The more efficient your process, the more chance of success, which seems blindingly obvious but in the early stages of any technological advance, clients and agencies often take the technology development as the answer itself, rather than the delivery mechanism. This, in turn, means that differentiation; the brand and real relationship building; are often neglected at the altar of technical wizardry. Objectives tend to become quantitative in the early stages of these new technologies, especially in the client’s eyes, and it is easy to see the technology as the solution rather than the enabler.
I always regarded technology as the blessing that increasingly enabled you to “do the job properly”.
The basic laws don’t change
- Relevance (product and timeline)
- Relationship timeline (genuine and useful)
- Brand strength (directly proportional to lead conversion)
- Creativity (excellence in creativity shortening the timeline!)
- The sales/marketing disconnect (It’s always lurking somewhere!)
The most successful marketers combined these marketing laws with:
- Insight gathering and product development
- Qualitative and quantitative measurement
- Integrity and honesty in their brand
- Moreover, most successfully, technology and the most efficient process
Tim Hazelhurst founded his own successful agency back in 1973; in 1980 founded Brit-Am to introduce UK clients to the USA and, in 1987, created BBN. Tim was a founding member of ABBA (since evolved into BMC) and was the first recipient of Business Marketing’s “Lifetime Achievement Award”.