Creatives need to balance excellence in both product and process

CCI Summit A couple weeks ago, Kimberly & I presented a workshop on marketing at the Colorado Creative Industries Summit in Breckenridge.  It was great being up in the mountains (even if it was only for 24 hours) and even more inspiring to be totally surrounded by creatives and entrepreneurs.  In case you haven’t heard of it, CCI is an amazing division of the City of Denver that offers support to the many individuals working in creative industries locally.  Layer Cake was honored when CCI asked us to present a session on “Marketing for the Creative Mind.”  We’d pictured a handful of people attending, but were happily surprised to walk into a standing-room crowd.  After quickly surveying the room for experience and pain points, we led a lively roundtable discussion about key ingredients of marketing such as social media, ticket pricing, press releases and media relations, website organization, and more. People asked questions and shared their experiences with each other – it was awesome.  We all learned a ton! Outside of (ahem) our own panel, our favorite event was a panel discussion featuring “Creative Entrepreneurs.” Steve Urbano of Impossible (a filmmaking company) made a great point that echoed something we’ve been discussing internally for a while.  He basically said a successful creative business must balance excellence in both product and process.  No matter how creative your work is, if you don’t have good business practices and complete things on time, you won’t have repeat business. On the flip side, if you have amazing customer service, but your product “sucks,” that’s also not enough. If that advice doesn’t resonate with you, panelist Scott Aller of 5280 Live said that one of his secrets to success is “not being an a$$hole.”  No matter what your business is, those are surely words to live by. Goes without saying that we like to think that Layer Cake offers that perfect mix of creativity & rock-solid processes – but hey, we’re also not jerks.


Layer Cake Creative is a strategic marketing agency specializing in communications, design, publicity and online marketing that enrich your brand and support your strategic and sales goals.  This Denver marketing firm specializes in promoting professional services such as architecture, construction, engineering, law, finance, and real estate.

Kevin Kowalczyk is Layer Cake Creative’s online marketing and event specialist.  He started his career in the event industry more than a decade ago, which was a jumping-off point for his expertise in promotion through online marketing tools such as website development, social media, pay-per-click and SEO / SEM.

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