For anyone who may not know, Jaggers Communications is a small business. Marijean and Rusty are very busy organizing our plans for clients and doing the actual work along with Amy while my job is to bring in the business. I am out there talking with prospective clients on an almost daily basis. We have a pretty good idea of who we work well for (mid-sized companies looking to increase their bottom line by engaging new customers and building loyalty with existing customers through the social networks).
The idea is that we like to work with companies who are also the right fit for us (often science based or educational businesses, but always forward thinking with goals in mind). I have clear idea of who I should be talking to, but I’m also interested in working with clients who I find interesting (fashion, restaurants, fitness, wine). And so, like a lot of sales, I mean, business development people, I get all excited when a prospect that I’m interested in throws me a bone and lets me talk with them. Cut to a very famous scene from Tommy Boy . . .
Sometimes I am Jo Jo the Idiot Circus Boy. But I’ve found out that my nerdy obsession with social media and marketing campaigns works out when the companies are also excited, when they are ready. But not all companies that I talk to are ready.
Here are some signs that eventhough your company likes the idea of starting a social media campaign/brand positioning/crisis communications plan/basically any PR initiative, you aren’t really ready:
1. Your boss is not onboard. I can’t tell you how often I see this. The marketing team wants to launch a blog where they can speak directly to clients and share product stories. The boss thinks “surfing the web is a waste of time.”
2. Your company is you and an intern. I want to give you a hug and say that in a few years when you have a bigger staff and a larger budget, we will totally work together. But I don’t want to take all your money. But I will absolutely let you know when Marijean has the next seminar because it will be useful to you.
3. You don’t see the need. Although it boggles the mind, I occasionally run into companies who are so ok with their profits that they feel like they’re fine where they are. Crazy, isn’t it? And we’re all a little jealous.
When these situations come up, I hand over my card and say something cheesy like, I look forward to being a resource should an opportunity arise. But actually, I mean it because we aren’t going anywhere and companies are ever changing and growing. So, I guess I really do hope to work with them in the future.
How about you? Had any Tommy Boy moments lately?