The Freedom Of Full Transparency
ENDURANCE was created to change the typical client/agency relationship to focus more on providing our clients with another team of fierce advocates. A team of advocates within your company, and outside around your industry. Every relationship is built with the utmost care and commonplace negative agency characteristics are a thing of the past.
What are we doing well vs. not so well? Where do we stand in the market vs. our competitors? How are we interpreting our current strengths and weaknesses?
Define the problem to be solved; how does our product/service satisfy customer plights? What does success look like and how are we measuring it against customer satisfaction?
Who is our ideal buyer groups? Are we focusing our efforts to satisfy those individuals? Have we put on paper the demographics, psychographics, ethonographics, etc.?
What is our guiding insights? Do we have multiple insights to satisfy? Where do we think the market is now? Does that match up with industry beliefs? Where is the marketing heading?
Document the strategy: the “why” and “what.” Detail any storytelling, themes, and messaging. Build the plan: the “who” and “when.” Define budgets, project plans, editorial calendars, etc. And select tactics: the “how” and “where.”
Nothing’s perfect, but begin to execute with the intent to learn and adjust quickly. Monitor and adjust based on real-time learnings. Adjust weekly, monthly, or even quarterly; learn and adapt.
Start with your customer’s plight. What problem does your product or service solve? What is the story behind the curtain? How can research help? What insights have we found? And if we put everything down on paper, would we have discovered a path forward?
Now, all the puzzle pieces lay on the table. It’s time to start assembling the why, what, who, when, how, and where. Why our story matters and what our messaging should be. Who our audience is and when we need to reach them. How we plan on reaching out and where.
Develop the messaging. Develop the approach. Develop assets (e.g. website, content, etc.). Develop an implementation plan. Develop testing and hardening. Develop. Develop. Develop some more or where applicable.
Execute our plans, then monitor with the intent to adjust and optimize based on campaign learnings. Adjust often; adjust weekly, monthly, and/or quarterly. Never go beyond a quarter without any adjustments. Always drive our efforts toward the end zone. When we reach the end zone, find the next and drive toward that.