Marketers today have challenges our predecessors never had to deal with. The speed of change is one of the most obvious. You can have total domination of a new segment in grocery for a few weeks - but it is conceivable that a rival will be right there next to your product in no time at all.
It's not long ago that the bliss-ball category barely existed outside of crafty food blogs. Today there is no shortage of choice for consumers. The trend may not last long either. Another novelty will compete for attention and shelf space before you know it. No time to sit back and celebrate. In fact, you are probably working on the next innovation before you launch the flavour of this month.
In the age of Über and AirBnB marketers have become familiar with the notion of almost inevitable category disruption. Savvy marketers and business owners plan their own disruption and look well ahead of the curve to anticipate changing consumer tastes and trends as well as regulatory shifts and (how can we forget?) technological innovations.
Speed is of the essence.
David Ogilvy, the original Mad Man once noted that that the gestation period for an average ad campaign was somewhere between that of an elephant and a goat. For a major brand that time-frame analogy to develop campaigns probably still applies. The time to brief, reverse brief, conduct research, segment and personify consumers all takes, well, time (and money). Given that 80% of products launched fail to reach a critical mass with consumers and are ultimately delisted it suggests there is a great deal of time and effort going into doomed projects.
Get the job done in weeks, not months.
One of the advantages of working with systems and models is that it reduces the amount of time and cost. BrandWorld has refined the planning, development and production of ads to a point where we can have campaigns on air in a fraction of the time it takes a conventional agency. Our media model is also proven - especially in healthcare and FMCG categories. Clients meet their objectives with production and media packages that often cost less than the production budget a client might pay to a mainstream agency.
Developing campaigns that are not only cost effective but also salient and engaging with consumers is the double whammy - we've also found that you don't have to compromise your brands quality position or brand values if you are clever. Of course if you value clever execution and over-rationalising over a complete package…there are plenty of people who will gladly relieve you of your budget.
BrandWorld helped Tasti Smoosh Balls achieve market leadership in weeks - not months.