Insights from 38 Years in Business and Marketing: Lessons Learned
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Chapter 1: My Journey in Advertising
My journey began with an Associate's degree in commercial art—what we now refer to as graphic design—leading me to my first role in the art department of a small advertising agency in Los Angeles.
Reflecting the "Mad Men" era, the 60s saw art departments labeled as "the bull pen," a nod to the predominantly male workforce. I suspect my hiring was influenced by the notion that "women work cheaper," but that's a tale for another time. After three years, I relocated to Las Vegas, where I spent nearly 40 years immersed in advertising, marketing, and public relations.
This experience was invaluable, yielding several key insights. Below are my top business lessons gained over nearly four decades in this field.
Lesson 1: Maintain Low Overhead
For entrepreneurs, the landscape is marked by both prosperous and challenging times. Despite staying informed and connected, predicting when clients will appear or vanish is impossible. The most astute entrepreneurs prepare for those lean periods.
Consider your office size—how much space do you genuinely need? Does the car you drive influence clients' perceptions? Instead of lavish lunches, can you offer valuable assistance upfront?
Lesson 2: Prioritize Your Client's Needs
Clients aren’t interested in your academic credentials; they want results. Your ability to deliver what they need is paramount to their satisfaction.
Lesson 3: Aim for High-Profile Clients
In Las Vegas, landing a casino client was a significant milestone. Outside this context, think of it as working with a recognizable brand. Early in my career, I learned the importance of associating with reputable agencies—this recognition can lend credibility, even if your role was minor.
Lesson 4: Build Relationships
People prefer to do business with those they know and like. When I co-founded Newman and Hamilton Advertising, we committed to community involvement, ensuring that team members participated in various nonprofit organizations. This strategy amplified our agency’s visibility across diverse networks.
Lesson 5: Understand Your Target Audience
We once undertook a substantial direct mail campaign for a major casino. However, when they hesitated over the cost of a specialized mailing list, they opted for a generic one instead. The resulting poor performance was attributed to us, highlighting the need for better client education on effective marketing practices.
Lesson 6: Use Suggestive Language
Telling a client they "need" something often leads to resistance. Instead, framing your advice as, "What you might consider is..." can be more persuasive and encourages receptiveness.
Lesson 7: Diversify Your Suppliers
Competition is omnipresent in business, and it's wise not to rely on a single supplier. We engaged three printing companies for our projects, which kept them motivated to maintain quality service, knowing they were not our sole option.
Lesson 8: Value Your Freelancers
We frequently collaborated with freelancers, facing tight deadlines. To ensure quick turnaround times, we offered cash upon delivery. This arrangement fostered strong relationships and guaranteed reliable results.
Lesson 9: Continuous Learning is Essential
To stay relevant, continual education is crucial. I once attended a significant convention in Alexandria, Virginia, where I noted the absence of Las Vegas marketers. When I mentioned this to a colleague, he remarked that many in Vegas believe they already possess all the knowledge they need. This experience underscored the importance of always being open to learning from others.
Everything is a Lesson
Throughout my career, I have gained insights from each unique client and their specific marketing challenges. Many of the individuals I encountered could easily fit into the world depicted in Matthew Weiner's "Mad Men." If you found value in these reflections, feel free to share them.
Carolyn V. Hamilton
www.carolynvhamilton.com
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