Prospecting Tool and Differentiator from DraftFCB

Did you see this news from DraftFCB? Here’s the press release seen on the 4A’s site. Read it and  learn more about the agency’s latest move to better understand the drivers of effective marketing communication. They’ve created the “Institute of Decision Making,” a global group whose aim is to “apply emerging fields such as behavioral economics and neuroscience to marketing communications.”

Hmmm.  Now, who really knows if this kind of thinking can really help clients.

But what you have to admire…

is that we have an agency here that’s trying to do something different. And in the sea of sameness in which swim countless agency proprietary tools, this could be a good thing. Strictly from an outsider’s perspective, here are some quick thoughts on how they might use this Institute to build their business. They apply to you, gentle reader, as you look at your own tools and think about how they can be used more effectively. Or even become inspired to develop something new.

  1. Create and document some success with existing clients. This is crucial. You’ve got to have some proof the new initiative works. You know; it’s gotta make money for someone. Either top line (growth), bottom line (efficiency) or both. Ideally, this success should come with a brand a prospect will have heard of. Read the press release carefully, and you’ll catch the idea that it’s about maximizing the existing time a brand has with a given consumer. An efficiency argument. But one that leads to growth, right? Smart. But I would have put some proof in here that the thing works. Or waited until I had proof before breaking the news.
  2. Tie the proprietary method or tool back into the agency’s reason for being. It’s really easy to see how this neuroscience stuff ties back to their “6.5 seconds that matter” philosophy. The ease at which this is done is not accidental. What’s the relationship between your agency’s tools and your mantra, philosophy, or elevator speech?
  3. Find a willing, complementary partner. With this particular initiative, DraftFCB identified experts from the world of academia. So, the agency is not seen as the expert in neuroscience – the scholars are. Which is fine for the agency, as this gives them the chance to translate the mumbo jumbo and make it actionable. In your case, with your tools, are there category experts you might consider building a relationship with? Other companies that offer different, yet related services?
  4. Give some legs to the thing. You’ll need related, ongoing news to get more press and attention. With the Institute, is there a “lab” that could exist? What’s new about this lab? Could it be done online? Does the thinking get applied in different ways in different kinds of categories? Think through the mechanics of the tool and the what, when, how, and why it might be used to identify potential story headlines that can be made into press hooks.
  5. How might tool this be applied to defining a prospecting list? Where might marketers that would be receptive to this tool live online? What conferences might they attend? How does the world of academia connect to the business world? How do you bring the news to marketers? Where does it impact marketing communication most? On the shelf? On an envelope? On the back of a cereal box?  Answering these questions really helps identify the tactics the agency will use to generate more interest and build more relationships with prospects.

Hope this little bit of rambling is of some help. If you see an interesting agency tool or some related, newsworthy bit, feel free to share and comment. Thanks.

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