It’s part highlight reel, part look behind the curtain at what it’s like to be a client of Plum (spoiler alert, it’s pretty great). We favor it over long, super polished case studies for a few reasons. One, it’s authentic. We do this in real time every week while the stories and the work are fresh. Two, it’s fast. We deliver you the goods as soon as we make them. And three, it’s us – these are incredibly fun to write and we probably overdo it with the pop culture references and fun social media carousels – but hey, if you’re not having fun, what the heck are you even doing? 

When Vendors Drop the Ball (and You Still Catch It)

This week started with one of those “leadership moments” no one plans for: a third-party vendor made a big mistake during our client’s busiest season. Again. And everyone was upset.

We took the reins, talked to the vendor, negotiated compensation, and created a new process to keep it from happening again that included photos being texted from the printer for each campaign. Accountability between partners looks like clear expectations, mutual respect and a shared focus on resolving issues and moving forward – together. 

Key Insight: Vendor Management = Brand Protection

As Fractional CMOs, we don’t just run marketing, we advocate for our clients and protect the momentum that is so hard to build and so easy to lose.Stepping in calmly to deal with a vendor mistake, resolving the problem, and building systems that prevent it from happening again is all in a days work! 

Pro tip:

If you lead a business that depends on external vendors, document failure patterns and create escalation scripts. It saves time, stress, relationships and gray hair.

Creative Fatigue? Never Heard of Her

We also built out a creative rhythm for one of our e-commerce clients to avoid creating creative fatigue for their customers, that dreaded sameness that hits when you’re pushing hard across emails, ads, and web across multiple buying platforms during Q4. (I’m sorry but your customers don’t want to see the same picture of your best selling product with fake snow for 6 weeks – they just don’t.)

We collaborated directly with our photographer and their designer, mapped how assets will work across platforms campaign by campaign, and secured leadership approval for creative direction early (just slightly before chaos season hits).

Key Insight: Structure Fuels Creativity

Great creative work isn’t just about endless ideas and huge expensive content shoots. It’s equally about smart systems and proper planning. When you give creativity a plan, it scales without losing soul.

Pro tip:

Audit your creative mix regularly. Ask: “Are we inspiring our audience, or just informing them?” If it feels repetitive, it’s time to reset your rhythm.

Deep Research (No, Not the ChatGPT Kind, But We Love That Too)

This week, we did some old-fashioned human research, diving into hundreds of five-star reviews to understand what makes one client’s brand fans tick, and who those evangelizers are.

Their profiles, tone, and stories became data, revealing emotional triggers and audience personas that inform new super detailed targeting and personalized creative angles.

We can’t share all the details yet, but let’s just say: it’s going to be personalization at its best.

Key Insight: Real Personalization Starts with Listening

The best marketing uses empathy. AI can speed up the process, but it can’t replace human curiosity.

Pro tip:

Before running your next campaign, or really before doing anything else, spend some time reading real customer feedback. You’ll learn more from their words than any analytics dashboard can tell you. Want extra credit? Read your competitor’s customer reviews. 

A Brand with Backbone

We finalized a brand voice guide for a Texas-based risk management startup. Bold, independent, and relationship focused to the core.

The new company voice balances a fiercely local pride with confidence, independence and  approachability, attracting clients, providers and new employees alike. It’s messaging designed to grow with the brand, and it rolls out next week alongside their new visual identity.

Key Insight: Consistency Builds Credibility

When brand voice and visuals align, trust compounds. Clarity is your way of forming an emotional promise with your audience about who you are and what they can expect. 

Pro tip:

Before launching a rebrand, test your voice across three audiences: leadership, customers, and new hires. If it lands with all three, and they all get it without too many questions, you’re on the right track. 

Can Sales and Marketing Be BFFs? You Bet!

We partnered with two UK-based B2B clients (owned by the same parent company) to connect sales and marketing in a way that is much needed and long overdue. 

We’re building simple CRMs, training their internal teams, and making lead management visible to everyone, from the C-suite to the sales admin. 

Key Insight: Integration = Traction

Alignment isn’t a buzzword (well, it kind of is, but it’s a good one). It’s required when you want to grow. The more connected your systems, the more consistent (and easy to achieve) your results.

Pro tip:

If you’re using everything but a CRM to manage prospects and opportunities (email inbox, google sheet, sticky notes etc.) you’re leaving deals (and data) on the table.

💜Why We Share Very Good Things💜

Very Good Things started as a weekly reflection. It’s a way to pause, celebrate, and hold ourselves accountable for doing the kind of work that actually moves businesses forward. And, we’re never short on things to celebrate. 

We share it because transparency builds trust.

We share it because leadership isn’t about being perfect — it’s about showing up.

And we share it because marketing that works feels good — for clients, customers, and the teams who make it happen.

That’s the goal every week, to make something very good and worth having.