Rethinking Out-of-the-Box in Modern Marketing

by Rick Moore, Owner and Founder of Mad Genius

It’s that time of year again—boxes are everywhere! Boxes of all shapes and sizes, carrying things big and small. And when they come in the form of a present, getting into a box can be exciting.

In the marketing world, however, the word “box” tends to have a negative connotation. Over the years, I’ve been part of many meetings where the goal was singular: to think outside the box. Think big. Think bold. Think glorious thoughts that will expand the client’s horizon and help them rise above the clutter. Like opening a present, it’s exhilarating and fun. True genius can’t be bothered by rules and the confines of a silly box, right? 

Well, I disagree.

As a business owner, I love the adrenaline created by outside-the-box thinking. It’s delicious. It’s intoxicating. It’s (cue obligatory seasonal metaphor) the eggnog of any creative business endeavor. I also know all too well the frustration when I’m forced to admit—sometimes to myself—the truth, that the box is there for a reason.

What is the Box?

The box may contain a tone, a direction, a set of goals, and/or simply a budget. It needs to be respected. What business wouldn’t love to have a great Super Bowl commercial that people are raving about on Monday morning? And what advertising agency wouldn’t want to create it? It’s easy to come up with great ideas when money is no object (or at least easier). 

The real genius is in presenting a great idea that can and should be created. Does your marketing budget allow for a million-dollar production and a five-million-dollar media spend? If so, let’s get to work! If not, is it really a good idea to expend time and energy “what-iffing” the project to death? Instead, focus on creating great marketing that you can afford to see to the finish line. Budgetary parameters don’t have to constrain genius thinking; in fact, they tend to inspire it.

Don’t Hide Your Budget

I get it: it can sometimes be scary to share a budget. Knowing your budget parameters helps your agency keep you from throwing darts at a chess board. From an agency perspective, it’s not about outspending your comfort zone, it’s about using the experiences and expertise we bring to the table to guide the allocation of your precious resources.

Your money isn’t spent once you share your budget. You’re still the one in control. If you love the ideas your agency presents right out of the gate, great. If not, we work together and try again. Communicating your expectations and budgets early will always get you the best results.

You are only as good as your weakest link, so don’t let it be your marketing.

Good to Great

The 80/20 rule is very real when dealing with the quality of advertising and production, now more than ever. When I started my first business over 23 years ago, I had to make some very difficult financial decisions to get started. Providing a level of quality I could be proud of required a sizable investment—close to $300,000. It was cutting edge at the time and allowed us to make a lot of clients very happy.

Much has changed since then… The technology is exponentially better, cheaper, and more accessible. People’s expectations are much greater, as is the amount of money required to exceed them. I’m pretty sure an investment of $10,000 today could produce a spot no less than a hundred times better than what I was able to with 30 times that amount. It’s amazing what you can accomplish with a limited budget that can be considered good. “Good” is the standard anyone can achieve these days. What does it take to be great?

That gap between “good” and “great” is where the 80/20 rule really comes into play. For 20% of your budget, you can make something good. It takes the other 80% to make it great, to make it stand out. That commitment can be a bitter pill to swallow, but it’s the difference-maker. The time and expertise it takes to polish a product to truly be the best it can be is what enables you to break through the clutter. Setting the bar that much higher is what elevates your brand and gives your customers the confidence they need (or want) to commit to you. You are only as good as your weakest link, so don’t let it be your marketing.

Trust the Experts

I’m a firm believer in surrounding myself with people that are better than I am. That’s why Mad Genius isn’t called The Moore Agency. I’ve always said if something is not bigger than me, I don’t want to be a part of it. I’ve been fortunate to have great success in building a team that supports my vision of something that is bigger (and way better) than me. I trust them to do great work, which allows me to do what I do best: dream. The same should be said for your relationship to your advertising agency.

Whether it’s Mad Genius or another creative partner, trust them to do what they do best so you can concentrate on what you do best. Share your vision, your expertise, and your budget to give everyone a chance to succeed. Define the box. Some boxes may be more elastic than others, and the box can always grow, but it should always be respected and even—dare I say—embraced.

Define Your Box with Mad Genius

Are you looking for a creative partner to share your goals with? Get in touch with Mad Genius and let’s go from good to great together.