A few weeks ago, a good friend of mine who is an executive at a large multinational company shared a video with me that their CEO had made, to announce a merger. The two companies in question have a net value in the billions, so it was a pretty big deal.
But the CEO’s marketing people made a huge mistake. Whether in an attempt to “humanize” the CEO and make him more relatable by the rank and file, or perhaps through pure laziness, they produced a video that looked absolutely terrible. The CEO had big sweaty shiny spots on his head that were blown out, the video was shaky, the colors were all wrong and made him look green, they video’d him against a plain white wall (except for a plant, which appeared to be growing out of his head), and the harsh, unprofessional light and lack of makeup made him look like the crypt keeper. What’s worse, they clearly did not spend much time directing and guiding the CEO’s performance. He was stiff, he stumbled on his words a lot, and there were a lot of “ummmm”s.
This abomination went on for 7 minutes. It was incredibly painful to watch.
My friend, who isn’t even in marketing, told me that the overall effect was incredibly demoralizing to the 6,000+ employees of this behemoth organization.
No matter what you do, quality matters. It shows respect. It shows that you’re professional. You wouldn’t go to work at this corporation wearing no pants and flip flops- it’s a suit and tie place. Their marketing should be similarly professional. Marketing people have the ability to make their organization look amazing, if they bring in the right teams to help them. They also have the ability to singlehandedly make a billion dollar corporation look like a joke.