Learning to Soar as the Economy Sinks

April 20, 2009 by Patrick Conreaux, Vice President Creative Services, MME in Experiential Marketing, Marketing, ROI

No doubt ALL marketers are being asked to do more with much less than they ever had before. Today’s corporate edict of “Earn more profits, generate more business, manage more projects, collect more leads, produce more widgets” has us swimming in the reality that the resources to accomplish these goals in the past are no longer available to us in the present.

So how do we continue to deliver exceptional results without the same level of resource support?  Here are a couple lessons the economy is teaching us:

Integration. In a recent client meeting, we were asked to demonstrate how our agency is aligning our internal human resources and expertise to benefit their overall brand objectives.  Similarly, we needed to ensure that more of their integrated business units were involved in our solutions to support a broader portfolio of their products and services.  The benefits of this focused effort were many, including exposure to incremental business opportunities in other sectors of the organization and streamlining our own internal communications.  From a client perspective, it was clear that combining offerings in a peanut butter and jelly scenario led us to deliver richer, more robust experiences, while our clients achieved tighter internal controls and cost containment.

Expanding Networks and Outsourcing. Many companies are reducing headcount and simply don’t have the capability, experience and internal resources they previously enjoyed.  We believe you should view outsourcing in terms of what you can add, not subtract.  Outsourcing allows a company to create synergies, reduce liability and risk, improve communication and delivery, control costs and ultimately deliver a more significant return on your investment.  Moreover, outsourcing enables companies to be more efficient with their time, allowing them to channel their efforts on the core business competencies and objectives.

These are just a couple ways the economy is broadening our capabilities and strengthening our ability to drive your ROI.  Curious? What is the economy teaching you? How will you rise to the top in a down economy?

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Qualified Data Acquisition

March 20, 2009 by Robert Lewis, CEO, MME in Marketing, ROI

From our vantage point, “Real ROI” can be made up of many different components including direct Sales Lift, Media Impressions, New Customer Acquisition, Employee Morale and a broad cross section other business indices that can be measured via surveys/research. More often than not, prospective customer data acquisition is the jewel that drives business growth.

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How do you drive more ROI through integrated experiential media?

January 20, 2009 by Robert Lewis, CEO, MME in Marketing, ROI

With traditional forms of media diminishing and new forms of media evolving everyday, a brand’s ability to remain ‘media agnostic’ is critical to driving more immediate returns from their marketing and promotional budgets. By approaching the marketplace based on consumer insights (and not media plans), we can better recognize and assert our role, as next-gen marketers, to bring integrated business solutions to the table. The ability to create or convert a customer is driven by emotionally relevant experiences that connect with the target audience through multiple touch points.

OK, so how do we leverage experiential media to get us there?

Start with the consumer and work back to the brand experience. How (and how often) does your audience consume certain types of media? Which emotions do they generally seek out through certain channels of experience (i.e. sporting events = excitement, humor)?

When you can converge where you reach them physically with what they WANT to feel emotionally, then the question is: How do you put your brand in the middle of it and ask them to be your customer in a relevant way? Apply this thinking across multiple channels of experience and soon they will realize it’s not just the experience you are relevant to, it’s their lifestyle.

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