On AEC Gen Y Marketers

For all the Generation Y marketers out there...there's good news and bad. The good news is that this is probably the best time of your life, when you put it into perspective. The bad news is that this is probably the worst time of your life, when you put it into perspective. All in all though, I think our glass is half-full...and here are a few reasons why:

1. Our financial situation: The bad news is that your 401k (if you even have one) has been crushed over the last year. What's the term Jed Leffler enjoys consistently using? Squadoosh? Yeah, that's pretty darn relative. The good news is that a lot of Gen Y's haven't started investing in their 401k's yet and if they have they haven't lost much. This financial downturn will (hopefully) help to mold us into more fiscally responsible individuals in the years to come. That responsibility, in the sense of a marketing planning & budgeting, helps to benefit corporate bottom lines.


2. If misery loves company, we'll just leave: The bad news is that our managers and bosses and their bosses are probably doing a few things: worrying about their portfolios, worrying about their health and worrying about their kids (who are probably our age). The good news? As much as we subconsciously get dragged into "panic mode" along with the older members our industry, we should remain stoic and focused on the ultimate goal: what are we doing now that will help us achieve our current/future goals. Many of us have yet to take multiple "life leaps" (home ownership, marriage, children etc). The only thing that should be worrying Gen Y right now is which opportunity to take hold of. Oh, and a suggestion to folks who manage Gen Yers--take advantage of this opportunity or you will be quick to find disengaged youngsters itching to leave your firm at the first chance they get. How? Well allow them some autonomy to operate for the benefit of the company. Include them in discussions of cost-savings, operation streamlining, future markets etc. They are the future of your firm--treat them like it and watch them work for you harder than ever before.


3. When fate hands you lemons, make lemonade: Right now there is a major opportunity for Gen Y: the chance to prove your value. The bad news? The state of the economy and the even more stolid attempt at solving it. The good news? We can help but we have to offer it. Don't just sit by waiting for your firm to take care of you...offer up your assistance to help in new or unique ways that increase your overall value. What you do now could help you get a great promotion or raise when all this mess is cleared up.

People guess at what the economy will do but one thing is for certain: this is life. The best thing we as Gen Y marketers and future industry leaders can do is be aware of our surroundings AND our environment. Not only offer assistance to your managers, but also ASK them about what got us here in the first place. I'd bet you'd learn a thing or two...and maybe even be able to work out a bartering system...a history lesson in exchange for tips on using the internet.

SMPS VA Conference: Building a Culture of Rainmakers

I just returned from our SMPSVA Annual Conference in Charlottesville. It was a great event. To be honest, I was somewhat apprehensive about our turnout levels due to the economy, however, they were suprisingly even to our attendees level in the past. Special thanks goes to the SMPS DC Chapter for sending members. Their support and feedback was great.

Our speaker (another SMPS DC member) was Tim Kablunde. He did an excellent job of presenting information on rainmaking and inciting discussion on the topic as well as provide a few activities where members could brainstorm/present ideas to the group. The end of our program was capped off with a panel of 3 top-level principals including Tom Herbert, MMM Design, Bob Mills, Moseley Architects, and Linda Smith, LandMark Design Group.

I took a number of different things from this event.

1. It was a great chance to see colleagues I don't often see.


2. With the rapidity of globalization, more than ever firm's need to find that "differentiating factor" in all respects of the business...and BD/Marketing is no different. How do you create VALUE?


3. Networking is simply put--a process. The closest analogy I can think of would be the growth of a plant.


4. The truth, the whole truth--so help me God. This goes along with #3. If networking is the relationships behind business, we need to be more candid with one another. That means not only being open + honest with each other...but also understanding etiquette enough to be respectful when doing so. Are you not open + honest with your spouse/children/family? The tough discussion today eliminates the tougher discussion tomorrow.


5. If your firm's employees have mutual respect for each other's jobs and their work product, you will have improved communication and synergy, ultimately leading to a more efficient organization.


6. Don't force people to become something they're not. Simply find out what everyone is good at and get them in the right positions.


7. Changing corporate culture takes one of two things (and probably both): power and risk. If you're a lower level and only have one (risk), make sure you do your homework. Crunch the numbers and do the reasearch. Consolidate your findings into a 1-page Executive Summary for your principal (power) with the rest of your report readily available if they'd like to review it. More than likely, it's always about the ROI on the bottom line. Be ready to talk about/support both.


