There are meteorites awakened all over the galaxy. Some of them worn and fragmented by time, others speeding around in a specific orbit, some drifting and others are particles looking for their space among the stars. Does it look very cinematic? The analogy is more or less this but adapted to the reality of the business and the projects.
There are meteorites awakened all over the galaxy. Some of them worn and fragmented by time, others speeding around in a specific orbit, some drifting and others are particles looking for their space among the stars.
– Does it look very cinematic? The analogy is more or less this but adapted to the reality of the business and the projects.
The journey begins well before the project is awarded and there are two types of relationships. The first happens when a customer searches for a digital agency, we assume that there is or has been a need or barrier that can’t be overcome without the help of qualified professionals in these areas. The second is when the customer is approached by the digital agency commercials to offer their services.
In the first relationship, the client has knowledge about the work of the agency. Whether through a “word-of-mouth” recommendation, communication, work done, critics or prizes awarded by the media. This customer addresses the digital agencies that are part of the solution to leverage the business, have a previously defined budget and are ready to make business. That means that they are available to spend / invest enough to have their return in the short term.
In the second relationship, the customer is quite different, he is approached and has a slight advantage over digital agencies. He’s less receptive and more suspicious, he probably has never heard of the digital agency, and perhaps he never thought he would need the services that digital agencies offer.
Many of them are already struggling to reverse the downward curve of their business, some don’t have a defined budget and a return on investment vision is non-existent. Of course there are customers who have already identified these needs and the digital agencies appear at the right time to get started with these projects. They are different relationships but both have their charm.
In a second phase, these relationships are no longer directly related to this approach. There is, as in all relationships, the emotional part, empathy, dedication, communication and of course the sentimental and delicate side that establishes the bridge between the two poles of relations.
There are two key points to make this relationship really healthy for both sides. The first is the oldsaying of selling “cat by hare” – that doesn’t happen anymore! Today’s consumer is much more informed, there are currently countless ways to know and compare everything everywhere. Sincerity is, therefore, the digital agency’s greatest weapon. The more sincere, clear and appropriate the proposal is, the greater the likelihood of gaining the respect and trust of the client. At that point it’s when the client realizes that we are all working towards the same goal.
The second is commitment. As a rule, digital agencies encourage and create a certain energy in all projects in search of a strategy that enables the client to achieve its objectives. Its professionals, project managers, marketers, art directors, designers and even web developers sometimes assume the role of managing their clients’ business in order to internalize their entire perspective.
Of course there are other factors that alternate on both sides and determine the success of relationships and their projects. Truth and commitment are, for us, the fundamental pillars that sustain the relational structure between digital agencies and their customers. As in all relationships, there are highs and lows. They are related to the process and its stages, enthusiasm, curiosity, time pressure and economic factors. All take place in an emotionally and rationally demanding relationship.