We marketers/ ad people have been devoting an awful lot of space on our blogs talking about engaging the community, understanding your customer, engaging in conversations, and all things social media. We’ve rightfully preached about transparency, authenticity, listening. But do we do the same with our direct customers, our clients?
As agency folks we typically work on more than one account, or brand, in our careers (or at one agency) and the expectation for each is that you are immersed in it. You understand the brand ID, the USP, the P&L, the sales cycle, the customer profile, the SWOT, you know, the whole enchilada of the product & the advertising. But what we often fail to do (as client services or creatives), is remember to understand the person we’re pitching or presenting to. How else to explain using a Sony laptop in a pitch for Dell? Or asking Bill Gates what’s on his iPod? Or talking about golf with the woman who just had a baby? Or bringing in a Starbucks when meeting with the Second Cup? [purely hypothetical situations of course...] Do we think the client won’t notice? They do. And it doesn’t help build the trust necessary to help them connect with their customers. If we don’t practice what we preach, why should they listen to us?
We need to be the shining examples of listening and communication… and the devil is always in the details. You wouldn’t let your PPT out the door with the wrong logo in it would you?
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