It is what we do every day: helping brands deploy new growth levers through targeted marketing initiatives! And that calls for a precise methodology… For once, we have decided to show you behind the scenes — in other words, how the agency approaches the projects you entrust to us, big or small. Welcome to the team!
Step 1: before communications, marketing!
You cannot build a brand strategy with a snap of the fingers… So yes, we rather enjoy sitting down around the table with you and asking you to restate your project's ambitions, again and again! It is not to annoy you — it is simply that we need to speak the same language in order to mobilise our team effectively.
Every brand has its own history, values and singularities: identifying short- and medium-term objectives is the first fundamental point of discussion! Is the aim to stimulate specification? To engage tradespeople around a new product? To drive footfall in points of sale? To rally the sales force? You will have no choice: we want to know (almost) everything, because "the better we know you, the better we can advise you"!
Step 2: an impactful, differentiating communication territory
Translating the marketing brief into a punchy, impactful and differentiating creative concept! That means long hours of debate within the project teams. The disruptive visions of our creatives rub up against the pragmatic analyses of our field consultants. In the end, you often hear that "compromises have to be made!". What story will we tell? Which communication territory should we claim? Which creative concept will carry the entire communication programme?
Step 3: a plan built around the customer experience
There we have it — our story, and frankly we are rather proud of it! Now, how will it play out across the various communication channels and formats available? This is what we call storytelling: mapping the customer journey, finding the right touchpoints, activating the right levers at the right moments.
Print, digital, events, PR, video, operational marketing, media…: it goes without saying, you do not talk to an architect the way you talk to a tradesperson! The plan is then written up and structured around a medium-term vision.
Step 4: producing the 360° communication tools
Content, campaigns and communication tools: we are now in production mode! The project managers are hard at work, the studio orders another round of coffee: a ballet of skills unfolds at the agency, perfectly orchestrated by a single point of contact dedicated to your brand.
All the communication materials are delivered on time, in line with the agreed schedules. You can breathe easy…
Step 5: reviewing the results
No communication programme is complete without analysis and lessons learned. It is an opportunity to meet again, review the campaign in place and the first feedback from the field. The objective: identify areas for improvement, define future challenges and plan ahead.
Supporting brands over the long term — that is how we have been sharing the same #CULTUREPROS since 1988. Shall we meet up to talk about it?