As an agency CEO, you constantly seek ways to enhance your clients’ outcomes. One effective strategy is to ‘go broad ‘. This means not only focusing on the immediate marketing needs but also considering the broader context, current activity, and long-term goals. It involves a more holistic approach that takes into account the client’s entire business ecosystem, including their customers, competitors, and industry trends.
Perhaps your client already has a marketing strategy and plan but isn’t getting the results they were expecting or need. Possibly, new competitors are eating their lunch.
You may need to quickly check the client’s current positioning versus their customers and competitors first. Here, the strong network of your communications planner/strategist can be invaluable. They can provide insights and data that will help you make informed decisions.
While your creative team will be fizzing with excitement at the prospect of an inspiring new brief, ensure you’re all 100% aligned with the client’s desired outcome. Ask about the KPIs you need to help shift and the growth expected over the timescale.
One thing
Understand all the marketing activity the client already invests in that works well, not just that covered by your expertise or the brief. Budgets are tight, so you won’t easily convince a client to switch investment from a programme that reliably delivers prospective customers. Increase ROI by amplifying the new communication campaign across everything the client does, collaborating with other client partner agencies.