When we formed We Create Lift, we did it with a very specific goal: to establish a marketing agency in Santa Rosa Beach, Florida that provides businesses with agency-quality work at non-agency rates. The truth is, for all but the biggest brands, the days of the “Mad Men” ad agency ended with the invention of the internet. Like every other facet of life, technology and the internet has made the information and tools required to conduct successful marketing and produce beautiful creative available to the masses. This fact demands that every agency become far more competitive than they ever had to be. The martini lunches, professionally decorated offices, and three-piece suits of the old-school marketing agency are deader than the dinosaur.
The old ad man has been replaced by the tech gurus who were raised on the web. They have centuries of collective marketing wisdom at their fingertips, and they know how to leverage it. They’re thinkers, they’re producers, and they have the skills to not only pitch a website to a client, but to also build the website.
LIFT’s team did it backwards: None of us have a degree in, or formal training in, marketing. Each of us is trained in a skill or technology that produces or creates an end result. From graphic design, to photography and videography, to website development, we know the trade and we’re not “directed” by those who don’t. Our marketing skill and experience is the result of consistently and successfully implementing our creative works in the real world. When someone creates beautiful and successful work, and they’re curious and engaged, they can’t not learn the marketing concepts that guide the work’s use.
Our marketing skill and experience is the result of consistently and successfully implementing our creative works in the real world.
The fact is, marketing is actually a simple and intuitive activity. Marketing is influencing the behavior of others and every human being practices marketing from early childhood. That said, to be successful at marketing requires that the marketer be curious and pay close attention to the marketing going on all around them. The thoughtfulness and powers of observation necessary to draw accurate conclusions from successful examples, and to consistently recreate and repeat these successes, are not common skills. But, the examples are there, hidden in plain sight, for anyone who cares to look for them.
LIFT is different. We don’t require a team of designers, copywriters, and project managers to create an effective ad. Each member of our team is multi-faceted and multi-disciplined. They can each write, design, and manage the project from concept through delivery. This creates a lean, agile, and efficient workflow which rapidly increases turnaround time and lowers cost. Our graphic designers can write code and our writers can produce award-winning photography.
Lack of overhead allows LIFT to produce better work and charge rates that the 20th Century agencies simply cannot compete with.
When not on location or at a client’s place of business, our team works from their home offices. Creativity cannot be scheduled Monday through Friday from 9 to 5, and an office with rules dictating how and when the wastebaskets are to be emptied is not an inspiring environment. In fact, we think it’s stifling and oppressive and want our creatives to enjoy the freedom to work when and how they prefer. Technology and the internet make this both possible and the best way to harness creativity and prevent burnout. Aside from this obvious advantage, it dramatically reduces overhead. Brick and mortar is a significant cost center, offers very few real advantages, and has no positive impact on the end results. This lack of overhead allows LIFT to produce better work and charge rates that the 20th Century agencies simply cannot compete with.
A happy client is a better marketing asset than anything we could design on our Macs.
Last, but not least, LIFT has something to offer every client. We will never turn away a client who asks for our help, no matter how small their budget is. We think that doing so is bad business and bad karma, and we know that the small, struggling, and underfunded start-up today might very well be our largest, most successful client tomorrow. LIFT builds long-term positive relationships with clients. After all, our clients are our salesforce and a happy client is a better marketing asset than anything we could design on our Macs.