"That's right. You cannot own someone else's strategy. It's up to them. The best you can do is to help them realize it. As someone who began his career working for agencies, the best way I've found:
Work with an ally and advocate for the client's successful marketing and business outcomes; one with the track record, objectivity, knowledge, and frameworks to plan and guide them."
The trap is the falsehood of "agency as savior" to clients' marketing woes. Clarifying this can hurt your chances with clients in competitive scenarios. Even worse, the client may see marketing as a series of events that you're tasked with creating.
FULL ACCOUNTABILITY ON BOTH SIDES IS VERY HARD TO ESTABLISH
This is no one's fault. It's simply the nature of the client-agency dynamic. This is where someone who can independently focus all efforts to connect client marketing strategy and desired business outcomes can make a big difference.
Good strategies focus effort and activity around common goals. Everyone has their talents and tasks, and they know what to do. This sets everyone up for success and typically generates more revenues for all involved; most of all, the client.
The trap is the falsehood of "agency as savior" to clients' marketing woes. Clarifying this can hurt your chances with clients in competitive scenarios. Even worse, the client may see marketing as a series of events that you're tasked with creating.
FULL ACCOUNTABILITY ON BOTH SIDES IS VERY HARD TO ESTABLISH
This is no one's fault. It's simply the nature of the client-agency dynamic. This is where someone who can independently focus all efforts to connect client marketing strategy and desired business outcomes can make a big difference.
Good strategies focus effort and activity around common goals. Everyone has their talents and tasks, and they know what to do. This sets everyone up for success and typically generates more revenues for all involved; most of all, the client.
SWITCH CREATIVE
TRI-KES WALLCOVERINGS, INC.
CALTECH (an INTEGRIS COMPANY)
Overly convinced of themselves, thinking they have all the answers before or at the beginning of your discovery phase
Unable to concisely articulate their value and give you little to work with in the way of messaging or differentiation
Ask for assets with little connection to KPIs, objectives, or goals, setting both parties up for failure
Lack any sort of structured approach or focus (and may even admit it), clearly needing more than your services alone can provide
Misaligned expectations, while putting all the responsibility on you. Overly-ambitious behavior upfront is a big indicator.
Conflicting input, too many masters standing over the client point-of-contact
Andy's go-to strategy delivers real outcomes, from startups through enterprises. A deep-dive approach within a simplified framework that involves leadership, aligns with business goals, covers everything from targeting to branding to media and ROI — all while keeping it simple and tenable.
Brand recognition, equity, distilled messaging, and activity aren't always as consistent. This framework is the fix. It aligns business and marketing goals with a brand's core essence and value. C-suites tend to love it too, because it unifies them around a common brand vision. It makes the agency's job a lot easier, too.
Smaller clients sometimes trip up on 'branding' as a priority, when what they really need is better messaging. This framework is great for getting clarity around how the brand will articulate itself in various media, live situations, sales approaches, and other tactical means. Helps the agency execute more accurately and get results faster.
Probably the most important thing to know about me is that I'm in this to help companies, agencies, and individuals simplify and improve the entire marketing process. It's why I started SLIPHER LLC in 2003 — to do more good and to help all involved in the marketing process on a wider scale.
You deserve better outcomes. I'm here to help you make them happen.
Connect with me on LinkedIn. Then, let's set up a call.
Andy
I spent my early years working for various ad, promotional, and marketing agencies, so I know the struggle can be very real. It's part of the reason I went independent — to do more good and to help all involved in the marketing process on a wider scale.
Your clients deserve the greater outcomes they seek, and you deserve to play a central role in that. I'm here to make the planning and executional processes (a lot) easier.
Connect with me on LinkedIn. Then, let's set up a call.
I want to know all about your agency, and how I might be able to help.
Andy
4037 Herschel Avenue
Dallas, Texas 75219
(214) 448-4234
andy@slipher.com
