Okay, so the agency hasn’t officially been “started” however I don’t see the harm is starting the conversation. This new business is going to be centered around creating a new level of transparency in the somewhat convoluted and hard to measure traditional marketing and advertising space. See, I’ve been in this business for quite a few years and have been grappling with what ROI really does mean to our clients, their Brands, and ultimately their up-lines.
We’ve developed and tested a number of different approaches. The approach that seems to always resonate best with clients is the one that delivers an “end result”. If I spend X I will achieve the desired outcome for that spend.
One client was looking at how they can increase conversion rates in “tire-kickers” for student housing. Another manufacturing client wanted to build a direct to market model that allowed them to reclaim a lost parts tail business that was being gobbled up by unruly competitors and a unhappy dealer network. Ultimately it didn’t matter what the tools or tactics we were going to use, what mattered was that we could get the job done.
I was recently reminded of “paying for the end result” approach as I worked with a firm to help me rent out a condo I still own out of state. If we rent it (the account rep said) you pay us. If we can’t, you don’t owe us a thing.
In the end of it all, I see a great opportunity to create true transparency in how brands and agencies spend their money.
So we are going to build that transparency in a new form of web based, open source, free market analytics. More to come on this later.
