Whenever you have a new or risky idea in marketing, there is going to be someone at your company who says no. Maybe they are risk-averse, maybe they just personally don’t like it. Either way, we all need strategies in our tool belt for how to defend creative marketing ideas, and how to push back on bad ones.
Read on for an overview of our recommended strategies on pushing back on bad video marketing feedback, or listen to the full podcast episode below to get all the details. Plus digressions on The Weeknd, Southwest Airlines, and mullets.
Strategies for pushing back on bad marketing feedback or ideas
Scenario: Your product or sales teams want to fill a video with lots of details and/or exact proper functionality.
Defense: Explain that the viewer of this video won’t be able to retain all the information if it’s just tacked on to a video. The video won’t exist in a vacuum. The landing page, product page, email, social post — wherever it’s going to live — can provide more information for the people the video hooked.
Scenario: Your stakeholders want everything in the video to be literal.
Defense: Show competitors’ videos and point out the tropes and cliches. Does that intersection in Tokyo really need to be included for your viewers to understand the concept of density?
Scenario: Someone says “I don’t like it” or tries to impart their personal preference in a way that contradicts your strategy.
Defense: Remind them of who the target audience for the piece is. Show them your strategy, research, audience interviews, or personas. Remind them who the piece is supposed to talk to.
Scenario: Your team is making decisions out of fear or safety.
Defense: Revisit the agency’s portfolio and remind the team why you hired them in the first place.
Scenario: Stakeholders want everything included in a video – product walkthrough, brand essence and sales video all in one.
Defense: The mullet metaphor.
Scenario: You want to try something new, but leadership wants to play it safe with activities with known ROI.
Defense: Start small. Ask to spend 10% of your time and budget on a new platform or a new strategy. Give regular updates, and let it have time to work.
What not to do when you want to try something new or take a risk
Do not surprise your boss. Get approval and buy-in early and often.
Yes, this is all easier said than done. Fighting for creative and for marketing to matter is hard. But keep in mind that if a campaign or a video fails, your leadership team will never look back and think, “Geez, our ignorant notes really made this video into a stinker.” No, they will blame the marketing team that didn’t have the guts to tell them it was wrong.
Need help defending ideas? We’re always here with a good analogy and a strategy to back it up. Talk to us.