Philip never ceases to amaze me with his ingenuity, because marketing is always changing, and so I thought he might have some ideas for us. Here’s Part 2 of my interview with my creative friend, Philip. If you haven’t already, check out Part 1.

Sometimes it’s hard to see beyond your own doors. Philip, what ideas do you have for businesses in terms of their marketing and their creatives?

Look for ways to be unique. Look for creative people, and let them do their thing. If you find something you like, find out who designed it. When you find them, try not to put too many restrictions on them, or you will destroy their creativity. The key is not to get the same-old thing with a different twist. It’s to get something really different. If you decide it should be blue, you’re already recreating something you have in mind. You don’t need another person to think through your ideas.

Be open to new things. You need to trust your instincts. A racehorse wins, because everything works together - his feed, his saddle and the jockey in it. When you change one thing everything else may have to change.

Check out your competitor and other successful companies for ideas. What makes them different? Is it better services, best pricing or do they give something extra? Look at commercials you like and remember what you like about them. Remember people like and remember things that fit for them. There’s no such thing as one size fits all. You have to know your customers to get out the right message.

Decide what kind of connection you are trying to build. Tell your marketing person about your business. Is it high end? Do you appeal to younger people? To get what you want you must know your customer, your brand and what you want to say. It all goes together. The marketing person will translate your message.

Learn how to market yourself online. You can’t ignore the Internet and social media. If you have TV commercials, you can post them on your Facebook page or send them via email marketing. Customers want to know you and build a connection with you. In the old days, we told customers what to buy. These days customers talk online and decide where they want to go. Then they go looking for the business. Having a blog where you can share your interests will entice people to want to know you better. The more the customer knows you the more likely you are to build a relationship.

If you’re using social media get someone to work with you around your layout and creatives. Instead of being seen by hundreds, social media may help you get seen by millions. Social media branding should not be left to a 14-year-old who knows how to build a Facebook page.

If you’re going to market a new and unique product, it’s wise to have your marketing plan situated properly before you go public. I learned from my own t-shirt experience that you have to have everything in place, so you can be successful. Eventually, everything gets knocked off, so you want to be able to get what they call the “low-hanging fruit.”

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By the way, spending a morning with Philip was very intresting, as his mind never stops working. Check Phil out on Facebook, Philip Macksoud Productions, Brooklyn, New York.