Optimarketer: The Marketing Optimization Blog

President as Pitchman: Generally a Bad Idea

This gentleman was the exception.

Usually it isn't best to turn the CEO into a commercial spokesperson -- even if he or she is wildly enthusiastic about the idea and likely to become your new best friend.

The vast majority of company presidents lack the time, interest, and skill to become the talent.

And most of the time there's a better idea out there that doesn't involve the woman or man who happens to run the company.

Forgive the analogy, but it's sorta like getting into bed with the Mob: Once you get started, it's extremely hard to get out -- unless you think it's easy to fire a president.

What do you think?

Why Conservative Direct Marketers Should Embrace Wildly Creative Ideas

Read my entry on Jim Logan's B2B blog.

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A Simple Way to End Groupthink in Creative Presentations

When advertising agencies present campaign concepts, it's generally not a good idea to have the bosswoman (or bossman) comment first.

Very often, the underlings will simply echo the boss's comments and everyone will miss out on important insights.

Try this next time you present concepts: Give each person in the meeting a scrap of paper. Ask them to rank their favorite concepts on a sheet of paper and add their signature. No peeking!

After the presentation of concepts, grab each sheet -- then let each person talk about their preferences. To make things really interesting, ask the most junior people to go first and have the top dog go last.

Try it and let me know what happens.