Your competitors have the right retainer - do you?

Phil: So Lauren, you've got many years experience dealing with numerous clients in different sectors. Let's assume that the client that you're dealing with today, or now, let's assume that their competition have all their right support, the right marketing support and the right retainer in place. Let's assume that. So how do we in our situation, how do we get on the front it, how do we beat them and outperform them?

Lauren: Well there's a misconception actually, that more is actually better, but that's not actually the case. It's not actually good to be spreading yourself thin across multiple tactics. What we know through experience is it's much better to pick one or two key strategies and that is what will give you the competitive edge.

Phil: So what you're saying is, rather than do a lot of things in a small way, you choose the really impactful thing? Just those two or three really key things that are going to give you a return, focus your energies on to them.

Lauren: Yeah, just forget about trying to do everything, forget about trying to hit every single channel, pick two or three, be really precise about it and that is where you're going to have the impact.

Phil: Yeah because I guess if you try and do everything, you'll probably do everything poorly or not to the degree required.

Lauren: Yeah exactly and you know, you might find that your audience isn't actually on the platforms that you think. So, I mean before we do anything, what we do, we start by gathering data on your competitors. So looking at what they're spending on ads, what platforms they're on, really getting deep on the data so then we can make data-driven decisions, and that will inform the strategy.

Phil: Yeah, I guess so if we get the strategy right, so if we're really aware of what the competitors are doing and we pick those, let's say two tactics that are going to really deliver for you, do them really well, we can still as the authority advise on those other areas that perhaps the client can pick up themselves.

Lauren: Exactly, so I mean a lot of clients come to us and they're trying to do everything and that's where our workshops come in, because what that does, it tips out what the tactics should be, what the strategy actually should be, and that's what we're trying to get to.

Phil: So how do you come to those decisions? You mentioned workshops, so in the workshop environment, I guess it all comes down to the research and the data to tip out which tactics are going to be the winning one in this sector for the client.

Lauren: Yeah exactly, because that's what we're trying to understand, is what tactics should we be using? What spend should we be using? And that is going to help you outperform your competitor? Because that's what it's about. All you have to do is outperform your competitors, it's not about beating everyone. It's just being the best in your sector.