How Can You 'Like' This on Facebook?

I’m always dismayed when I see a headline like this. And I always click-through to read the article, because I want to know what latest statistic Nevada has achieved top position in.

But the intriguing thing is – why do people ‘Like’ this? What the heck does this have to do with Facebook Likes?

Do they Like the fact that Nevada is in such a mess?

Or do they Like stories that are ‘well’ written?

Or do they get a perk from the TV station if they Like a story?

Or do they just go and Like random stuff?

Explain it to me. I’m just not getting it.

I don’t know. I read the story and I think it must have been a really slow news day. Because that MAJOR statistic was met with a really mediocre story. My apologies to the journalist, but really, the source for ways to cut back on your basic wage-earner’s budget was really lame.

I expected a bit more insight on the report from the CFED. Instead it was a bunch of rather pedestrian ideas (and worse, quotes from man-on-the-street interviews) on how to cut back on what all of us have already cut back on.

And have your bank help you do a budget? Okay.

Then we have folks giving this story a Facebook Like. In the time I did the little screen grab and went back to the article, it jumped to 17 likes. In just a couple minutes.

Go figure. 

And by the way, here is better info on the CFED stats.

Getting Rescued in Vegas

One of my favorite hang-outs, legendary blues bar The Sand Dollar, is in the midst of a Bar Rescue.

All those things that make a blues bar ‘unique’ – like a dark, dingy interior; a stage with wiring that makes all the amps hummmm; remnants of various decorator touches – you get it. Basically the ick that has built up over time and given it a certain…ambience.

Now don’t get me wrong, I do believe it improvements – like fixing the toilet and making sure everything is clean. But what they’re going to change is the bigger question.

Since I moved to Las Vegas, almost nine years ago, the ‘Dollar’ has gone through several hands. Some good, some not so good.

But a few facts here – it has (barely) survived the recession; is located near the Strip – with no real neighborhood nearby which makes it a destination instead of ‘the place around the corner’; looks sketchy from the outside (HOWEVER, I ALWAYS FEEL SAFE THERE); has had no real love in years; been closed and reopened several times; and the worst part – the string of new owners didn’t re-hire Lola – the best cocktail waitress who has ever served a gin and tonic.

The place is an institution for locals. It will be interesting to see what it gets turned into. The guy doing the rescue has decades of experience turning bars around. He has a pretty standard plan, but when you fix things for a living, you know what works – or doesn’t work – usually.

But then again, this is Vegas. Off the Strip, bars here have a completely different set of challenges. All have liquor, gaming, and some have food and / or music in some form.

The challenge is, that any one of those attractions can be enjoyed in another bar, restaurant, Dotty’s, Albertson’s, CVS, or car wash. (Yes, I can gamble at my local Fabulous Freddy’s Car Wash.)

Anyway, there’s a short article in the local City Life about the changes a comin’.

I understand there was a ‘reveal’ last night. I couldn’t make it. Dang, I wanted to see what they’ve done to the place. But will surely head there tonight.

I hope the rescue included the restroom.

The Drama of Creative Agencies or Something Like That

Okay, once in a while you just have to call someone out on their B.S.

Here you go.

So I’m a fan of Ad Contrarian, and checked the comments on his post about a particular agency’s landing page, and one comment had a link to Agency Wank.

Agency Wank takes screen shots of statements agencies make about themselves, posts them on his site, and then folks post notes (comments).

Well, one agency that was captured got very, very angry and invited the Wank over for a drink and a laugh, and – let me quote here; “Afterwards, I personally will kick the living s**t out of you. It’ll be a hoot!”

Nice.

As a result, it looks like the Wank has taken a break – but the site lives on…

Well my take on it is this: First, if agencies wrote anything as pedestrian as what they actually do on their sites – without jargon – it just wouldn’t be…interesting. They bury the fact that they’re asking a simple question:  Use us because we do everything better than the other guy.

Second, anyone in an agency taking a comment seriously from a Tumblr site called Agency Wank, and inviting that person over for consumption of alcohol and a good shellacking is…a waste of time.

Unless…

I think these two guys – I’m sure they are guys – could parlay this into some really good…promotion.

Forget Cannes. Instead we can have some sort of Agency Smackdown or Cagefight to ordain the best Agency Statement of Purpose Ever. The battle of obfuscation.

