I just wrote on my facebook page that ‘I absolutely, entirely and completely hate marketing.’
There was a context to the statement. On the 5th of October, I’m co-organising an event at a Melbourne artistic centre, with a partner university. I am supposed to make a flier for this event, but had to postpone this morning, because I need to clarify the exact requirements of one partner, and wait for the logo of another. I’m not in touch with the marketing department of either organisations, but only intermediaries. Result, I am annoyed, in the dark, and cannot start this piece of work (hence time to write this blog post).
This is certainly not the first time I got annoyed at a marketing department. The basic premise is very sound: of course, partners put effort into a joint event, and should be fully acknowledged. However the practical details are where the devil hides – Should there be a logo? How big should it be? Where can I place it? Where do I get the right version? Is there a colour scheme? A font? A standard sentence I have to put in? In the same font, or a smaller font? Is there an approval process? Who approves? How long does it take? Multiply this by the number of partners involved, and you start understanding the problem, especially when you’re running on a piece of thread, like many cultural organisations do.
At a deeper level, I believe the problem is cultural. The tone used for all marketing matters, in my experience, is typically threatening and hostile. Things are generally ‘requested’, but the actual power relationship is left unclear, as much as the consequence of disobedience. Will the partner pull off because they’re not on the flier as they wish? Will they never work together again, no matter how good the event? Or will I somehow harm my contact person within the partner organisation if I do not handle marketing properly? Maybe marketing studies showed that leaving the consequence of disobedience to sheer imagination was a good and cost-effective compliance strategy?
As a result of this hostile ‘requesting’ culture, I have come to repeatedly experience partnerships which started from mutual shared goals and values as ones of mutual mistrust. Will I acknowledge partnerships? Will they hold their end of the deal? Is there a secret plot to undermine and threaten each other? This is poison.
Friends working in the non-profit and cultural sector – I have questions for you:
a) Have you ever had a bad experience with the marketing department or requests of a partner organisation?
b) Would you agree that strict marketing standards, multi-layered approval processes, and general marketing hostility, when you’re running joint events on a piece of thread, add a much unwanted burden to everyone’s life?
c) Is there any place that already lists ‘annoying partners’ – organisations that are difficult to work with, because they not only impose bizarre marketing requirements, but also use hostile bureaucratese?
d) Should we league to change the culture – and start from a basic expectation that established organisations should not make life difficult for small non-profits, and prioritise support to mutually beneficient events, rather than imposing hostile approval systems and marketing standards?