Delivering Sustained Value in Today's Turbulent Brand Economy
The media landscape is hyper-fragmented, and consumer trust in advertising is at an all-time low. That complicates brand awareness efforts.
At the same time, a turbulent economy calls for lead-generating marketing and concrete results. Marketers are being pulled in opposite directions.
So how does an agency best support this stretch and create much-needed value for their marketing clients?
𝐂𝐥𝐢𝐞𝐧𝐭 𝐨𝐛𝐣𝐞𝐜𝐭𝐢𝐯𝐞𝐬: Every client has both business and personal objectives. When you align your project value with both of those goals, you can turn success from a one-off celebration into ongoing gain. Consider: What are their goals? Who are the behind-the-scenes stakeholders? How do your clients need to communicate worth to budget approvers? Use your agency’s knowledge and talent to help them achieve both project metrics and internal sell-in objectives.
𝐒𝐮𝐬𝐭𝐚𝐢𝐧𝐞𝐝 𝐯𝐚𝐥𝐮𝐞: Look beyond the standard brand or corporate experience planning and digital content campaigns. How can you stretch the value you bring to the table? By leveraging meaningful relationships with other brands or influencers? Using your market knowledge to simplify complex tasks for your clients? Share your expertise to provide greater value. They need the boost.
𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐭 𝐜𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧: Clients are stretched. No doubt. And yet, finding small chunks of time for “on-the-fly” collaboration is what will save them the most time in the end. Pre-running potential ideas by them. Gut-checking budget ranges. Ideating together on how to present, not just when. Collaboration is the key to every successful experiential marketing campaign. Every facet of the project needs a strong voice — creative, production, strategy — of course. But never forget that clients need a voice in the essential push and pull that leads to the ultimate brand experience.
Take a look at some of the impactful work GRADIENT has created for one of our brands. How are you delivering sustained value in 2023?