WHERE IS THE BUSINESS TODAY AND WHERE WAS IT YESTERDAY?
If someone had told us about fifteen years ago about all the things that would change in our business, we would have said for sure that it would be possible, but that all of that would wait for us longer. Although we are a small community in a country that is not too big, we are managing to keep up. Someone does it at a slower pace, someone gallops. And since we are in an era of everything we don’t know, we are making small discoveries on a daily basis. In PR, marketing and the media, the proverbial “15 minutes of fame “has never been shorter, and we have to learn something new and complicated every day.
All the archived images have long since become animation frames and all simple words and projects are now pronounced significantly more complicated to make them more interesting to clients. It is still important that our clients think that we have invented something brand new. Considering the fast pace, stress and exasperation that we experience in our work every day, is there no greater privilege than the opportunity to stop and look at where we are and what we are doing? How many times have we been able to say “no “to clients this month or last year? Not because we were exasperated, but because we meant well.
Considering how rarely we say “no”, there is no better plan for today than stopping for a second and asking ourselves are we even capable of saying “no “or even how to say “no “.
WE WORK FOR YOU
The privilege that every newly or recently established agency in the market has is to imagine how it will never experience a situation where an account executive, who’s been in the business for less than a year, determines the destiny of a bunch of clients.
When we start a new project with passion, we continue working on it with passion. As long as we know all our clients’ birthdays and we are doing only the right thing for them, we send out a message that we are only doing business with them. We manage our time well, which gives us the ability to create whatever our clients want us to create and then add to that at least half of what the client never thought of. In the end, we are all delighted with how we have won.
In PR, marketing and the media, the proverbial “15 minutes of fame “has never been shorter, and we have to learn something new and complicated every day
At some point, which neither the client nor the agency can accurately describe, it often happens that this gets lost and that the director and those executives close to them never find the time to ask the client how they are and whether they are satisfied because the invoice has been paid.
Over an accidentally wasted period of time, there is a switch from the initial “we work only for you” to “we work for you, for us, for them.” Thinking of the many known and lesser-known companies in which I evolved, it seems to me that I evolved the most in my own company because I have never said “no” so many times before. My team members have also learned to say “no” often. OK, it’s clear that it hurts more when they say “no “to me, but how can I say “no “to clients? Well, it seems that I can and that I am quite good at it.
WE SAY “NO “FOR YOUR OWN GOOD
I am pleased to note that WE Media Agency works with clients who are better than others. Well, we were just lucky. By some miracle, our portfolio is made of only good clients, and I don’t know how to explain it except that we were lucky that we got the clients we really wanted to talk to and to whom we could say “no “if they came up with a strange, bad or a “completely different” idea. True, sometimes saying “no” was just scary and it felt like we and the client have just experienced a “doomsday”, but something pulled us out every time.
True, sometimes saying “no” was just scary and it felt like we and the client have just experienced a “doomsday”, but something pulled us out every time
I give compliments to us as people and professionals, so I naively want to believe that it is because they have recognized that we think in their best interest. Many years ago, the director of a much larger agency asked us “do you really think I intend to fulfil everything I promised to the client because even the client does not expect it and knows we are lying to him”?! I have to admit that I have thought and struggled with my own demons for a long time because I cannot act on her advice when her portfolio is a clear example of her success. I really struggled!
While we were looking for a magic strategy for a big client to prove to them that even we, who have just launched an agency, can work well, we happened to get a client whose logic was the most suited for us to remember and implement because it consisted of very few words and was roughly based on the following: “Whenever you don’t like something, just keep in mind that tomorrow is a new day, and maybe the new day will love you more.”
Between those simple yet big words, and our desire to offer the customer added value, we got the first great client and the privilege to work easily and beautifully. I cannot lie and say that, even in our agency, we did not have an account executive who said, at a certain point, “wow, is there no end to this client’s demands?”.
However, I guess that with this easy-to-learn philosophy, we were lucky enough to work only with the people we wanted to work with, have lunch with, quarrel with, and truly hate their competition, as well as to be sure to say that “no” at least twice a week to never forget that we have their best interests at our heart and that what the client wants is not good. Because the client also gets tired and does not demand something good, but rather bad or mediocre for themselves. In that case, why would the client even work with us if we cannot explain why sometimes “no” is better than “yes”?
SAY “NO “TO US FOR OUR OWN GOOD
After a successful event, we organized for their company, the aforementioned big client asked us, only minutes after telling us how satisfied they were because of the accomplished goals: “So, what was so great that you did for us? Everything was only good.
“So, while everyone was congratulating them, our agency got a slap on the face, and the “throw them to the lions” treatment. You can dwell on what this man really wanted to say or practice the well-learned philosophy of “tomorrow is a new day, and this new day could love me more”. The next time you hear that what your proposal was not the best and someone else thought faster and better, you may still wish that you heard “no” more that month.
We always have our clients’ best interests at our heart and we always have clients whom we are eager to talk to and happily say “no” to. And vice versa! That’s why we get along so well!
I mean, for your own good! Aren’t we support in creating benefits for our clients? If they are doing well, we benefit too. And how would they do well if we didn’t say “no” to them? And how are we going to do well if we haven’t heard “no”? And how are we ever going to be great if we just do good? None of that will work if we don’t care, because then everything will always be just “good “.
One of the great professionals and the CEO of a major international company that we had the pleasure of working with for almost two years, always used to say that he was genuinely looking forward to every time he heard an idea promoting his product in a bolder and better way. He usually focused on PR and marketing for an hour the most, and when he liked something, he praised the idea so much that you were felt sorry that you didn’t offer another good one. Isn’t it logical to be turned off by something mediocre and stupid? Of course, for our own good!
NOTHING NEW, JUST BEING COURAGEOUS!
I think we are in one of the most beautiful businesses that exist, primarily because it is based on our imagination. We are able to “play” with our clients’ expensive products and imagine what we could do to make them better. WE Media Agency’s team “plays” every day with one of the most expensive products, because we have fallen in love with PR and marketing in real estate, and for the most part, we operate in that field. So, basically, every day we “play” with real estate.
You might ask what is so interesting about real estate, which many consider being quite a very rigid segment? When we got our first major real estate project, an older and experienced colleague asked me wisely, “What are you going to do with that and how are you going to promote this building?”
And then we played around a bit and even became experts of a sort. We applied a concept based on everything that we were once taught, which is that everything is based on people, so every now and then, we create a character for a building, and that is how we present it; we imagine, so to speak.
Since we already assigned a character to a building, it is only logical to find a company for that building, and then we can easily identify the target group. As soon as we bring the building “out for lunch “or “a dessert “for the first time, we immediately recognize who “took fancy to it “.
From then on, we only nurture its style, refurbish “its wardrobe “and keep “it young and fit “. This is nothing new. We are just being courageous! Where does a property get its character come from? Well, it does have character since we gave it one because we always have our clients’ best interests at our heart and we always have clients whom we are eager to talk to and happily say “no” to. And vice versa! That’s why we get along so well!