
I have this quirky little habit of reading personalized license plates; I just love trying to decode people’s one-line messages to the world. Sometimes my interest is the result of traffic-induced boredom and sometimes it’s just for the entertainment value that I get out of it. Either way, this pastime has typically served as fleeting enjoyment only, with each message being easily forgotten as soon as I put the pedal to the metal. That is, until a few months ago when I found myself stuck in traffic behind a vehicle with a decidedly piquant message.
“8BITSME” read the license plate. Now, for those of you needing a little refresher, eight bits actually equals one byte. Message decoded: “Byte Me.” I chuckled to myself as we both accelerated out of the lane and continued on with our separate days. And as I drove off, I couldn’t help being slightly proud of the fact that I was just enough of a data-geek to have gotten the joke. But I had no idea at the time that this single message, posted inconspicuously on a stranger’s license plate, would continue to resonate with me for months following that day. Why was “8BITSME” so appealing to me? Aside from the obvious sentiment, of course LOL!
Taking Chances
I think the thing that struck me the most was that this guy (Mr. 8BITSME) took a chance. He submitted his personalized plate to ADOT knowing full well that the censors might recognize its meaning and reject it. But he also knew that there was a decent chance that his message might make it through…and out into the world. Besides, what was the worst that could have happened to him should he have been denied? He’d have to opt for another personalized message? No biggie. He clearly viewed the reward as far outweighing the risk, and so he went for it.
This made me think of one time in particular when I “went for it.” Perhaps it was because “8BITSME” appealed to the data-geek within, but I quickly drew a parallel between his message and a massive data-driven project that I had pitched internally to my company just a few years back. It was a pitch that outlined the firm’s need for a centralized CRM (Client Relationship Management) database. In all honesty, my initial pitch fell flat on its face. In retrospect, I’m pretty sure that I let my zeal for features overshadow the big picture benefits that the firm would realize.
Rejection always stings a bit, and this one was no exception. It was a classic case of egg on my face, but it was still a risk that I was willing to take. And despite the initial outcome, I was still willing to “go for it” AGAIN. As it turns out, I actually learned quite a bit from that initial exchange; my subsequent CRM pitch was eventually escalated up through the ranks where it was finally accepted and approved at the Executive level. Fast forward to today: the company has a robust CRM system and I’ve gained valuable experience as the lead for a major corporate initiative.
As marketing professionals, we take chances like this every day…or at least, we should be. After all, it’s a key ingredient when paving the way for new ideas and initiatives, both big and small. We pitch them to internal and external Clients alike, all the while knowing that each idea (or campaign or proposal, etc.) will end in one of only two ways: Acceptance or Rejection. If we have done our jobs well, we go into the pitch with the odds already leaning in our favor, although there is rarely any guarantee on the outcome. On the other hand, we know with 100% certainty the outcome of not making the pitch at all. And so we go for it, just like Mr. 8BITSME did.
Seeing the Bigger Picture
Of course, just because you take a chance on a pitch doesn’t mean that everyone is going to “get” it. Maybe not right away, maybe not ever. Even if you put together the most eloquent pitch on the planet, you still run the risk of a miss. Let’s face it; some of your pitches are going to be lost on those who have neither the base-knowledge nor the perspective to see the bigger picture. This goes for on-going buy-in as much as it does for initial acceptance and approval. Just like the censors didn’t see “Byte Me” when they read the proposed personalized plate; just like 80% of the drivers stuck in traffic behind Mr. 8BITSME will miss its meaning.
Accept that not everyone will “get” it, but don’t let those who don’t share in your vision or see the bigger picture deter you from following it through to fruition. Let’s go back to the CRM pitch and subsequent implementation that I mentioned earlier. For those of you that have ever led a CRM implementation, you know that it represents an enormous undertaking. In fact, it might be one of the largest internal campaigns that you will ever be involved with. But getting everyone to agree on the need and the product (i.e. the initial pitch) are sometimes the easiest part of the whole campaign. Getting buy-in throughout the duration of the campaign? Not so much.
Establishing and maintaining buy-in on ANY lengthy campaign that you embark on (not just CRM) will try your patience, test your endurance and rattle your dedication to the long-term goals that you set forth at the onset. I remember all the tactics that I employed during the company’s CRM implementation that I hoped would clarify the bigger picture. Internal newsletters, regular GoToMeetings with focused user groups, travel training, user contests and everything in between. You name it; I probably tried it. But there was still a faction within the company that wasn’t “getting” it.
Although it was frustrating to say the least, I soon realized that it wasn’t their job to share the vision or even see the bigger picture…it was mine. And as the “man with the plan,” it was my job to see the project through to fruition. Of course, I didn’t abandon any of the tactics that I was utilizing. But I did make a conscious effort from that point on NOT to let the tactics, or the daily CRM minutia, or a handful of dubious employees distract me from the bigger picture. The campaign wasn’t just about a software roll-out; the campaign represented a cultural shift within the company.
Handling the Nay-Sayers
Naturally, when you’re working on a campaign that aims to shift more than a few fundamentals within a company, you will encounter no shortage of naysayers along the way. Whether they “get” it or not, there will always be individuals that just don’t like it. And you are sure to hear from them on this particular point frequently and with much fervor. And that’s OK. Be professional, be helpful…maybe even overly polite. But never ever let them get the best of you.
Naysayers occupy every level within a company, from Office Administrator all the way up to CEO. And because of this, you might stumble onto the occasional naysayer in some unexpected places. Be prepared with your quick-pitch, regardless of how it is received. You might find that you spend a great deal of time providing helpful tools that naysayers never intend to utilize; do it anyway. You might find that you spend a great deal of time having discussions with naysayers that seem completely pointless; do it anyway. You might even discover that the hard-core naysayers in the company have launched their own grass-roots internal campaign against yours; ignore it.
In your mind you must become an untouchable island, impervious to the effects of the naysayers. You must ignore their incessant doubts; you must resist being sucked into the vortex of negativity. But you can NEVER ignore theirneeds, because that’s the moment that you end up discrediting yourself and quite possibly your entire campaign. Instead, when you find yourself in the midst of naysayer hell, remember that for each one of them, there are probably twice as many individuals that believe in the cause...and maybe even you. Or you can do what I sometimes do after having a face-to-face with a naysayer. Kindly thank them for their input, and after the door has closed behind them, mutter quietly to yourself, “8BITSME.”
About the Blogger: Amy Villasana-Moore, CPSM is SMPS Arizona's 2015 Blog Chair, is a marketer and business developer, art and music enthusiast, fan of all animals, darkroom-trained photographer, recovering “workaholic” and movie buff. She can meet you at the intersection of “strange” and “brew” and if the need arises, can have an entire conversation with you using only movie quotes.
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