Why make it any more complex?

Our approach

Some marketing agencies seem to want to blind their customers with science, developing a whole raft of processes and systems with snappy titles that aim to impress but often end up confusing. Perhaps they want to make marketing seem more complicated than it is? This formulaic and process-heavy approach is one way of doing things … but it’s not the Box Clever way.

As you’ll have gathered, if you’ve read other sections of this website, we are BIG on strategy … we mean hugely keen. It’s the absolute cornerstone of everything we do for our clients. But (and here we’re going to let you in on a little secret) developing a strategy need not be a complex process. And why on earth would you want to make things more complicated than they need to be?

In essence, The Box Clever approach to strategic development boils down to 4 key stages:

1) Research: digging deep

Before we can even begin to think about starting on a project with a new client, we need to do our homework. This involves a huge amount of in-depth research and information gathering – we never just rely on the information we are given.

We really need to get under the skin of your company and we want to hear the negative comments as well as the positive stuff. We take soundings from as many people as possible that come into contact with your organisation. We’ll interview staff within your organisation – not just the people we will be working with directly. We’ll talk to customers and suppliers. If need be, we’ll set up more formal research groups. We’ll also take a long, hard look at your competitors to see where they are out-performing you and where you are leading the pack.

2) Define: plotting a course

When we have sifted through the information we have gathered, we schedule a planning meeting with the client. We feed back our findings and begin to talk around potential directions and strategies – in very outline terms only at this stage. Following this meeting, we prepare an action plan which sets out key factors such as the objectives, brand personality, key messages, a broad scoping of communication channels/activities and outline timings. This is your chance to amend and adapt. Once the plan is signed off, the direction is set.

3) Create: developing the big idea

Developing a coherent and effective communications plan is all about developing a big idea that will be strong, yet flexible enough to translate across all media. Our creatives are fluent in a variety of disciplines so they’re not confined to narrow ways of thinking. This allows us to consistently come up with fresh and original work that sometimes defies conventions but always meets the brief.

4) Review: how was it for you?

In many ways, the final stage is the most important. At the outset of every project, we set specific targets against measurable criteria. At appropriate stages of a project, we review progress to date, take a critical look at what has worked well and what could be improved and plan for the next phase, making adjustments as necessary. We actively seek client feedback at every stage of the game. If you’re not satisfied with the way things are proceeding, we encourage you to tell us. Then we can do something about it rather than continuing in blissful ignorance. If we can put things right, you’re more likely to want to work with us again and then we’ll all be happy!

Ta da!

That’s our 4 step plan to strategic development – what could be simpler? And yet, we know from experience that our approach really works. If you’d like to find out more about our approach to strategic development - as well as life, the universe and everything – just give us a call on 01789 450281.