I had a very productive meeting with my financial planner the other night. Mulling over things, I'd decided on a very ambitious goal for my wife and I. When I shared it with him, he ran some numbers, and as a result, it looks like we can hit it within 10 years.
He's going to pull together a plan, but essentially, we need to grow by 8% each year.
It's very exciting to think of ways to grow our wealth and take care of some life goals. I still haven't forgotten about helping out Africa in some meaningful way. 23 of the world's poorest countries are in Africa.
Anyway, i began to think of money, and my situation, and my future, and Turquoise. Always thinking about Turquoise.
Recently, a local, larger agency reached out to me. They asked for my dream job description. Here's what I wrote to them:
Brief Spec Position Description in Two Phases.
First, evangelizing and cross-selling complementary services and establishing clear measurement between marketing vehicles. The results would mean more revenue and hopefully greater inter-agency collaboration.
Next, using the above capabilites, demonstrate how the Agency's marketing efforts generate additional results via word-of-mouth activity.
Word-of-mouth referrals are consistently perceived as the most credible source of information, over tv, the web, email, print and all other vehicles. No other agency (that I’m aware of) has demonstrated the correlation between its programs and additional referral-generated memberships and/or revenue. You could.
If there’s time, here’s a bit more detail.
My mission would be to help the Agency maximize its capabilities and leverage them to help place the agency above other choices in the category.
Phase One, The Platform: up-sell and cross-sell as many offerings to as many clients as possible.
* Cross-pollenization - Work with account teams to show how complementary the Agency's offerings specifically support the objectives of the client.
* Offline/ Online Measurement- Using existing the Agency's capabilities, help establish clear paths of measurement that demonstrate how offline programs impact online programs - and vise versa.
Taking it to the Next Level.
With the platform clearly established and some success stories under our collective belts, it would seem that we have a shared opportunity to take things to the next level in a big way.
At this point the Agency will be able to demonstrate a solid track record in measuring the effect of its integrated campaigns components on each other. It will also be able to show how the specific marketing vehicle combinations delivered superior results.
That’s the platform. No more discussions about the online world and the offline world. It’ll just be the consumer world, and how various offerings can be knowledgably applied to support that world.
Phase Two, Agency Momentum: the Agency + Client Marketplace = $$$, WoM
No campaign measurement tool (that I’m aware of) can track in-person conversations over the phone or in an elevator. Yet, word-of-mouth referrals remain incredibly valuable.
With the Agency's measurement capabilities and its integrated prowess there would seem to be a distinct opportunity to establish ‘tracking events’ for the express purpose of understanding what generates word-of-mouth referrals for particular clients.
You can’t measure how many people told their friends and colleagues about your client, but you can measure how many called a secret phone number, attended a password-only event, or visited a blind web page.
Measuring what vehicles compelled them is measuring the evidence of the word-of-mouth generated, and can provide clear directional information on how new and existing consumers internalized the client’s brand. It also provides additional marketing and revenue opportunities for the Agency's and its clients.
Sharing such information with the client would likely help the Agency's gain greater revenue and loyalty, while also creating an authentic competitive advantage as THE agency that demonstrates the immense added value of word-of-mouth metrics.
Here's the deal: Word of Mouth happens for three main reasons 1) things are very, very good 2) things are bad or 3) something novel has occured.
Designing ongoing word-of-mouth marketing programs that reinforce strong leadership and Turquoise values can be my path away from less-evolved environments and toward success. WoM conducted in this way also allows me to:
-"brand" myself, so that I build a reputation separate from any particular company. Accordingly, my reputation for Turquoise values and WoM efficacy would be easily recognizable as a more evolved approach to money-making.
- gain an authentic form of stability. Since the job market rises and falls with the economic tides, this proven skillset (particularly in the online space) would mitigate against recession
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