One of the many things that made an impression on me in Tim Williams’ presentation to the T-CAAN group in Sault Ste. Marie this week was how agencies need to make the shift in thinking from how advertising works to how consumers work. He referred to this as behavioral economics.
Traditionally we look at a problem through the lens of our existing tools: we solve a marketing problem by applying ideas to traditional media channels. In many ways, we start with media.
A radio campaign. A TV ad. A digital strategy. A direct mail piece. We fit them into an overall budget picture which we rationalize around average response rates. We project success around these metrics.
Essentially, we do what we know.
The problem with this picture is that we are an ideas business. We are a provider of creative solutions. And yet at the outset, we are neither.
How can we do things differently?
How does an agency convince mothers that chicken soup is good for colds and flu? Do we do an ad campaign? Clever commercial? Funny posters? That sounds like a good media spend.
Or do we suggest to Campbell’s that they move their soup to a new aisle in retail environments?
Which solution is most likely to give the client the desired response and the agency the successful case study?