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home | process | portfolio | people | culture | clients | buzz | contact | smarts | enews
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The Little Rubber Feet: Putting Account Planning to Work May 2007 Back in the mid ‘60s, a major electronic brand was creating advertising to introduce a new office calculator… and they were stuck. It added, subtracted, divided, multiplied, found square roots and had a dozen of other features. The same features as every other office calculator. They couldn’t think of anything that differentiated this calculator from all the others. Just when they were ready to “follow the crowd” and match their features with all the other brands, a diligent agency person dug a little deeper into the mounds of consumer research. He found that people really liked the little rubber feet on the bottom of the calculator because it didn’t slide around and made working with the calculator a little easier. Based on that one real-world insight, the entire introductory advertising campaign was based not on the features of the calculator but on the benefit of the “little rubber feet.” It was a smashing success. Why? Because the advertising was focused on a simple truth…from the customer’s point of view. Though it wasn’t called account planning then (this is a relatively recent addition to agency jargon), the intent remains the same. Dig deep to uncover insights into the customers real-life wants and needs, so the agency can create more meaningful and relevant communications. Finding that simple truth is the goal of the Greteman Group’s account planning process. And it’s just that, a process. Logic and analysis combined with experience, intellect, instinct, common sense and diligence. It’s an agency wide commitment to finding the clues to developing communications that create a practical and an emotional connection with your customers. Account planning had helped us create effective and intuitive advertising programs for clients such as ECO-Block. By listening to what their customers were really saying about the construction business, we were able to plant ECO-Block’s flag as a brand leader in what was essentially a commodity category. And we can do the same for you. If you want to learn more about how our planning process can ignite your business, give us a call. Together, we’ll find those little rubber feet. |
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© 2006, Greteman Group. 1425 E. Douglas, Wichita KS 67211 • 316.263.1004 • info@gretemangroup.com |