Prospective clients select their marketing partners by looking at their past work and proposed agency team. Ultimately, they’re buying the promise that you’ll be able to create ads, ideas, designs and campaigns that help them solve their complex business problems.
But what we do, and what we can do, are only part of it.
Selecting a target market is one of the most important decisions a company will make. All other strategies are designed to reach and influence buyers in a target market. Therefore, if your target market is off, so are the rest of your strategies. Once you have clarity about who your best customers are it becomes much easier to find new customers who have similar needs.
I remember trying to sell a campaign idea that I believed in my bones was the right thing for a brand to do. We had put everything into the idea. It was bold. It was big. It would help restore a declining brand to its former leadership position. I was heartbroken when the highest level of management said NO.