We spent time with many different agencies during our two years of research for building this model. As you would expect, some agencies specialise in building websites or advertising or design or user experience or conversions or public relations and sometimes all of it (we also spent some time with the big global players), why we did this was because of creative science.
We wanted to understand what creativity actually is and how it changes based on the agency’s size location and purpose. What we discovered was there is a triangle of quality that when connected together takes an agency service to the upper tier of quality.
Here is the triangle:
Why it matters
Creative Skills – This can be a major assumption when it comes to the word marketing, it’s not about shiny pens and waving flags with enthusiasm. Creative skills is just as it sounds, each agency will have a specialist selection of skills, they may be experts in graphics, copywriters or user experience designers, as you would expect it’s generally a mix of a few.
Customer Understanding – This is not just understanding the client they support, the much bigger element is the customers their clients are targeting. Their personas, their gender, their age, their needs, the decision making process and all measured against how their competition is delivering on the same goals. It’s a multilayered understanding that makes agencies shine.
Scientific Insight – This is where we spend our time, we use a mix of four sciences which are exclusively used for one purpose:
To connect the dots for growth between the creative skills and the customer you are targeting
Now, that does not mean we help every agency, nor does it mean that everyone reading this article will care. That’s kinda the point, we have proven that Creative, Behavioural, Data Neuroscience can be used to drive metrics, measurements and ideas that enable the one thing that all marketing is there to achieve:
Changing behaviours in favour of the client you serve
If you think about it as a consumer; whatever you are buying you go through an evaluation process of who to pick, you can’t always articulate why you picked one product vs another or why you are loyal to one service vs another but you do pick them nonetheless. Everything is about your current decisions, you are choosing to pick the brands you do in whatever part of your life that may be, what sits behind every decision is an existing behaviour which generates a habit. If you can understand your marketplaces habits, you can work out their behaviours and for me (lifelong passion) you can then figure out the emotional intelligence that is in play and thus give that marketplace what they want. Their behaviours change and they pick you!
Why you should care
As well as spending time with agencies we also spoke to 67 companies (big, small, somewhere in between) about frustrations, challenges and any stuff that bothered them in their day to day working lives. The thing that came up again and again in relation to sales and marketing was trust, it went roughly like this;
Me: Please explain your trust challenge.
Company: How can I know which agency to trust? They all talk the same game but often don’t deliver.
Me: Is it not clear in their results?
Company: Well they all talk about different results, different ways of defining results and all profess to be ever so good.
Me: What is your wish?
Company: To see proof, show me the numbers.
It can be frustrating being a CEO, Founder or CMO in charge of driving the business forward, you need to show results. Picking a supplier in this world is a risk, a personal one, it’s the ultimate thing that can make you look bad as EVERYONE has an opinion on marketing, employees, customers, your partner, your kids, everyone knows best (makes me think of this Tangled song). Think about it, you are subconsciously worried about being made to look bad, that is the trust challenge we are dealing with.
That’s why we don’t baffle agencies or clients of ours with science, instead we look to apply metrics of proof that helps agencies show more evidence of what makes their creative skills so good then we sprinkle on top the habits, behaviours and emotional intelligence insight that powers even better results.
Our offer of help
Why you should care? We believe in the law of give and receive, it has always served us well. If you know a marketing agency and introduce us then we will run a free problem solving session for you and give you a minimum of 12 ideas and strategies to help you succeed and solve your problem. This is not exclusive for marketing or indeed business owners. Our speciality is the science of how people think, that is what we can help you with. That’s the law of give and receive, you give, do good and in turn you see the same back.
Talking to us is also free, just drop me a line and we can have a chat and see if we can help each other. Simple.
What is a problem solving session? It really depends on you and your needs right? Otherwise it wouldn’t be an agile model. Correct. Here are some problems we have solved recently:
How can I sell more of my service.
I want a plan for my career, I want to become X role.
We want to sell <Specific product> more.
We want to drive more value from social media and know what is worth doing.
We have lots of traffic but can’t convert enough, help.
We want to improve our results in Facebook advertising and understand how to find our specific market.
We want happier more productive employees with an aim to sell more.
We love problem solving