The Principles of Planning That Help You Produce Better Collateral Faster
Last week, I attended a PRSA-Puget Sound chapter meeting at the nature-tastic flagship store of REI in Seattle. Alex Thompson, VP of Communications and Public Affairs for REI, gave a great talk that made me appreciate the journey the customer and the business take together, and how each compliments the other.
During the Q&A, someone asked how long it took Thompson’s team to come up with a very well put together, excellent infographic , and the room was wowed when Alex replied, “4 days.” I nodded knowingly.
The best kept secret in marketing today is that top-notch creative collateral and plans can be produced quickly, cheaply, and efficiently. You can make an infographic in four days. Heck, you can even knock out a video in 4 hours if you really want to; I’ve done it myself.
What it takes is a clear picture beforehand of what you really want to accomplish with the collateral/event, what you need to accomplish it, and people that are laser-focused on getting there. Fittingly, these are the same principles of planning that a hardcore outdoor enthusiast must bear in mind before stocking up at REI for that next epic hike.
Three years ago, I directed a low-budget, high-quality, maximum-result project in Las Vegas. What could’ve been a press release or blog post about a security contest became a prime-time event that drew a thousand attendees, and delivered a video within two hours that grabbed headlines around the world.
…and we produced this collateral with a full-time crew of two people, including myself. On a four-figure budget, including travel. Later this week, I’ll share the details of how we leveraged existing resources, stretched our capabilities, and most importantly, planned everything meticulously to ensure the most impactful result.