In the agency world today, we are all becoming more dependent on technology. Of course, the obvious upside has been huge increases in efficiencies and speed, plus a vast wealth of information right at our fingertips.
Watch out for the downside. We can find ourselves camped out in front of our computers, communicating with our clients via email, managing from afar, and missing out on one of the things we are preaching to our clients – getting the personal experience.
Go out and find ways to hit the road. Tour your client's production facility, service center, store, or distributor location. Spend time shadowing their sales reps, the quality manager, the product development guy or gal. Watch the interaction between your client's staff and the customer. Ask plenty of questions. Try the product yourself. Be on the front line asking why it works, why they buy (or don't buy) – get in there and experience it yourself!
The benefits are obvious. You know it, I know it. But we have to wake up from our "behind the computer stupor" and get out of the office. You can bring back real first-hand insights and energize your creative team. You'll have lots of ideas based on what you experienced yourself; ideas both large and small that your client will love.
OK, now, look at your client list and take the quiz. When was the last time you went "out in the field" and really dug deep to see them and their customers in their element?
If your answer is "never" or even "it's been a while," then you know what you need to do. Hit the road.