The other day I received a postcard from a B2B firm selling integrated database web hosting services. Normally, I most likely wouldn't have looked twice at it, as these offers are so abundant, however, the photography was extraordinary.
The "picture" side of the postcard had no words, simply a very beautiful photograph of 3 penguins - Mama, Papa & baby - with the sunlight shining just right in a wonderful winter landscape. Printed on high gloss stock it was very impactful.
I turn it over to read it and in small letters below the offer, the company credited the photographer and even gave his website. I was very impressed & thought to myself that if this company works that collaboratively with a photographer (& they're not even selling creative services), then imagine how well they will work with me & my cients! They won me over. I plan to keep this postcard in my archive of "if I ever need a service like this" file for future reference.
Interestingly, I just had a very negative experience with someone who refused to give me public credit for work I was about to do for him as a subcontractor. It was a bad & hurtful experience, especially coming from someone I have worked with before. I was stunned at the inflexibiity of this person who runs a virtual agency. Without collaboration, there is no virtual agency, there's just 1 person scrambling around trying to fill holes for their client. Sadly, this is probably the end of our relationship.
I don't understand this posture at all. Some of my recent collaborative experiences have been wonderful & rewarding. For example, on my print collateral material I have the printer put "printed by...." along with his email. It's in a small font at the bottom & gives him a platform to get more promo.
Recently, a client asked me to work with someone who he thought might be somewhat my competition in some areas, but he wanted us to work together on his behalf. He treaded very lightly during the initial phone conversation & I had to giggle. I told him that my professional ego was very much intact & that he is the client & if he wants me to work alongside someone he knows well who has the right connections for us to give him what he needs, then it's OK with me. Turns out, we're not competitors & she is lovely & I now have extended my network by getting to know her. It was a good experience for everyone with creative ideas flowing which produced a final project for the client that he is thrilled with. His collaborative attitude even extended to putting links on his new site for all of us. What's better than that?
Before starting my own marketing firm, I had many years of being on client side & I have seen the advantages of working with a collaborative team. There are many for both the client and the parties involved. So, I'd like to offer some tips on how to work well in a team:
1. Work with the best in each field so both you & the client create the very best end product possible
2. Leave the egos at the door when you walk into a team situation - you do what you, & I do what I do - we're all professionals & should know better
3. Give direction & set deadlines then let everyone do their job & come back with their best work & ideas that you may never have even thought of
Finally, let's all take a page from President-elect Obama's playbook. After announcing his latest Cabinet picks he said that the likes to work with strong personalities who have strong opinions and are the best at what they do. This then produces the best results (& new ideas) for the American people.
Or, in the case of marketing it produces the most successful campaigns for the client. And...isn't that the point?
