We recently started reading a compelling book by Bonnie Siegler and we found ourselves doing a lot of internal evaluation of our approach to the creative process.  Reading through each chapter was both an eye-opening and insightful experience. It left us curious about how well we collaborate as marketers who often find ourselves in the role of both the creative and as “the client.”  

After finishing the book, we knew we had to share some of our favorite insights with our fellow fresh produce marketers.  It is our hope that these topics will not only provide insight into the mind of creatives but also in how to make each of your marketing endeavors as successful as possible! 

Collaboration is Key. It may seem obvious but it is worth repeating, “any collaboration is only as good as the relationships, which take work.”  Collaboration is a team sport and if you aren’t putting the effort into building a relationship, you aren’t putting the effort into creating a successful outcome.  Each communication between client and creative impacts the relationship, so strive to treat each communication as a way to nurture this relationship. 

Have Clarity of Purpose.  What are you trying to achieve?  Why are you starting this project? Understanding the primary objectives is crucial for a successful outcome.  By asking your creative partners to work without a definitive destination, you are creating detours along the way that will likely cause frustration and additional time and (money!) to your project.  Investing the time to clearly communicate your purpose and objectives will produce better creative results. 

Experience isn’t everything.  “You’re paying for our creativity, for our ability to create order from chaos, to communicate your message.”  Having varying levels of experience on your project is a benefit that you shouldn’t take for granted.  A less experienced individual may bring a new idea or ask questions around “the why” of a project, which can be the spark that fuels the creative drive!  “If the designer is good they can learn all the logistical stuff to complete your job to perfection, regardless of not having done it before.  The thing they can’t google and get an answer to is how to problem-solve creatively.”

Be Flexible With Deadlines. The unexpected is just that, not something that you expected.  Unfortunately with every project there are factors beyond control; “The thing that causes the delay is the thing you can’t anticipate.”  Creatives must communicate proactively about potential delays to avoid misunderstandings and frustration.  If you’re the client, you should be flexible with deadlines when possible and understanding of circumstances as things change. If both parties can do these things, that’s when trust and a stronger relationship is built.

The relationship you build with your creative team can make all the difference in the quality of your marketing efforts!  Being committed to not only a positive outcome but a positive experience will show through in the work and allow for even better outcomes in the future.