Monthly Archives: July 2014

We Are Selfish Communicators

The entire professional world is made up of people trying to validate their education, training, experience, and abilities, but trying to “over confuse” their consumers and then ask to get paid for their alchemy.

The problem is that our survival, and our prosperity in everything from our professions, to our sex lives is tied to the quality of our communications with others.

Where this has shown up prevalently in marketing is the sales presentation or creative pitch. We throw as much jargon at our clients as possible as if they will love us more when they are confused.

The reality is that this confusion gets passed down the line through internal sales presentations, to training materials, to sales material, to ultimately disconnected customers. Great customer focused brands get this because they personally understand their core competencies and consumer offering, in the same way the customer would best understand and connect with it.

So how do we make this madness stop?

We need to do two three things,

  • Understand who our audience is
  • Understand what our message truly is
  • Live by and present ourselves to our audience based on this new understanding.

Easy eh?

I will be breaking this down in a series of posts.

This series is based on a lecture given at Social Capital 2014, in Ottawa which was based on a 6 week coaching series that Momentum Visual created on behalf of a client.

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Chris Gostling is an award winning Creative Director & CEO of Momentum Visual Inc., a Toronto based strategic marketing firm.
Chris & Momentum Visual have driven creative marketing strategy and execution for client’s such as Shoppers Drug Mart, Aeroplan, Parmalat Canada, Hain Celestial Canada, Apotex, General Mills, Canadian Tire, and RBC. Beyond being an accredited graphic designer by trade, Chris is a public speaker on topics ranging from strategic thinking, creative presentation coaching, and how to build a successful and well-rounded design portfolio.
In 2009 Chris founded Small Change 4 Big Change. This charitable foundation facilitates dignified food experiences for Toronto’s at-risk and homeless youth. 

Why The Hell Are We Doing This? And Other Questions We Ask.

Our work as marketers is not very gratifying much of the time. We are not painters, or gardeners, or doctors, or any profession where there is a high daily possibility of seeing gratification at that absolute edge of our original goal, for us it’s the consumer.

Sure we have clients that are happy and pay us, and we give and get awards for being the cleverest kittens in the class, BUT not alot of our time is spent in witness of the actual end consumer, connecting with what we create.

Over a rocks glass of wine last night I replaced the battered covers of the custom designed and built menus for The Roxton, a restaurant client of Momentum’s. In looking at this pile of tattered covers, beaten up by excited patrons to the restaurant, looking to be fed. These menu covers embody the actual connection with the people we were hoping to connect with when we designed the menus.

It’s great to see, and I find that bringing pieces like that back to the team show that our work can be very gratifying and we can connect with actual people.

If you are reading this, I would love to know how you find proof of work effort. Where do you seek that moment of gratification that keeps you going?

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Chris Gostling is an award winning Creative Director & CEO of Momentum Visual Inc., a Toronto based strategic marketing firm.
Chris & Momentum Visual have driven creative marketing strategy and execution for client’s such as Shoppers Drug Mart, Aeroplan, Parmalat Canada, Hain Celestial Canada, Apotex, General Mills, Canadian Tire, and RBC. Beyond being an accredited graphic designer by trade, Chris is a public speaker on topics ranging from strategic thinking, creative presentation coaching, and how to build a successful and well-rounded design portfolio.
In 2009 Chris founded Small Change 4 Big Change. This charitable foundation facilitates dignified food experiences for Toronto’s at-risk and homeless youth.