Friday morning dawned bright and echoVMEans walked into the office for a power packed inspiring session by Anand Arun, Account Group Head of Rubecon – one of the top few agencies in Chennai. The agenda of the session was Client servicing, Branding and Positioning – the three strong points of marketing a product/ service.
echoVMEans sat with rapt attention as Mr. Anand exalted on the salient points of Client servicing and stressed on how the client service (CS) manager is the bridge between the client and the agency and how he/she is the brand custodian of that particular brand. What makes one a successful marketing professional? Here’s what we learnt:
- Bridge the gap between the agency and the client, find a common ground and give a good output.
- Building relationships are very important for the agency as great relationships translate to good business.
- The characteristics of a competent client service manager lies in being accessible to the client. Ensure you keep them informed if you will not be available for a few hours or so.
- Do not over promise things to the client. Give an optimal expectation and exceed it.
Mr. Anand spoke about some hygiene elements that CS executive needs to inculcate are – reporting, follow up, punctuality and meet the client at regular intervals so that they know there is someone who is thinking about their brand constantly.
Mr. Anand next took on branding and took us through the planning process that happens in a typical Ad agency vis-a-vis:
Listen -> Interpret -> Develop -> Evaluate -> Deliver
Moving on to Positioning, Mr. Anand told us how one must ensure mind space in the target audience. We must ensure that as marketers we need to stay on top of industry news and ensure we deliver quality results because smart advertising does exist and if we do not update ourselves regularly, we might have the clients taken off right from under our nose.
The session ended with our Thinker- In- Chief Sorav Jain presenting the hand drawn caricature of Mr. Anand – a gesture of our gratitude for spending his Friday morning inspiring us! J