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Author: Team DIGO

Don’t Be Most CMOs

Written by James Nieman, Integrated Marketing Manager

The lifespan of a CMO can be short. Some barely last six months. Most don’t make it to see year three.

You don’t have to be most. And you won’t be.

Not if you have the right solutions. Not if you’re surrounded by the right people. Not if you hire the right agency.

And the right agency – the agency that employed CMOs have built fortunes with – is a brand response agency.

That’s because these CMOs – the type of clients that we work for – know that you don’t have to choose between brand building and brand selling. In fact, the idea that the two are mutually exclusive activities is a total myth.

That doesn’t stop most CMOs from believing it. That’s fine. You’re not going to be “most” CMOs… you’re going to be great.

Instead, the marketing campaigns that reap the most profit contain a combination of the two. All activity builds the brand. All activity drives response. We know this because it’s what we’ve been doing for the past 20 years. We know this because we’re the world’s leading brand response agency.

That synergy is hard to achieve. But, when the right people are working to achieve it, it works wonders.

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When Warby Parker set out to sell eyeglasses directly to the consumer, they knew they needed to be inventive. The home try-on program immediately increased sales, but it also created a unique buying experience that made them distinct. It was iconic. It drove brand value up while lowering the cost of acquisition.

You don’t work for Warby Parker – we know that. But you could work for the next Warby Parker. The next Dollar Shave Club. The next Casper.

So what can a brand response agency do for you?

A brand response agency gets you the short-term results you need:
– Increased sales
– Increased leads
– Lower cost of acquisition

So that you can impress your shareholders and bosses. You’ve already surpassed the CMO you were brought into replace.

But a brand response agency also works to:
– Increase brand value
– Reach and acquire totally new sectors of customers
– Develop brand devotees
– Achieve price elasticity for your products

A brand response agency helps you build a brand that you know will prosper in the future.

A brand response agency gets you to year four.

A brand response agency separates you from “most CMOs.”

 

Design Thinking Applied To Marketing?

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When we talk about marketing, we talk about “the target” or “the consumer.”

But, when we approach design in a human-centered way, we think about “the user.”

The person we’re designing this for.

I have a radical belief about marketing. I believe that there’s so much of it that, if it is to effective as promotion, it must first be chosen.

I believe that we have to change our thinking.

FROM: Marketing is something that companies do to promote
TO: Marketing is something people use to inspire themselves to change

I find that when we change our thinking in this way, we change our results. Dramatically.

If you’ve read this far, it’s because you’ve chosen to.

Because you feel this post may be helping you make a change you want to make or take an action you want to take.

HERE’S AN INSPIRING ACTION: When we talk about marketing, let’s stop talking about “the target” and start talking about “the user.”

Let’s apply human-centered design thinking to marketing.

– Mark DiMassimo, Chief

 

Intern Insights: A Day in the Life of a Strategy Intern

Today is a fairly busy day, so I plan to write on the go and cover my day in short snippets. Here goes:

8:40­ – I greet Luis, the doorman, as I hurry to get inside the air-conditioned luxuries of 220 East 3rd Street. Tip – don’t wear dark tones when you have a 1-mile walk to work and the temperature is already nearing 80 degrees at 8:30 a.m.

8:47 – I head to the agency kitchen to make a cup of iced coffee. After briefly catching up on some world news, I’m ready to start my day.

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9:00 – Though I am a strategy intern here, I have always been fascinated with the creative side of the business. A few weeks ago I got the chance to speak with Antonio Fragoso, who is one of the agency’s brightest copywriters. After a short discussion, we scheduled a lunch where we would sit down and he could share his creative process with me. With the approval of my strategy manager, Maddie, I began to ask Antonio and Art Director Katie Renfroe if there were any side projects I could help them out with. One thing I have noticed is that people at DiGo are open and inviting.

This morning I am in the process of writing manifestos for a particular concept that is being developed. Exciting stuff, but hard work nonetheless. One of the insights that Antonio shared with me is that while the creative process is fun, it can also be quite wearying. Often, coming up with the best concepts is the end result of hours of hard work. Eventually, genius does strike, it’s just a matter of getting there.

11:00 – I have a meeting with Megan Yoniak, who is the talent acquisition and HR manager here at DiGo, for the midsummer check-in. Megan, who’s always full of positive energy, enters the meeting with a smile and a coffee in hand. During the meeting, we evaluate how my internship experience has been. The purpose of the meeting is for her to find out how she and DiGo can make my experience as valuable and beneficial as possible, and it’s nice to know that this is a place where interns are cared for like that. They want me to learn and grow just as much as I do.

