Yes, we’re talking production. Clients want you to produce work. This is, after all, what they hire us for; Is it not?
Yes, you say, with great affirmation.
What clients hire us for, what they really hire us to produce, are results. The work is a means to an end and that ultimate end result is sales. Not awareness in and of itself, not leads, although these are steps along the path, not likes or clicks, but actual hard-boiled sales, measured in ounces of gold.
Advertising to sales ratios are one measure clients use to determine how much of their advertising budget goes into each sale. Some clients, depending on the nature of their product or service, might look at lifetime value of a customer, assuming the product or service involves repeat purchase. For instance, your wireless phone service vs a dog leash.
The wireless service may spend hundreds of dollars closing you as a customer knowing for sure that once they have you, they will have you for a good many years, so the initial cost of sale is amortized over the life of your engagement.
The dog leash people, on the other hand, cannot afford to spend any more than a few bucks to achieve your purchase of their product. And it’s a product you will likely have a lot longer than your wireless carrier. Or at least as long as you have your dog.
If you don’t understand your client’s business, you cannot produce effective results. It’s pretty simple. If you don’t understand the perceived value in the mind of the target customer, you will not achieve effective results.
Brand value is derived from consumer need based on real insight into their emotional relationship with the brand. This emotional relationship is expressed in the brand idea.
Getting it right triggers deep connections that make the cash register ring; and that my friends is what they pay us for.