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.
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.”