July 22, 2010

Everyone wants to get a piece of social media in their marketing – don’t they?

There is endless commentary on the do’s and don’ts for marketers using or considering social media marketing as a part of their communications activity. But I think we know why we’re so interested don’t we? First and foremost (and too often unspoken) it’s a cheap channel. It’s quick as well, and carries major brownie points for the marketer who’s seen to be an early adopter and innovator for his or her’s brand.

Nothing wrong with any of this that a dose of honesty wouldn’t put right, but therein lays the danger - who wants to prod, let alone kill a golden goose? We need to question ourselves a bit more, be a little more tempered in our enthusiasm to lead those that want leading down the road of the self-proclaimed ‘silver bullet’, and place some renewed emphasis on the role of context when planning communications.

The thing about social media is it’s just that; social. When was the last time you went onto Facebook, Twitter or blogged as an in-market punter? It’s a simple point – use of any channel or media is dependent on the status of the audience consuming that media. That’s why, for instance, we have awareness advertising/sponsorship on TV and in press. This is complimented with targeted and focussed direct communications to those with their metaphoric in-market hands up in the air via radio, direct mail, exhibitions and POS. It’s always best to consider context; use what’s fit for purpose and be integrated.

When building customer value the clue is in the phrase ‘build’ and whilst social media is exciting in opportunity, it only has a place in the overall relationship picture.

Ruari Kirwan, Chairman

July 8, 2010

Thinking at the edge

"All good thinking takes place at the edge because the centre is too clogged up with the abominable 'no' man who has seen it all before." Kevin Roberts, CEO Saatchi & Saatchi (Source: Campaign 2010)

I love this. It reverberates with why agencies inspire vocation and not merely employment. Inspirational and motivational; a marker in the sand that explains why agencies are really valuable.

An agency that thinks like this creates a culture that encourages innovation, creativity and strategic vision - our commercial flair.

Being an agency is about thought leadership; this is what sets us apart, our unique value.

Ruari Kirwan, Chairman