Misunderstandings between clients and creative partners can be solved with better communication and mutual accountability.
Effective communication is a commitment between you — the client — and your marketing-resource partner. This pledge builds a foundation for harmonious rapport and increases organization, lowers costs, and creates successful strategies.
Plain and simple, right? Not always. Constructive communication between two busy groups can be a difficult concept to put into practice. Four basic elements can improve communications between clients and marketers everywhere.
1. Communication is a Two-Way Street
The path to effective communication begins with you feeling comfortable enough to ask any question that crosses your mind. And your creative partner should do the same. This way, the conversation flows, and any fears or worries about working with a new marketing-resource partner will naturally fade away.
Once you get to know each other a bit better, it’s time to delve into the project or opportunity at hand. Both parties need to be held accountable for a project’s success by setting clear expectations, fine-tuning the project goals and budget, and launching a laser-focused creative strategy.
2. Proper Planning Pays Off
Bringing a creative brief to life doesn’t involve an epiphany or stroke of luck — it takes proper planning and a simple outline. Some clients don’t feel the creative brief is an important step in the planning process. But a well-planned creative brief will keep your project marching forward.
As the client, you’re the subject-matter expert. The marketing-resource partner you’re working with will need to be educated about your industry and respective business. The details extracted from these conversations will speak to your business goals, target audiences, and demographics.
An understanding of mutual accountability is especially important at this stage. As a client, hold your creative team accountable for the items listed in the creative brief. Likewise, your creative team will hold you accountable, especially with large changes such as scope or budget. Remember to keep the lines of communication open and amend the creative brief if any element of the project changes.
3. Stay Connected
Stay connected by scheduling daily or weekly check-ins to increase efficiencies, lower costs, and ensure successful strategies are carried out. And, both parties can reach out at any time, for any reason. Conversations don’t end after a meeting. Stay connected as your creative team executes and produces what you ask for.
4. Keep Reviews Small and Simple
A client review isn’t like a party with 20 guests; too many opinions only increase the risk of derailing your project. Think of a client review as a small gathering. As a client, when you’re reviewing work from your marketing-resources partner, keep the creative review to the principals and project owners. If you’re one of the lucky few reviewers: Be honest. Be specific. Be polite.
So, there you have it, four steps to build better communication and mutual accountability. Remember: Communication is a two-way street, proper planning pays off, stay connected, and keep reviews small and simple.
Efficiencies are borne out of a fluid communication process where there are no assumptions or shortcuts. This way, you can help make everyone’s life easier while still producing amazing things.