New Look and Feel Same Old Issue: Results

By Bryan Walkey, CEO

As we roll out a new version of our website this week it makes me reflect on the journey that got us here, nearly a year in the making. In early February we undertook a self review process of our own marketing and positioning strategy. This is how we came to Results, Guaranteed.

As we roll out a new version of our website this week it makes me reflect on the journey that got us here, nearly a year in the making. In early February we undertook a self review process of our own marketing and positioning strategy. This is how we came to Results, Guaranteed.

We were seeing great success in the marketplace, growing at a 40% per year, engaged with some of the most significant direct to consumer brands in America but our brand was spectacularly boring in its absolute inability to articulate why we were different. We were making the classic mistake of thinking that potential clients would actually read or care about a long laundry list of capabilities that had little or nothing to do with them or their problems.

We engaged two outside firms to assist us in this difficult but necessary introspection. The conclusion was, as with most things in life, good news and bad news. The bad news was whatever made us different was not making into any of our marketing materials and the brand we were projecting was effectively the equivalent of wet toast, dipped in milk.

The good news is that we were in fact different, and while we had a hard time explaining it, it was there and in meetings with clients while we struggled to describe it – it was tangible otherwise how would we win new business.

Very simply put – our clients are serious direct to consumer marketers whose sole purpose in life is to grow. They are serious, have serious job titles like VP Customer Acquisition, and are paid to acquire customers, or be replaced. In short, they care about results, and only results. They get measured continuously and report continuously and are expected to produce results now, not next year.

Our best customers take the long view and have a three, four and even five-year plan to achieve success but are also focused on today, this week, this month. Our most challenging customers have a three-month plan and have a win early or go home attitude.

We don’t have any clients with the title Chief Customer Advocate, or Director of Client Engagement and I am not sure we would even speak the same language. Our clients think solely in cost per acquisition and return on ad spend.

The implications for us as an agency are also very simple – produce results or be gone. One might think this produces a somewhat fearful environment, one where making mistakes is forbidden and the axe is around the corner at every turn. That may have been the case 20 years ago, but after living in our customers shoes for 30 years, we understand and even embrace this state of reality, hence Results, Guaranteed. Not only are we all in on the task of producing results, we are willing to stake our compensation on it.

Guaranteeing results is not for the faint of heart, nor is it for people who don’t know what they are doing. We could not be doing it without having three foundational elements; expertise, process and measurement. In our world, show up and be smart or get the early flight. Ian French in Creative, Pippa Nutt in Digital, Rebecca Barr in Media, and Michael Evert in Analytics, means meetings tend to go longer than shorter.

We know we are on point with process when we work with other agencies. Enough said.

Measurement is one area we needed to invest in and we have come a long way in a short period of time. With this month’s release on NLD DataCloud – another topic for another blog- we have created the interactive data portal that allows customers and our analysts to interact with their data in a meaningful and real time way to understand, you guessed it, their results.

We are sure our message will not resonate with everyone. That’s the plan. It will only make sense to those people whose livelihoods rely on producing results.

2019-01-04T12:52:09+00:00