Outta Sight, Outta Mind

Several years ago, I developed an advertising campaign for a new client.  It was a satisfying experience from start to finish--the client, who was the company's general manager, was great to work with, the campaign was fun to create and the results exceeded expectations.  I thought it was the beginning of a solid, long-term relationship. 

But it ended about as soon as it began. The company was acquired, the new owners had their own ad agency and the Jump Marketing Team was shown the door. 

That's when I made a big mistake: I concluded that the relationship was over forever.  There was nothing I could do to get the business back, so I never tried.

The general manager changed jobs earlier this year.  He went to work for another company, he hired an advertising agency and he quickly launched a campaign.  I was disappointed that he didn't call me.  Did he not remember how great things were with that campaign years ago?

No, he didn't.  How could he?  I had cut off communication.  No emails, no cards, no newsletters, no phone calls, no nothing.  I had given up on the relationship.   As far as the GM was concerned, I had closed up shop and moved to Tibet. 

It is ridiculously easy to make consistent contact with old clients or customers.  Choices include social media, an occasional email, a casual lunch, a handwritten note, a birthday card and a phone call every now and then. 

I learned a costly, frustrating lesson.  I don't plan to repeat it.