Imagine that your company is about to launch a new product or service. You’ve invested years and substantial man-hours in product development, but just as you’re about to take it to market, there are differing points of view within your company on the key selling messages. This launch is a key defining moment for your company, and the stakes are high.
Before you move forward with your launch, invest a little time and money with a market research program to clearly understand the buying criteria among your prospects. This will solidify your company’s direction, prioritize your key selling messages in the decision-making process and assist in creating consensus within your management team. Your entire organization will feel more confident that the marketing communications are on point and that the launch will reap the ROI you expect.
As marketers, we’re often asked for our perspective on sub-branding for our clients. It’s a pretty straightforward request, but the answer can be complex based on the many variables that would affect a recommendation.
When I hung a shingle in front of MCC in 1986, I did so with the objective of creating a uniquely innovative agency. My idea was to create more sophisticated, more effective integrated marketing communications for companies in emerging markets – and I can objectively say that it’s been a success by any measure. More than 31 years later, we continue to execute against this same goal, forging innovative, new paths in advertising, public relations and social media. But recently, our perspective widened. While we’ve continued to provide fresh, new ideas for our clients, we’ve also taken a deeper look at ourselves and asked what we could do to work in even more advanced ways. Normally, we implement these tools behind the scenes in virtually invisible ways that make their presence known only in the results we achieve for clients.
But today, I’m thrilled to announce some much more visible innovations that reflect where MCC is now and what we’re able to do for clients. For starters, we’ve moved into an entirely new office space, in a different building just down the street at 12377 Merit Drive in Dallas. And let me just say that this was no superficial undertaking.
When someone thinks of your company, your brand and logo are usually top of mind – at least if you’ve done your marketing right. These thoughts take up some of the most precious real estate on Earth: a little corner in your customer’s brain. With this level of impact at stake, it’s important to periodically review your company’s logo to ensure your brand stays fresh and is visually in line with the design trends of today. Don’t wait too long, or your brand will start feeling dated and the kids will say, “This looks like something out of the 80s!” With all of this in mind, I decided to share a couple of recent, high-profile logo refreshes and share our own newly updated logo.
Digital media has taken the advertising industry in a direction that was once unattainable. We now have the ability to truly analyze performance based on engagement with advertising to the client’s website, and we can optimize those ads in real time. Beyond that, a new world has opened in terms of targeting an audience. When working predominantly with business to business (B2B) marketing, like we do at M/C/C, reaching a very niche, targeted audience is commonplace.
If you are like me, while I am at the office on my desktop computer, I also have my phone out for in-app browsing. Since the rise of smartphone and tablet usage, marketers have been focused on reaching users across their different devices to serve relevant content and ads. With the advance of technology and access to more useful data, cross-device advertising has become more accurate.
With the progress in digital technologies and access to audiences across the globe, the potential to grow market share in new regions and expand reach is easier than ever…in theory. The opportunity to launch global marketing campaigns that consistently communicate a company’s messages and differentiation is available but global programs are not without challenges. For the purposes of this article, I will focus on three main challenge areas – organizational, cultural/regional and tactical.
As advertisers, we prize the people who are or will be interested in our clients’ brands. This can get a little tricky in today’s world where ads are everywhere and messages get lost in the clutter. However, thanks to modern technology, we can get around all the clutter with hypertargeting.
First things first – yes, the print industry is fading – and while many people will tell you this means you don’t need to focus on pitching to magazines and trade outlets, they would be very wrong. Trade publications and industry magazines are still going strong. Additionally, with the growth of digital editions and 24-hour news cycles, contributed articles are often welcomed by editors to supplement editorial placements and provide companies a chance to position their subject matter experts as thought leaders in specific fields or industries.
What does it take to be an account manager today? What skills and knowledge are necessary, and how have they shifted over time? Client service has definitely evolved from what it was 10 years ago. There are more ways of building a brand and reaching audiences. While we used to be fairly limited to traditional outlets like television, print, radio and outdoor campaigns, the digital explosion has created exponentially more opportunities to communicate with customers. This landscape has upped the marketing game, and we are seeing a lot of new possibilities. The fundamental role that account managers play hasn’t changed. Building trust with clients, having a sense of leadership and looking at a client’s business from strategic perspectives are still necessary, but the means of doing those and what clients expect from them have changed. The challenge for account managers is how to make themselves more valuable experts in today’s digital world.