Sometimes, they have insight that perhaps marketers do not. Mostly, they just like a particular colour, font style, identity mark or a way of doing things that may not quite be up with the times.
The problem for marketers is that at the end of the day, our integrity as marketers is often compromised because the client is paying the bill and even though we may challenge them on what we think the market will be more receptive to - they ultimately have the say.
I have been in a room where a client who markets to a male demographic (heterosexual) between the ages of 25 and 45 years who wanted to have a pink logo because it stood out and he had seen a logo similar when he was in the US. Now, you and I know that this is completely and utterly not going to work for this market, but if the client wants it, they get it. The campaign failed and it was a case of 'we told you so' but it certainly did not do anything for our own satisfaction or theirs. The client was mature enough to know that the fault was all theirs and we were happy to walk away from the account because we believed so strongly that it would not work - but they begged us to stay and asked if we could 'humour them'. More money than sense.
Who interprets what is a good design and what is not? What is a great design, and what won't fly? Is blue better than yellow? Is what sells not necessarily the best design on the block?
Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.
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