As marketers, we all rely on the basic principles of marketing taught to us during our foundation education. Deemed as the holy grail of successful steps of building the right consumer-brand relationships, they are prophesized to steer our course during our journey to reach the right target audience. However in practice, we find most of them adapting or completely changing, adept to suit the dynamic marketplace needs.
Adding to our dilemma, it becomes even trickier to market to the marketer; something that no textbook teaches us. All of marketing theory is turned upside down, when your customer is a marketing head, someone who actually designed the nitty-gritty’s of the subject.
The question thus arises, that how do you then build yourself, as a collaborator, as a partner and as a trustworthy extended marketing arm of the business.
There are theories which elaborate on, the business –oriented perspective of the 4P’s or the consumer oriented ideology of the 4C’s. On contextualizing, one finds that it neither fits to the requirements of an agency while trying to build a framework of successful client alliance nor do many agencies have the bandwidth to follow such an elaborate process.
We have come up with a formula that we believe is the key to our success; the 4R’s.
RESOURCES
Satisfying the client is of utmost importance. The right candidate, the right argument and the right demeanor makes it work. This alliance can only function if the client is assigned with the “universally liked” servicing person. Teams should be s trained to pre-empt client requirements and efficiently action all reasonable demands. They should be trained to be able to nurture this association and ensure long-term benefits for both parties.
RELATIONSHIPS
Now this flows from the previous one wherein the resource facilitates the relationship. It would be futile to really elaborate on the perks of a loving relationship. A stable link helps develop trust, attunes various styles of working and a peaceful sleep knowing that work given will be executed as per expectations.
“Client delight” is to be given utmost importance and going beyond what is expected is what is strived for. Teams should be trained to steer the course of the ship onto the path of success, time and again.
RESULTS
It goes without saying that all our efforts are towards delivering results. No matter how great the resource is or how tactile the relationship is, without productive work, everything is ineffectual. The objective is to deliver on all metrics. Optimization of resources, funds, time and thought is the key to leading campaigns into success.
The philosophy here is simple, “Deliver, Take Responsibility and Be Answerable”.
RETAINERSHIP
“Married to the brand” this is the ultimate goal. The right mix of the above three is what makes this possible.
The philosophy is to constantly deepen the understanding of the clients and focus on both short- and long-term goals. Both partners, the team and the client, embark together on a learning curve, growing together symbiotically.
The ultimate goal is to have a thought-through commitment towards the clients and their needs. This success is best measured by how long the clients continue to be our client.
Our first client is still our client.
Authored by: Mala Mody, Founder and Business Head at AURAA, a boutique agency providing integrated marketing solutions
