Every successful business, large or small, has at some point to define what stands it apart from the crowd.
Or in other words: “Why should customers buy from us?”
Answering the “why us?” question can be one of the hardest and fundamental marketing challenges a business can face. It can tie up a business up for days, weeks, months or even years. Many simply abandon the struggle and limp on, undifferentiated and underperforming.
Often the difficulty arises because in mature markets – and especially service markets – there is no clear and easily communicable difference in headline product / service features, pricing or delivery. When every conceivable combination is covered in a congested ‘me-too’ market, how do you find your own space?
As it happens, at Leader we do believe we have a specific service advantage.
We’ve highlighted in previous blogs the value and importance we place on our director-led service delivery. This means our clients’ main account handlers and day-to-day contacts remain the director on the account, not the juniors in their team.
Naturally we place huge emphasis on this, because we think it drives genuine advantage for our customers – excellent client service and outstanding marketing communications.
Beyond product: the value of company culture
But we also think there’s another clear point of difference for Leader, and that’s our internal company culture. For many businesses we think this is great place to start looking for – or building – your own unique point of difference.
Traditional marketing agency culture is notoriously tough. People juggle huge workloads. They are often highly charged, very competitive environments; quality can be sacrificed at the altar of expediency. Many very competent, capable individuals find it simply overwhelming. And it’s a bit of an industry in-joke that agency staff are desperate to go ‘in-house’; it’s a rite of passage that some manage, while others go freelance.
Churn of staff is typically very high, which can be unsettling as continuity can be lost and relationships have to be rebuilt. This, in turn, can lead to high client turnover. Agencies with high overheads ‘chase the money’ so the cycle is repeated.
We work hard to be different. Our overheads aren’t high so we think we can make better choices. We are focused on the bottom line, but it’s your bottom line rather than ours. We are strategic, but we’re also ‘agile’, by which I mean we learn fast. We don’t chase every new fad and fashion, but we’ll be aware of it, we’ll investigate it, and if we think it’s a good idea, we’ll suggest it and help clients integrate it into their own marketing. We keep an eye on trends, testing software as it comes online, exploring new platforms, staying close to industry influencers.
That’s our company culture, and we think that far from being a ‘soft’ factor, it delivers exactly what our clients need – a stable but energetic environment able to offer consistent and assured marketing support for long term business success. As a result, clients are often happy to work with us for many years.
To discuss how our company culture can add value to your marketing (or of course how we can help you build your own culture into a stronger brand proposition for your business), do get in touch today. We’d love to hear from you.