Pay-For-Performance Marketing Requires Leadership

MarketGarden has been offering a pay-for-performance option to clients since we opened up shop in 2004. Basically, it requires a partnership agreement between the agency and the client, wherein we define up front what counts as "performance," how that will be measured, how that will be verified, and what rewards or penalties trigger as a result. We came up with this stance to help differentiate MarketGarden from other ad agencies or marketing design firms in and around Dallas. Quite frankly, I haven't heard anyone else lead with this sort of offering - and for good reason. Marketing is difficult enough to measure, and no one wants to be held accountable for a client who is not willing to execute a plan. That said, this dismal economy has sent a lot of businesses holing up in fear. Business owners and marketing chiefs don't want to make mistakes, much less spend precious resources on perceived "risky" ventures. Marketing budgets have been cut, as a consequence. And marketing departments are doing everything they can in-house just to save their own jobs. Where is the leadership in that? No wonder we're not seeing much of any upside. Everyone's planning for the worst - and getting it! I say now is the time for bold leadership. Now, more than ever, pay-for-performance makes sense. If you want to talk to an agency that is not afraid to put skin in the game - if you want an agency that has trademarked a process and created a mechanism to execute it equitably - give me a call. I'll gladly lead the charge - and accept my share of the blame or the glory. We've been waiting for just such a time as this! Let's talk.

Teach, Inspire or Get Out of the Way

It is sometimes amazing, yet altogether predictable, what people find interesting in the stuff they share online. A recent article from John Tierney of the New York Times details a study regarding what kind of information travels fastest over the internet. Sex? Puppies? Politics? Guess again. The most likely topics to be forwarded where either highly detailed pieces about science or technology - or awe-inspiring missives of a positively profound and important nature. We're talking about "The Promise and Power of RNA" or slide shows featuring the depths of the galaxies and God's creation. People either seem to want to learn something new or interesting (not necessarily useful) or feel connected to a larger view of the world (i.e., out-of-the-ordinary or routine). Sure, recipes, financial advice and daily jokes will always be in the mix, but at a higher level, we seek value, either by what we send (and what that says about us) or by what we read (and how that somehow completes us). We all want to feel smarter and part a larger purpose. As I sit here contemplating viral campaigns for our precious list of clients, I'm openly wondering - what about their product or service elevates the collective consciousness? If I can tap into any of that, we are going to be golden. To view Mr. Tierney's article, visit http://www.nytimes.com/2010/02/09/science/09tier.html.