“The more our people learn, the more useful they can be to our clients.” David Ogilvy
In today’s rapidly changing, technology driven, marketing world it can feel impossible for a client to know what the consumer wants. What are the best social networks? Is our website responsive? Are we meeting Google’s requirements? What is this new programmatic digital advertising?
One secret I have learned over my tenure in advertising is bringing the “special sauce” to the client is a greatly appreciated pain reliever. For a client to have the confidence in their agency team and trust to know they are putting the consumers wants and needs first is essential.
The ingredient to success…an agency team that is constantly learning new skills and talents across all disciplines while being the consumer themselves. Employees must think and act like the consumer of the product they are selling.
What is the consumer talking about on social media? What networks are they engaging with? What are their wants and needs in their lives and how does product X fulfill and what marketing tactic is the best to deliver when and where?
Every piece of branding, to content on social to digital media and the user experience on websites must be rooted from the consumer’s mind. To be a successful marketing engine each agency employee must humanize the brand messaging and embody the consumer.
Consumer think is the first obstacle, but delivering the personalized experience is the true challenge. We must not forget we are all consumers. I challenge the agency team daily to take a step back and think about our unique consumers and if the messaging connects and is valuable.
Winning is empowering the consumer. The client’s consumer must love doing business with them. It needs to be easy, enjoyable and rewarding.