11:25 – Back to working on manifestos. I’m trying this new thing where I look at images and listen to music, hoping that it gets me in the creative mind-set to develop some inspiring concepts. One thing I’ve noticed is that all the creatives here have their own and special way they like to work, and this seems to be mine. My friends who follow me on Spotify are probably wondering why I’m listening to such funky music.

12:00 – I have a mini brief with the head of strategy (and my manager) Maddie. Her mind must

run at 100 miles per hour because it seems she is always zipping around from one project, meeting, or brief to another. She is constantly on the move and is always willing to help out. We discuss a couple of projects that are in the pipeline, and she gives me a definitive idea of what’s expected of me. For me, this is super helpful. I am one of those people who needs a “to-do list” to stay on track. Time to start researching!

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2:00 – Another meeting beckons! People are on the move, and the office is bustling. We meet with Ali Chastain, who is a behavioral strategist, and she briefs us on some research tasks that are coming up.

2:57­ – I start watching a video and researching about Blockchain – the world’s most popular bitcoin wallet. Although semi-controversial, the company is certainly disruptive and direct.

4:00 – After an hour, I feel like I have a good sense of Blockchain and its mission. While I’m definitely not done with the research portion, I feel like I’ve got a great start and can’t wait to learn more.

4:30 – It’s Thursday, and Thursdays at the agency mean beers on the beach starting at 4:30 p.m. I can’t express how cool it is to go to work every day and see a beach in the office. We raise a toast, say cheers, and then get back to work (I’m over 21, I promise!). Just like all the others before it, it’s been a terrific day here at DiMassimo Goldstein, and I can’t wait to see what tomorrow brings.

-Malhar Mali, Strategy Intern

 

The ANA Report: Let’s Proove There’s A Better Way

By James Nieman

Many advertising agencies in the US have been taking their clients’ media dollars and distributing them in ways that pad their own profits, rather than doing what’s actually best for the client.

They do so in the form of rebates, mark-ups and pre-arranged agreements, all of which take place behind closed doors, completely unbeknownst to the client.  If clients are aware of it, they are under the assumption that the agencies do this for better negotiating power, or for more efficiencies…but that is rarely the case.

The bottom line is that marketers are losing media efficiency and the ability to improve their own results. They can’t see what their media spend is really buying, therefore they can’t optimize it. A chunk of every dollar they spend is being wasted before they even begin.

Meanwhile, honest agencies are kept out of the running for significant accounts because they don’t hide their sources of profits, therefore they appear more expensive when they are anything but.

This has got to stop, but it won’t until every marketer is educated and committed to transparency.

Our media arm, Proove Accountable Media , was established to combat these dishonest agencies through providing clients with a better option – and to Proove there’s a better way.

Since it was founded, Proove has been directed by Agency Partner Adam Lutz, who, as evident from last year’s Business Insider article here, has become one of the leading pioneers on media transparency and accountability today.

So how is Proove Accountable Media different?

We only buy media that actually runs.

We don’t force our clients to use a prebuilt trade desk or limit them to particular buying technologies and data partners.

We never saddle our clients with pre-arranged investment commitments. Our job is to evaluate every partner, technology and ad buying platform and give the client the most relevant opportunity to fit their needs, not ours.

We don’t markup inventory or create revenue streams that ultimately deplete our clients’ media budgets.

Everything we do, buy, manage and execute is transparent and in our clients’ best interests.

To be an “agency” implies fiduciary responsibility to put the client’s best interest first. It’s why we got into this business in the first place, to help our clients grow and prosper. We over-communicate. We over collaborate. And then we over deliver.

Unlike the rest of the industry, we are a true agent of the client.

Hold everyone of us at DiMassimo Goldstein and Proove accountable for these promises. We already do.

 

Think In Tribes

The following post is an excerpt from Digital@Speed, authored by digital marketing guru Mark DiMassimo. Visit the official website here to download your free copy today.

If you need to understand and connect with people quickly, think tribally.

Everyone comes from somewhere, and often from multiple somewheres. Those places – schools, industries, departments, companies, clubs, states, countries – have cultures and languages all their own. So knowing the tribe can be the key to truly understanding the individual.