How to Manage Digital Marketing Campaign Expectations - Mike germano

In Chapter 12 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano shares ...

Erik: What experiences this past year have taught you the most about executing on a creative marketing idea? Mike: Having trust in your team to follow up on the minute details, where I’m a big picture guy and I have a staff that takes care of the little things that go on but the execution, the client I think feels more comfortable when everything is more laid out. And unfortunately it’s difficult sometimes to lay out the potentials, the positives and negatives in launching a digital campaign because you know the term going viral, or it could be a complete you know dud, but laying out their expectations, taking them through the whole path of what can happen positive and taking you know what can happen negative and being very honest about that I think is a good setup because then the client not only trusts you but they don’t feel a little bit like they’re caught off guard. And if they are they feel like you at least can walk them down what the next step is to successfully navigate those areas, so it’s less of where they trust us but this could be big, could be small but we’re going to have to move forward and I think we have the startup mentality, launch early, launch often. Now, we have more of that agency mentality where it’s ok let’s take us down the path here where let’s hold their hand through the process more.