George Eddy on Richer Deliverables and Moving Fast

As the driving force of a direct marketing agency that buttresses multimillion-dollar clients and a small business owner in today’s budget-conscious times, he can speak from multiple perspectives. How is it that he manages to produce world-class work, motivate a team of talented individuals and keep pedaling over a mountain pass when the economy’s storm clouds, so far, have refused to disperse? Read on.

What’s the secret to your staying power amidst the game-changers of the past few years?   

Two things. First: overdelivery. We always try to add more value than the client’s expecting. Ask for two loaves of bread. We’ll give you three. Plus some organic olive oil to dip it in. Maybe a nice asiago cheese spread. A richer deliverable.  That’s pretty typical agency speak, but we actually do it. Second: striking a fine balance between client care and business development.  We know how to acquire business and make that profitable. Heinrich employs that same strategy with our client’s objectives.  We go deep, always ensuring a strong connection between execution and more customers.

What’s your leadership style?
I don’t take myself too seriously. In fact, I fundamentally believe that if I’m the smartest person in the agency, we’re in trouble. One person can’t do that. I work hard to make sure I’m hiring people who are smarter than I am, and I listen to them. I still need to guide the ship and I know where we’re going, but I’m flexible on that path.  I’m a numbers person by nature, and my concern is the balance sheet. My job is to make sure we spend our money wisely.

How do you keep morale high?
It’s all about a high level of transparency. At Heinrich, once a month, I provide lunch for everyone in the office. We gather together and talk in an open forum. We discuss the shape of the business, where we’re going and what’s new. I connect with them. That meeting is like currency. It makes my team feel safe — especially in this uncertain economy. And that leads to better performance from everyone.

I also reward people. If someone is carrying a heavy load, recognition through words is important. I try to find people who are driven by more than dollar signs. I thank them a lot, because clients often don’t.

Is Brand dead?
It’s a fair question, but brand and awareness are still key. Heinrich works from the bottom up. Our first question is: How are we going to help drive revenue for our client’s business. That puts us in a position to create and/or support a brand from the direct perspective. It’s vitally important.

What’s a common misconception in today’s marketing world?
Agencies are often too distracted by the bells, whistles and whirl of design, particulary in the new media space. Customers, on the other hand, are still seeking solutions and information. Too much focus on this is like worrying about the wedding instead of the marriage. A cool website isn’t going to provide a profit.  You have to go so much deeper. Heinrich does. 

What are your thoughts on social media?
We’re studying it and integrating it where appropriate. We know we need to integrate these new channels, but we can’t forget about the rest. Channel choice and frequency still depends largely on the client. Their goals. Their audience. The fact is, social media is still immature. There’s not a lot of verifiable evidence for what works consistently for traditional brands. Little has been tested. It just hasn’t been long enough. As for Heinrich, I feel we are poised well for the new world order. We’ve been building relationships and credibility for years.

Any advice to marketers for the future?
This is for clients, too: Nimbleness. You got to be quick on your feet. You must have the willingness to shift rapidly to consumer taste and behavior. George Eddy’s final word: I’m optimistic. We can’t be afraid of change. Is it hard? Yes. But it provides new opportunities and allows a company to step back and reexamine their goals. 

 

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