1. PERSONALIZATION OF ASSETS
Pre-Facebook quizzes, programmatic targeting and AI big data, we crafted the strategy and launched the first fully personalized travel website. From a self-driven quiz, you landed as one of four personas for the destination. From there, the entire site from color and design to content and recommendations were specifically served for the person’s desires of experience.
- Impact:1,300% increase in site usage and time on site went from 1:20 to 12:00. Occupancy in the destination, tied to site discovery was raised to 87%, RevPar from $130 to $310. Email permission went from under 2,000 to 300,000 in the first 90 days.
Moral of the Story: Interrupting the vanilla delivery of content in the discovery process and replacing it with a custom experience proved to be a strategic exercise that yielded increased business and loyalty.
2. GETTING RID OF THE AOR
A client was dissatisfied with their Agency of Record and its inability to keep up with trends and new media (an industry struggle that is coming to a head today). After a thorough audit of their marketing, the realization that both market-share and brand equity were suffering severely, bold action was called for. An in-house agency with a modern body of knowledge would cut costs and assure work product would be aligned with the growing complexity of media trends. We designed the department, job descriptions and assumed the role of hiring manager. To assure a seamless transition, we lent our team to the advertising tasks for the gap between old agency and new team. This gap time allowed us to illustrate modern marketing practices, lift sagging results and peg a new standard of marketing for the new team to follow.
- Impact: A 30% decrease in marketing budget yielded a 72% increase in marketing results in under 3 months. Long term, the in-house agency team rebuilt all the assets, social media and campaign strategies, ultimately putting the client back into the number 2 spot against its competitors for business.
Moral of the Story: The place of the AOR will never be the same, as complexity grows in astounding ways, agencies struggle to keep the strategic relationship with their clients. It’s unrealistic to be all things to all people. Two main trends address this: the anchor agency and the in-house team. We concentrate on assisting clients with both by crafting the strategy for either maneuver. One of the main catalysts to my “Certified Corporate Trainer” status is to help client teams get the strategy in their blood, it becomes a natural crusade. They have the how, we assist with the “why”.
These are just two examples of radical movements that yielded positive results. We’ve been fortunate enough to have helped hundreds of organizations, all with positive impact. Luckily, we were just a few executives that adopted digital marketing, even before Google. We’ve spent a good decade persuading anyone who would listen that the Internet was a tectonic shift. This prepared us, not only for major success in digital, but in comfortably adopting sweeping movements in marketing and business. More importantly it gives us the tools to persuade the C-suite and boards to make major changes to distinguish themselves in the marketplace.
From hospitality to cosmetics, agencies to B2B services, our strategy methods, driven by a futurist outlook and empirical data, help businesses like yours make a difference.