Ring the bell and raise a glass
In the upstairs hallway of the century home that Rosenberg Advertising calls, well, home, there is a bell mounted on the wall. It serves the same important purpose as most bells—to announce and call attention to something of importance. In our case, we ring the bell to celebrate our partnership with a new client. Then we gather the entire office together and toast the beginning of an exciting and successful relationship, often raising a glass of our house-made and labeled wine.
Assembling the team
Our first step is to arrange a brand development session. We invite the client to bring along a diverse group of individuals from their company, people responsible for and knowledgeable about all the different facets of their business. We want access to as many viewpoints and perspectives as possible. The Rosenberg Team for this session includes everyone who will directly work on their account, plus those who will work internally to support it. Again, we want as much brain-power as possible. We gather around our rustic conference table, bring in bagels or lunch, depending on the time of day, close the doors, and…
The purpose of the brand development session is to educate the Rosenberg Advertising team on everything there is to know about your company, from A to Z. We will ask lots of questions, and dig deep—what is your company’s history, what are your marketing goals, who are your main competitors? What sort of advertising have you done in the past? What do you want to gain from our partnership, and what would you consider a success? What do you consider your weak spots? Through this we are trying to discover your “key differentiators,” the things that set you apart from your competition, the things that make you unique within your brand category. The more information we can glean from you during this session, the deeper we can dig, and the better the result.
Then we shake hands and say our goodbyes, and we get to work. We like to think of those key differentiators we discovered as building blocks we can use to construct your marketing plan. If we did our job right — if we dug deep enough and asked the right questions — then we can be confident in the veracity of those building blocks. We use them to develop your unique marketing plan, and to constantly check that we are staying on message, accomplishing your goals, and working within your stated budget.
We present our ideas to you—from our overall strategic plan, to creative, to the nitty-gritty details that will keep the gears meshing together smoothly. That’s how we do it.