few opportunities lately to observe how things fit—primarily with elderly women driving really big cars, and not being comfortable with where they are on the roadway. But it got me to thinking about how we fit into our world, or how we want the world to fit us.

Most of our internal conversations are concerned with “fit.” Do my clothes fit? Does my car fit my image? Does my job fit my abilities? Does my partner fit my ego? Does my religion fit my spiritual needs (or do my spiritual needs fit my religion)? Do my friends fit my lifestyle? Does my lifestyle fit my budget?

It seems our quest is to be comfortable, to not have things constrict or bind or interfere. If the pants don’t fit—and I’m assuming a weight gain here—put them to the back of the closet and buy some more. If the job is boring or unfulfilling, get another one. The minister makes you uncomfortable on Sunday mornings? Find another church. Friends don’t make you happy? Look for some new ones. Budget too tight? Use a credit card.

This sounds pretty grim and cynical, doesn’t it? But just how comfortable have we become? Or should I say complacent? We are a nation of wonders and wealth. So much of our focus is on gaining more … whether it be money or cars, friends or free time, titles or tax credits. So when do we start giving? When does our “fit” become a little too tight, a little too uncomfortable, and when do we start to look at the bigger picture, to see what is pressing in on us? When do we decide to let out the seams of our comfortable lives and expand a little?

The Imagine Marketing team has created a role in the bigger picture, both personally and professionally. Individuals at our office give back to their communities in many ways by volunteering in areas that will create a better world—traveling to Central America on a medical mission, helping to clean up the environment, participating in the Race for the Cure or autism awareness functions, being an advocate for a child, finding ways to bring hope to an adult or by being a part of the world-wide community and all that entails. They volunteer their time by sitting on governing boards of organizations focusing on better lifestyles for everyone, or they participate in “hands-on” projects. They volunteer their time in churches and in social ministries to feed the disadvantaged. They create awareness through their gifts of art and writing.

The Imagine Marketing team has had the opportunity to work together with some of our clients to help bring awareness to the community, to change lives and to make a difference. Our monthly newsletter has a “Get Connected” column that shows how you too can take action, either by connecting with one person at a time or one world at a time. Take a little of your time to click through the links and see what is out there that you can do. It’s worth it!

Sue Burkholder is the Company Mom at Imagine Marketing.
Contact Sue at sburkholder@imnv.com