Why I LOVE Negative News
Don’t get me wrong, I love the client love too — learning that something transformed a brand’s business, that product is selling off the shelves or that the efforts of the agency earned a brand’s way into an account. But I’ve learned to really embrace negative news, too.
But why do we appreciate hearing that product isn’t selling in a certain area, that messaging is falling on deaf ears within a certain market — or that the competition is “eating our lunch” within a specific retail geography (yes, pun intended)? Because this news fuels the right agency’s performance. And yes, RMD IS the right agency. Here are three ways this news can be useful to a super-charged team:
It turns on the firepower.
When you’ve teamed with an agency that cares more about serving your brand and your consumers, than they do about managing agency hours, negative news can turn on the firepower. It’s akin to having a best friend who rises up to defend you when you need it most.
We work hard to INTEGRATE and pump up the power when we hear that sales are down, or not what they can be. Social media takes on a hyper-focus with carefully crafted posts and smart, smart, smart geotargeting. Simultaneously, Public Relations truly IS the silent partner in every success story, mobilized to turn on the energy in a specific market. Meanwhile, Advertising should cut through the noise and first grab awareness, then educate.
It solidifies a client/agency team.
Nothing builds bonds faster and stronger than a brand in need, and an agency that rises up to meet that need — quickly. There’s a gift in speed and being nimble enough to adapt and improvise or mobilize resources for immediate results. The food business requires this and teaming with an agency that cares enough to be effective when it’s needed most builds lasting relationships.
It allows the agency to actually DO something.
Sometimes, brands become protective. And, in the interest of safeguarding the company, we actually hold on to our brands too tightly. Being in dire need forces us to let go … just enough to allow success to happen. To be clear, I love a calculated move — and more importantly, a calculated brand. But that’s not always how the world operates. Brands that are built with transparency and honesty are more effective today than those that mark every move. As consumers, we buy brands from people, not from corporations. Freeing your agency from the ties that often bind us has led to some astounding success throughout the two and a half decades of food brand experience at RMD. Sometimes, we need to let go … and let good happen.
Is your brand ready to turn to a strategic partner that digs in? Let us show you what we could do for your brand.