Successful Marketing Isn't As Difficult As It Seems
by Robert Hendrickson
Last time I shared a marketing conversation that took place between a garden center owner, their ad agency and myself. The agency had been following their typical playbook approach with little impact on the garden center's sales or customer count.
Here's an insider's tip on why agencies are so predictable. The plan they suggest clients follow isn't because the process works and actually has a chance to increase sales, it's because the process they live by is easy for the agency to manage. Getting every client to sign-on to the same media plan makes life easy for the agency and their staff. Easy to sell, easy to create, easy to scale, easy to bill. Easy for the agency. A waste of time and money for the retailer.