We're #18. We Try Harder
On the flip side is Jet Blue. The Jet Blue staff always is pleasant and accommodating. They seem to have fun doing their jobs, and they have a nice informal attitude that puts people at ease.
Jet Blue is a small airline, so it tries harder. It can be innovative, because it doesn't have layers of bureaucracy to hammer every nail until creative, personality, attitude and pleasantness are all merged into a boring mush.
I suspect big clients often are partly to blame for the lack of creativity they get from big agencies. My favorite example is an ad agency that asked my firm to handle a project for a major client. We came up with a solid package and recommended testing letters ranging from conservative to slightly edgy. When we got the letters back from the client's committees, they were all the same letter, almost word for word.
At the same time, a small bank asked us for some creative ideas, and the client, a one-person committee, immediately leaped at the edgiest approach. It ran, and it broke all records for response.
Some big agencies chop account service teams into smaller, detached groups that don't have to report upstairs for the deadly agency "point of view." They are free to go all out to keep their clients happy. Big clients might benefit from the same approach.
The big client/big agency relationship in direct marketing often results in boilerplate stuff or "hipper than thou" advertising creative slapped onto a direct mail package. Neither approach is going to make any headway.
So here are a few reasons to "think small." It might help you get some breakthrough work and make customers and prospects like you:
>Technology lets you tailor direct marketing creative to smaller segments on your database. Speak to them directly and in a human, down-to-earth way.