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After 43 years in the agency business, always as a copywriter, I’ve seen many “evolutions” in the agency business. I started in a world of print, when direct mail was the sizzle product and bingo cards were the “proof of performance” metric…a word we never used, as we said yardstick. Funny. New ads and PR took 30-45 days to appear, now we have our PR online in 30 minutes or less.
Today, the emergence of the internet and social media have radically altered the face of industrial marcom, which remains a lap behind the consumer world, but not because our business lacks the talent or foresight to implement the changes in technology.
Rather, the fundamental driver in our business…and yours, as captains of industry…is one that hasn’t changed a bit, over time. It’s the fact that all 33 of our clients sell to only a small slice of the viewing public. We have several clients with less than 1000 prospects in all North America, including one who sells tiremaking machinery. Talk about a limited head count. At the opposite end, we have a client who sells every market you can name with a piece of discretionary capital equipment, as I call it. Requires a very different approach.Continue reading