Experience and Insight: Working on both sides of the promotional marketing fence
From the blog series: 30 Years of customer service success – insights from the team.
Background:
For almost a decade, Marc Rigby has been at the helm of MRM navigating the firm through the countless challenges of a modern business. His valuable knowledge and foresight have helped shape MRM, honing the products and services to meet the ever-changing world of promotional marketing. In this blog he reflects on the crossover from agency life to promotional support.
The bright lights and allure of creativity
From the neon-lit world of creative agencies, where ideas flowed like cocktails at a trendy rooftop bar, to the more grounded realm of promotional marketing at MRM, my journey has been a wild ride. Initially drawn to the agency world by the allure of creativity, I quickly discovered a deeper appreciation for the power of branding and its ability to resonate with diverse audiences. Through firsthand experience, I learned the importance of harnessing insights to fuel creative endeavours, the need to test various approaches to measure effective return on investment and employing strategic and tactical rewards to motivate desired behaviours.
Turns out, there’s more in common between creative agencies and promotional marketing than just a love for caffeine. It’s like comparing apples and oranges… except both are delicious and essential. Both require a collaborative approach with clients to understand their unique marketing challenges and devise effective solutions. Budgets and timelines are constant factors that must be carefully managed to ensure successful outcomes. Promotional support marketing services might not be painting the town red with our ideas, but we’re definitely adding a splash of colour to our clients’ marketing strategies. And let’s face it, who doesn’t love a well-executed plan that doesn’t blow the marketing budget? The building of digital apps, the navigation of complex distribution planning, clearing of coupons, personalisation of rewards, nesting of subscription boxes, management of competitions are just many of the vital cogs that power our MRM engine.
Directly transferable experience and life skills
My experience in the creative agency world equipped me with invaluable skills that are directly applicable to my current role. Understanding the nuances of branding and building strong relationships with clients has been instrumental in developing effective promotional strategies. The ability to leverage insights into consumer behaviour through data analytics – the crystal ball of marketing – to inform creative decisions and measure/optimise campaign performance has also proven to be crucial. Clients need both industries to keep them abreast of the latest trends and technologies in promotional marketing. Additionally, my experience in testing different approaches and rewards has helped MRM to optimise promotional campaigns to achieve maximum impact.
Businesses in the promotional marketing industry can benefit greatly from individuals with a background in creative agencies. Such professionals bring a unique perspective that can enhance the overall effectiveness of promotional campaigns. By combining creativity, strategic thinking, and a deep understanding of consumer behaviour, they can develop innovative and impactful solutions that drive sales and build brand loyalty. Just look at how digital marketing has allowed us to leverage digital channels and technologies to enhance promotional campaigns.
Working with giants of creative thinking
My journey from creative agencies to promotional marketing services has provided me with a valuable blend of skills and experiences. The insights gained from my time in the agency world have proven to be invaluable in my current role. As for missing creativity, well, having the chance to work closely with agency clients like Mando, Zeal, Another Way, Syrup, TMS and Prizeology ensures we can continue to stretch our thinking and delivery capabilities. As our industry continues to evolve, businesses like MRM that embrace a blend of creativity and strategic thinking will be well-positioned to thrive.
Marc Rigby
Managing Director
T +44 (0)1858 410 510