As the number of gadgets in each household proliferates, contributor Asa Whillock discusses the benefits of marketing to people rather than devices.
The sad part of this year’s Super Bowl ads was that almost none of them actually had a big idea — or really any idea — other than to entertain or dazzle or mystify. The film making and the special effects and the humor might have all been there, but the messaging and product tie-ins […]
How do you find success working at an agency? We actually feel there’s a lot of similarities working at an agency and in food service or a restaurant. How do these two concepts even relate, you ask? We equate the diner to the client and the restaurant staff to the agency. We find this anaology helps to illustrate the dynamic and mindset of working at an agency. The diner is waited on, feasts and leaves full and happy (hopefully!). The staff hustles and bustles and works to meet (and ideally exceeds) expectations to try and guarantee a return customer.
Here are four lessons learned from working in restaurants that have helped us become successful at a marketing agency:
#1: Set Expectations
“If you align expectations with reality, you will never be disappointed.” ~ Terrell Owens
The diner is waited on, feasts and leaves full and happy (hopefully!).
When a customer chooses a restaurant, there’s a level of expectation accompanying that choice – experience, price, taste, etc. Similarly, agency-client relationships are built around setting and delivering on expectations. It’s the team’s responsibility to work together to meet those expectations. And, it’s imperative any deviation is communicated, or you risk a bad review or no repeat customers.
Let’s say, for instance, what you ordered wasn’t available. Most of the time, any disappointment is easily dismissed if the server lets you know immediately and then promptly recommends something similar. This is also true for agencies. Things will not always go right, no matter how much you plan and strategize. We’ve found the key is clear expectations and clear communication. In fact, we embrace the mantra: “no surprises”.
#2: Balance Objectives
“Great salespeople are relationship builders who provide value and help their customers win.” ~ Jeffrey Gitomer
There will be times when a restaurant wants to push a special du jour. The same thing happens at an agency when a new solution or capability is ready to go-to-market. It’s the role of the team to assess and ultimately determine if it’s a good fit for the customer.
We can’t sell things blindly. This may bring short term revenue, but will it be at the cost of return patronage? At the end of the day, our job is to add value to our client’s business, not just to sell them “stuff”. Clients want to know what’s in it for them, not what’s best for you. Don’t get us wrong, we’re in this business to make a profit. But, the best client-agency relationships exist when both win.
#3: Build Trust
“The people when rightly and fully trusted will return the trust.” ~ Abraham Lincoln
Restaurants will sometimes find they need to evolve their concept as new ingredients, techniques and trends are introduced. Consumers look to a restaurant’s staff to guide them to what’s new, hot and ‘now’ but also delicious.
The same thing happens with agencies as the marketing industry rapidly changes, sometimes daily! Clients oftentimes lack the time and resources to stay abreast of this ever-changing marketing ecosystem. This is where agencies come in – acting as a trusted advisor and partner. It’s our responsibility to proactively bring best practices and emerging trends to help clients continue to drive business results.
#4: Stay Composed
“When things are steep, remember to stay level-headed.” ~ Horace
We’ve all had that feeling where you find yourself ‘in the weeds’. It can sometimes be nearly paralyzing. This can happen at restaurants and agencies alike – whether it’s a table of 10 being seated during the lunch rush hour or a new client onboarding that took months to win. These are high stress times.
It’s during these moments, when it feels like the water line is rising, that it’s important to take a deep breath and keep the big picture in mind. Don’t let the chaos take over. Instead, circle the wagons and focus – set priorities, delegate and collaborate. The adage ‘there’s no ‘I’ in team” is true. It is important to be flexible and nimble – avoiding a “that’s not my job” mentality. This mindset can help a team pull together and ensure client satisfaction – no matter the situation.
“Only a life lived in the service to others is worth living.” ~ Albert Einstein
Working in a service role can be complex and trying but also very rewarding and satisfying. There are many internal and external pressures for time, attention, and success. Our goal is to create happy customers who will keep coming back for years. We’ve found the keys to success are being a good listener and a good communicator, building trust and providing continuous value to clients – all while having a strong desire to succeed.
A year’s beginning is the most ambitious of times for teams and businesses — lots of reflection, planning, strategizing, revamping approaches, right? To get you off to a good start, we have listed five A/B testing resolutions that should take in 2017. A/B testing is a relatively young practice, yet it only takes a Simple […]
If you’re only going to use one social media site for marketing, the chances are it’s going to be Facebook. The now-ubiquitous social networking site has come a long way since its Harvard University origins and has been open to the public since September 2006. Over the years, it has added features that have become synonymous with social media as a whole, including photo sharing, video sharing, messaging and live video. It has also become a platform for other apps and games, has acquired other popular social and messaging networks (most notably Instagram and WhatsApp) and includes advertising. Facebook by…
Previously, we’ve discussed our methodology for choosing and evaluating the Best-in-Class websites and highlighted some of the most compelling Conventions we’ve uncovered. Today, we’re diving into some of the hottest emerging trends – try these out before everyone else to get a leg up on the competition. The focus for this round – helping users
One thing many people forget when dealing with data: outliers. Even in a controlled online experiment, your dataset may be skewed by extremities. How do you deal with them? Trim them out, or is there some other way? How do you even detect the presence of outliers and how extreme they are? Especially if you’re […]
Techniques 20–22 of “Tools for UX and CRO: The Ultimate Guide for 2017” This is one of a series of articles. In the first part of the series, we explain why these techniques are the most reliable way to grow hugely any business. The first part also contains an infographic that summarizes the whole series. […]
Did you know word of mouth marketing drives $6 trillion of annual consumer spending and is estimated to account for 13% of consumer sales. Word of Mouth marketing impression results 5x more sales…
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