Writing about Plaid's quest the other day made me think about the changing ways agencies are engaging potential clients, partners and employees. Increasingly, they're not settling for create-and-wait tactics, rather they're engaging best-fit audiences with can't-resist content and experiences.
Today's agency marketing is LESS like:
- Spray-and-pray mailers
- Dialing for dollars against generic lists of "creative decision makers"
- Pulpit positions at preaching-to-the-choir conferences
- If-you-build-it-they-will-come agency Web sites
It's MORE like:
- Creating opportunities to share ideas
- Spending time with like minds
- Building value around content
- Making the Web a personal experience
In our fast-moving, client-driven world, agency leaders are investing time and resources in changing the playing field. The results are ... pretty desirable. Check out these two examples.
Space150: Rip up your white paper, host an event
Thought leadership used to come in a 15-page white paper, complete with charming 12-point type and the occasional bar graph. Today, it comes in shared time and ideas. Agencies leveraging their partners and networks to create immersive events on topics clients are actually interested in.
Cole & Weber: Create deep dive industry experiences
Industry relevance was once a column of client logos. Today, it's a sense of the experience. Of speaking the language, having apropos theories, demonstrating a targeted approach.
Cole & Weber brings a great example to life on this micro site showcasing their experience in the wine category. It's peppered with thought leadership. Has a taste of quality, a note of investment and a nose of confidence. (Metaphor - and post - officially exhausted).