The Oxford English Dictionary definition for marketing is “the action or business of promoting and selling products or services, including market research and advertising.” So, are we seriously considering Moz the Monster good form? Emotional storytelling is great for party small talk and opinion column fodder, but does it bring home the bacon? Are brands getting more than a viral video and some great tweets? Does the whole thing end in one single person picking up their product and taking it to the cashier, because if not, what’s the point?
Having worked with retailers for nearly 30 years, from Morrisons to World Duty Free, we’ve learnt a thing or two about physically shifting products off the shelves. We were born out of retail and we’re tired of seeing lame video campaigns and ballsy social media content – at the end of the day, we want to guarantee stability and financial security for our clients. It doesn’t always have to be a short film that wins six LION awards, but it does have to sell and make clients’ money.
There’s nothing wrong with personality, and everyone loves a great story, but we know our clients need purpose. Zany marketing campaigns trying to pull on heartstrings or cause a PR buzz are fine, but do the numbers add up? Are the millions spent on video editing and sound bites worth it? It’s time to dig down through the chaff to the fundamentals.
We know, brand awareness matters. OF COURSE it’s important, we’re not denying that, but it’s too easy these days to become sidelined by blowout creative ideas. Regardless of trends and likes, we remain focused on one thing: selling. We live for the KPIs and we thrive on hitting targets. A brand only exists if consumers are spending money on it, otherwise it’ll wilt and shrivel up. We’re never down for letting that happen.
Our purpose is to diminish the gulf between brand communication and sales conversion. How do we do this? Through years of experience in this field and a roster of 75 hugely talented staff. We have shared knowledge that makes us smart, agile and capable to make the most of every opportunity that comes our way. We not only admire but respect our clients – we care about the brands that we work with and this translates through our work. One of our key messages is to imagine every point of interaction as a point of purchase. We give our clients the courage, tools and skills to jump on those opportunities to close the conversion gap. Because you do have to mind that gap and it’s hella important to bridge it, make it smaller, bring it together or whatever you need to do to make sure sales ring true.