Awesome.                                                                                                                                

The stage will be set in an historic building with plenty of exposed brick, hip retro furniture, microbrews, and an open concept office so everyone can contribute - and collaborate on the win.

The reality of it all is that once you put it out there for the world to read, everyone has an opinion. Using tons of jargon is just asking for it.

So I just have to ask: There’s actually an ad guy without a thick skin?

Didn’t know they existed.

What is the Drop Dead Date?

Do you ask the question when someone hands you a project? Are they honest with you? Hmm.

There is an article in the Atlantic about the clocks in Grand Central Station, which are set one minute ahead. The trains actually leave on time, but the perception (I guess) is that commuters who are rushing to catch their train find they don’t have to run – the train is still there. Thus, causing fewer accidents.

I think it’s ridiculous to do that. I’d like to see the actual data about the outcome of their deception.

It seems more like a snooze button to me. I’ll bet there are thousands of everyday commuters who know they actually have another minute to catch the train.

Okay, where I’m going with this is that I do not ‘pad’ timelines. What you see on your to-do list is real.

Because I believe in you, I believe in noting the exact date and time I want to see a comp, proof, final or whatever has been requested of you. That’s because I work with Responsible Adults who like expectations and I’m just not into lying.

However, in return, you are responsible for a) reviewing what comes across your desk (or to-do list) in a timely manner, and letting me know if there are any issues; and b) notifying me if you’re out for a latté, photoshoot or a day of repose. If you didn't take care of part b, then you have a problem. A sticky note on your monitor telling me you ran to Starbucks works for me – and a voice or e-mail if you’re out for a day or more.

It’s just plain stupid to tell you I need something today at 5pm when I actually need it tomorrow at 5pm. It’s not fair to you and a scheduling nightmare for me. But it’s really unfair – and plain rude – to everyone if you consistently deliver late.

In my superbly structured world, I have a comprehensive schedule in place for all projects and can see where everything is; who’s working on what, and if there’s enough time to work on the project I just assigned to you.

You see, I’m really looking out for you. I will not lie to you. Ever.

Earn that trust. And by the way, if you let me know when you’re going to Starbucks the latté will be on me.

There are benefits to honesty…and meeting expectations.

Expectations in Creative

I used to work in creative. I was a designer, technical illustrator, and in the olden days a paste-up artist.

I made that switch from a drawing board to a Mac. It changed everything.

I didn’t have to spec and order type, size and order color separations, do imposition guides – you know, all that prehistoric stuff we had to plan. Before we executed anything.

With the speed of a keystroke, I could change the parameters of type, re-size images, impose in the file. Pretty much could do my planning as I was doing my work.

Expectations changed radically. Especially from those who didn't do the work. Like your VP of Marketing, or your client.

“It’s on the computer; it’s just a quick change…”

That dazzling piece of technology has made you a slave to lack of planning, and expectations that are somewhere beyond reality. But you work to meet them anyway.

Because someone committed you to those expectations.

You see how those expectations make it from the client, right on through past account and directly to creative?

I know you’ve been there.

I have a special place in my heart for creatives. I am awestruck by great copy; a great headline. I hung up my t-square long ago because I had the privilege to work with designers/art directors/creative directors who have blown me away with things I never imagined. And they did it so effortlessly.

So, about expectations…

Creative folks, you deserve to receive a comprehensive brief; to be a part of developing that brief and defending that brief. So that when it comes time to execute, you actually recognize it.

You also deserve to get clear documentation with expectations defined – scope, timeline, budget.

What is expected of you is this: stick to the plan; immediately notify your AE and PM if there are any issues with scope, timeline or budget. And come to an agreement on any deviation before proceeding.

I expect you to defend your work, and know when to give-in when the client plays Creative Director. Because knowing when to cut your losses and take the paycheck leaves you time to do wonderful work for those who really recognize your talent.

I expect you to provide updates without prompting – so we can keep the work moving.

I expect you to post any time you work on any project – to the correct project number.

I also expect to know if you’ll be out of the office: for offsite work, vacation days, illness, coffee, or that pint of Bagdad Ale if you leave at 3pm on Friday (because a client will always call at 3:15 with an emergency).

I expect you to do your timesheets. Every day.

I know that last item is the thing you hate most, but it is the one thing that tells us – with more simplicity than any other piece of ‘technology’ – how expectations are being met in the agency.

