Any company can say they are service oriented. Any company can say they can help you execute your marketing plan. But what do you (and/or your company) really excel in – what are your talents and gifts? I have the privilege of working for a company that is not your typical integrated marketing communications company. Our clients' marketing plans have unique goals, objectives and budgets; therefore, their marketing plans are not cookie cutter. We don't look in the Master Book of How to Sell Your Product Step-By-Step. We assist our clients by providing unique solutions to their goals.
I'll tell you how this Media Professional sets herself apart. And also…how does the Jackson Marketing Group Media and Research Department set itself apart from the other ad agencies and media buying companies? Sure, anyone can learn how to buy a TV and radio schedule based on cost-per-point or how to read a publisher's circulation statement. But what makes us unique? Here are a few things that set us apart:
- We create and maintain partnerships: One of the things that makes us unique is that we PARTNER with media outlets (radio, TV, print, outdoor and online). According to Merriam-Webster, the definition of partner is "one that shares, one associated with another especially in an action." JMG works to create and maintain great partnerships with our media reps to devise extraordinary media plans that meet client goals and budgets. We do not treat you like a vendor. We have an open line of communication, and we share client goals with our partners. We hear from a lot of media partners that many agencies do not share this most basic information. How else are they going to suggest programs or initiatives to reach their marketing goals without this?
- We treat our partners with respect: Too many times I hear of media buyers and planners yelling at or degrading their sales reps. Yeah, some sales reps are much better than others. Some are harder to deal with than others. We all have unique qualities and gifts. What we need to learn to do is focus on each others' gifts and talents instead of highlighting their shortcomings. We all have EGRs to deal with in any work or personal relationship. I hijacked the term "EGR" from Rick Warren (author of The Purpose Driven Life) – it stands for "extra grace required". Extend grace to someone who irritates you or is not listening to what you need in order to do your job. Very few sales reps actually LISTEN to what we need for a client; instead they send us every sales package they have to offer. But that doesn't mean that we should treat people disrespectfully. (At least wait until they are off the phone. :)) It might actually mean learning how to be patient with others. It's the Golden Rule: Do unto others as you would have them do unto you.
- We are solutions neutral: That means we do what is best for the client's business. We don't just suggest a paid media schedule when it makes sense to execute a PR campaign. We truly do what's best for the client. Can all advertising agencies say that? The JMG Media and Research Department is conversant in all forms of media. Sure, there are certain forms of media that I like planning and buying over others. But I recommend and buy media based on what is going to "move that needle" for the client's business.
- We know how to have fun: It's not all work. We need to learn how to have fun with our partners and treat them to some fun once in a while. We will be hosting our 3rd Annual JMG Media Day on May 13, where we invite our media partners for a Brunch and Presentation at our office. This year's presentation is on Demographic Trends presented by Jennifer Sutton, Executive Director of Media and Research at JMG.
I received a handwritten note after our First JMG Media Day from one of my favorite TV sales reps. "I appreciate all you do for me and the station. I wish ALL agency relationships could be like those with JMG." I still have this hanging on my bulletin board three years later as it reminds me daily that I need to look for ways to set myself apart professionally.
These are a few things that set us apart from other advertising and media buying agencies. How do YOU set your business apart from others? How do YOU set yourself apart as a business professional in your industry?