If you are really putting effort into your marketing then you will eventually encounter a moment that pulls you outside your skill set or comfort zone.
These moments become particularly challenging because their are endless marketing options. Every situation creates a ton of choices.
Do we handle this task via social media? How do we use social media?
Do we spend money to handle this challenge? How much do we spend? How do we measure return?
With all these options and variables it can be very difficult to make a decision.
That's a situation my team found themselves in when we had the challenge of marketing not only a theater production but also a series of events around the production.
The production is called Satchmo at the Waldorf. The events around the production include an museum exhibition and musical events across Chicago.
After some discussion we decided that building a production specific website for the show would be a good marketing idea.
And that put us into decision land. How does the website look? What are the goals of the site?
To answer those questions we spent a lot of time searching for the simplest possible instruction to use as a guideline for our work.
That instruction ultimately came from our boss who told us:
"I want this to look like a festival."
Look like a festival.
That felt like something we could work with.
A website, or other piece of marketing material, that looks like a festival is going to show the full scope of all the events, categorize the events appropriately, etc.
And with that in mind we built this: SatchmoFestival.com
The team built everything in about four weeks, which is pretty fast in this line of work.
And it was the simple instruction "make this feel like a festival" that made it all possible.
In a complex marketing world, learning how to make your instructions as simple and clear as possible is a vital tool.