It’s a big week for sports marketers.
Sponsors and advertisers spent hundreds of millions of dollars this season, leading up to this week’s start to the NBA Finals and the NHL Stanley Cup Finals.
Which brands will break through the clutter? This is the game within the game.
In a world where retailers are already drowning by discounting and starved for ways to create real value, Black Friday is a race to the lowest price, where the most creative thing retailers seem to think of is extended hours. Where are the multi-channel retailers figuring out how to incentivize shoppers to take them off the market early, or giving men a reason to stay home and avoid the mall altogether?
We call it ZNA, and we talk a lot about it here. ZNA is an energy that can be felt throughout the agency. It’s a spirit that’s reflected in a phrase that you see hanging on a lot of walls at the agency:
“Relentlessly pursue the client’s goal, but never rest in the glory.”
We see a world where agencies can provide business intelligence tools that enable data, even the smallest pieces, to be tracked, integrated and analyzed – all in real time.
Track. Measure. Refine. Repeat.
You cannot have the best, most relevant work in the market place if it doesn’t drive results. If your work isn’t driving sales on an everyday basis, then it’s not great work. Great work MUST work great. Period.
Brilliant output and undeniable outcome are not mutually exclusive: you can, and absolutely should, have both. And anyone who says you can’t is just making an excuse. Any agency that says you can’t is the wrong agency, plain and simple.
When we see the industry’s traditional yardsticks of effective advertising, we see them coming up short. The goal should always be to achieve higher levels of relevance and importance. You’ll never hear us brag about simple awareness – because awareness alone simply doesn’t work.
To illustrate this point, consider three different competitors in the retail sector: Kmart, Target and WalMart...
When going to market, we must use all available resources to boost performance. We must create comprehensive financial models that outline exactly where dollars should be spent. And we must use innovative techniques to find the bottom of the marketplace pricing within those models.
As the media services group for the retailing arm of Omnicom Group, we have a unique perspective on strategy and execution for content delivery into the marketplace.
Advertising informs, in some cases entertains. At its best it conveys a powerful “why here” and “why now.” But its an eternity from couch to counter, giving smarter, more modern marketers the opportunity to re-task even the most loyal consumer.