When I was at Ogilvy & Mather ,
every staff meeting in the buyer’s group
would be opened with a marketplace discussion.
What was instructive was that we always knew what was driving costs, audiences, ratings and ultimately ROI.
When I begin discussions these days, be it a vendor or a client needing managed media services or marketing,
it is rare that they know specifically about the marketplace conditions that are impacting their business.
What market share do you have of the total customers for your segment?
and, are you on track for achieving the communications goal to reach the marketing objective?
This is what we bring to the table that is unique – a perspective of planning and development
that is guided by achieving goals rather than positioning services.
If you really want to increase the profitability of your business, then begin with a marketplace
overview to understand what can be accomplished and what resources are needed.