Ok, I’ll admit it, the country put up a royal goose egg in the first quarter of 2009. While we could get into the various reasons and various excuses, I think it’s more important to look at what to do next, not just as Americans but as Marketing leaders. While Obama has repeatedly appealed to individuals – open doors for other etc – I happen to think he needs to be appealing to the Marketers to help the slumping brands of the world. Before you send me an angry email, I happen to believe that helping the guy next door is also very important. In fact, since the recession began, my company has instituted an open door policy for industry pros who have been displaced by circumstance. It has been a wonderful experience but believe it or not as Marketers we may be able to do even more.

I’ve talked with a bevy of big and small brands alike since the recession really sunk in its teeth and never have I seen so many wheels spinning so helplessly. I find myself slack jawed at the bipolar and betwixing mix of guarded approach and the continuation of irresponsible spending. Much like creative quicksand, the downward trend of the country’s collective psyche seems to have created a serious slump on creative business. Whether or not you want to place fault, it’s time to break the evil cycle and that’s where you come in.

For the rest of this article I am going to assume that you have clients that are either resistant to change or you have been biding your time waiting for the right moment to spring some new options. The first step is to understand that they are still scared. Understand that they still feel like their jobs are on the line.  In order to crack the glass ceiling, you’re going to have to be patient, both with them and yourself.  That’s right, be the BFF. The more you can become part of their actual culture, the more you’ll become part of the family and get a seat at the table. Once you’re at the table, sit with them and just listen. Every time you feel like saying something, stop and just listen some more. When they are done expunging their worst pains, fears and frustrations let them know that you get it and are going to get them going again.

There’s a cute saying that I’ve heard quoted often in the past few months. “No one is fired for placing banner ads on NYTimes.com.” While I must admit that I find this somewhat amusing, I think it is indicative of the brains behind the brand losing their way. As a strong proponent of digital Marketing, I obviously would love to see you recommending digital tools. If you are considering such direction, have them start off slow. All they’ll need to give up is one, yes one, print or billboard ad to see what that buys with digital. I personally don’t think it’s asking the world since digital is really the fabric of a campaign. While print and on-air can be targeted and effective, digital is inexpensive, flexible, changeable, breathable, sociable. It especially makes sense when you can provide proof of success within individual, targeted metrics. This article is not meant to be an infomercial for digital marketing but I do think that there is a huge link between doing digital, doing it well, and many brands doing better overall.

So sure, do what you can for your neighbor. It will surely help. But also start doing all you can for the brand next door. Start by taking a new approach, either in the type of marketing ideas you offer or the strategy you employ to get them across. You don’t have to be on retainer to be part of the family. Start by listening, then give it to them straight. If you gain their trust, they will eventually see it your way. And if they really don’t, do you want to work with them anyway? Bottom line, become the brand’s BFF…