It’s About the Ring, The Swing and The Ping

Date: 2009-07-09 09:37:32 // Categories: Trends,
By: Fred Zuckerman
Date: 2009-07-09 09:37:32 // Categories: Trends,

If you are not moving the market, the market is moving you. More than ever before, you cannot afford to let that happen.

It’s no longer enough to just rely on research, client benchmarks, data, history and theories. It’s how you put this information into practice that drives results. And it is attention to results that sets the great apart from just the good.

Agencies must think like a “man on the street” – as typical customers for a product. This means trying products, reflecting on the experience, thinking about the message, and considering the motivation.

Agencies must understand that each individual store location essentially represents a separate client. For instance, 50 different businesses with an average of 200 locations each creates a total of 10,000 clients with a unique set of goals and needs! Who is the customer? What is the market area? What media outlets need to be generated in order to drive consumer behavior? All of these questions and more must be answered in order to generate results, and as we like to say, “Make the phone ring, the door swing, and make the computer go ‘ping.’”

When going to market, we must use all available resources to boost performance. We must create comprehensive financial models that outline exactly where dollars should be spent. And we must use innovative techniques to find the bottom of the marketplace pricing within those models.

As the media services group for the retailing arm of Omnicom Group, we have a unique perspective on strategy and execution for content delivery into the marketplace. We call our approach Brandtailing™. We know our clients need us to work harder for them now than ever before, with a relentless focus on results. In media, it means we must think faster, buy smarter, and fight meaner than the competition. In the end, my job is to move the market. d

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