Gladwell’s The Tipping Point, argues that the most successful ideas are those that spread and grow because of the buyer’s relationship to other buyers — not the marketer’s relationship to the buyer. As you climb from push marketing to pull marketing, your marketing position shifts toward customer advocacy, thought leadership, customer engagement, earned media. . . and buzz.
Not always, of course. But we do enjoy exceptionally high client retention; arguably the greatest compliment and most demonstrative proof of performance. Our process includes continual assessment of effectiveness, sales and client satisfaction. We pursue continuous improvement.
Hardcore as it may seem, this quote from Rosser Reeves holds as true today as it did 60 years ago, when Madison Avenue was just hitting its stride. Reeves coined the phrase Unique Selling Position, insisted that every advertisement makes one bold claim, and was noted, albeit painfully so, for his argument:
“Let’s say you have $1,000,000 tied up in your little company and suddenly your advertising isn’t working and sales are going down. And everything depends on it. Your future depends on it, your family’s future depends on it, other people’s families depend on it . . . Now, what do you want from me? Fine writing? Or do you want to see the goddamn sales curve stop moving down and start moving up?”
– Rosser Reeves
“Here’s to the crazy ones — the misfits, the rebels, the troublemakers, the round pegs in the square holes. The ones who see things differently — they’re not fond of rules. You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things. They push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”
– Steve Jobs
We are often asked, “What type of clients do you work with?” If there is a common denominator among our clients, it is that they are uncommon in their specific fields of endeavor. The best in logistics, food service, healthcare, recreational products, processing systems, construction services, and component manufacturing.
While every service business has a vision of an ideal client, ours is the one who will allow us to gain an intimate knowledge of market position, develop what we believe is the best marketing communications solution, then execute and manage the program. That’s really how we deliver the greatest value. It doesn’t make any sense to hire us, or anyone else, and then not implement our creative or production. On the other hand, our ideas need to be challenged, because they’ll be different.