8. Tim surveyed the crowd and found that 2/3rds of our group relied on work experience for their business education. The other 1/3rd actually was degreed in business. The interesting thing? Just about every professional in that 2/3rds majority was a seasoned professional (meaning over 10 years experience). Almost all degreed marketers were under 35.


9. Your PEOPLE (team & clients) are still your most important asset. Treat them like they are.

Who Killed the Electric Marketer?

I think there was a line from a recent song that went “where is the passion when you need it the most…” from a song I believe was called “had a bad day.” Well, anyway as our environment rapidly shifts around us it seems like those bad days in terms of bad bottom lines will be hanging around a bit longer. So a question that I often ponder is where is that “passion when you need it the most?” Where are all those electric marketers?!

I have a totally undocumented and theory: this industry loses great marketers to frustration and what I like to call, bubble syndrome.

Bubble syndrome occurs when you contain the natural abilities of the human persona. Frustration occurs when you’re trapped in a bubble.

Here’s what I think happens. Marketer enters the industry. Marketer has great ideas. Marketer gets ideas shot down. Marketer is told to do what they’re told. Marketer does, for a short while, then sees outside the bubble, happy “creative world” (agencies or larger in-house marketing teams) people playing and having fun. Marketer waves at the “creative world” and they wave back, smiling. Marketer leaves the industry to join the creative world.

Now perhaps this theory is wrong, but I’d be interested to see the exit interviews of those leaving the industry (assuming their candid). My guess would be that everything marketing folks learn in school (much like I did) was that the marketing world, so to speak, was a creative mecca—and that you had people to bounce ideas off of who were just like you. Unfortunately the harsh reality of this non-existent marketing utopia coupled with the large population of technical professionals causes two things—frustration and disrespect—and both tend to snowball with the other until ultimately the marketer gives up and leaves the industry.

That’s all well and good if you’re losing people who aren’t helpful, but therein lies the issue. Our industry is stale because we let good people go. AEC marketers need to work to create departments that thrive off one another and offer a unique complement to their technical counterparts. This, of course, is driven by a corporate culture and mentality—but once you allow marketer’s to open their minds, explore, innovate, create—DO WHAT THEY DO BEST—then you’ll find that good things will follow. That’s what electric marketers are all about.

Public Relations in a Down Economy

Public relations should never fade from your marketing mix. However, the current economic downturn does present a unique PR opportunity—not just for AEC firms, but for firms across all industries.

Right now, everyone is struggling. True, some firms (who are flexible) are turning profits, albeit smaller margins. This is no different for general publications like newspapers, industry magazines, or even online advertisers. As many not for profit organizations are in the process of publishing their new volumes or directories, if you’re going to be spending from your advertising budget in the traditional fashion—now would be a good time to assess your media plan and try to negotiate a favorable, long-term rate. You’d be surprised what you can get away with from print media as they attempt to keep up with the online world.

Another option is establishing a consistent press release program. Pound for pound, this is your best option. Why then, do most firms not employ such as strategy? It takes work, effort and an employee’s time. Think about it. Why change the oil in your car when you can pay a mechanic to do it for 25 bucks? Well, if you think about it, your cost of materials for oil filter and oil (not including your sunk cost of oil filter remover, wrench, oil pan, etc.) might be 5 to 10 dollars (buying in bulk). All in all, it might take an hour to do. So, your hour worth of work is $15. Might not seem like much, but over time and especially when money EVERYWHERE is tight--it makes a lot of sense. Of course, that’s the tradeoff. When things are good people pay to be lazy. Things are not good.

So back to your press release program. Pound for pound, why is it the best option? For 1 it makes sense because right now newspapers and the like are looking for good stories. Not only can your firm provide said stories, but you can also help FIND THEM FOR THE EDITORS. People love you when you make their job easier—and newspaper editors are no different. Secondly, the bottom line. Who’s not looking to cut costs? Let’s look at those:

--> A marketing coordinator working 6 hours (x2 for time lost) on a press release with an extensive reach will cost you right around $360 (12 hr x $30/hr)

--> A B+W full-page ad in the 2009 AGC directory runs $1,399.50, with a far less reach (not including the time the MC spends on designing the ad…which can quickly get up to 4-6 hours).

Here’s $1,000 check. Take it. Similar to the oil change example, examining your marketing mix to include these tactics will pay off in 2009, in which the economy is still predicted to lag. Who doesn’t have time to plan for this?

A press release program is just one great way to create a leaner marketing department. It just takes a little time and effort—and folks seemed to be more interested in keeping their heads down then thinking about ways to boost the bottom line outside of “let’s get folgers instead of starbucks.” Hey, I drank folgers when things were good!