Setting Expectations in Your Agency

So now that you have the client on track, you, as the client-facing individual – which for simplicity I’ll call the AE – are charged with getting the ball rolling by outlining your own set of expectations inside the agency. (I know that in some agencies the client can have contact with anybody – I can’t even go there.)

So it should go like this: I want X (defined in a brief or at least a job order), by Y specified date and time, there are Z dollars to get this done. You have just set your expectations. What. When. Budget.

In my world, the PM would review the specifics, get you an estimate and confirm resources – right away – and notify you whether it is a GO or a NO.

But you would know that already, because you checked with the PM first. Can we do X by Y date for Z dollars? You are my favorite AE already.

If you have fulfilled the troika of essentials, the job is good to go.

But, alas – how many times have any of the three essentials been either tweaked, violated or completely ignored in your agency?

If you have good agency management tools in place, and people are playin’ by the rules (aka compliance), the deviation is quickly detectable.

As I mentioned here before – no one has a right to spend agency money without approval. That means, scope, timeline and budget are not defiled by an individuals’ decision to tweak a project.

If there’s a better idea, better anything – just have a discussion with the AE and PM – that’s all it takes to ensure there is room, or time, and/or budget to give the client…more.

Expectations can be the minimum, but when we’re dealing with what the client asked for, what we agreed to – exceeding them – especially in a creative environment – does need advance clearance if it affects scope, timeline or budget. It’s a quick conversation. Got it?

The dark side is not setting expectations. No regard for time or budget – and you walk over to someone who’s busy and you’re giving them direction – verbally – bypassing your PM.

Because it was faster. 

Well this causes grief, confusion and additional cost – jeopardizing the projects with expectations.

Have you ever noticed how well that usually works out? Rarely cost effective.

Be a good citizen. Set clear expectations. That means, do your paperwork, and engage your PM. You will get what you want, when you want it, at the specified budget.

How easy is that? Be my favorite AE. 

Setting Expectations With Your Client

This week’s theme is - Expectations. We should always set expectations – for every step – for everything we do in an agency. Pretty simple – right?

Since most jobs start with the client, we’ll talk about setting expectations with them.

You have an established relationship with your client. That means over the course of time you have either trained your client to demand and get, or to ask and receive. Yes, we train our clients – through our actions.

Demand and get – no scope, budget, and the timeline is immediate. You react. The project (or change) is costly, prone to mistakes, and no one is really happy with the outcome. You bend, and the client requires you bend even more. And because you just said 'okay, I'll do that' they don't expect to pay more for that additional work.

Ask and receive – agreement on scope, deliverables, cost and a reasonable timeline (as in, let me check to make sure when we can deliver it). Then you confirm with your staff, and get back to the client with a clearly defined solution. You’re not bent this way and that, and the client – from experience working with you – knows that your word is good.

Never over-promise and under-deliver. But you know that already.

And that’s what setting – and sticking to – expectations with clients is all about. Everyone wins.

Now I’m well aware that there are times where you have to jump on something. There’s an error. There’s a huge unexpected opportunity. Yep, those things do take precedence – while taking into consideration everything else that’s on everyone’s to-do lists.

But in the day-to-day, if you’re the AE who is always pushing through jobs because your client is relentlessly demanding – you have an expensive problem to fix.

If your client doesn’t accept expectations, it’s time to take a close look at the cost of serving that client. You should be tracking everything, because that provides the measurement to determine if they are worth keeping. And if not, that data is your ammunition to fire them.

Keep in mind that cost is more than dollars – demanding clients burn out your staff, overload resources and wreak havoc on morale. Or worse, become such a joke that no one cares and turn out crap. You don’t want to be remembered for crap – do you?

As an AE, you need to take stock in your ability to control clients. Facing difficult clients can suck the life out of your soul. It doesn’t have to be like that.

You can be pleasant, and stick to a specific set of rules. If those rules – which are expectations – are agreed at the beginning of the relationship, you’ll both know what it takes to do business – together.

Fortunately, most clients are great partners. Once established, you both know what you need to give in order to get.

But when your client is running you (and your agency) ragged, it’s time to pull-back, have a frank discussion and set expectations.

You need rules. Or it’s unfair. To everyone in your agency.  

Because, your entire agency pays for the clients who demand and get more than you planned to deliver. So be clear about expectations – you’ll make more money and life will be much easier.