Ian Lurie // Mar 14 2011
OK, I have to admit: This post seemed better when I was slightly drunk and buzzed on sugar. But, I enjoy being mocked, so I’m putting it out there anyway:
In a typical marketing agency, the fluffy rainbow bunnies prevail. Every idea has to get a fair shake. Every person has to get their say. That way, everyone can feel ‘invested’ in whatever decision’s being made, and no one feels stifled. Everyone is ‘in the loop’. Fluffy bunny rabbits hop gaily across a rainbow-strewn conference room, and everyone smiles and goes back to their cubicles.
And, in a typical marketing agency, very little gets done. Very few things improve. People spend most of their time in meetings rather than learning, or doing, or I dunno, making a decision. Those rainbow bunnies? They just poisoned your company with a paralysis-inducing toxin. Now they can devour you at their leisure.
Let me give you a quick tip: If you’re running an agency, then you’re leading an agency. Leaders need to shoo away the bunnies!
See, some ideas are just bad. Or good. And you should understand that in your gut. Take the test below. If you have a difficult time choosing ‘good’ or ‘bad’ for more than 2 of these, step away from your multivariate testing tools and get tested for fluffy rainbow bunny toxin immediately:
|A land war in Asia||Good||Bad|
|Fast-loading product pages||Good||Bad|
|Building your entire site in Flash||Good||Bad|
|Natural color palettes||Good||Bad|
|Being the first couple to have sex in a horror movie||Good||Bad|
|E-mailing your entire customer list, without permission||Good||Bad|
|Building your e-mail list||Good||Bad|
|Depending 100% on search engines for traffic||Good||Bad|
|Building audience through social media||Good||Bad|
|Measuring the ‘ROI’ of social media||Good||Bad|
|Writing a 2-year marketing plan||Good||Bad|
|Planning for iteration and change||Good||Bad|
Some things you need to know in your gut. Use testing when you need to learn something. Not when you need to cover your ass.
Above all: Solicit advice, input and expertise when you need it. Not when you need reassurance, or groupthink. It’ll make your agency more efficient, and keep the bunny population down.
Okaaaayyyyyyyy I’m going to stop writing now and step. away. from the keyboard.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More