Prioritizing your clients is a no brainer. It’s an essential part of any agency’s mission that will help you recruit and sustain your various client relationships. But it takes a secret sauce to show clients that you’re always going to bring your A-game. Discovering where you can support your client and identifying the gaps is only the beginning. Challenging the status quo is key to generating fresh ideas, developing new perspectives, and consistently finding ways to bring next level support to your clients. We’ve compiled the BAERING team’s expert advice on how to step outside your comfort zone, test your limits, and keep you on your toes, all while meeting – and exceeding – client expectations.
Something to Remember You By – While experiential or event marketing is certainly not a new development in the marketing landscape, many companies shy away from it because they don’t think they have the budget or the ability to pull it off. However, there is something that can be done to leave your audience feeling more connected than they did before interacting with your brand. When you put together an experiential marketing event, the ultimate goal is to increase brand loyalty. When you create something tangible for your consumers, you’re allowing them to experience first-hand what it’d be like to use your product and incorporate it into their lives. They remember you and your brand and can reflect positively on the interaction or memory created through the event.
Pro Tip: Incorporate all five senses to create a fully immersive event.
Support a Cause – We encourage companies to build a relationship with the communities in which they live and work, which can be accomplished through a corporate social responsibility initiative or on a smaller, more private scale. The key to ensuring success is making sure these relationships aren’t one sided. They need to work for both parties. Identify a partner or cause that can help tell your business’ story. If recruitment is a major initiative, partner with a local university program that aligns with your company’s needs to create an event that will garner publicity and expose their new graduates to your company culture.
Example: If you require technology or computer related degrees, host a computer refurbishing event with your employees and students, and then donate newly refurbished computers to kids in need.
Get Virtual: Virtual reality is being implemented across platforms, industries, and continents as one of the newest forms of marketing technology. Whether you provide a virtual experience in a new Division I locker room, a Paris cityscape, or in a different galaxy, you are showing your audience you can provide experiences so rare and extraordinary that they can only be experienced on screen. A virtual experience sets you apart from others and sends a message that there are no limits to what you can accomplish for your stakeholders.
Pro Tip: Personalize the virtual experience to your client. Engaging with a product or environment that is significant to them will only add to the experience and create a lasting impression.
Don’t Exclude Your Employees – As communicators, we often think about how our client’s brand is perceived by the outside world. It’s easy to forget to consider how a client’s brand is perceived by their own employees. But employees should be the brand’s biggest advocate. In order for your employees to do their best work, they need to fully understand your company’s mission, vison, and values. Many times, your employees are your greatest gut check because they are the ones that know your brand best.
Pro Tip: Test run campaigns or products with employees first: Conduct a survey or employee focus group and use them as a sounding board. Your employees will be honest, and you will show them their opinion is valued.
Make Your Own News – In the extremely on-demand, digital world we live in, reporters are always looking for trusted sources and stories. Most reporters are very engaged on social media to find great stories fast. If you have an established relationship with a reporter, offer up content from your own channels, or brand journalism site, that they can share or turn into a story of their own. But make sure you are returning the favor and engaging and sharing their content too. Relationship building is a two-way street!
Pro Tip: Bring the newsroom coffee to start their day. A retweet is great, but nothing beats an in-person interaction to show how much you value the relationship.
Don’t Be Afraid to Hit the Road – More often than not your client’s consumer base will extend beyond the city they’re headquartered in, meaning the message needs to be heard by a broader audience. Sometimes that means packing your bags and heading out on a road trip to ensure the client has a footprint in the locations that are most important to them.
Example: If you’re trying to create brand awareness for a charitable initiative a client has developed and organizations in various cities have received grants or donations from the client, take a trip to those cities and plan a community event to educate the community and the organizations on the initiative and ways they can help give back or be part of the campaign.
Break out Your Audio Equipment: As companies grow and have multiple locations around the country, or even the world, it becomes that much more important to have a strong internal communications strategy. An easy way to keep employees informed regardless of their location is to start an internal podcast with company news, highlights, milestones or employee spotlights. This way you’re speaking directly to the people who affect your bottom line the most and doing so in an easily consumable manner that ensures employees feel connected to their leadership team and the brand itself.
Check it out: BAERING President, Erin Smith, appeared on Binge Factor’s recent podcast to discuss how to keep your employees engaged and the concept of internal corporate podcasts.