Marketing Agencies Must Show Business Value
Marketing Agencies Must Show Business Value
Posted on 03/31/2009, by
DMC
We had a really great new business pitch on Friday of last week. As we asked the prospect questions about what success means for their business and talked to them about how savvy, focused marketing can support business growth I could see the frustration he was obviously feeling lift from his shoulders. Apparently he had a number of agencies in before us. Each of those shops came in like one trick ponies, trying to push the company into an advertising campaign. However, they could not communicate how an ad campaign would improve business performance. Or help to alleviate the challenges the client was facing today.
Are ad campaigns all Tampa agencies have to sell? Can’t we as a group talk about the operational aspects of successful marketing programs. Are we listening to our clients and prospects and tailoring our offerings to what is in an individual company’s best interest? If we tell our client’s that each brand is unique then our approach to crafting marketing programs should also be unique based on the individual client.
I honestly can’t decide if I should keep my mouth shut or speak up. As a community we need our clients to develop better core competencies in house for brand management and marketing communications. That goes without saying. However, as agencies we also have responsibilities. To land better clients and entice out of state accounts to come to Tampa we have to be prepared to adapt our programs to specific business challenges. And we must have the ability to effectively communicate with our clients on the core business benefits that come from great marketing.
And as we all know great marketing doesn’t always conform to a full re-brand or a massive ad campaign. It means understanding your client and their audience and tailoring a program or plan that measurably addresses their business objectives. What works for Coke doesn’t always work for Pepsi and vice versa. Every company is unique, and if you can’t effectively communicate that to the marketplace, you’re in big trouble. You don’t ever, ever want to be a ‘me too!’ company, but that’s a topic for a different day.
