Case: Marketing Contest
Earlier this month, my supervisor challenged our team to produce our own original marketing campaign proposals. The rules of this little game/performance evaluation were simple. We were to create our own lead generation campaigns using any renewable audience, in any medium, targeted toward any of our company’s products. A week later, we were to deliver our proposals to the CEO, COO, and our supervisor in a five-minute presentation. Limited collaboration was allowed, and scoring was determined by a variety of factors, including the campaign’s viability, measurability, and materials provided. The winner would be rewarded with a free lunch.
It didn’t take me long to flesh out a worthy idea. Online marketing is my specialty, so I developed a keyword-targeted PPC campaign, complete with ad text and landing page. I didn’t stop there, though. Everyone in the competition had their own particular advantages. As the online marketing manager, mine was the ability to launch and test my campaign quickly. By the time we were to present, my campaign had already been running for several days. Instead of attempting to convince my superiors of the campaign’s merits, I devoted half of my presentation to results, conclusions, and plans for refinement.
Of course, my coworkers put on a great showing as well. The graphic artists of the bunch came up with some very compelling advertisements. Our direct mail marketing specialist prepared a letter that was practically fit to be mailed out that day. Our copywriter had some detailed ideas for video advertising with free gas cards and a Jimmy Buffet song thrown into the mix. Overall, it was some stiff competition.
In the end, though, what impressed everyone the most were results. With a hat-tip to our direct mail marketer in a close second, I took first place.
Point: Results Speak for Themselves
In the same vein that actions speak louder than words, proof is more convincing than conjecture. To put it another way, say something works and others might believe you. Prove that something works and everyone will believe you. I wouldn’t say my campaign was particularly exciting or original. Because I had results to prove its value, though, I won out over other seasoned professionals with more compelling pitches.
This is a widely-applicable lesson for any web professional. When you’re out to make a convincing argument, don’t just assert your point with eloquence; demonstrate it with facts. There’s nothing better than verifiable results when it comes to spicing up a resume, impressing a client, adding punch to a performance evaluation, or winning a free lunch. 😉