When the Path of Least-Resistance is Not in Your Client’s Best Interest
As an advertising agency and marketing company specializing in traditional and interactive media, we often find that the path of least resistance with our clients is in reality, doing what they say they want us to do. But is it in the best interests of our clients? That is the question!
Our mission is to move the needle and accomplish the goals set forth by our clients. In order to do that, our recommendations may not necessarily be what the client had in mind. The client didn’t hire us to agree with them, they hired us because we bring value to their company. I feel we have a fiduciary duty and obligation to take the HIGH ROAD on this, and recommend the media we feel will produce the best results for them.
Our game plan is to strategize, create, and integrate the message in traditional as well as interactive media. Measure the results, tweak them, and continue to ratchet up the mediums giving us the results we want while eliminating those that are not performing. We explain to our clients why we take this approach, why we chose specific mediums and how we measure the results. The job of the agency is to take accountability from the beginning, right through to execution and reporting. We are a team player with our clients and not a vendor. We are their advertising and marketing arm. We don’t have all the answers, but we sure have the target in our sight!
So in retrospect, taking the high road that is not necessarily met with total approval from our clients, needs to be explained so they understand WHY, and make sure WE are all on the same page before WE execute our media placement. Again, they didn’t hire ‘us’ to agree with them, they hired ‘us’ for the value we bring to the table. By taking the HIGH ROAD, it’s actually the BEST ROAD in the interests of our client.
Stand for what you believe will accomplish your clients goal – if nothing else, you will gain the respect of your client. Sure, its easier just to agree for the sake of agreeing and placing your clients advertising dollars where they want. There’s your path of least resistance; but did you actually do the best job for your client? If you said yes, I beg to differ! If you said no, then rethink your approach and look for a long dollar from your clients and not a short one. You will grow your business faster and have not only the respect of your clients, but advocates of your agency. Advertising agencies also want “raving fans” just like our clients want “customers.”